1 display lecture - shir - ppt - 31.10.13

Editor's Notes

• #4: Fundamental tips to setting up the right website infrastructure Will enable efficient, effective work with your monetization partners Critical initial review we do with our partners
• #5: I work with my publisher monetization team to assess the quick changes that publishers in the Matomy network can implement to quickly ramp-up their ad revenue. It often amazes me to see how much added revenue publishers can generate using simple tactical moves and quick fixes to their website.Follow these best practices to quickly begin to uncover your true revenue potential.
• #6: Optimization be fore the optimizationSet yourself up for success
• #7: Be where their eyes are. Place your ads (and content wisely).Use your content & graphic blocks to drive your users eyes – expand their vision and interaction with your siteIn this diagram, the site layout does not take an active part in expanding the users interaction pane – see bottom right corner
• #8: Side-by-side, stacked placements deter users from your adsA common myth is that if you turn your page into a banner farm, you'll multiply your income by the number of new additional placements – FALSE!!! lowers your overall revenue, harms your user experience (most important)Side by side or stacked placements typically hurt one another's performance, causing the user to not click at all (but rather click the exit sign out of the browser). Need a calculated balance of ads and distribution of them on the site
• #9: Be where the demand is – banner sizes are not the place to be creative – they are limitedIAB standard sizes will let you be available to demandEven within these sizes – performance (rates) vary so much – if only placing few placements, better they are the highest performing!! Speak to us
• #10: Above- vs. below-the-foldBanner placements need to be elegantly woven around your content – not slapped don at the end as an afterthought.Below-the-fold – ads are rarely seen – not seen, cant make you moneyAdvertisers are smarter – move in the industry towards deeper targeting, many target only ATF placements
• #11: After we’ve got the basic layout – can start to be creative with the “special formats”Add high-engagement banners – not for all imps necessarilyRespect user experience - Utilize ad server targeting capabilities (day part, frequency) x. Morning coffee placement – capture highly engaged users with a single viewing of a strong placementTargeting different day parts based on user profiles may enable you to add high yielding ad placements that complement your changing visitors at different parts of the day.x. Consider targeting your late-night male users following-up on their sports scores with lucrative premium offers on a layer placement targeted specifically to them.
• #12: Seller’s market – there are more DEMAND than supply currently  publishers are getting premiums for their traffic. Enjoy while it lastsHighly engaged audience, premium campaigns
• #13: Large player rates are sometimes 10x those of standard banners Pub’s challenge is relevant and rotating content that users want to see
• #14: Increase reader engagement & improve user experienceReduce chances of losing readers coming to a dead-end. Users will stick around longer, browse more pages, and return to your site more often. Improve monetizationGenerate direct revenue stream from high quality third-party content. Increase exposure and traffic with traffic exchangeDrive valuable traffic and exposure by recommending your content to top sites in our extensive network of publishers. High CTRIndustry leading technology and personalization delivers more relevant content recommendations resulting in better user experience and more revenue.OverviewWe're rolling out a new publisher monetization solution dubbed "Content Promotion" which is similar to the content recommendation service that outbrain and taboola offers. Our main differentiator to publishers will be a unique mobile content recommendation offering that will help better monetize their traffic. We have a superior technology and audience targeting with personalization. We'll also be rolling out a page by page real time bidding system in Q1 which will give advertisers the ability to bid on specific content and publishers the ability to get higher CPC based on targeted advertiser interest in trending content. Additionally, this further strengthens Matomy's overall value proposition of a comprehensive suite of publisher monetization solutions.  Summary of differentiators:-Better technology for more accurate recommendations and personalization (better user experience)-Traffic exchange program -Mobile integration (top tier pubs initially)-Real time bidding (Q1)
• #15: Your ad network is the gateway for you to tens of thousands of advertisers – all verticalsYou must be ready/open to receiving their full benefitBenefits of an ad network:Dedicated account managerNot plug-and-play solution, customized service“Someone working for you”working to ensure top monetization – dedicated budgets
• #16: Important to know user interaction trends of users and banners they see – convert within 1-4/8 imps, 12+ = little interaction (branding)Remnant traffic often means very late impressions that, by nature, will not yield high performance. Therefore, don’t judge a performance-based network only by its backfill rates (cpm vs. fill). When you are planning your monetization strategy know that ad networks are not just for backfill, they can handle more than just your leftovers.High value to give in early imps – must separate buys to 2 tags, early and late imps, get 2 results required (high rates, fill)
