The world of advertising has many ups and downs but most importantly, it has been known to be extremely beneficial for marketers around the world. For newbies, Advertising is nothing short of an industry that is riddled with complected terms. these terms make it difficult to understand the differences between Advertising Networks and how to use them effectively. It is the duty of experts within the industry to make it easy for Advertisers and Publishers to understand the key terms and how to use them effectively. In this article, we state and describe all the types of advertising Networks.
What is Advertising Networks?
What is Advertising Networks?
Advertising Networks which is also known as “Ad Network” are online advertising technologies that make it easy for Advertisers to create and distribute Ads to publishers Ad spaces. this simple means, Advertising Network simply connects Advertisers and Publishers for easy advertising and monetization. One could simply say, the main function of Ad Network is to aggregate publishers inventory to fit advertisers demand. On the other hand, Advertising Networks provide advantages to advertisers as it enables them to create and target their Ads to a specific audience while at the same time, advertisers can track their results through impressions and clicks, video average watch time. The flexibility the system provides for publishers and advertisers is the simply the connection that benefits each party.
Mobile Ad Networks work just like any other typical Ad Network, the difference is that, these type of Ad Networks put more emphases in targeting only mobile traffic, these traffic are traffic that is generated only from mobile Apps, Mobile search results, mobile display Ads etc. The advertising industry has seen a massive change since mobile phones became smarter, the advertising industry has done a great job utilizing mobile device users and the results are fantastic. Mobile Ad Networks give advertisers to target specific mobile audience. For instance, markets advertising Apps could use mobile Ad Networks to target only mobile user who is mostly potential customers. it makes sense to use mobile ad networks as all types of ads can be displayed or shown on mobile devices such as banner ads, text ads, interstitial ads, In-App Ads etc.
The video below gives very detailed explanation of the advertising ecosystem
What is PPC Ad Networks?
Pay per click (PPC) whic is also known as Cost per click (CPC) is basically an Internet or digital advertising model used by Advertising Networks. This makes PPC Ad Networks to be Ad Networks that specifically use only PPC pricing model for their adverting. It is one of the most used advertising price models which is easily understood by advertisers and some can argue it is the most preferred pricing model used by both advertising networks and advertisers. PPC advertising model comes in two different types: The Flat rate PPC and Bid-based PPC
The Flat rate PPC: This model of pricing specifies that the advertisers and the Ad network or the Publisher agrees on a flat rate price per clicks generated. For instance, the advertiser and the publishers may agree on 0.5 per each click generated. In some cases, Ad Networks or the publisher will charge based on each Ad space on the webpage.
Bid-based PPC: In this model, several advertisers compete against each other in an auctioning system hosted by the Ad network. The advertisers set the maximum amount they are willing to pay for each specific ad position on the publisher’s web pages. Keywords are often used to enhance the target while the auctioning system is triggered automatically each time a visitor triggers the ad position or spot.
What is CPM Ad Networks?
First I will like to explain what is CPM in the simplest way, Cost per impression (CPI), also known as Cost per thousand impressions (CPM) is an advertising pricing model which pays the publisher a fixed amount for every 1000 impressions or page-views generated. After understanding what CPM is, it will be easier to understand what CPM Ad Networks is which is, Ad Networks what specifically use this type of pricing method for both advertisers and publishers. Some publishers prefer this pricing model due to its flexibility. The calculation of CPM is taken from the set advertising cost and the number of impressions which expressed as Cost per impression ($) = Advertising cost ($) / Number of Impressions (#).
Total cost for running the ad is $15,000.
The total estimated audience is 2,400,000 people.
($15,000/2,400,000) = $0.00625
CPM is calculated as: $0.00625 x 1000 (meaning per thousand impressions) = $6.25
What is eCPM?
Effective Cost Per Mille (eCPM) is measurement system used by advertisers, Advertising Networks and Publishers to estimate the actual value of advertising cost. eCPM is calculated in the following manner: Cost-per-Click (CPC) auction calculated by multiplying the CPC times the click-through rate (CTR), and multiplying that by one thousand. (Represented by: (CPC x CTR) x 1000 = eCPM.).
There are two banners: “Curious Apps” and “Sensor Apps”.
The publishers earn $1 per click.
Both banners were published for the duration of one week.
