| leading the way to the
new storage frontier
SSD banner advertising on StorageSearch.com
|by Zsolt Kerekes,
editor / publisher (since 1991)
If you're in a
rush - and have an SSD ad budget between $5,000 and $40,000 / year to spend
here - you don't need to read any of the stuff on this page.
subject: "advertising on StorageSearch.com"
|did SSD ads
become obsolete because of the memory shortages in 2017?|
|One of the many
of the memory shortages during 2017 was that many SSD companies could sell
more SSDs than they could make despite selling at higher prices than they
would have expected in their wildest dreams from
and market plans done the year before. Consequently many of the world's largest
SSD makers terminated or scaled down their long term SSD ad programs because
the last thing they needed was to create demand which they couldn't satisfy.
So did that make advertising obsolete?
that there have been boom bust cycles in the market before.
shows us that just when everything thinks that no new innovation is needed -
another bunch of startups disrupt the status quo with better ways of doing more
StorageSearch.com has for 20 years been a primary source of
information and ideas about the SSD market and our readers have been a
significant factor in growing this market from a little known technical niche
into the center of attention it has become today.
Despite the memory
shortages in recent years the memory systems market keeps coming up with new
ideas about architecture and the best ways to create drives, systems and
software. And if your ads can reach the right people when they are amenable to
being influenced in the way they inform their decision making in a context
which they trust - then you'd be nuts to walk away from advertising
|the world's first online
ads for SSDs ran here on StorageSearch.com|
That was easy! - you might say.
There were no other SSD sites.
But was it really that easy? - So
where did the SSD readers come from?
We grew them - one reader at a
time - starting in the
1990s. In those
days SSDs were a small part of our coverage. We already published the #1 buyers
guide for Unix hardware - and in 1998 we started the first storage industry
wide directory of hardware, software and services with dedicated real-time
lists of who made RAID systems, tape libraries, etc. SSDs were one of those
guides from day one. And now the SSD ecosystem is the only thing we do.
the leading SSD publication at a critical phase in
history - we played a material part in helping the
SSD market to aspire
much higher - and the reaction from our readers gave innovative SSD
pioneers the business they needed and the confidence they needed to aim
What about today - when there are thousands of
publications which talk about SSDs?
StorageSearch.com is still
regarded as the best and most influential publication in the enterprise and
mission critical SSD market segments.
We aren't - and have never been
- a consumer facing publication. We do write about the consumer market - from
the technology and business angle. If you want to promote consumer SSD products
to consumers - you should try running the ads for them elsewhere. Here's a list
consumer SSD sites
where you can do this.
So - we're still in the SSD market. And we
still sell ads.
2018 is the 19th year we've run online ads for
Most of the world's best known SSD companies have
got significant benefits from our editorial coverage of what they do in the SSD
But a high proportion of the world's leading SSD companies have
also told me they got a significant strategic business development boost from
their advertising here on StorageSearch.com too.
visibility is good for you - because the site includes readers with high
business affinity to your business aims - then advertising visibility is even
better - because
- it gives you substantially more visibility - by going into places where
readers go to find out about related subjects - and where the main focus of
the editorial could be about competitors which you don't even know about -
rather than merely the content which focuses on you
We don't run Google ads - so whatever
you do with them - good luck. Our readers won't see what you're doing when
they're inmeshed in our serious content. When Google did start selling SSD ads -
and our customers were able to compare both methods - they generally said our
gave much better results than any other ads they did online.
- it provides guaranteed micro-message delivery - where the message text and
appearance is controlled by you. The words are yours. The branding is yours. You
become associated with the idea.
of the reasons they're happy to pay much more for our ads.
sense to do both - because you're reaching out to different demographics.
- experienced readers who already know the market well - when you
communicate your SSD message via StorageSearch.com
Typically our SSD
advertisers run ad programs here for many years.
- anyone at all - but mostly newcomers to the SSD market and consumers -
when you communicate your SSD message via Google
- 13 consecutive years - in the case of Texas Memory Systems - before
they were acquired by IBM
there are dozens of other SSD companies who have done shorter ad runs - from 2
to 5 years.
- 7 consecutive years - in the case of Fusion-io
more about our SSD banner ads
banner ad technology each reader is counted once - so when we talk about "impressions"
that number is very close to the number of unique readers who have seen the ad.
if they see your ad in several articles over a period of a few days - then until
they change browser or clear it - they're only counted as 1 impression.
as you know - from seeing our long article pages - we don't stretch articles
into multiple pages to artificially inflate pageviews and ad views.
readers include many of the people who founded SSD companies, or who run them
down, and who invest in them, and who buy them. And the biggest oems and users
who buy their products. So we have a high regard for who our readers are - and
don't insult their intelligence.
In 2013 we introduced a new size of
banner ad - the 400 pixel wide by 225 pixel high format - which enables you to
include complex ideas and propositions into your ad.
thousands of enterprise banner ad designs - and will give you free feedback on
how to improve the credibility of your message and its impact.
don't think your product is interesting enough for our readers, or if I think
your message is not credible - then I won't accept an order for your ad - and I
won't run it.
I'm not in the business of wasting time and money by
I have been earning my living exclusively from
online ads in my publications - mostly for the enterprise and mission critical
segments - since 1996. (Before that - starting in 1991 - my enterprise guides
were paper media - and users paid to read them.)
questions - just ask?
You can pay by check or wire transfer, whichever method works best for your
All ads must be paid in advance.
|I forgot to mention above- we've run and tested
over 3,000 designs of banner ads for server, storage and SSD product concepts.|
when you choose us as your ad partner - you get much more than simply access to
the most important readers in your market.
You get advice based on a
depth of experience - which will help you understand your market better - and
get better results from everything you do online.
Below are some past
examples of legacy size 468 x 60 pixel SSD banners which we have offered since
It's still a size you can use BTW.
Ask about pricing
for the 468x60 banner ad size.
|examples of past SSD ads in the legacy size|
This below was the world's first banner ad promoting PCIe SSDs.
|This below is from the world's first banner ads
for rackmount SSDs. |
The TMS ads started here in 2001 and ran
continuously till after the company was acquired by IBM in 2013. The banner
ads from TMS also featured PCIe SSDs for a year or when that was a hot market
in the enterprise.
|SSD ads can create confidence in the
reliability of a product brand.|
For a 7 year period - the SiliconDrive
industrial SSD family was featured in a series of technical banner ads which
promoted reliability and education data integrity and power line disturbance
The ad program continued under the new ownership of
Western Digital which acquired the company.
You can see examples of
those successful ads and read the case study here -
the cultivation and
nurturing of "reliability" in a 2.5" SSD brand
|Web promotion is a complicated subject.|
You can read more about it from trusted sources in
Marketing Views. This is a small
site founded in 1996 which includes thought provoking articles and blogs which I
think can be useful for most enterprise marketers.