Making Money From User Comments
key to successful display ad monetization is placing ads in areas of a
site where visitors will see them and engage with them. Typically, this
leads to focusing on the most viewed areas of a site such
as above-the-fold placements.
It makes sense to prioritize
above-the-fold display ad optimization; improvements made there will
yield the most meaningful increase in revenue. There are, however, less
obvious areas of a webpage that are often ripe for monetization.
Specifically, identifying sections that:
- Are positioned below-the-fold
- Generate high levels of visitor engagement
many sites, the comment section fits both of these criteria. Though
positioned as one of the last elements on a page, engagement levels are
often very high. On certain web sites, many visitors read comments as
intently as they consume the page content. That means that a high
percentage of visitors will see the comments section and spend a decent
amount of time reading what has been posted there.
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Ads In Comments
The Wall Street Journal recently unveiled a redesign that featured a wider layout and cleaner font. In addition, the new page templates include
a 300×250 banner ad next to the box where users can enter in comments.
This banner ad will scroll with visitors as they read through existing
comments, keeping it in view throughout the experience:
Nation has put integrated ads into its comments sections for a while,
typically in the form of a 160×600 skyscraper or 300×250 rectangle that
is right aligned alongside this section of the site:
The performance of this ad unit could be improved further by allowing it to float down as visitors scroll down.
examples above are the exception; most sites give little thought to
monetizing below-the-fold elements of a webpage. Most comments sections
look more like the example below–completely devoid of ads:
in particular are an interesting monetization opportunity, primarily
because of the high level of engagement that is typical of users
interacting with that section. Put another way: if someone is interested
enough in a topic to be writing comments, there is a decent chance that
they will be interested in a relevant ad shown adjacent to the comment
Source : www.monetizepros.com