“Curious Apps” was viewed by 5000 visitors from which 20 clicked on it.
“Sensor Apps” was viewed by 5000 visitors from which 70 clicked on it.
This shows that:
“Curious Apps” has an eCPM of $7 ($1 * 20/5000) * 1000
“Sensor Apps” has an eCPM of $20 ($1 * 70/5000) * 1000
What is Video Ad Networks?
Video Ad Networks are Ad Networks that specifically sell online video inventory across multiple platforms and devices. These Ad Networks focus online video ads which mostly display before the main video is played also known as “Display video Ads” online video advertising comes in different forms: in-stream, out-stream, interactive, in-game and webpage based videos, creating video messaging before, during, and after consumers take in content on their mobile devices or desktop. Video advertising allows Internet marketers to engage their audience with engaging video ads in very effective ways. YouTube is the biggest video Advertising platform on the Internet while several other Ad Networks are also grabbing the share of the market. Video Ad Networks also use CPC and CPM methods for video advertising.
What is Banner Ad Networks?
To answer this we first have to understand what is banner advertising. Banner advertising is refers to the use of a rectangular graphic display that comes in various forms and places on top, bottom or sides of a web-page. Now that you understand what is banner advertising, let’s jump into Banner Ad Networks: these are Ad network that includes banners in their Ad units. publishers or advertisers will be able to place ads in various banner sizes and formats of their choices while publishers also will be able to monetize with various banner sizes and formats from such Ad Networks. Many Ad Networks have banner advertising as part of their Ad units and ad inventory.
First let’s look at what is native advertising: I would make this simple for you to understand, Native advertising is simply placing Ads on the platforms that match the content of the Ads. Thus, putting ads on content that matches the ads with the intent to target a specific audience. A typical example of this may display video ads on videos that are related to the ad video or putting sports equipment ads on sports blogs or advertising new cars on car review YouTube channels or car review websites and blogs.
What is Ad Exchange Networks?
Lets simply put it as an advertising technology designed to enable the selling and buying of media advertising inventory across multiple Ad Networks. Ad Exchange platforms use a bidding pricing system. This process is entirely technology driven. Some of the most popular Ad exchanges are: AppNexus, AOL‘s Marketplace, Microsoft Ad exchange, OpenX, Rubicon Project Exchange, DoubleClick, and Smaato among many others.
What is Interstitial Advertising Networks?
It will be better to understand what is an Interstitial Ad before moving to Interstitial Ad Network. Interstitial Ads also know as the full-screen Ads are ads that cover your screen either on mobile or desktop as soon as you reach a webpage or open an App on your mobile device. These ads are most common in Apps. they are shown mostly between activities or some minutes after interacting with the App. Now that you understand what is an Interstitial Ad, let us define Interstitial Ad Network: These are specific Ad Networks that deal with interstitial ads as part of their Ad inventory. A lot of Ad Networks are beginning to offer advertisers and publishers the opportunity to advertise and monetize with interstitial Ads.
These are some of the most asked questions by newbies in the advertising industry. we understand there more than a hundred questions that needed answers but can’t put all of them here in this list. however, we will be happy to know from you which questions you would want us to answer and add to this list. let us know your suggestions in the comment section below.
Online Ad network can be defined as a digital platform, created with the sole purpose of serving Ads to registered publishers. Those registered publishers are websites and Blog owners willing to earn some revenue from displaying Ads. It’s a simple concept that is aimed at connecting the advertiser to bloggers and website owners willing to show those ads on their web pages. In other words, “Ad Network” facilitate the connection between the advertisers willing to by available Ad spaces (Inventory) from a group of publishers in different geographical locations across various categories (Niche).
1. Defining what is an Ad Network
Since the begging of internet marketing which includes online advertising in the early 90s, Ad Networks use to serve as intermediaries between advertisers and publishers. The technology has advanced today with many functions that allows for more advertising optimization and targeting tools to reach more target audience. However, There are always two important parts or groups on every AD network which are the Advertisers and Publishers. The Advertisers are business or individuals willing to promote their products or services online with the hope of getting more traffic and increasing their sales, on the other hand, Publishers are individuals willing to display Ads from particular Ad network to earn some income through their traffic’s clicks and impressions.
