Article | September 1, 2023
There is no doubt that we are experiencing times of tremendous change and uncertainty. Yet Univision's mission remains the same -- to inform, empower and entertain U.S. Hispanics.With a strong programming lineup, due to exceptional content partners and a proven strategy, we are focused on super-serving our audience, especially now when they need us most.
Social Media Advertising
Article | July 14, 2022
When print publishers transitioned to online publishing, they were keen to find a way to generate revenue. Their revenue model in the print world was advertising, so they needed to monetize their content online. Display ads were a great start for them. They sold their advertising space to interested advertisers directly. Even then, there would always be some ad inventory that remained unsold. The need of the hour was a platform that could help them sell this inventory. That is when ad networks for publishers and advertisers came into the picture. Let us take a deeper look into how ad networks are helping both publishers and advertisers optimize their selling and buying processes.
Ad Networks: Simplifying Ad Buying and Selling
An ad network is a technology-backed platform that acts as an intermediary between a group of publishers who want to sell their ads and advertisers interested in buying them.
Ad networks for publishers and advertisers first appeared in the mid-nineties as the earliest advertising technology to support online advertising. They helped advertisers buy ad space across multiple publishing platforms.
The primary purpose of an ad network was to collect unsold ads from different publishers and put them up for offer to advertisers at a lower price than what a direct sale would cost. This kind of ad inventory was mostly referred to as remnant, non-premium ads that publishers struggled to sell directly.
Today, ad networks for publishers focus on offering advertisers exclusive ad deals at premium prices. They pre-buy inventory from different publishers and then resell it to advertisers at premium prices to help advertisers get the impressions they expect.
Types of Ad Networks
Based on your audience, industry, topics, and formats, you have four main types of ad networks to choose from:
Inventory-specific networks: Such networks have ads of a specific type, such as mobile or video.
Vertical advertising networks: These are ad networks that focus on a specific topic, such as fashion, automobiles, or business.
Premium networks: These are the networks that offer premium inventory, mostly from popular publishers.
Targeted networks: These networks offer specific targeting capabilities through a built-in ad server.
How do Ad Networks Work?
Ad networks for publishers and advertisers keep on evolving with technological advancements. To understand how the best ads network works, here are the dynamic steps they follow to benefit publishers and advertisers:
Ad networks compile multiple publishers with available ad inventory.
Advertisers create campaigns using the ad network’s campaign panel, keeping in mind their budget, target audience, and any other special attributes.
The publishers install relevant ad network tags on their websites.
When there is a match between an ad campaign set by an advertiser and the publisher’s ad inventory, ad information is sent to the publisher. The ad network provider gets a share of the ad revenue generated from the campaign or by selling the inventory at a higher price than the publisher.
Using the ad network’s campaign panel, the advertiser tracks and manages the ad’s performance.
Ad Networks in Programmatic Advertising
Ad networks for publishers and advertisers are a part of programmatic advertising, which is the process of automatically buying and selling digital advertising space. In this space, demand-side platforms (which help advertisers) and supply-side platforms (which help publishers) streamline the buying and selling process through real-time bidding (RTB).
Businesses and enterprises rely on programmatic advertising for their digital advertising needs because publishers are adopting native ads on their websites. Thanks to native ads, ad blockers don’t affect advertising, and marketers can optimize and improve their ads with programmatic techniques for campaign success. It's no surprise that programmatic digital display ad spending is expected to increase by 25.8% this year (Source: Brand Equity).
In conjugation with ad networks, an ad exchange connects DSPs and SSPs autonomously. An ad exchange came into the picture in 2005 when ad networks were not enough to solve the cumbersome problem publishers were facing ─ selling unsold ad space. Automation in the open marketplace for buying and selling digital ads was the solution. An ad exchange offers a streamlined platform for advertisers, publishers, ad networks, and other parties to connect their ad serving technologies for efficiency.
Ad Network and Ad Exchange: What is the Difference?
