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Travidia’s Traffic Builders package is comprised of a number of digital advertising traffic building tools and services. The Traffic Builders package is designed to complement Travidia’s Marketplace360 digital advertising platform to assist media groups with driving large numbers of consumers to their shopping channels.


Build it and they will come…

Well, in the fast-paced digital information world we live in today that is not necessarily the case. It is simply not enough anymore to deploy a shopping channel or advertising platform without also building a solid strategy for driving traffic to it. Many sites, especially those with a lot of content aggregated into one location suffer from too much content and not enough real estate to prominently display key revenue-generating programs. Often some of the newspapers’ key potential revenue-generating programs are never realized because the text link or button they placed at the bottom of the home page to promote it never generated enough attention amidst the rest of the content to warrant a valuable user click-through.

Search Engine Optimization (SEO)

Since the beginning of the Internet, search engine visibility and ranking has always been described as the single most important component for any franchise looking to expand online and become successful there. Although that message may now seem dated and a bit cliché, it is one that is more important today than it was during the birth of the Internet age.

With more and more entities online competing for eyeballs, Search Engine Optimization (SEO) and Search Engine Marketing (SEM) have become common place amongst savvy marketers looking to separate themselves from the rest of the pack in the lucrative search engine space. The phrase “Google It” has become a fairly standard speak amongst techies and non-techies alike when one is seeking information on a new pair of running shoes, concert tickets or perhaps a nice place to have dinner when traveling to a new destination. Whatever it may be, consumers use search engines to find it.

A key component to the Travidia Traffic Builders package is SEO. All pages throughout the Marketplace360 platform are heavily optimized for maximum search engine visibility, particularly when one is searching for shopping in a particular market such as “Dallas Shopping”. The example below demonstrates the effects of proper site SEO to capture a spot in Google’s top ten returns, a favorable position for those looking to generate positive search engine referral traffic.

Another example (below) demonstrates the effects of SEO on a specific category within the marketplace such as “Auto Dealers”.

Yet another example (below) shows the positive effects of proper SEO in driving traffic directly to advertisers within the newspaper shopping channel. In this example the keyword for a local auto dealer “Bruce Lowrie” was searched and rendered three Google top ten rankings in two separate products Travidia deployed for Dallas Fort Worth Star-Telegram, Marketplace360 and AdScripter.

Search Engine Optimization comes as a standard component in the Travidia Traffic Builders package.

More information on Search Engine Optimization

RSS (Really Simple Syndication)

As part of Travidia’s Traffic Builders package our media partner shopping channels come equipped with RSS capabilities built-in.

By now you have probably heard of RSS, but truly understanding RSS and it’s effectiveness to drive consumer traffic to your shopping channel you may not yet know.

Really Simple Syndication (RSS) is a lightweight XML format designed for sharing headlines and other Web content. Think of it as a distributable "What's New" for your site. RSS allows you to easily syndicate news and the content from your site, including Travidia processed display ad content. Once information about each item is in RSS format, an RSS aggregator program can check the feed for changes, such as new ads in a particular category like “Automotive” or sub-category such as “Automotive > Auto Dealers” and react to the changes in an appropriate way.

RSS aggregators are applications that run on the user’s computer and help them reduce the time and effort needed to regularly check websites for updates, creating a unique information space that distributes your newspaper advertising content directly. Once a user is subscribed to a feed, an aggregator is able to check for new content at user-determined intervals and retrieve the update. The content is sometimes described as being "pulled" to the subscriber, as opposed to "pushed" with email or instant messaging.

With RSS consumers are delivered up-to-the-minute updates to content within your shopping channel, content that is extremely relevant to the consumer. For example, if consumer “Bob” is looking to buy a new television and has subscribed to a feed from the newspaper website in the category of “Home Electronics”, he will be among the first to know that a new ad in that category has posted and browse content we know is important to his future buying activity. To the advertiser, “Bob” represents a highly qualified consumer sales lead that they can track.

Once your RSS feed is established it can then be registered it at the various RSS aggregators, traffic to your shopping channel will begin to build rapidly. With a registered feed any site can now grab and display your feed regularly, driving traffic your way in great numbers. Update your RSS file (daily ad publishing), and all the external sites that subscribe to your feed will be automatically updated. Think of RSS as a truly powerful and dynamic viral marketing engine that links your content to a number of external online channels who continuously drive traffic to your site and revenue into your pocket.

Ads In Content (AIC)

Ads In Content (AIC), as it’s name implies, is literally thumbnail sized display ad images and text that is portable, highly customizable and can serve as a great contextual advertising tool within your online marketplace.

Travidia’s Traffic Builders package gives you everything you need to promote your shopping channel using AIC, it’s just a matter of copying and pasting snippets of JavaScript code into pages on your website where you would like the content to appear. The beauty of AIC is in it’s flexibility, the parameters for the display of AIC content can be catered to the newspapers specific needs including thumbnail image size, text content that is displayed (advertiser name, publish date), content wrappers (CSS) and specific category.

