Building Your Digital Real Estate

Digital real estate can be a valuable asset that you have as an event organizer. It’s a platform where people congregate, exchange ideas and connect with one another. And if you’re able to monetize this digital real estate properly, it can be very lucrative for your business. 

If you have your own website and/or app for your events, how can you make them more attractive to advertisers? Obviously, a lot depends on how much traffic you get and the demographics of the traffic.

Some ideas to improve your website for your users:

• Having a mobile-friendly website is important for engaging with potential attendees.
• Use a responsive design so that it adapts to different screen sizes (e.g., desktop, tablet, smartphone).
• Reduce the number of clicks required by adding links directly from event details pages to registration forms and social media pages.
• Make sure that all forms have a call-to-action, so people know what they're supposed to do next.
• Work with your audience/users to improve your digital real estate.

Some ideas to help your potential advertisers/sponsors:

• Include a "sponsorship" page (or section) with a list of sponsors and links to their websites.
• Add a "contact us" form so that prospective sponsors can get in touch with you directly (email address and phone number).
• Add an RSS feed so that companies can keep track of new content on your site automatically.
• Make sure that any videos or other multimedia files are hosted somewhere where they will be easy for advertisers to access.
• Work with your advertisers to improve your digital real estate

You need to decide where and how often your website/app users will see any ads - what's good for your users and your advertisers? It's a balance between giving value to your users and your advertisers.

Potential advertisers want data/metrics about your website/app. The main issue here is how do you maintain your user privacy, while allowing advertisers access to meaningful data about your digital real estate, so they can create more personalized ads.

There have been some developments in this field recently, such as Google's PAIR: Publisher Advertiser Identity Reconciliation. More on this issue in a future blog post.

It takes time and effort to build digital real estate into a valuable asset. But in doing so, it can create a hub where your audience congregate - a community.

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We welcome your feedback on this.

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