NPR’s Custom Solution to Its Banner Ad Problem
Every publisher is trying to figure out its strategy when it comes to differentiation in the world of the banner. National Public Radio is no different.
As part of an NPR.org overhaul, NPR has rolled out a “native sponsorship” large format ad unit running on its homepage that will feature longer-form sponsor content. NPR calls it “Center Stage,” and the unit contains sponsor content of at least a minute in length. Unlike publishers like Gawker, BuzzFeed and others well-versed in sponsor content, NPR isn’t going to produce the content for advertisers. Instead, it wants to use the advertising’s existing, non-TV content. The first sponsor, DIY site builder Squarespace, is running a video that features a minute-long, Squarespace-produced profile of a design firm. The unit, which measures 1070 pixels wide and 380 pixels long, appears about halfway down the page.
The unit solves a problem for NPR: It rejects most of its sponsors’ banner ads. That’s because it tries to hew closely to its Federal Communications Commission on-air guidelines, which prohibit sponsors doing things like promoting based on price or on sweepstakes, even asking for clicks. That’s even harder to do when many ads are bought and sold through automated systems, according to Bryan Moffett, vp of digital strategy and ad operations at National Public Media, which handles sponsorships for NPR.
“The banner business is getting difficult because everything is moving to programmatic,” he said. “There’s not a chance to get the advertiser to change the banner for you. They’re not willing to do the work to make it happen.”
Instead, NPR is trying to do directly to clients as much as possible for Center Stage, which it is limiting for now to running once a week. The ads run for the full day, with the price coming in under $50,000, according to Moffett. He estimates about 2 million people will see it per day.
“What we’re trying to do is make something more noticeable, which for us means more interesting,” he said.
‘This is scary stuff’: Cookie compliance efforts continue to fall short even three years after GDPR
Study finds GDPR-violations are rampant as user consent is often ignored.
Member ExclusiveDigiday+ Research: A majority of publishers don’t want to go back to full-time office work
With vaccination rates having leveled off and the omicron variant rising, optimism about office returns has given way to a more pessimistic outlook.
‘It’s too early to sell’: Why Axios is set on investing in internal growth, versus pursuing M&A in 2022
In 2022, Axios will focus on building its local media, subscription and SaaS licensing businesses to keep up the trend of 40% YoY revenue growth.
SponsoredWhat marketers are getting wrong about TV advertising (and how to get it right)
Masud Karim, head of converged TV, Wpromote The explosion of new streaming platforms has led to a curious phenomenon in marketing, resulting in about a million think pieces trumpeting new opportunities in TV advertising. And yes, there is a huge opportunity waiting for brands when it comes to both linear and OTT advertising. But most […]
‘Catalyst for growth’: GroupM’s Brian Wieser bumps up his 2021 and 2022 global and U.S. ad forecasts
The latest global ad revenue forecast from WPP’s GroupM is out — and if it’s accurate, media is going to have a pretty great 2022 with almost 10 percent growth.
Member ExclusiveMedia Buying Briefing: ‘There’s a real strain’ on media agencies as they try to staff up after mediapalooza gains
How will media agencies staff up when employees are leaving in droves, either from burnout or more lucrative offers from brands and tech firms?