Programmatic display advertising is the automated purchase and sale of web advertisements in which advertisers identify budgeting and targeting specifications and then leave it to the adtech distribution network to automatically position their ads on pages across the web.
This is in contrast to the conventional method of direct advertising buying, in which advertisers contact site owners directly to pay them for advertising space.
Many advertisers nowadays consider display ads to be a conscious marketing tool, in which, as long as you’re reaching the right demographic, any perception (or view of the ad) is important, regardless of the context in which it’s seen.
While consumer targeting is a good place to start, we know that certain experiences bring much more impact to the campaigns than others. And, by adding the most effective ad placements to your show ad targeting, you can reduce ad spend while increasing ad clicks and total site interaction. And you’ll meet a more qualified audience as a result. The only difficulty is determining which websites can support you with this.
So, in this article, we’ll go into how to refine your show ad campaigns by concentrating on ad placements that drive more eligible traffic to your platform.
Why Do Ad Placements Matter?
Several surveys have shown that the overall clickthrough rate in all companies is less than 0.05 percent. Let us now compare it to paid search, where click-through rates are typically about 3.17 percent.
To some point, these poor click-through rates are reasonable. One of the primary advantages of display ads is that people can recognize your brand and return to your website later through browsers.
By concentrating on reaching audiences at the right place and right moment, you will not only boost click-through rates and interaction with content on your web, but you will also leave a more memorable impact on your customers, increasing the chances that people will look for your company and connect with your product later.
Banner blindness is a term that describes customers’ tendency to selectively overlook display advertisements that are often entirely unrelated to the consumer’s intentions or the sites they are actually watching.
According to recent studies, potential customers see so many irrelevant display ads with today’s audience targeting that 86 percent of them have developed banner blindness.
Ad Placements Can Identify Better Audiences
In a programmatic display, there is more going on than meets the eye. Most advertisers who use display ads today mainly use consumer targeting parameters to improve the effectiveness of marketing campaigns. While this is a good place to start, it isn’t enough to ensure you’re reaching your target audiences. We’re sorry to disappoint you, but we’re about to share some details that will disappoint you.
Unfortunately, audience data, or data that lets advertisers pick and reach viewers in display ad networks, is not as reliable as marketers are lead to believe.
In 2016, a well-known ad network conducted a study in which they presented consumers viewer data collected from third-party researchers. They were shown the audience fragments that their browsing behaviour had assigned to them and asked to rate the quality of the content.
Surprisingly, 71% said that at least half of the material about them was incorrect.
In other words, by focusing exclusively on viewer targeting in display advertisements, hitting the fully intended audience is no more likely than flipping a coin.
Google Ad Manager is an ad management tool designed for major publishers with a high volume of direct sales. Ad Manager offers granular controls that deal with a variety of ad exchanges and networks, including AdSense, Ad Swap, third-party networks, and third-party exchanges. This is one of the strongest ad networks on the market right now. However, Ad Manager is only one of many options.
MediaFem, for example, is a full-service SSP network with over 12 years of ad monetization experience headquartered in the United Kingdom. Many publishers worldwide use special codes to enable readers to read more articles on the same website or to increase referral traffic revenue. The software, which is powered by new predictive analytics, provides publishers with digital media output capabilities such as A/B testing, intelligent reporting, and personalization features.
When paying in Net53 words, MediaFem does not incur any excessive fees, and they use a Rev. Share model of 70% for Publishers. These figures are consistent regardless of a publisher’s geographic region and are not in any way averaged across publishers. Their solutions give publishers the option of using header bidding or the traditional One Ad Code method. Video, online, mobile, audio and native formats are all supported by MediaFem.
For us, this is the best place to start; you can sign up for MediaFem here.
Also published on Medium.