• #17: Remnant = service, 100% fill (some networks able to give)Early Imps = high rates, booking strong buys2 different behaviors and working methods by your monetization team. The secret is to combine - When you combine, the benefits spill from 1 buy to the other – halo effect
• #18: User experience – Allow your monetization experts to test many demand verticals to see which ones perform better on your specific users and give you the highest value for every impression. You may think that your users want to see Gucci and Rolex campaigns, often they will interact more, and therefore generate more, with direct response campaigns such as: online games, lead generation and mobile applications. Note about Brand Safety = Control = Highlight to your partners what verticals are a no-go so that your brand-safety and user experience requirements are met while increasing your ad revenue. Brand Safety – respect your users, control creatives on your site Don’t be over-restrictive – often the verticals your users like (and therefore click!) are not intuitive
• #19: Ad networks = 1 tag for ROW, full fillAd server capabilities = enables you to go more micro and target - User behavior by day part/surf location People accessing your website behave differently according to:Day/NightTablet/Work computerHomepage/Interior page Dig deep to find the goldYour ad network account managers will work with you to find different ways to earn more money from key lucrative placements.EBAY Example - target the new mom shopping for the latest baby gadget deep inside your portal in a specific placement and relevant time targeting with a campaign placed and targeted specifically to her.- Campaign not relevant for entire ebay portal (too expensive). But targeted to a relevant page within, got STRONG results & dedicated campagin budgets and exclusive high rates
• #20: Starter kit of essential best practices in monetizing traffic; adhering to the fundamentals can lead to a positive effect on your monthly revenue. Next step – find a monetization partner that will work with you to create development plans for big ad revenue impactIf you didn’t write the notes, here is a brochure, you can scan it and download the full PDF with more tips and share with your friends
• #23: Defining Mobile Traffic Visitors to your websites that are browsing using either a phone or tablet17% of all global Web traffic accessed from mobile (source: StatCounter)
• #24: Some mobile facts: U.S. mobile ad revenue reached $3bn in first half of 2013Projected to reach $8bn annually by 2015By 2015: 78% of U.S. consumers will own a mobile phone and one-half will have smartphonesAverage time spent with mobile outpacing all other media at 141 minutes/day 
• #25: Mobile refers to visitors to your websites that are browsing using either a phone or tablet. According to StatCounter over 17% of all Global web traffic is now being accessed from mobile. That number is expected to grow and depending on the content of your sites and properties might be even higher today.
• #26: Step #1: Build mobile optimized siteFollow mobile best practicesKeep load times fastMinimize file size of images and other elementsMake your site easy to navigateMake sure your forms trigger keyboardsKeep it simple and in line  Step #2: Redirect usersInstall JS code on your site Make sure JS code recognizes the user based on the user agent info and redirects to your mobile optimized site
• #27: Responsive design — Provides optimal viewing experienceEasy reading and navigation Minimum resizing, panning and scrollingWorks across wide range of devices (from mobile phones to desktop computer monitors) Building your own apps — iOS and Android dominate the marketplaceNative apps don’t have to be complicated Many DIY platformsNative app can just be a mirror of your site
• #28: Issue: Non-mobile formatted ad units don’t get the same results for advertisers when viewed on non-mobile formatted pages
• #29: Which Advertisers Yield Highest Results on Mobile?App Developers — Hundreds of app developers vying for traffic that only buy mobile inventoryPremium SMS — Content aggregation advertisers seek subscribers that can only subscribe via their phonesPay-per-Call — Savvy advertisers are creating pay-per-call offers that let site visitors dial them directly by clicking on ad unit
• #30: Many, many mobile ad networksMost mobile ad networks offer more than one solutionYour goal: maximize total earnings for available inventory … or number of impressions you have
• #31: Ad Network — Large media companies with branded and performance advertisers that aggregate publishers (Millenial, InMobi, Google)Supply-Side Platforms — Technology companies that link up to hundreds of media buyers who buy your inventory in real time (Smaato, Nexage, Mobclix)Mediation Platforms — Platforms that rotate various ad networks and SSPs and find the highest earning potential (Pubmatic, Rubicon)Affiliate Networks/DIY — Register as an affiliate and start promoting advertisers directly by inserting their products and services into your contentTypical model is rev-share of cost-per-action pricing (Matomy, Commission Junction, LinkShare, Neverblue)
• #32: Banners — Traditional rectangular ad units on Web pages and appsPopular mobile ad units: 320x50 and 300x50 Interstitials — Ad units inserted between content Either overlays or appear at t start or conclusion of a certain activityApp Promotion/App Walls — Can be incorporated in app or mobile siteFeature popular apps or links to other sitesIncentivized — Reward users with points or other forms of payment for completing advertisers desired actions (e.g., download or registration)Mobile Only — Specific to native mobile app experience Include: dialogue, push notification, icon and more Typically installed using an SDK (code snippet embedded directly into your application)
