The 5 Essentials for the Publisher Toolbox
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The document discusses the five essentials for a publisher toolbox: 1) Native advertising that can monetize users, increase revenue, and drive engagement. Native ads are contextual, relevant, and non-compromising. 2) Actionable data through key performance indicators like impressions, click-through rate, and conversions to understand user geography, demographics, and sourced traffic. 3) Integration mode through software development kits for higher earnings per mille (eCPM) or APIs for rich media and flexibility. 4) Integrations for enhanced visibility and optimization through tracking, real-time bidding, and analytics solutions. 5) Testing of different ad types, targeting users like heavy purchasers or
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The 5 Essentials for the Publisher Toolbox
- 1. The Publisher Toolbox Archie O’Connor, VP of Business Development North America
- 3. About Me VP Business Development, North America Former Head of BD, inmobi Entire career solving the pain points of content publishers Developed the technology and royalty license for the first legal, free digital music serve Developed and holds several patents for numerous AdTech-based technologies
- 4. THE FIVE ESSENTIALS FOR THE PUBLISHER TOOLBOX
- 5. Strategic Advertising Can: Monetize majority of users Increase revenue Offer benefit-driven user experience Drive engagement 5
- 6. 6 But how?
- 7. 7 1. Native
- 8. “Native ads drive 53% more visibility with consumers, and 18% more likelihood to influence purchasing decision. ”
- 9. Native Ad Benefits Contextual, relevant Natural, intuitive Non-compromising Higher CPM/CPI Hard to scale Drawback
- 11. Key Performance Indicators The Basics Impressions CTR Fill Rate Conversions Advanced Geography Unique visitors Device Demographic eCPM Sourced traffic
- 12. 3. Mode
- 13. “There is a direct correlation between the publisher eCPM and the integration method used. ”
- 14. Benefits of SDK Higher eCPM Non-manual Enriched ad requests Enhanced targeting Complete control
- 15. Benefits of API Rich media Greater flexibility Dynamic budget management
- 17. Enhance Visibility & Optimization Automated optimization Mediation between network and partners Real-time actionable insights
- 18. Types of Integrations Tracking solutions (AdX, HasOffers) Real-time bidding (MoPub, MobClix, Mocean) Analytics (Apsalar, AdMobius, Onavo)
- 19. 5. Testing
- 21. Who [Targeting Users] High-volume purchasers Engaged users Cross-promotion candidates 21
- 22. When [Timing] Long sessions Post premium conversion Varying usage levels HR SET SET MIN
- 23. Keep In Mind 23 Add to User Experience Show quality and variety Drive relevance Don’t Annoy Cap frequency Filter out previous purchases Be Transparent Clear privacy policy Easy opt-out
- 24. QUESTIONS? 24
Notes de l'éditeur
- Native ads are sponsored advertisements placed within the content of a publisher’s site or application.
- IPG Media Lab
- Publishers will give their users a more natural, intuitive ad format.A user experience that isn’t compromised by the advertiser but, in good ad executions, enhanced by it.The willingness of the advertiser to pay a higher CPM due to the increased effectiveness of the ad.The best native ads are customized for a given web publication and its audience, they become more difficult to produce and sell at scale.
- WhatKPI’s drive a successful mobile monetization strategy
- Industry-wide analysis clearly indicates a direct correlation between the publisher eCPM and the integration mode used. While SDK integration gives the best possible eCPMs, API integration lowers your chance of earning the best eCPMs on your traffic.
- Quote on performance variability dependent on integration mode