If you have your own website or blog, you may have tried direct display sales before with limited success. The latest ad platforms are making the process even easier through a self-service approach. These work by automating a lot of the work that traditional networks would have had you pay for. By creating your own storefront that advertisers can find, you can spend more time marketing and promoting your website to attract more advertisers. Here are four things to look for to help you choose the perfect ad platforms.
#1. Build Brand Recognition
The truth about being successful as a publisher of direct display ads such as banners on your website is that you will have to market yourself. Depending on your approach, this will cost you a lot of money, time or both. Advertisers won’t just magically know about your site unless to scream if from the rooftops or directly target the ones you are interested in. The problem with traditional networks and exchanges is that they don’t convey your site’s unique value. Therefore, it’s best to choose an ad platform that gives you your own virtual storefront. You can place an advert for this on the header and footer of your website where advertisers can easily see it. This storefront gives you ‘brand recognition’ as it lets you communicate directly with the advertisers about who you are and what you can offer them.
#2. Diversify Revenue Sources
You should look for a platform that allows you to monitor the progress of live campaigns. This lets you make real-time decisions about how they are performing and whether they are ahead or behind schedule. If you choose a platform that doesn’t allow this, you may find yourself relying on a handful of large clients like many publishers do. This is a high-risk strategy as you aren’t efficiently using your time to service these clients profitably. You should choose a platform that allows you to monitor campaigns and diversify your revenue stream by dealing with a wider range of advertisers.
#3. Integrate With Existing Ad Ops
Platforms that don’t integrate with your ad server and remnant networks will severely disrupt your workflow. Ultimately, this impacts upon your profitability as it creates inefficiencies. You should look for platforms that seamlessly integrate with your ad server so you can get up and running immediately and start submitting orders with ease. It is important to check whether the platform gives you to option to generate ad tags for third party ad servers. The best platforms will give you the option to do this or handle the serving on their own system.
#4. Scalable Design
One of the biggest drawbacks of some platforms is that they require advertisers to develop custom ad formats for advertisers to use or customize. When choosing a platform you should look for ones that let you develop ad templates for your own potential advertisers to customize.Platforms that don’t allow you to do this will often require you to hire expensive designers to develop these ad formats for you.
Today’s featured writer, Keith Richardson, works at Adslot Media, leading providers of website monetization. He is fond of his pet labrador, Mike, and loves to take him out for a walk in the park.