• #33: CPM (Cost-per-Thousand Impressions) — Many advertisers still choose to pay for eyeballsTypically branding campaigns CPC (Cost-per-Click) — Savvier advertisers pay for clicks to their offers and landing pagesTypically outperforms CPM ad units CPA (Cost-per-Action) — Some advertisers opt for this basic — but highly effective — pricing structure. Pay for a consumer action: call, registration or app install Ad network works to yield best results (actions)
• #34: Think About Your eCPMPricing structures may seem overwhelmingFigure out which network yields best results by factoring in your eCPM (earning-per-thousand impressions)Some solutions offer high eCPMs but have very low fill rateDon’t have enough buyers for your traffic Much of your inventory will not be monetizedGoal: find the right mix for your inventory
• #35: Is my goal to maximize my earnings from the site or to be as least intrusive to my visitors as possible? The more aggressive the ad placements, typically will result in higher earnings, however may lead to higher bounce ratesSites that have very “transient” content should utilize a more aggressive strategyHow brand safe is my content?Brand advertisers typically pay highest eCPM rates, however, they may have low fill ratePerformance advertisers can fill all your inventory if it backs out and pay the maximum that they canIs most of my inventory from the US or is there a lot of international traffic?Some ad networks have poor coverage in international marketsHow much resources, time do you have to deploy monetization’s strategies? You can DIY and use affiliate networks to maximize your earningsIf you’re tech savvy you can create native experiences and split test various monetization strategies.
• #36: Work with publishers to help maximize their earnings from mobile inventoryMix of brand and performance advertisers Some of highest eCPM and fill rates in the industryEasy to use ad tags and simple to install SDK Monetize your mobile sites or applications quickly
• #44: I would like to start off with a story. Google launched their Chrome browser in 2008. Took 5 years to win the majority of the market. Their strategy to dominate the browser usage by users is the trend is what I want to talk about today.
• #45: They started with pooring very big budgets and spend for eyeball and brand recognition campaigns, strengthening this with billboard and t ads across key locations in the world. The evolution of the campaign shifted from branding to performance metrics, from CPM, to CPM with goals, to CPD and to transparency and actual targeting to the relevant users and converting channels. If the publisher performed, he is still part of these very big budgets.
• #46: Similar to Chromes trend. Graph indicating the trend.
• #47: This is the opportunity with performance marketing - Invest efforts in your site and users, understand the demographics and invest in the content. You have to perform, don’t just think on how you increase the impressions and views in the site, but how you optimize them to ensure a high cpm and return for the advertisers.
• #48: The shift to performance model, Value chain, responsibilities, you might be sorry if your going on the safe side.
• #49: Make sure you define your sites KPI’s and analytics, Site optimization, tag separation, maximizing by placement, by understanding your users and advertisers (Share this knowledge).
• #50: 1909
• #51: Don’t play safe, challenge yourselfes, customzie your website, try new ads and placements. Look at different metrics by geos’ locations, sizes, time & day – a lot that you can impact. Engage and get your users feedback.
• #52: Advertisers are getting more transparency, qualifying their website distribution, good adaptation and optimizing will get you the high dedicated budgets and exclusive campaigns.
• #53: 1993
• #54: update your content, keep your design up to date, be more engaging, viral and social. For instance the Huffington post publishes a new piece of content every 57 seconds.
• #55: Cross platform solutions - Social integration and viral effects, Mobile, Video
• #56: Advanced targeting - You are being retargeted, dynamic targeting based on behavioral, intent, creative. Support rich media
• #59: User behavior is completely different. We all know that by 2015 99% of the population will carry a mobile phone. People look at their phones 150 times a day. We also know that most of them will have their phone in a 2 meter radius 24 hours a day. It’s important though to acknowledge the core differences in behavior. Most people use their smartphone to either kill time or to search for information that is needed at that specific moment. No grey area – many short sessions as oppose to laptops and desktops which have few long sessions – usually for worktime.
• #60: For instance in Isreal, Google just announced that %58 content consumption come from mobile – more than print,tv and radio combined.
• #62: What is next after desktop,laptop,mobile and tablet:Smart tvs, Google glass, Iwatch, Muti Media and screend in vehicales,planes…
• #63: What is next after desktop,laptop,mobile and tablet:Smart tvs, Google glass, Iwatch, Muti Media and screend in vehicales,planes…
• #64: NY Times (%63)NBA.Com (%49), sales vrs global solution adnetwork
• #65: Find your key influencers, what small change will make the biggest impact on your website – will it be the mobile adpation – Html 5 or native apps – which devices, will be global adaptation, additional formats, or new KPI definition.
• #66: Abraham Lincoln quotes (American 16th US President (1861-65)