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Loading ...A 3-part series, the host of In The Line Of Wire and the President of P@SHA, Jehan Ara takes an in-depth look into the state of content and challenges that new media pose with guest, Dr Irfan Ahmad, who heads up Yahoo! online sales for Pakistan and the Middle East. Dr. Irfan has been selling online ads for Yahoo! in Pakistan since as far back as 1998 and he has been one of those people who have certainly seen the market grow.
Watch the episode to find out how the market has changed over the decade that he has worked with the local market along with what opportunities are out there for newbies. Also, part 2 and 3 of this series, to be launched later this week, will reveal some SEO and marketing tips on what will help get you better page ranks and attract advertisers to your site… all this, while you maintain the drive for local content development.
[...] can watch the first segment here and the second part [...]
[...] If you’d like to watch the first part of the series, please click here. [...]
According to ISPAK there are 17 million users in Pakistan so we have a figure between 8 million and 17 million.
Yahoo is an excellent ad feed provider and is getting better all the time. They offer the best revenue share but the lack of advertisers means that sometimes there is a lack of relevant ads, especially on targeted sites that would otherwise be earning high revenues for ads, such as financial services websites.
Responsibility is not just Yahoo’s—but for everyone engaged in online content publishing to keep making the case to advertisers that online advertising can give better results at cheaper prices. Unlike other forms of advertising, online ads are easy to measure and they give immediate results.
Advertisers are not living in a cave in some isolated place. They are using the same websites that we do. This makes them accessible.
If Yahoo asked site operators who receive their ad feeds for 10% free ad space to promote Yahoo advertising and other Yahoo products, it would be in the interest of the site operator to cooperate in helping Yahoo attract new business.
One type of ad that Yahoo could run on third party sites would be one that asks viewers if they would like to advertise on that exact website. Make it easy for advertisers to precisely target their advertising, especially at first, and then the ad market will grow.
One issue that Yahoo faces, perhaps more so than any other online ad purveyor, is the issue of how to handle fraudulent click throughs in developing markets such as Pakistan. It appears that in some cases, Yahoo’s practice is to err on the side of shutting down the entire account of the publisher, rather than simply dropping fraudulent clicks or, in more extreme cases, not charging (or paying) for clicks from a website where clickthrough fraud is prevalent.
More trust building and pro-active communication will help too. At the end of the day, advertising requires cooperation from all parties to be successful.
Giving site operators better tools and a bigger role in improving the quality of clickthroughs will help everyone.
For additional information on ‘search advertising campaign management’ search for that term on any of the search engines see the number one result that appears.