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Creating Great Ads: CX Should Surpass Technology in Priority

SOCIAL

March 13, 2024
Read Time: 1 min
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Everyone can be a creator, critic, performer and an audience member— all at the same time — thanks to the internet. However, when it comes to advertising and the internet, the biggest opportunity that you have is customer experience (CX). And yet, new technologies and the desire to decrease ad spend put customer experience on the back-burner.


Why CX Should be a Priority While Making Ads?

Customer experience takes a nosedive when you automate marketing decisions, drive down advertising costs, extract data, and increase intrusiveness to reach more customers. These factors negatively impact your brand’s reputation and cause customers to leave your side. As a result, your revenue might take a hit by implementing modern technology.

Customer experience should always be at the top of your priority list if you want to retain your customers and give them exactly what they want. Here are some things you should remember while creating ads:

  • Context is Key
Your messaging and creatives should align with the context of your ad placement. Native ads and contextual targeting can help you safely place your ads without disrupting your UX.
 
  • Value Addition Works
Your consumers want to see something that is unique and adds value to their lives. Use creative, relatable, and authentic messaging to appeal to your audience.
 
  • Use Technology Wisely
If you don’t leverage ad tech as a part of a sound strategy and intelligent design, you might lose out on effectively representing your brand in front of your target audience.
 

Rules to Remember While Making Ad Creatives


  • Do not treat your audience as a set of data points
  • Platforms are dynamic so you need to adapt to the changes in time
  • Use technology to meet the expectations of your audience but don’t abuse it

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Ad Networks for Publishers & Advertisers: Efficient Ad Buying & Selling

SOCIAL

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.


Attribute Ad Network Ad Exchange
Function Intermediary between publishers and advertisers Open marketplace for everyone
Identity Company Technology
Key Users Publishers, advertisers and agencies Publishers, advertisers, agencies, ad networks, DSPs, SSPs and ATDs
Important Characteristic 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
Ad Quality Top-tier ad inventory, often sold for the first time All available inventory on sale including remnant ad slots
Optimization Time consuming Optimization possible on-the-go
Cost 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
Buyer/Seller Information 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.
  • Increased Efficiency
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.

Key Takeaways

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.

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How Campaign Health Metrics Can Help You Streamline Ad Campaigns

SOCIAL

November 06, 2024

Advertising metrics provide clear information on the success and failures of an ad campaign. They are a practical tool to track all aspects of your marketing activities as well as how your campaign compares to designated metrics. Take a look at your campaign health metrics to understand your campaign’s performance. These metrics aren’t exactly KPIs (key performance indicators) because they are not tightly connected to your marketing goals. However, they do support the important ad metrics. They can give you insights into how to improve an ad campaign on your level. Check out this list of valuable metrics to add to your armory if you really want to find the value of your content, the value of your audience, and the success of the advertising you're hosting.

Cost Efficiency Metrics (CPCs, CPMs, CPVs)

Understand what your initial interaction with your audience is costing you. Metrics like cost per click, cost per mille and cost per view are foundational to determining where you need to focus to optimize your campaign while ensuring you have an eye on the changing trends.

Click-Through Rate

To understand how relevant your ads are to your audience, you need to look at your click-through rate. A low click-through rate means your ads have a huge scope of improvement and that you might not be targeting the right audience to meet your marketing goals. To avoid losing your ad spend, quickly identify drops in performance and alter your ads to make them relevant to your target audience.

Conversion Rate

The conversion rate of your ad indicates the relevance of your landing pages and how well they are optimized for conversion. If the conversion rate is low, it means that your site’s content is not resonating with your audience or that the audience you are targeting isn’t right for your product or service. It could also mean that your audience isn’t at the right stage of the funnel to take an action. You can make changes based on how this metric looks.

Impression Share

This metric helps you understand how much you can scale your campaign through aggressive bidding. It can also highlight underperforming keywords and how you can enhance your campaign by adjusting the budget. Adjusting geo-targeting settings and improving ad quality are some of the ways to increase the impression share.

On-Site Engagement

To gauge the interest of the audience in your ad campaign, keep an eye on on-site engagement metrics like bounce rate, average number of pages visited, and average session duration. These are the real measures of the interest your prospects show in your ads.

Quality Score

A quality score helps you identify ways to improve your campaign. This score gives you a comprehensive look at all the individual scores that affect your campaign. The historical data that evaluates the changes in your campaign over time is visible here. You can pinpoint which changes led to a positive impact and which didn’t.

Bottomline

Campaign health metrics are your answer to improving your ad campaigns. Taking note of what is working and what isn’t is the right way to constantly enhance the performanc

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4 Ad Performance Metrics You Should Track

AUTOMATION

October 02, 2024

Measuring the ad performance on your website is critical for understanding how well your revenue stream is optimized. Ad sizes, placements, and color are common measures, but they may not necessarily work for you. As a publisher, you must focus on four prime metrics that give you a clear idea of an ad campaign’s performance. Let us take a look at them:

4 Ad Performance Metrics You Should Track

CPM (Cost per mille)

CPM stands for advertising cost per thousand views. It is the benchmark used to calculate the approximate cost of an advertisement or ad campaign across various media. CPM can be calculated by dividing how much it costs to place an advertisement by the number of impressions (in thousands) that it achieves. This metric helps compare the difference in ad opportunities based on efficiency and to evaluate the overall campaign cost.

CTR (Click-through rate)

CTR is the ad click-through rate that measures how well an online ad campaign is progressing on a website. It is denoted as a percentage and is calculated by how many times an ad is clicked divided by how many times an ad is shown.

RPM (Revenue per mille)

RPM is the revenue generated per 1000 ad impressions. It is similar to CPM but instead of cost, it measures revenue. It is an especially important metric for publishers. If the RPM of a campaign is low, you should replace the campaign with one that earns a higher revenue and RPM rate.

RPC (Revenue per click)

RPC is the revenue generated per click. It tells you how much the average revenue is for every click on your ads and PPC (pay-per-click) keywords. You can easily understand how much you earn every time someone clicks on one of your ads. Comparing RPC and RPM values can give you insights on your ad spend and the money you earned through the ads.

Streamlining Ad Campaigns with Ad Performance Measurement

Here are some tips to streamline your ad campaigns with the insights your ad metrics provide:
  • Use the right data: First-party data can help you optimize your programmatic ad campaigns along with your content.
  • Capitalize on returning visitors: Play with ad location on pages with returning visitors. Mix and match to maintain the interest of the visitors .
  • Optimize your content: Find out the type of content that attracts your visitors and optimize your content strategy based on your findings.
  • Maintain optimal ad placement and size: Place your ads in the middle of the page, use in-image ads at the bottom of mobile web pages , experiment with different ad sizes and positions to check how users react.

Final Thoughts

Data-driven optimization is the secret to getting the ad revenue you expect. Testing and improving with the help of data insights can help you identify the areas that need attention.

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