Mobility and modern telecommunication concept: macro view of tablet computer and touchscreen smartphones with colorful interfaces on laptop notebook PC

Aditi Khannan

Over 90% of digital publishers generate 90% of their revenue through advertising. Advertising existed on the first day of the Internet and three decades later it is still the bedrock of the Internet economy. Publishers determine their pageviews, which is their ad inventory; more pageviews, higher revenue – a fairly simple formula that works great until you hit the ceiling on ad visibility, sizes, etc. Push notification ads help break that limitation.

undivided attention

In recent years, the adoption of the web push notification, especially among publishers, has gone through the roof. Publishers are now able to reduce their reliance on the walled gardens and offset some of the loss of audience and traffic caused by changes in social media algorithms forcing content from the news feed publishers.

Publishers are investigating push notifications not only for engagement, but also for monetization. In simple terms, it means delivering an advertisement to a user through push notifications. These are short messages that appear on users’ mobile phones or desktops, urging them to take action. The most important thing to consider is that push notification ads are shown to users who choose them. That’s why you target those who show an interest in your products and services.

Push notification ads allow publishers to send relevant ads to an audience they own, capturing subscribers’ attention, making it spam-free and increasing the likelihood of the ad being clicked. These ads are not blocked by ad blockers and are effective when it comes to increasing visibility and interaction. It serves as an exciting revenue stream for publishers because better clicks mean more revenue. Publishers get click-through rates of 8-12%.

Ability to monetize

Monetization push notifications provide publishers with a largely untapped opportunity to engage audiences, satisfy advertisers, and create a new revenue stream. This is why:

New inventory, new revenue: Since push notification ads are delivered directly to the user’s device and not the website, they don’t necessarily have to compete with banner ads and blog posts for attention. This also helps publishers increase user engagement by increasing traffic by up to 20%, delivering more impressions and thereby generating more revenue.

Better visibility, higher CTRs, higher revenue: Push notification ads reach the place other ad formats can’t: the user’s devices. They make the media inventory extremely visible as they claim the lion’s share of the user’s attention, yielding a higher CTR (click-through rate) than most marketing channels. The CTR for push notification ads ranges from 0.7% to 2%, which is five times more effective than conventional banner ads.

Maximize lifetime earnings: Seventy percent of visitors who come to a publisher’s website are new. Most of them bounce and rarely come back. Push notification ads allow publishers to convert these visitors into audiences and monetize them. With native content ads appearing on notifications, publishers can capitalize on that opportunity and increase ad revenue by up to 15% per month.

We know that publishers need ad revenue to thrive. Maximizing traffic is the key to achieving that. But publishers and platforms both need to work together to drive the impactful use of push notifications in advertising. It’s important to understand that a channel’s scalability depends on how marketers in the ecosystem use it. As long as marketers respect their readers and consider the user experience, nothing can stop the channel from scaling.

The author is director, iZooto

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