"It's just one bit of code".
Advertising revenue requires sustained, proven traffic over time to command high numbers, as well as having a niche. We have the niche, which is great, but it's not clear on how much people will pay say, compared to more popular markets like finance or real estate.
Because we don't expect paid visitors to engage with a web application that smashes them with ads, from the 2022 half year summary, let's take the pages per session of "3" for non paying members, and be generous with visitors per month, and use the full 175k. That's 525,000 page views a month, and via the Google AdSense calculator itself, if we go with "North America" and "Arts & Entertainment", we get $35k/month in revenue or $420k/annum, presumably in USD.
Now, let's revisit "It's just one bit of code".
Just like every other "feature" on any roadmap, any good engineering team will provide estimates, and we actually tie this back up to the business objectives/requirements. Considering we don't want to advertise to paid members, sounds like now we have a constraint that we have to implement, which means that we need to track logged in members and not serve them advertisements, who knows, we're going to have to spend some time and actually work it out. We also need to think about ad placement, and how best to serve advertisements to users. This impacts both design and development parts of the website. But, most importantly, what are the impacts of running advertisements, against known celebrities names, who are "blue tick" confirmed as having claimed profiles. This is a celebrity endorsement of the credits against their name, and tells browsing users that they endorse the page. So now we might need to speak to our legal team I guess, are we technically leveraging celebrities names to run paid advertisements? Hey, maybe those celebrities are not allowed to have their names listed against advertisements of a specific kind, or maybe they revoke their blue tick endorsement.
I've talked about this before, but advertising dilutes Jaxsta's brand, but this time around I want to talk about the actual implications of having browsing users served advertisements that I didn't talk about before. One major way it dilutes the brand, is that when a visitor hits the site, now remember they apparently only have "three clicks" on average, it drops their engagement, and provides a pathway away from the site. That engagement could better be funnelled to other parts of the site, and gives better information about user behaviour. Have another read of the homepage, and pay attention to the language. "Join the leading music professionals", "search your name", we're not targeting the everyday user like say "imdb" is just yet. The business objectives are to onboard as MANY music professionals as possible, and to achieve the primary goal of being an official and credible credits database. You're not the first person to pull out this Adsense garbage storyline, and you won't be the last, but it is as clear as day to me that the team at Jaxsta, both Business and Engineering, have done sufficient analysis to determine that running revenue is a bad idea at this time, otherwise it would already be there.
But please, go one about how "I know the company better than pretty much everyone here bar Tendiz", after all, you clearly understand it better than everyone. And I'm sure that you telling them to start advertising would really sway them with your arguments such as "Just run the Adsense tool".
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