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Expandable Banners Increase Revenue Without Depleting Inventory

Expandable banner ads provide a way of boosting revenue for sites that are running out of ad inventory.

The average growth rate of online audiences has slowed to single digits in recent years.

That means successful Web sites that want to grow audience aggressively must take market share away from competing sites.

It’s easier said than done. Don’t mind the cliche, because it’s true.

Sites with flat to moderate growth rate and aggressive sales, especially if they have direct sales, end up running out of inventory to sell. (more…)

Effective Banner Ads Rely on Right Location on Page

“Performance depends not only on the ad position but the quality and relevance of the ad itself.”

Effective online advertising delivers results for customers and revenue for publishers based in part on one simple technique – the location of banner ads on the page.

If you have software or a vendor that provides ad delivery reports, it’s fascinating to see the results of moving ads around a page.

Three simple tips improve banner ad effectiveness and response rates:

  1. Keep two ads visible above the fold.
  2. Use at least the leaderboard 728×90 and rectangular 300×250 or 300×600 (which may be cut off by the bottom of the browser status bar).
  3. Minimize nearby distractions, i.e., large photos or graphics.

Here are some examples of how the banner position impacts the revenue. (more…)

Stored in Online Advertising and tagged

Right Banner Ad Sizes Impact Results

The fact that banner ad size has an impact on performance may seem intuitive and obvious to some people, but it is not to others.

To be truly effective, advertising has to deliver results for both the publisher and the advertiser.

The results for the publisher come in the form of revenue, client retention,  revenue growth and higher Website ad rates. Results for the advertiser come in the form of clicks, leads and transactions.

Following a commonly accepted banner ad size standard will result in more revenue and happier clients. Ad networks will deliver higher quality and better paying clients as well. (more…)

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Banner Advertising: 6 Rules for Best Results

Online banner advertising gets results for publishers and clients by following six simple ideas.

The ideas may be obvious, but following them consistently is key to success. But following them consistently also is not a given because publishers and clients get distracted by other priorities and may forget to follow at least some of them. (more…)

Stored in Online Advertising and tagged

Ad Viewability Standard Rises with Google and Yahoo!

eyesGoogle this week took another major step with raising the standard for ad viewability.

The company rolled out a new version of the AdSense partner revenue reports that make viewability a prime tracking number.

Viewabile impressions are those ads that are seen by consumers. They usually are the ads located in the top half of the page and don’t require scrolling to be seen.

Google defines the new report as, “The percentage of impressions that were viewable out of all measurable impressions. This metric only includes impressions from regular AdSense for content, AdSense for video and AdSense for games ad units. It doesn’t include data from link units, or data from dynamic allocation in DFP Small Business.” (more…)

Advertiser Retention Rates Depend on Tracking Results

Online sales contractA question came up one day about the retention rates of our online display advertisers. We were surprised by the answer.

After a little research in our billing system, we discovered that our online direct sales retention rate of about 65 percent  — local, regional and national — was slightly higher than the newspaper retention rate.

Of course, local clients have the highest rate, followed by regional and then national. In addition, clients who have spent the largest amount of money in special-short term campaigns tend to have lower rates.

They want a big blast that wipes out most of their budget, then wait a while until trying again. (more…)

Effective Banner Advertising Mixes Branding, Response

Response ad

This Chevrolet ad features a red truck that attracts attention. At the same time, note the response mechanisms at the bottom that allow searches for build, price and inventory.

Effective banner advertising has two main functions — branding and response — but ads don’t always do both jobs equally well. We take a look at which purpose makes the most sense for a client.

The early days of online advertising based its reputation on clicks, which is the main response function of the ads.

During that time, a typical Web page had few ads, and those ads were much smaller than today. The small ad sizes limited the use of graphics and emphasized text because it was space efficient.

As an example, one of the first standard ad sizes was the strong horizontal size — the 468 by 60. That size has been replaced by the 728 x 90 and the 970×90. (more…)

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