The advertisers are often the businesses or individuals, they pay to the Ad network, create ads and submit those ads for approval by the Ad network admin. once the Ads are approved, they are shared on the publisher’s web pages. The Ads sharing follows a process and guidelines based on the preference of the publisher. While creating Ads from the Ad network inventory, they select specific Ad based on their location, keywords, and niche. To avoid the confusion, these ad networks include only online advertising and not the traditional advertising media that include television, printed media and radio.
The Pricing model mostly used by Ad networks is CPM, CPC or PPC, CPA etc. Ad Network like AdsTargets offers publishers the ability to create different Ad units like Banner Ads, Text Ads, Interstitial Ads, In App-Ads. Additionally, publishers can choose their prefered device to publish their Ads.
2. What is the difference Between Ad Server and Ad Network
This is one of the most asked questions by newbies in the advertising industry. To clear the confusion, we explain in simple terms what is an Ad server and what is an Ad Network below.
What is An Ad server? In simple terms, it is simply an inventory tracking, monitoring and managing advertising technology used by both Advertisers, publishers and Ad Networks to run and give specific accounts on Advertising campaigns. This is further categorized into two distinct types based on their users. The first one is “First-party Ad server which is mostly used by publishers (A publisher Ad server) while the third party ad server is used by advertisers (An advertiser Ad server). Another term that is widely used is the SSP “Supply-side platform”. This is also a similar technology that offers almost all the functions but a bit different in accessing the inventory and delivery method of distributing Ads which makes it different from the previous two. For more on Ad servers, see the video below.
What is an Ad Network? This is another form of advertising technology but unlike ad server, this technology is mostly used for the management of multiple advertising campaigns which store creatives use during transactions of media purchases between the publisher and advertisers. the next complications after understanding Ad servers and Ad Networks, one will ask how do they work which takes us to the next level.
3. How Does an Ad Network Work?
Just to refresh your memory, An Ad Network work by collecting and listing all the avaible inventory from publishers and sell them to potential advertisers willing to pay a premiun price for them in form of PPC, CPA or CPM.
Here’s How an Ad Network operates
An ad network collects a massive number of publishers to deliver the required amount of inventory to the potential advertisers on a premium price or auction basis.
The Advertisers uses the Ad Network campaign management platform to set up Ads which are then automatically distributed to the publisher’s available inventory. Ad Network offers advertisers the flexibility to create multiple campaigns and consolidate the reporting metrics on the campaign performance.
Also, the advertisers set have the possibilities to set up their campaigns based on their desired prices per clicks, impressions and per action. Targeting through demographics, location, keywords, and budgets are all features offered by Ad Networks to advertisers.
Once The Ad networks approve advertisers Ads, Advertisers are allowed to change their banners, Text, and targeting as they please. All these Ad management systems are offered within the Advertiser CPanel (Campaign management panel). No time limits or restrictions are placed as the system are managed online 24/7.
In the early 90s when there were few online advertisers and publishers, Publishers were fine using only one Ad Network to source their available inventory but as internet marketing business became more massive, they figured using multiple ad networks pays better and that’s why today you see most publishers use various ad networks on their inventory spaces which also forced Ad networks to drop their rates. the image below shows the risk associated and rewards when inventory is sold to different ad networks.
4. How Advertisers and Publishers benefit from Ad Networks?
There many ways both advertisers and publishers benefit from Ad Networks. Ad networks serve as a bridge that connects the advertisers and publishers together. This makes marketing and economic sense for all parties but let’s discuss them differently.
Advertisers benefits from Ad networks
When through the primary purpose of Ad Networks is to provide an avenue for publishers to sell their available inventory, they also provide a lot of benefits for Advertisers in the following ways
Scalability: Advertisers have the opportunity to buy many inventories at a time through an Ad network and at the same time, Ad networks provide them the opportunity to monitor and manage their ad campaigns in a centralized system.
Campaign management: It helps advertisers save a lot of time as they are able to manage multiple ads within one system and not moving on many publishers inventory spaces or webpages. This could be a the benefits as they reach more audience within one system.
Measurement and Campaign reach: The Advertisers have the ability to manage their measure their campaign performance and adjust them whenever they are pleased. They can adjust their campaigns either by increasing their budgets or targeting. Ad networks also give advertisers the ability to collect data and retarget individuals that visit their webpages.
