| 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. |
A real problem for many of my
past SSD advertising customers (including many of the world's largest SSD
companies by revenue) was that they weren't able to satisfy their own customer
demands because of the shortage of raw semiconductor parts and therefore - like
many other companies in the memory and SSD industry - decided to cut back or
cancel their long term SSD ad programs because the last thing they needed was to
stoke up demand which they couldn't satisfy.
That placed tough
pressures on advertiser funded publications in the market - particularly - if
like mine they were 100% focused on the memoryfication and SSD markets. But
hey we survived the dotcom crash - despite having the lead
buyer site in the dotcom
server market at that time. And we have (so far) survived the broken memory
market. One reason for that reslience is that there are always new developments
which will change the status quo - you might say - that's been the continuous
story of the SSD market. Another reason is that there are always some product
segments where values change at a different market cycle.
2017 was a
great year for many companies in the SSD ecosystem and a terrible year for
others which were too closely aligned to declining cost projections. What will
2018 be like? And what will be the changes in the advertising landscape?
of the change I've been telling my customers about are that ad rates will be
higher than before. (If you think they're too high than find somewhere else to
spend your ad dollars. Which is something I started saying about 20 years
Another change is that some of the ad packages can now be ordered for
a shorter run time:- 3 months or 6 months instead of 1 year (which was the basis
of our legacy ad offers). The shorter ad programs reflect the fact that you
operate in uncertain markets and don't know who's going to own your company in a
New in 2018... Ask for details of quarterly based banner
ads (which run in an agreed set of articles) where visibility (impressions) are
unlimited. This is a new alternative way we're selling banner ads - but is
exactly the same ad pricing basis as our classified ads (advertorial style,
search visible ads) which we've been selling since 1996. Yes 22 years ago!
course you take it's nice to know that SSD and memoryfication IP products are
greatly in demand. The market is getting more competitive. And if 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 opportunities.
|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.
2017 is the 18th 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.
level pricing for our banner ads is as follows:-
If I 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.
- $5,000 - for 50,000 impressions.
How long will reaching
that many reader take?
Depending on the size of the SSD segment
you're aiming at and how quickly you want to get to them - getting your message
to 50,000 unique SSD readers of StorageSearch.com could take as little as few
months - or it could be stretched out to last as long as a year. We choose a
list of focused articles in which to place your ad - which are the best
contextual match for the ad message and to reach the type of readers you want to
How about doing more? - All advertisers pay the same price per
impression - no matter how many millions of impressions they have purchased
already or at one time.
I'm not in the
business of wasting time and money by inappropriate ads.
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
2013 has been my best year for business so far.
looks like it will be much better.
Any 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.