If you want to be successful in banner advertising, it helps to understand the terminology and how to use it properly. Knowing the difference between publisher and placement, for instance, is crucial to understanding bidding strategies. Here are some terms you’re likely to come across, with short definitions and tips to use them.
Publisher and Placement
Publishers are the folks who host ads. Usually, a publisher owns a highly-trafficked website that conforms to a niche. CNN is a publisher; they host content and ads to support that content. Those ads are fit to what’s known as a placement. These placements basically mean “the location of an ad.” When you bid on placements, you’re bidding for a specific space on the website. A display advertising network that sells placements sells space on a website by ranking bidders and rewarding the top spot. A placement can be anywhere, including in content or in the footer.
Impressions are the number of times someone views your ad, or your landing page (if you are not using a banner). The technical definition is a single display of content online via a user’s web-enabled device. Impressions are one method of selling traffic to an advertiser, as opposed to selling by click. Generally speaking, the advertiser is charged each time the server generates an impression.
Understand these terms, and what makes them distinct, and you’ll be able to build and scale a successful campaign.
Social networks used to represent the opportunity for marketers to connect more directly with their audience. But the CEO of engage:BDR, Ted Dhanik, argues in an article on Adotas that the rising cost of advertising there has made social prohibitive today. The fact is that there are many variables that play into why Facebook ads aren’t the smart buy they used to be.
Facebook’s data delivers metrics on user engagement and social mentions, but this data doesn’t help you discover whether your ads are actually working. You can review conversion data, but there is a missing link between the sale and the user seeing the ad that Facebook doesn’t track. Advertising outside of Facebook frees you to pursue different data points and gather the figures you need to see in order to improve conversions.
It’s not that Facebook is lying to you, it’s that the data it reports isn’t always relevant to you. Not every ad needs a share value to have a success factor, so this metric is less useful than banner advertising analytics that tell you whether a user listened to the audio or video on your site.
Facebook is a social network, meaning users come to socialize. If we think of this like a common space in the real world, it’s easy to see how difficult it could be to judge a person’s intentions. For one, that user could be on Facebook for any one of a number of reasons. Not every Facebook user is fully engaged with the network either, leaving out potentially millions or billions of customers you could reach elsewhere. Though Facebook still has value, there is definite reason to seek traffic from other sources like display advertising.
In the fledgling days of display advertising, when a marketer wanted a specific placement on a site, he had only a handfull of options. Social media offered the chance to appeal to users by interest, while platforms like Google offered the volume marketers were looking for. Improvements to both of these systems have kept them viable, but the advertising industry has kept up. Going outside these systems may benefit your bottom line, according to Ted Dhanik of engage:BDR.
The first red flag for businesses with ad dollars is quality of traffic. Facebook provides extensive metrics to help you discover the engagement levels of the posts you make, and the possible shares your post can get. They do not provide you metrics on other elements your ad competed against, like the news feed or a user’s messaging. These other factors make the audience unreliable.
Banner advertising relies on targeting and intent to get the message across. Shifting your focus to a site where user intent is well-defined will improve your ROI.
Facebook provides a good service to advertisers looking for a place that offers good on-page placement in a niche that is relevant to their audience. They are no longer the only platform allowing this level of targeting, and that’s caused businesses to shift spending elsewhere.
The platforms also come with lower costs for the same amount of traffic. The difference is that you’re going through individual websites instead of one “catch-all” platform. Lowering the cost per click or per view will have positive effects on your ROI.
Recently Ted Dhanink was interviewed by Performance Insider. He discusses pros and cons of full-service or self-service banner advertising. He also discusses mobile advertising and how it has changed the advertising industry. Ted also gives advice on optimizing your creative for better conversions and ROI, and how to control your loss by using RTB at the beginning of a campaign.
See more at:
You can also watch this on Youtube –> Ted Dhanik CEO of Engage:BDR on Mobile Marketing ROI
Digital Journal has published an article featuring an interview with Ted Dhanik, president and CEO of engage: BDR. Titled “Ted Dhanik — Engage: BDR’s CEO on media buying vs. Facebook,” the article is a great introduction to the company’s products and services. It’s also a look at why the company is so successful at what they do.
In the article, Dhanik discusses why brands are better off going with engage: BDR for their CPC, display, and media buying needs instead of using a company like Facebook. He suggests that engage: BDR offers far more specialized technologies than Facebook and that when a brand goes through only one company (Facebook) they are “missing out on other potential traffic sources and customers.” Also in the article, Dhanik explains how his company is able to provide safe traffic.
Read more at: http://digitaljournal.com/article/361051
Ted Dhanik recently Talked to Search Engine Watch about Traffic Buying. In the interview, Ted Dhanik dives into exactly how Facebook is changing the game, and what that means for ad networks, advertisers, and publishers.
You can read the full article here or watch the full video below.
Ted Dhanik seats down with Murray Newlands of Performance Marketing Insider to talk about 2013 RTB predictions.
Here is a video of Ted Dhanik talking to Murray Newlands of TheMail. Ted Dhanik discusses Entrepreneurship and Future of Engage BDR