Publishers Benefits from Ad Networks
The most beneficial factor for publishers using Ad network is to sell their available inventory which was not easy to be sold directory to advertisers or advertising agencies. Ad networks offer such opportunities and in some cases, they are able to make constant income from selling their inventory to ad networks.
5. What are the Targeting posibilities on Ad Networks?
The targeting functionalities offered by Ad Networks are many with many decision making functions that allow the advertisers to manage their Ad campaigns. the Advertiser Cpanel gives them the opportunity to choose which web traffic is most suitatble for their campaign, when to target specific audience and how to targets them. the following are the targeting criteria offered by Ad Networks RON: Run on all sites in the ad network
ROS: Target specific domains/publishers in the ad network
7. What is the Difference between Ad Networks and SSPs
Even though these two have similar functions, and serve almost the same purpose, there are still some differences that exist between them interms of technology, inventory, clients, Ad optimization functions and targeting.
Inventory: SSPs tend to offer real-time bidding (RTB) and buy inventory that is available from the publishers known to be of “lower quality”. While on the other hand, Ad Networks sell their available ad inventory to brands by giving them access to premium and exclusive publishers.
Technology: SSPs functions allow only Ad delivery, the combination of SSP/DSP (demand-side platform) can be considered the partner of ad networks.
Optimization and Targeting: Ad Networks advertisers are allowed to manually target and optimize their camaign to reach a specific audience. However, the combination of SSP?DSP uses special machine learning technology. SSPs utilizes programmatic technologies to automatically to optimize ads for publishers, Similary, DSPs also optimize Ad campaign for various brands while allowing them to target specific desired audience.
8. How Ad Network evolved
As the digital advertising market evolved and became more competitive, Ad Networks have engaged in a battle to maintain a significant amount of their share market. they constantly offer more appealing functionalities to attract more publishers and advertisers. because of the competition, marketers are constantly searching for oen in all solution. It forces the Ad network increasingly offering the same tools as SSPs which is massively closing the gap between them.
On the other hand, as SSPs also compete for more publishers, they tend to offer functionalities to attract more premium publishers. At the same time, they offer advertisers the opportunity to buy inventory directly which make them similar to Ad networks. SSPs have elvolved a lot as they connect advertisers and publishers (the demand and the supply side). It will be self to say they have evolved towards programmatic direct.
This further closses the gap between Ad networks and SSPs. For instance, ad networks’ gradually transcend premium inventory as they integrate programmatic engines that optimize the procured RTB supply. In addition, they are also connecting their own avaiable supply to specific DSPs in a bid to increase fill rates for their portfolio of publishers.
Advertising has evolved a lot in general since the first banner Advertising was publishers in the ealry 90s. We have experices very high levels of competition among Ad network as they constantly introduce new advertising functionalities. recently, In-App Ads and push notification Ad format have been introduced which has also seen spikes in advertising budgets. the advertising industry will constantly see changes in the near future.
We have tried to explain most of what you need to know about Ad Networks and how they work for the benefit of the advertisers and publishers, however, we will continue to update this post to bring you more latest information about Ad networks. Feel free to share your experience, observations and objections in the comment section below.
We all know targeted banner advertising can be profitable and have high ROI if well managed. The management here entails targeting the right audience. Many brands used banner advertising to generated unique traffic that converts their visitors to customers. E-Commerce giants like Amazon, eBay are typical examples of brands that benefited massively from banner advertising. The trick here is simply targeting the right audience. In this article, we are going to work you through what is targeted banner advertising and targeted display advertising, then show you various ways you can target your audience using targeted banner and display advertising methods to reach your audience.
1. What is Targeted Banner Advertising?
As the title implies, targeted means channelling your banner Ads to reach only the right audience, by using variables such as demographics (Age, gender, location, race, education status, marital status and language among others). Their online interest and behaviour online are as well utilized. More often, this information is collected by using tools such as Google Analytics or Facebook Pixel which track this information after initial testing Ads. Other methods include Facebook Audience Insights.
2. What is Targeted Display Advertising?
Just like Targeted banner advertising, Targeted display advertising, on the other hand, targeted display advertising involves the use of banners that come in forms of GIF, Static images and HTMLS. This form of digital advertising also targets audience based on their demographics similar to the above listed. audience behaviour and interest is also a criterion. However, this form of advertising is charged mostly on CPM bases and not by Cost per click (CPC) or Pay per click (PPC) methods.
