Tips and Guides about Advertise On Singapore News Site

Why we label sponsored work at the top

A label at the bottom of an article is read by almost nobody. We put it above the headline, in the same type size, because a reader who feels tricked stops trusting everything else on the page, including the next advertisement. Advertisers occasionally ask for something subtler. The honest answer is that subtlety costs both of us: it converts worse, because readers who realise halfway through that they are reading marketing usually leave, and it damages the audience that made the placement worth buying.

Fewer units, more attention

The obvious way to raise revenue is to add another unit to the page. It works for one quarter, then click rates on every unit fall, and the page becomes slow enough that readers leave before anything renders. We hold each article page to two display units and price them higher instead. Advertisers get a share of attention rather than a share of clutter, and the arithmetic works out roughly the same for us, with the difference that readers come back.