Quick Start PPV Advertising
Familiarizing Yourself With the PPV Target
Audience
Pay per view advertising is interesting, in part, because you’re
presenting offers to a unique audience type. The people who’ll be
viewing your ads have all agreed to download the PPV company’s
Adware. While you can’t read too much into this fact, it does have
an impact on the way one should approach the practice.
What do you know about the audience for your ads? Obviously,
you have some idea about them based upon the search queries
they’ll be making or the URLs they’ll be visiting.
You know
something else, too. They agreed to download the software that
shows them your advertisements in exchange for some
inducement.
Think about what that means about this particular audience,
compared to other audiences you may approach with different
advertising strategies.
You know that these people are willing to download items from
third parties. That indicates that their either incredibly tech savvy
and comfortable in their computer security and protections or, as
is more often the case, they’re just not that concerned about
bringing in third party materials.
Either they don’t realize the
potential for risk or they don’t care. In either case, you know that
you’re putting an offer in front of people who will click a “download
now†link.
If you know a little about the PPV company with whom you’re
doing business, you’ll also know what kind of inducement probably
led them to become a part of the PPV user base. You’ll know what
they wanted badly enough to accept the software.
Some PPV
companies “recruit†by offering free game access to its members.
The fact that someone is willing to download third party ad-serving
software in exchange for a free video game should tell you
Quick Start PPV Advertising
something about his or her interests and habits.
When you think about facts like these, it’s not surprising to
discover that PPV advertisers tend to have the best luck with CPA
offers that require the completion of quick, small forms in order to
secure payment and list-building offers that provide users with
free information in exchange for their email address and
permission to contact them with future mailings.
It’s also not surprising to learn that offers premised on showing
people a sales page for a product don’t tend to do as well. It
wouldn’t be fair to characterize PPV audiences as collections of
tire-kickers, but they definitely trend away from being immediate
buyers.
Before you start building PPV campaigns based on these
assessments, it’s important to recognize their limits. You can’t
assume that the kind of observations we just made our universally
true.
That’s because there are exceptions to every rule. There
are older potential customers who’ll be happy to pull out their
credit cards in response to a good offer who also have an interest
in video games.
You can’t assume that all members of a PPV
company’s user base built on game freebies are kids. Additionally,
it’s important to remember that most computers are used by a
number of household members. One may have installed the
adware, but others may then see the ads.
It’s important to understand the general composition of PPV
audiences. That information can help you create winning
campaigns.
However, it’s also important to recognize that those
generalizations aren’t wholly accurate in all situations and that
there is room for profitable campaigns that don’t “fit†the larger
model.
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