9. $1.3B in video ad spending in H1 2013
(6% of $20B total)
69% of marketers to expand video budgets
in next 12 months
It’s a sellers market = High CPMs
*IAB Study, 2013
Fast Forward to Video
10. *IAB Study, 2013
Fast Forward to Video
BE THERE!
• Get a player (your ad network should have)
• Create video content
• Sell your new real estate
• Pre/Mid/Post-rolls, small player, large player, etc.
11. Promote your Content
Increase user engagement & site experience (avoid dead end)
Increase site traffic
Personalize your widget – internal, ads, traffic exchange, design
Your ad network is the gateway for you to tens of thousands of advertisers – all verticals
You must be ready/open to receiving their full benefit
Benefits of an ad network:
Dedicated account manager
Not plug-and-play solution, customized service
“Someone working for you”
working to ensure top monetization – dedicated budgets
Important to know user interaction trends of users and banners they see – convert within 1-4/8 imps, 12+ = little interaction (branding)
Remnant traffic often means very late impressions that, by nature, will not yield high performance.
Therefore, don’t judge a performance-based network only by its backfill rates (cpm vs. fill).
When you are planning your monetization strategy know that ad networks are not just for backfill, they can handle more than just your leftovers.
High value to give in early imps – must separate buys to 2 tags, early and late imps, get 2 results required (high rates, fill)
Remnant = service, 100% fill (some networks able to give)
Early Imps = high rates, booking strong buys
2 different behaviors and working methods by your monetization team.
The secret is to combine - When you combine, the benefits spill from 1 buy to the other – halo effect
User experience –
Allow your monetization experts to test many demand verticals to see which ones perform better on your specific users and give you the highest value for every impression.
You may think that your users want to see Gucci and Rolex campaigns, often they will interact more, and therefore generate more, with direct response campaigns such as: online games, lead generation and mobile applications. Note about Brand Safety = Control = Highlight to your partners what verticals are a no-go so that your brand-safety and user experience requirements are met while increasing your ad revenue.
Brand Safety – respect your users, control creatives on your site
Don’t be over-restrictive –
often the verticals your users like (and therefore click!) are not intuitive
Ad networks = 1 tag for ROW, full fill
Ad server capabilities = enables you to go more micro and target - User behavior by day part/surf location
People accessing your website behave differently according to:
Day/Night
Tablet/Work computer
Homepage/Interior page
Dig deep to find the gold
Your ad network account managers will work with you to find different ways to earn more money from key lucrative placements.
EBAY Example - target the new mom shopping for the latest baby gadget deep inside your portal in a specific placement and relevant time targeting with a campaign placed and targeted specifically to her.
- Campaign not relevant for entire ebay portal (too expensive). But targeted to a relevant page within, got STRONG results & dedicated campagin budgets and exclusive high rates
Starter kit of essential best practices in monetizing traffic;
adhering to the fundamentals can lead to a positive effect on your monthly revenue.
Next step – find a monetization partner that will work with you to create development plans for big ad revenue impact
If you didn’t write the notes, here is a brochure, you can scan it and download the full PDF with more tips and share with your friends