News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Brands: How to make the most of ad placement
Above the fold. Next to relevant content. According to shoppers past behaviors. These are all suggestions from experts on where to place advertising in the online space; the problem is many advertisers don't know where their ads are placed - or how to ensure ads are placed correctly.
Kristina: Where should brands focus their ad dollars?
Ted Dhanik, President, engage:BDR: To get better ROI, advertisers should focus their dollars on real-time bidding (RTB) through a demand-side platform (DSP). DSPs also let you target a different audience from your Facebook crowd. Top display publishers like Glam Media (92M unique monthly visitors, CBS Interactive and Turner Digital (~75M uniques each) inevitably cover different audiences. Plus, we know that lots of teenagers are shifting from Facebook to Snapchat, Instagram and other social media sites.
Kristina: What types of placements will offer the best ROI?
Ted: As far as types of placements, I would focus my dollars on native content, dynamic ads and in-stream linear video.
Similar to Facebook's 'sponsored stories,' you can buy placements for sponsored blog posts, infographics, videos and native links on top media outlets. You can also soup up banner placements by using dynamic ads that automatically adjust their content based on everything from user data to the weather. In-stream linear videos (pre-, mid-, and post-roll video ads) have click-through rates as high as 5 to 10% when they are engaging and targeted properly. Unlike Facebook's auto-play video ads, which irritate users who just wanted to post a status or snap a picture, in-stream video ads target people who expect to watch a video.
Kristina: How can brands ensure that their ads are not only on the right sites but that placement is good on those sites?
Ted: In general, spend your dollars on above-the-fold placements on home page inventory that is early in the impression-curve.
To ensure that you pay only for legitimate impressions and avoid click fraud, I would recommend buying 'viewable impressions.' Standard impressions register when a web page loads and the pixels fire--viewable impressions register when the underlying technology confirms that an ad is in view.
So, with viewable impressions you pay for time slots--10 seconds, 15 or maybe even 30 seconds--and you only pay for the time if the ad appears on the user's screen for the duration. Your creative could be a dynamic banner, native ad or video, and it must load and come into view before it counts. Bots can't perform the actions that distinguish a genuine view from a fake one, so you're safe from fraud.
Image via Shutterstock
- Top 3 tips for effective native ad campaigns
- Top 3 email tips for the 2014 holidays
- Study: 3/4 will use phones for holiday shopping
- Studies: Shoppers want connection
- Brands: What to prep now for Thanksgiving Weekend
- Would your website earn Google's mobile-friendly label?
- Third of UK online retailers are not ready for the Christmas rush
- Study: Consumers find driving need to be always on
Featured White Papers
- Definitive Guide to Marketing Metrics and Analytics
Download this 70-page, all-encompassing guide to learn the right metrics for understanding and interpreting marketing results, why measuring marketing programs...
- From Average to Elite: 7 Secrets of Today's Top Marketers
Marketing is more chaotic than ever. Pleasing multiple stakeholders, juggling random request inputs and collecting meaningful data from project teams...
- Marketing Attribution in the New World
We all know that consumers generally do not convert after seeing just one advertisement. How do we decide which campaign...