Archive: Development
About a month ago PayPerPost rolled-out two new marketplace features impacting both Advertisers and Bloggers, called "Bans" & "Benches." If you're not already familiar with them here's a little more about each feature:
"Benching" is a feature allowing Advertisers to expand the reach of their audience by 'benching' bloggers from accepting a particular Opportunity. Think of the analogy of "sitting this one out." Benching essentially allows for high-targeting by spreading links around to a variety of bloggers. A benching period can be for any reason--at the discretion of the Advertiser--and it can be up-to 90 days.
What is a "ban"? Well, a ban is different from a bench in that a ban will prevent a blogger from accepting any future campaigns launched by an Advertiser. If you're an Advertiser and you decide you would like to ban a blogger, you will be prompted for a reason as to why the blogger is being banned. Bloggers will have access to their bans so they can know why a particular Advertiser has opted not to use them anymore. Please be mindful if you make the decision to ban a blogger as it does have a negative effect on their tack ratings.
You will be able to use the "ban" & "bench" options once you have created a campaign in the marketplace. You can also view any current or past bans & benches after logging-in to your account.
Let's walk though this so you understand how they work:
1. Log-in to your account by clicking on the "Log In" button on the top of the page.
2. Click on the "Manage Opportunities" tab at the top of the screen.
3. Select an Opportunity by clicking on one of the links in the "Opportunity Name" column.
4. Scroll down to the "Posts for this Opportunity" area.
5. Chose a post.
In the last two columns you'll see the "Ban" & "Bench" features.
If you're choosing to "ban" a blogger click the "Ban" button, and you'll see the following box appear:
Remember, a blogger has access to their "bans" so include a reason, that way they can learn from your concerns.
If choosing to "bench" a blogger click on the "Bench" button and from the drop-down menu select the amount of time you'd like the blogger benched. You can select either 30 days, 60 days, or 90 days. Here's what you'll see:
After you've selected the appropriate time click the "bench" button, and you'll notice the green strike through graphic disappear. As long as this blogger is benched this graphic will be gone -- you can't ban and bench a blogger at the same time.
You can always log-in to your account and reverse a ban or a bench, but please remember when you "ban" a blogger it impacts their tack rating.
If you have any questions about "bans" or "benching" please don't hesitate to contact us.
Beth:
I don't think it is fair to say we are catering to "elite high profile bloggers". We have always had the ability for advertisers to make their opportunities available to all bloggers. Some of those advertisers have the mindset that they would like to have as many people blog about them as possible. The theory there is that you can engage a small army of bloggers with lower traffic blogs to get greater results than posting on a handful of blogs with higher levels of traffic.
Other advertisers believe that getting exposure on one big blog is worth exposure on hundreds of smaller blogs. There is no right answer here. It depends on the product and the bloggers that pick it up. The PayPerPost marketplace provides the flexibility to create a campaign from either angle.
You can see that from the Opps that PayPerPost creates that we believe there is value in both types of Opportunities. We create some that are open to everyone and some that use segmentation. Time will tell what works best for us and drives the most traffic to our site.
Every advertiser will be different. I think you blog is valuable. I am happy when I see a paid post of ours on your site, however some advertisers may not be and that is their choice. It is their money to spend.
On a final note I don't see advertisers segmenting in the way you are describing. I can see and advertiser segmenting on geography, sex and age individually, but I can't see advertisers combining those three together on a regular basis (i.e. I want a 18-24 female in Virginia). You would have to have some damn good insight about your customers to segment to that level.
anonymous 1
We'll get those up there soon. Been pretty busy with PostieCon.
anonymous 2
PPP has always been a marketplace, with a bid-like system.
If people are cheating the system and we can prove it they will be dealt with.
I agree, run of network opportunities are extremely powerful. I am happy that you see the value as we do and will continue to do them. This creates more opportunities for all Posties
We do absolutely care what the publishers and advertisers are saying, but please realize that there is a delicate balance here. What the advertisers want and what Posties want aren't always inline with each other. We have to find a happy medium.
anonymous 3
I am not sure that I understand the reference to MySpace. I like your suggestion though.
anonymous 4
I agree with you. Our responsibility is to try and fill that opportunity, we are working on ways to make sure as many Opportunities are filled as possible. However, some Opps will always go unfilled, that is the nature of a marketplace. (see VCDans comments from the previous post on this subject)
VCDan
Good hair.
Happy Blogger
I am happy you are happy : )
Labels: segmenation