In the programmatic advertising ecosystem, the ad network and the ad exchange are two important components that are often mistaken to be the same because of their role in media buying. Let us take a look at the factors that separate the two.
Intermediary between publishers and advertisers
Open marketplace for everyone
Publishers, advertisers and agencies
Publishers, advertisers, agencies, ad networks, DSPs, SSPs and ATDs
Pre-segmented ads for particular audience. Promotes bulk buying and selling.
Pool of various types of ad inventory. Based on an impression-per-impression trade
Top-tier ad inventory, often sold for the first time
All available inventory on sale including remnant ad slots
Optimization possible on-the-go
Stable and determined by the ad network
Dynamic pricing based on real-time bidding by advertisers
Impact on Advertiser
Ad prices are higher
Advertisers can define the pricing
Impact on Publisher
Low control over inventory pricing and optimization
More control over value per impression
Advertisers are unaware of the placement of their ads
Publishers don’t know who the advertisers are
Both advertisers and publishers have each other’s information
Why Advertisers and Publishers Rely on Ad Networks?
A Wider Range of Options
With the help of top ad networks, advertisers and publishers can buy or sell more ad space. As a part of monetization strategies for publishers, they can rapidly increase their revenue through premium or remnant inventory because ad networks bring them the highest paying bids. Advertisers, on the other hand, can easily find any type of ad inventory that matches their budget for ad publishing.
Higher Return on Investment
Top ad networks bring in more revenue from advertising. The better the quality of ads, the higher the revenue for advertisers because they get precisely matched with their targeting needs and they can choose the most profitable deals.
Automation in matching publishers and advertisers is the biggest advantage of advertising networks. It saves the time of manually looking for suitable deals or favorable pricing. The best publishers that bring the best impressions on ads can easily be approached. Publishers can get their inventory sold for the best price thanks to digital advertising networks.
Features of an Ideal Ad Network for Publishers & Advertisers
Here is a list of features you can refer to while choosing an ad network that caters to your needs:
Size: The size of the advertising network matters because it facilitates a steady traffic. The more traffic it can deliver, the higher your ROI will be.
Quality: Identify the quality of the inventory that an ad network offers. It should match the kind of inventory you need.
Audience Targeting: Your ad network should support different audience targeting options so that ad campaigns work perfectly well.
Format Support: Your ad network should support different formats like responsive, call-only, animated GIF or simple banners so you can diversify into different formats without any hassles.
Reliability: Depending on your requirements, ensure that the network doesn’t go down and provides consistent service so your business remains unaffected. The interface should also be easy to use, clean, and rich with data to help your marketing team optimize their personalization efforts.
CTV Streaming Platform Used PubMatic to Bump its Revenue by 400%
Future Today, a premium CTV streaming platform, used PubMatic’s platform to drive its ad revenue. PubMatic helped Future Today partner with a leading CTV DSP and achieve a lucrative private marketplace (PMP) agreement to create incremental demand through direct integration and optimized engagement.
“PubMatic has been one of Future Today's fastest growing demand partners in the last 6 months. The entire team has been a pleasure to work with and they genuinely understand the value of CTV in the market.” – Katya Shkolnik, Head of Partnerships, Future Today Inc.
Display, native, and banner advertising campaigns are critical for marketers like you to scale your business, so understanding how and what an ad network for publishers and advertisers does is important to creating the best, most effective advertising campaigns that bear results.
Social Media Advertising
Article | July 14, 2022
Verizon quietly introduced a new email marketing feature yesterday that it calls “View Time Optimization,” which the company says automatically times emails from companies to arrive the moment you’re looking at your email inbox, so it sits at the very top as a new message. The service is part of Verizon’s suite of email and web advertising properties, which includes AOL and Yahoo, and well-known programmer David Heinemeier Hansson (the inventor of the Ruby on Rails web application framework) called out Verizon on Twitter on Friday for what he calls an “Orwellian” ad placement tool.
