Brands: How to make the most of ad placement

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.

Apr 17, 2014 | 06:04 am


Kristina Knight is a freelance writer based in Ohio, United States. She began her career in radio and television broadcasting, focusing her energies on health and business reporting. After six years in the industry, Kristina branched out on her own. Since 2001, her articles have appeared in Family Delegate, Credit Union Business, and with Threshold Media.