Everything we do online, as far as making money through advertising goes, is related to creating an environment. We must consider every aspect of what we do in relationship to that; from page load speeds, design and content.
All of this is the same thing as saying we're creating an environment. The trick is, we must create an environment for more than one party. We must make it fast, easy and have content directed toward the demographic we're trying to reach.
At the same time, we must make it an environment advertisers are confident with and feel comfortable putting their branded advertisements beside.
Talking about their latest initiative to put online video on their website, CNNMoney General Manager Jonathan Shar said, "In the upscale automotive category, the reaction has been that we're creating an environment that's consistent with [the advertisers'] brands."
That's a very accurate insight. If we're looking to make money through online advertising, consistency as far as it related to advertisers' brands, are a key element of bringing you success.
So whether you already have a web site up, or you're thinking about creating new ones, always make sure you're creating an environment where two parties are meeting: the visitor and the marketer. Both need to feel comfortable and confident in the world you're creating. Those creating the most relevant environments for both parties will win the online advertising game.
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