Closed platforms like social media and the open internet each offer very unique. On a closed platform, advertisers can take advantage of a large user base and tightly connected, closed network targeting capabilities. On the other hand, on the open internet, retailer sites, publisher platforms, blogs, apps, and more can reach a wider audience and reach consumers throughout the purchase journey.
Advertising on closed platforms can be an attractive option, but extending advertising efforts to the open internet has many advantages for businesses looking to maximize customer growth.
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Expand your audience reach
One of the biggest advantages of open Internet advertising is that it allows businesses to reach a wide audience. According to a research, 7 out of 10 customers look for posts on the open internet before making their first purchase or buying an important product. The open internet gives businesses the ability to reach a vast audience and broader customer base. It provides an opportunity to connect with
Go where consumers spend the most time
Consumers are spending more time online than ever before, and that number is growing rapidly. 66% of the time people spend online is on the open internet. By consistently engaging people throughout the buyer’s journey, businesses are more likely to make a lasting and lasting impression on new and existing customers.
Ad Optimization Using Transparency
Another benefit of open Internet advertising is transparency and control. Closed platforms are literally closed ecosystems, making it difficult for advertisers to know exactly where their ads appear and who sees them.
But on the open internet, you have more control over where your ads appear and you can more easily track their performance. This transparency allows you to identify which ads are working and make data-driven decisions to optimize your campaigns to improve results.
Increase brand visibility
Open internet advertising can help businesses increase brand visibility and exposure to potential customers by telling their brand story across a variety of websites and platforms.
With the ability to control where ads are displayed, brands can prevent ads from appearing next to controversial content and ensure that ads are displayed in a safe and appropriate context.
Diversify Your Reach:
Relying solely on closed platforms limits your audience to the users within those specific networks. By venturing outside these boundaries, you open your brand up to a wider and more diverse audience. Exploring various advertising channels, such as blogs, industry websites, or content networks, helps you reach potential customers who may not be active on closed platforms.
Greater Control over Branding:
Closed platforms often come with strict guidelines and regulations regarding advertising content. When you advertise outside these environments, you gain greater control over how your brand is presented. This control allows for more creative freedom and ensures that your unique message is conveyed in the most impactful way.
Closed platforms can be fiercely competitive, especially for popular keywords and ad placements. By exploring other advertising avenues, you might find less saturated markets with more affordable ad rates. This can give your brand a competitive edge and potentially result in a higher return on investment (ROI).
Enhanced Data Privacy:
Privacy concerns have become more prominent in recent years. By advertising outside of closed platforms, you can mitigate potential data privacy risks associated with handing over sensitive customer information to large tech corporations. This approach demonstrates your commitment to safeguarding customer data and fosters trust with your audience.
While closed platforms offer targeting options based on user data, advertising outside of these platforms can provide alternative targeting opportunities. For example, you can partner with niche websites or publications that cater specifically to your target audience, allowing you to reach potential customers more effectively.
Long-Term SEO Benefits:
Investing in content advertising and sponsored articles on external websites can significantly impact your search engine optimization (SEO) efforts. Quality backlinks from reputable sources can boost your website’s authority and organic search rankings, providing long-term benefits beyond the lifespan of a closed platform ad.
Investing in advertising efforts beyond closed platforms yields substantial long-term SEO benefits. By securing quality backlinks from reputable sources and expanding domain authority through collaborations with influential websites, businesses can significantly improve their search engine rankings and organic traffic. Diversifying traffic sources safeguards against algorithm changes and fosters brand visibility. Additionally, strategic targeting of keywords and topics on external platforms drives engagement and qualified leads. As sponsored content reaches new audiences, brand mentions and industry partnerships flourish, reinforcing the brand’s authority and influence over time. Embracing alternative advertising channels ensures a lasting impact on a website’s visibility and establishes a strong foundation for sustained growth in the dynamic digital landscape.
In conclusion, while closed platforms offer valuable advertising opportunities, it is essential for businesses to consider diversifying their advertising efforts beyond these confined spaces. By venturing into other channels, such as niche websites, content networks, and collaborations with influential partners, brands can unlock numerous advantages.
Advertising outside of closed platforms enables businesses to reach a broader and more diverse audience, maintain greater control over their branding, and reduce competition in certain markets. Additionally, it allows for more customized targeting options and demonstrates a commitment to data privacy, which can foster trust and loyalty among customers.
Moreover, investing in external advertising efforts can have long-term benefits for SEO and brand authority. Quality backlinks and features in reputable publications boost website authority, enhancing a brand’s online presence beyond the limitations of closed platforms.
In the ever-evolving landscape of digital advertising, adopting a balanced approach that leverages the strengths of both closed platforms and alternative channels is the key to a successful and sustainable marketing strategy. By embracing the opportunities beyond closed platforms, businesses can pave the way for increased brand visibility, engagement, and growth in the competitive world of online advertising.