Maximizing Publisher Site Monetization
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Fundamental tips for setting up the right website infrastructure.
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Maximizing Publisher Site Monetization
- 1. TIPS & INSIGHTS: Maximizing Publisher Site Monetization Shir Ross, Manager of Publisher Network
- 2. Rebuilding your webpage Flooding it with ads Disrupting user experience Generating more from your website
- 3. Site Layout | Utilizing your Ad Network | User Experience Follow critical steps to set up your ads
- 4. www.uservision.co.uk What they See is What you Get
- 6. 728X90 468X60 300X600 160X600 120X600 300X250 Stick to the Standard
- 7. +200% eCPM “Show me the Money!”
- 8. Add Special Formats Wisely
- 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
- 12. Education Finance Shopping SoftwareNewsEntertainment Games Working with your ad network
- 13. 1st Imp 4th Imp 12th Imp Don’t Judge Based on Doggy-bag Traffic
- 14. Guaranteed Early Imps Filled Remnant Imps ENJOY THE HALO EFFECT Dedicated Advertiser budgets Exclusive campaign rates Customized Buying plans + +
- 15. Don’t Limit the Verticals
- 16. Dig Deep to Find the Gold Target by day part, site section, user group Ad special format for maximized yield
- 17. Thank You shir.r@matomy.com shirsaraross www.matomy.com Shir Ross, Manager of Publisher Network
Editor's Notes
- 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