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Online advertising is evolving, becoming more complicated than ever. Today's advertisers are looking for more effective campaigns with detailed statistics, tracking and targeting.
This new world of online advertising requires the right tools for the job. Gone are the days of simple "Ad Rotators"; today's campaigns demand the use of a full featured ad server. If you're not using one you may be leaving money on the table.
Just as airlines use advanced booking software to maximize their revenue, top publishers use third-party ad servers such as AdButler.
Here are five strategies will start you off on the right foot when it comes to optimizing your advertising infrastructure.
Strategy #1 - Experiment with Advanced Banner Concepts
The days of simple pop-ups are long gone. Much like television commercials, they go unnoticed by the vast amount of consumers because of their overuse and familiarity.
In fact, according to a 2013 study by Infolinks on the subject of banner blindness, 60% of respondents couldn’t remember the last display ad they viewed, and just 14% of respondents remembered the name of the company being advertised.
Considering the millions of dollars poured into these advertisements, that’s pretty depressing - especially if you consider that these statistics have likely only gotten worse in the two years since the study was completed.
If you want to make an impact, you’ve got to stand out from the crowd.
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Today’s advanced banner concepts drive higher engagement levels because they offer something new that catches the consumer off guard. A few ideas to start experimenting with include:
Homepage Takeovers:
A homepage takeover is exactly what it sounds like - an arrangement for an advertiser’s banner to takeover the homepage of a brand.
Anytime you click the background image, it takes you to a link for the advertiser. These concepts require a heavy budget and immense creativity. But it’s worth trying if you think you’ve got the chops to make it work.
Roadblocks:
Want to bombard people with your message so they have no other choice than to listen? Well, then you may want to try a roadblock.
It’s a simple practice: buy up all the available ad space and share your message. You’ve probably seen this used before by the entertainment industry when it comes to promoting things like new movie releases.
Rich Media Applications:
These types of ads offer endless possibilities for advertisers. They’re often seen on mobile platforms as an immersive way to engage the audience.
But rich media applications aren’t reserved just for mobile. They can be applied across all forms of digital media to create a great interactive experience.
AdButler has excellent support for rich media applications and other advanced tools like Video Ad Serving Templates.
Exit-Intent Pop-ups:
When someone is about to leave the page, an exit-intent pop-up grasps for the last ounce of their attention.
And they often convert pretty well too. OptiMonk, an exit-intent pop-up provider, estimates that, on an average ecommerce website, these messages can drive:
- Sign-up rates between 3-5%
- Sign-up rates of 10% or more when an incentive (like a free ebook, special report or coupon) is included
- Conversion rates of 9-10% when incentives are offered
We’re working in a very dynamic era of marketing. It’s up to you to new concepts and formats to see what works best for your publishers.
Continue reading %5 Strategies for Optimizing Advertising Infrastructure%
by Aaron Agius via SitePoint
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