Given the growth in ad spending and the increasing number of networks, we must do our due diligence before signing up with a network.
AD NETWORKS
Propellor Ads, MGID, Adcash, Richads TwinRed, Traffic Stars are some of the ad networks for affiliate marketing. Then there is PlugRush, Clickadu, Megapush, and Admaven, which are ad networks for internet marketing.
The list of ad networks keeps growing as more and more networks with more inventive names enter the market and compete with Google and traditional social platforms. However, while choice and variety are good, is it possible to have too much, so we end up confused and uncertain?
WHAT ARE AD NETWORKS?
An ad network is the equivalent of a digital middleman between publishers with websites and apps and advertisers looking for a platform to advertise their goods or services [1]. An ad network works similarly to a real estate agent; they link landlords (website owners) with renters (advertisers).
Much like real estate agents, ad networks have several advantages.
1. THEY SAVE TIME FOR ADVERTISERS
Ad networks help advertisers find all available ad spaces in one place. This means advertisers do not have to research for ad space and contact publishers individually.
2. REDUCES THE WORKLOAD FOR ADVERTISERS
Rather than manually modifying a campaign for each website they advertise on, an Ad Network allows advertisers to modify the ad campaign on the network, which then manages the change across all websites [2].
3. PREVENT LOSS OF REVENUE FOR PUBLISHERS
Again, while publishers can find advertisers on their own, it can sometimes mean publishers end up with unused ad space on their websites. Ad networks reduce this risk for a publisher and ensure they maintain and increase their revenue stream.
Hence, for both publishers and advertisers, ad networks are now an indispensable part of the advertising ecosystem, providing greater opportunities for increased revenue and return on investment (ROI).
Given this, how do we choose among the increasing number of ad networks?
FIVE THINGS TO CONSIDER WHEN CHOOSING AN AD NETWORK
1. THE SIZE OF THE NETWORK
All things being equal, a network with 10,000 advertisers will give you better performance than one with 1,000 advertisers. With 10,000 advertisers, the ad network has more options when trying to match an ad to a website based on its content. This is known as contextual targeting[3]—better contextual targeting results in higher user engagement and CTR rates.
The network size also gives you an idea of how many ads you can place or provide.
Hence, size does matter and should be factored into your consideration.
2. COMPATIBILITY WITH YOUR BRAND
Another factor is compatibility with your brand. Most publishers do not concern themselves with the ads they are provided. However, most internet users will assume that ads displayed on your website are either implicitly or explicitly endorsed and supported by you. For example, if you run a blog on effective weight loss methods and have a reputation for providing reliable, factual information, then show an advertisement for a magic weight loss pill, the ad will destroy the trust and credibility you have built up [4].
It is essential to ensure the ads on your website do not damage your brand.
For both publishers and advertisers, ad networks are now an indispensable part of the advertising ecosystem, providing greater opportunities for increased revenue and return on investment.
3. FORMAT OF ADS
It is essential to consider the format of ads because what looks great on one platform can look terrible on another. Ad networks should offer a variety of ad formats such as IAB display units, custom display units, text ads, video rolls, pop-ups, in-text ads, and other formats [5].
It isn’t just the ad format. It is also the quality of the ad that is essential. Directly and indirectly, the ads are being promoted by you, so good quality ads are crucial. Poor quality ads turn users off.
Hence, it is vital to ensure both the format and quality of ads look professional, are of a high standard, and complement your brand.
4. YOUR EXPERIENCE AS A USER OF THE AD NETWORK
It isn’t just the format and quality of ads for customers that must be considered; it is also your experience as a network user.
One of the reasons Google Adsense is so popular is because it is easy to set up and run while being feature rich. This means it provides a good user experience. As a publisher, it is essential to ensure the network:
- is easy to use.
- provides the reporting data you need in the format you need and in real-time; &
- how well is the payment system integrated into your interface?
When you are paying a network to make life easier and to provide income from advertising, being supplied with out-of-date reports or reports you can’t use, or where there are problems with the payment system does not provide a good user experience.
One of the best ways to find out if a network will meet your needs as a publisher is to learn from the experience of other publishers using the ad network. This is the best way to determine how the network satisfies its publishers and what kind of return to expect.
5. PRICING MODEL
The pricing model is the method or way the advertiser pays the ad network for advertising their goods and services over a website [6].
There are several pricing models, such as Cost per Click (CPC), Cost per acquisition (CPA), and Cost per Impression (CPI). It is important in choosing a suitable pricing model to be clear about what you are seeking to achieve. You would select a CPC model if you want more clicks on your ad. If you want to check how many people have seen your ad, then you may choose a CPI model.
The role and importance of ad networks continue to grow as more money is spent on digital advertising. It is estimated that by 2024 spending on digital advertising will reach $526.17 billion, up from $332.84 billion in 2020 [7].
In 2019, eMarketer estimated digital advertising in the USA would surpass traditional advertising. With COVID and lockdowns, online ads have become even more critical for businesses to stay in touch with clients and customers. Hence, advertising networks are likely to grow and become more prominent in the advertising space.
Given the growth in ad spending and the increasing number of networks, we must do our due diligence before signing up with a network. We need to ensure that with the diversity of choices available to us, we take the time to check and confirm the network will do what we want it to do before signing on the line.