Article | November 23, 2021
Many marketers today don’t know what OOH stands for, though it’s been a highly used marketing medium for decades. Out-of-home advertising consists of anything from billboards, blimps, and bus signage, to street furniture, event advertising, and connected TV, and can be as small as a window poster or the back of a street bench or larger than life, covering a wall or wrapping an entire building. OOH is now being seen as an emerging technology channel, but why?
For starters, during the surge of online advertising over the last 15 years, Facebook and Google ads have seemingly gotten all the attention. Today, many marketing teams have been so focused on online marketing they no longer have much time to spend thinking out-of-the-box. But OOH is upping its game with a technology lift that is allowing marketers to highly target their audiences as well as improve the impact of their online advertising campaigns.
And we’re not just talking about Pepsi and McDonalds. OOH advertising has long been effective for countless brands, known and unknown, and the possibilities are endless. We are seeing everything from wrapping an ice cream truck with your message and parking across the street from an event to highly targeted ads on TV screens in bars, restaurants, banks, and hotels.
People take action after seeing OOH advertisements, doing online searches and visiting websites. In fact, Nielsen’s Out-of-Home Advertising Study 2019 edition reported that 66% of smartphone users took some type of action after seeing a OOH advertisement in the past year, and over four in 10 used online search to look up information. OOH drives more social and digital interactions than any other medium.
If you aren’t in the OOH game, here’s why B2B marketers should be considering it as part of their marketing mix:
1. Build brand trust
According to a survey conducted by Freeman, CMOs, brand managers, and event planners are putting more stake in in-person brand experiences. Billboards and OOH real world advertising are not only for the big brand names. If someone doesn’t know you, you can add significant trust and credibility to your brand as well as add more impact to your online Facebook and Google ads. And, OOH advertising is always there for audiences to see. It’s not invasive, block-able or frustrating as digital ads can be.
2. Hyper-target your audience
Tech advances are allowing marketers to hyper-target out in the real-world. For startups, challenger brands, and anyone looking to target a specific group of people, it’s possible to zero in on the roads people drive on every day for work or the bars and restaurants they go to afterward. Mobile devices pinged at various locations are looked at like inbound links, as if coming from your website. If you want to reach people who work at a certain place, in a certain location, you can identify who’s driving by your billboard.
3. Generate leads
You can then get that feedback, like who’s driving by, of those driving by, who went to your website? What are they searching on? Who converted to a lead?
4. Endless use cases
With technology advancements, the possibilities in OOH are endless – mobile billboards on LED trucks, wall murals, TVs in countless public facilities and arenas, and billboards of all kinds that can be enhanced digitally.
5. OOH advertising is always “on.”
Your OOH advertisement is there 24/7, delivering your message to every passerby during peak target times and all other times, broadening your reach without additional cost. And unlike digital advertising, OOH does not appear and then quickly disappear. It has staying power, displaying your message constantly and consistently around the clock.
6. Stand out at events:
Though in-person conferences and events are coming back to life, the days of “host an event and they will come” are long gone. There is fierce competition for the hearts and minds of attendees. To dominate the competition, OOH is a great way to give you visibility, driving traffic to your event, to your booth, to your website – to network, make real-life connections, and generate leads.
While online advertising has its place, we have taken a break from being creative. OOH allows an opportunity to get back into exercising your creative muscles. The challenge for marketers is to take their years of internet marketing experience and figure out how to create interesting brand experiences offline.
From a tracking standpoint, OOH advertising today is looking more like online advertising. However, instead of tracking people, we are watching places as groups of people move through and pass by billboards or other signage. It’s a powerful “old” tool that marketers can combine with new tools to generate brand awareness and drive inbound interest from highly targeted specs.
During the online advertising surge, while we have been wrapped up in tracking and measuring performance clicks, many companies have under invested in their brand. Plus, when integrated with digital marketing, OOH extends both reach and frequency, allowing you to leverage other marketing, online and offline, for maximum results and ROI. Marketers should now be thinking of OOH as one of their viable performance channels.