A good example of the contextual abilities within AIC is a newspaper who may have a standard section on their website dedicated to “Business & Finance”. The paper can very easily paste a snippet of code on a page or on all the pages in that section which will pull ads from the “Business & Finance” category of display ads that are currently live on the site. The code can be manipulated to rotate several ads at random or one particular ad at any given desired size. Consumers can click the thumbnail or advertiser name that is displayed to link directly to that display ad within the shopping channel.

The example above demonstrates one particular use of AIC in an automotive vertical. DFW Star-Telegram promotes their display ads within the automotive vertical by placing a contextual AIC tower in the right rail that dynamically rotates thumbnail-sized display ads from their “Auto Dealers” category. Here consumers can click directly into the shopping channel to browse that particular ad. Above the ad we see the advertiser name displayed along with the date the ad was published underneath, all of which is easily configurable.

Top Ads/Top Liners

Travidia’s Top Ads and Top Liners product distributes content from display ads and classifieds in much the same way as Ads In Content. The main difference is that instead of showing the entire display ad, the newspaper can choose to feature an individual product or message from a display ad.

For example, “Jim’s Shoe Store” may want to promote the arrival of a new pair of running shoes within the newspaper site to drive traffic to his ad and potential foot traffic and sales into his store. The newspaper can offer this service to Jim and up sell a premium location to promote that product on the “Health & Fitness” section of the newspaper website.

In the example above we see that Jim’s Shoe Store has purchase a prominent location on the “Health & Fitness” section of the newspaper website to display his new running shoes sale. Content for this promotional spot was generated from a sub-region on a display ad that was fully data fielded. Travidia provides fully fielded database driven production services that allow newspapers to promote advertiser display ads in uniquely powerful ways as demonstrated here through Top Ads.

Top Liners is a powerful component that newspapers up sell to classified advertisers, displaying snippets of content such as an item title, price and brief description of products for sale from the classifieds section of the newspaper website.

The example above demonstrates Top Liners for three major areas of the newspaper classifieds section of the website, jobs, real estate and automotive.

Category Towers

Category Towers are dynamically generated display ad and classified category trees that can be distributed anywhere throughout the newspaper shopping channel using a snippet of code very similar to that of Ads In Content.

Category Towers provide an easy way for consumers to select a category of interest in the shopping channel from remote page. For example, “Jack” may be reading an article on the “Sports” page and notice a category tower on the page to the display ads. The tower may have reminded “Jack” that he was in the market to purchase a new mountain bike so he is inclined to click on the “Sports & Recreation” category link within the tower and begin shopping for his new bike on the newspaper shopping channel.

The example above demonstrates the use of a category tower on a newspaper homepage to help drive traffic to the shopping channel (left). Consumers can select from top-level or sub-categories. This example also demonstrates the use of AIC to display special section cover pages remotely outside of the shopping channel to draw traffic (right).

Marketplace Analytics

The ability to track behavior of consumers online is one of the key advantages to advertising online. Travidia understands the importance of monitoring consumer behavior and trends and has worked to develop tools and tracking mechanisms that report on a variety of key metrics. These metrics allow newspapers to share measurable results with their advertisers and track their overall shopping channel success.

Our data analyst professionals track statistics daily and provide our partners with important information about their shopping channel. Each of Travidia's partners has their own access code to log in and monitor stats on nearly every part of their marketplace including visits, page views, top keyword searches, top categories, top advertisers and much more!

The example above shows one of the many custom reports available in the Marketplace Analytics package. This report tracks the most viewed categories in the marketplace.

Travidia's software engineering team has developed a series of custom reports that allow the newspaper to track the following items in their marketplace:

  • Most popular category
  • Most popular advertiser
  • Most popular searched keyword
  • Most popular insert
  • Most popular special section
  • Most popular brand
  • Most popular shopping list items
  • Most forwarded ad/page (email a friend)
  • Page views
  • Page visits
  • Top referring links (search engines, etc.)
  • Much, much more

Travidia's Marketplace Analytics package also allows the newspaper to set up custom reports so that key members of the newspaper marketing staff can receive detailed reports on data that is being tracked. Newspapers can set up automatic reports so that a very detailed summary of marketplace activity can be received in an email on a daily, weekly or monthly basis. The reporting software also allows you to view data for a specific date range so you can pinpoint the effectiveness of a particular marketing campaign.

The example above demonstrates the ability to track the most popular searched keywords within the newspaper marketpace. These results allow you to analyze the most popular items in your market and change your online advertising efforts to cater to your advertisers and visitors alike.

Speak to a Traffic Builders specialist now, call toll free 877-341-8597