Having understood what these advertising methods are, let’s jump into the best ways you can reach your target audience using those two methods. Note: the below methods represents the above two explained methods.
3. Using Keywords for targeted banner advertising and targeted display advertising
Keywords targeting is one of the most used methods of targeting audience in digital marketing. most marketers see keywords as the best tactics to target audience because of its track records. Relevant keywords give an insight on how specific web content will be aligned with your campaign. This also suggests if the audience interacting with such web pages will likely be interested in your Ads. Let’s say, for instance, it is obvious that, advertising T-shirt on a fashion Blog will likely result to conversions, more sales because most of the audience visiting that blog will be interested in buying T-shirts.
Choosing a specific topic tells Ad Network to show you ads to web pages that are related to your niche. Again let’s use the example of T-shirt and Google, when you chose your topic right, Google Adsense will only deliver your banner ads or display ad to only quality websites, or Blogs that are relates to your chosen topic.
5. Targeted Banner Adverting by Placement
Ad placement using Google gives you the flexibility to choose groups of websites, which have already reserved spaces on waiting to show your Ads to a targeted audience. You have the opportunity to manually chose where your banner ads should appear on specific groups of websites/Blogs to reach your target audience.
This is similar to targeting by topic but gives you more flexibility to choose from various categories. this gives you the ability to reach a more targeted audience that has been selected by Ad preference manager. the advance here is, it allows you to sell more as you reach more people.
7. Geo-Targeting Banner Advertising
In simple terms, this is a process of targeting a specific audience based on their geographical location. Terms like Geo-Fencing are similar but a bit different as it does target audience based on their physical visits, monuments, tourist locations, natural reserve sites or simply to specific city evens or visits to competitors stores or businesses. it’s a great way to target audience as you already know what their interests and it’s mostly used in targeted display advertising. Another geo-targeting banner advertising method is Geo-Optimization. this gives the advertiser the opportunity to show banner Ads to the audience in a geographical area using their ZIP code, county, city, state etc). however, this method is best for promotional events and with a broader audience. It allows the advertiser to choose devices of their choice to display ads across.
8. Banner Advertising Search Retargeting
Just like keywords targeting, this another form of remarketing that allows the advertiser to display banner Ads to an audience that search for particuler keyword phrases. This practice is commonly used to target those audience based on search volumes on certain keywords and how relevant they are to the campaign.
9. How to use Display Advertising Remarketing
This is another effective way of converting your visitors into customers. You can use this strategy to target visitors that abandoned your cart to buy by showing different Ads. This type of Ads could come with a discount that will trigger their emotions and enable them to take action. this is also known as site retargeting because the practice is similar. You basically use the data you collect from your visitors, analyze it and target specific visitors that didn’t take action.
10. Display Advertising Black-Listing and White-Listing
This gives you the opportunity to targets specific group of websites and avoids showing Ads on other specific websites. the white-listing here involves including those websites you wish to show your Ads on. On the other hand, Black-listing involves listing a list of websites you don’t want to show your Ads on. This can be done by because of few reasons, one is that you don’t want the content on those sites or their geographical location and second, you simply don’t want to associate with such brands.
We would have touched on the cost of banner advertising but decided to leave that for the next post. however, we want you all to profit from display advertising as much as possible. This is because the opportunities are endless. We believe all the above methods listed above will contribute massively to making you display advertising a success. If you have been doing digital marketing and have some good experience with banner advertising, please let us know in the comment section. likewise, some of you that are just starting out.
Wishing you good luck with digital advertising from all of us from AdsTargets 🙂
Many internet marketers struggle with banner design and banner advertising every day of their career. This is because many of them understand the effectiveness of banner advertising. However, before you start creating banner ads, you need to have a strategy. That will get you most value from your banner ads campaign, and one of the most important of that strategy is a banner design that plays a very significant role in effective banner advertising. In this article, we will work you through the process of creating an effective banner design and ultimately banner advertising that will benefit you the most. So let’s jump right in.
What are the benefits of banner advertising?
