The eSert Network is operated by Stanton Direct Marketing, Inc.

Stanton Direct Marketing, Inc. is a company that has been exclusively devoted to Insert Media since 1997. The company’s founder, Al Stanton has been actively involved in Insert Media for over thirty years and is recognized by the Direct Marketing Association is a pioneer in the industry.

Insert Media is defined as an advertising vehicle that utilizes existing distribution systems. The most common types of this medium include billing statements or customer order packages that carry third-party printed advertising inserts.

Since many of Stanton Direct’s clients are also etailers as well as traditional cataloguers and direct marketers, a demand for extending relationships based on Insert Media properties to web based properties evolved.

Stanton Direct Marketing established the eSert Network to carve out an “ad serving” niche to brand minded etailers, catalogers, and direct marketers. Stanton Direct has established a number of relationships with recognized and trusted advertisers looking for online opportunities.

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WHAT IS E-SERT NETWORK?

E-Sert Network is a turnkey program that Stanton Direct developed to expand the advertising and revenue opportunities for direct marketers and etailers.

The concept is identical to Insert Media in that synergistic, approved third-party offers are presented to your customer. Often times after a web sales transaction is complete or specific electronic communications to the customer.

WHAT WEB PROPERTIES MAKE SENSE FOR ADS?

There are few things to keep in mind when looking at various ad properties for third-party advertising.

Third-party ads should not interrupt the sales process.

Ads should be placed in an area that the prospect is likely to look.

Placement will allow the prospect to re-direct to the advertiser’s site or a related landing page.

Qualifies the prospect.

An example of this type of property is the order confirmation page.

The order confirmation signifies the end of a transaction. At this point, most web merchants are not too concerned if the customer navigates away from their web site. The advertiser, is most interested in marketing opportunities that direct a prospective customer to their site.

Such ad placement also qualifies the prospect as an internet buyer, since the ads are presented at the end of the checkout process.

WHAT MAKES THIS TURNKEY?

This program is designed as a typical “ad serve” model, meaning that the actual offers will be stored on a server that both Stanton Direct and the web site owner have access to. The only technical change required from the web site owner is to designate a zone for add placement on the order confirmation page and add relevant web code to that page’s template. As the order confirmation page is generated at the end of the checkout process, the advertisements will be pulled from the E-Sert Network’s server and display in the appointed advertising zone.

The web code used on the order confirmation page will always be consistent. Any changes in the ad line-up or order can be controlled independently from the ad server.

Since Stanton Direct Marketing has control over the scheduling, tracking, and placement of online ads, we can handle every part aspect of any third-party relationships.

Through the E-Sert Network, Stanton Direct will:

Clear Advertisers with the site owner

Negotiate Advertising Rates and Terms

Procure Artwork to Specifications

Track impressions, PPCs, or % of sales.

Invoice Advertiser

Collect Due Payment

Forward Net Revenue to Site Owner

HOW DOES E-SERT NETWORK WORK?

Stanton Direct has spent several years building relationships with a number of direct marketers that use print and insert media to find new customers. Many are also looking for online channels, as well. The E-Sert Network program was developed to run under the same guidelines as our traditional Insert Media business.

Stanton Direct Marketing would bring a selection of advertisers to the site owner for approval and negotiate the terms of placement, whether it be a CPM, PPC, and CPA model. We would manage and track the ad placement and then billed the advertisers and collect the due monies. We would then forward the net revenue to the site owner. In much the same way the Insert Media industry works, the site owner only needs to approve the offers and collect the revenue.

Identify a Web Property – Determine what portion of the site or other generated customer contacts are appropriate for third-party advertisements.

Approve Presented Ads – A variety of ad partners will be presented and approved or declined based for inclusion in the site owner’s program.

Establish Ad Zone – An ad zone will be established on the web property. This zone will be created by inserting static HTML and JavaScript code into the page(s) that will carry the advertising.

Ads Imported into Page – As the web pages are generated or email blasts are deployed, the appointed ad zone will be filled with the approved ad template. When a user clicks on a link, a new window will open linking to a landing page on that advertiser’s site.

ARE THERE AD SERVER SECURITY CONCERNS?

We take great care in keeping the ad server secure.

You, as the web site owner will have equal access to the server, where the ads are stored, offering another level of control.

However, if security is still a concern the site owner’s own server, as long as Stanton Direct has access to the partition the contains the ads.

The main objective is find a balance that will allow Stanton Direct the ability to effectively manage third-party advertisers while promoting security.

WHO TRACKS IMPRESSIONS AND PPCs?

As part of our service, Stanton Direct can track impressions by the number of times the ad template has been requested from the ad server. Stanton Direct can submit these impressions to your web staff to confirm that the number of requests are accurate.

Tracking can also happen through landing pages or redirects stored on the ad server.

In the case of arrangements that are based on percentage of sales, Stanton Direct has guidelines in place to ensure consistent and timely reporting.

INTEGRATING TRADITIONAL INSERT MEDIA

Integrating a traditional insert media program with the eSert Network benefits a potential advertiser by giving them timed access to a buyer over a period of time.

After a customer purchases from an e-tailer, that customer can be reached through a confirmation order page, when a product is purchased. Then, through a shipping confirmation email, when the order is shipped. And finally with an insert that is included in the package.

The repetition of the advertiser’s message to the same customer within a week or two will help increase ad recognition.

ARE THERE OPTIONS TO THE AD SERVE MODEL?

Stanton Direct Marketing can use it’s connections through it’s E-Sert Network to help find appropriate online advertising for your website even if your company chooses not to utilize the “ad-serve” model.

In such cases, ad-tracking can be set-up by using a third-party analytics provider or, in certain cases, landing pages hosted by E-Sert Network.

WHY STANTON DIRECT MARKETING?

Many ad serving networks will place ads based solely on site or page content and could be very spontaneous. Thought the ads are generally related to the page content, it may not always be keep in step with the brand identity of the site owner.

Stanton Direct has years of experience working with catalogers, banks, and etailers on establishing mutually beneficial marketing partnerships.

We understand that third party ads imply an endorsement. Therefore, they need to be relevant to the your customers and make sense for the brand image of your company.

Ads placed by the Esert Network will be approved, in writing, for offer content and final creative. You may even make placement contingent on approval of the advertiser’s landing page.

NEXT STEPS?

Stanton Direct Marketing can create a proposal tailored to your company and site. This proposal will outline how the relationship of your company, as the site owner, and our company as the ad provider, likely advertisers, and expected revenue.

It will be important to decide which web properties and portions of your website will incorporate web advertising as well as an estimate of web traffic.