Discover how Ad Management platforms’ features can help publishers' sales teams in improving direct campaign revenue through the optimisation of ad calls, viewability metrics and by implementing custom scenario-specific ad stacks.
Direct campaigns are essential for publishers, driving revenue and allowing control over inventory. These campaigns target specific segments of inventory, selling ad space directly to brands or agencies. By curating displayed brands, publishers ensure audience engagement with high-value content, leading to increased revenue. They can even account for over 50% of a publisher's total revenue.
In this article, we'll explore how an Ad Management platform can support publishers and their sales teams in delivering successful direct campaigns by focusing on viewability metrics and scenario-specific ad stacks.
In today's programmatic landscape, viewability metrics have become a crucial performance indicator for assessing the success of direct campaigns. Viewability measures how much of an ad is actually seen by users, and it is typically expressed as a percentage. According to industry standards set by the Media Rating Council (MRC), an ad is considered viewable if at least 50% of its creative is in view for at least one second.
Among their wide set of programmatic tools, Ad Management platforms should also include viewability metrics, as they are key to understanding a campaign’s impact on the target audience.
Let's consider the example of a "top banner" format, which is commonly used by publishers but can suffer from low viewability. Many users scroll down quickly, making the top banner less visible by the time it's served. However, with Pubstack's Ad Management platform, publishers can take proactive measures to address this challenge.
By setting a lower timeout value for the top banner, impressions are served faster, leading to increased viewability. This translates into a more visible and valuable inventory for the publishers, making it an attractive space for direct campaigns. With our platform's viewability metrics, publishers can continuously optimise ad placements to improve the performance of their direct campaigns.
Pubstack's Ad Management platform enables publishers to create custom ad stacks tailored to specific scenarios, such as direct campaigns. This flexibility allows them to optimise ad delivery and maximise revenue potential.
Returning to the example of the "top banner" format for direct campaigns, publishers can effortlessly implement a stack dedicated solely to this scenario. Additionally, they can create multiple stacks for each potential scenario with different parameters, including ad refresh intervals, timeouts, header bidding, and lazy loading. These scenario-specific ad stacks streamline the ad delivery process, resulting in faster loading times.
By implementing scenario-specific ad stacks for direct campaigns, publishers can make sure that only the primary ad server is called, significantly accelerating loading times. Faster loading times not only enhance user experience but also lead to improved viewability and higher user retention on the publishers' website. Moreover, with Pubstack's granular analytics, publishers can easily conduct A/B tests to evaluate the performance of their direct campaign stacks and identify opportunities for further revenue generation.
As we’ve just seen, Ad Management platforms are not necessarily limited to header bidding applications and can also provide publishers a seamless and effective solution to optimise the delivery of their direct campaigns, and ultimately boost revenue generation.
Additionally, the possibility to implement scenario-specific ad stacks can improve both loading times and user experience, creating a win-win situation for publishers and their audiences. Combined with the extensive analytics capacities offered by these platforms, publishers can gain valuable insights into their direct campaign stacks' performance and fine-tune their strategies to drive even more revenue.
In conclusion, Ad Management platform are quickly becoming a valuable tool for publishers seeking to excel in both header bidding as well as direct campaign delivery. By harnessing the power of viewability metrics and creating custom ad stacks, publishers can unlock new opportunities for revenue growth and build stronger relationships with their advertising partners.