There no doubt that banner advertising is one of the most used forms of online adverting, in fact, almost all companies, big or small use banner advertising to get online visibility and attract the audience to their websites or landing pages. It is because well design banner campaign could massively increase the brand awareness, could be affordable, could be measurable and have potentials of increasing unique traffic that converts to sales and overall profitability of the company. Many companies use banner ads to re-target their audience even more effectively after tracking their behavior. These points are just a few benefits advertisers could get from banner advertising. Now let’s look at the tips for creating banners and placing banner Ads.
1. What are the most effective banner sizes
There are many banner sizes out there which you come across everyday while browsing the internet, however, there some banner sizes which are considered to be the most popular and the most effective for banner advertising. These banners most loved by both advertisers and publishers because of their nature, these simply the most available positions on websites and blogs which many marketers believe they are the most standard banner sizes. The table below shows the four most effective banner sizes and where to place them.
Just put your self in the position of the potential customer. OR someone you would want them to see your banner ads. Naturally, people are more concentrated on what is inside of the frames. It is the reason why you have to consider using frames where necessary especially on banners with a white background; you should consider adding one pixel of red, grey or yellow at the frames of the banner ad.
3. Make your Banner Ad Text readable
The text on your banners should be clear, and readable by your targets audience. The reason behind this is because your text carries the message to your potential customers. You should consider that as a communication strategy. Therefore, make sure the text on your banners is always simple, concise, and clear so anyone looking at your banners will be able to read and understand The message you are sending. Below are the examples of good and bad banner ad text
4. Try out animation Banner Ads
Recently, many advertisers have engaged in animation banner ad, and it will be saved to say, they have seen valuable results with their animation banner ad campaigns. Many believed animated banner ads perform far better than the traditional static banner ads because of their attractive nature. However, the best way to use them is to make sure they display not more than 15, seconds and their loop frequency is maximum three times and above all your animated banner has a call to action.
5. What is the right file format for banner Ads?
When creating banners, you need to understand the file format also matter, this is because the file format ensures your banners display correctly in the publisher’s websites or blogs and it suits the right positions as described. Most of the used file formats are JPG, GIF, PNG, and HTML5 depending on the software used in creating them. One thing you need to avoid is flash ads merely because they are out of date.
The psychology behind colors in advertising cannot be overemphasized. Colors are significantly important when it comes to advertising as they give a special and unique representation of the message carried by the banners. Color evokes emotions of your audience for the first time as soon as they set their eyes on the banner. Colors are also subjective and have different associations in different cultures. Taking a couple of minutes to research your audience when making color choices will be a good idea. The below image show what colors represent and how they can be used in online advertising.
7. Make your your call to action is clear
Your call the action should at least be bold and placed in the right place. This because, it is important to make sure your potential customer sees it and take the desired action. Having a clear and a bold call to action will help increase your click-through rate, and reduce friction for your potential customers.
8. What is the right banner design file size
Banner design needs to meet some requirements. These include the file size as specified by most advertising platforms such as Google Adwords, Adstargets Ad Network. The logic here is to make the banners load as fast as possible on the publisher’s web pages for people to see them as soon as they visit those web pages. So keeping your banner file size at 150Kb is highly recommended.
9. Consistency is with your landing page(s)
Banner Ads like any other ad type require some level of a constituency, consistency here means your banners ads should direct or send your traffic to the right page which contains all the information about your brand. Your landing pages play a crucial role in turning your visitors into customers. Your website or landing pages should be properly structures and descriptive so that your visitors won’t get confused or lost and then have to leave your website or landing page. It is essential to convert your visitors to customers especially the ones that come from your banner ads so you won’t waste much money on advertising so in general make sure your landing represent precisely what your banner ads are communicating.
Making those banners complicated to understand will impact negatively on your banner ads campaign. Visitors will probably scan through your Ads just for few seconds, and it’s your job to communicate your message to them in those few seconds which is why you have to keep your banner ads simple and easy to understand. You might decide to have an attractive graphic that sends a message rather than having a significant amount of text. The key here is to keep it simple and clean.
The above-listed tips are indeed not a complete list of tips for effective banner design and banner advertising. However, they are the most critical top ten tips you need for effective banner design, and banner advertising, with these tips, you are good to start banner ads that will profit your brand.
Let us know in the comment section your experience with banner design and banner ads.