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Why should ad placements be important in your monetisation strategy?

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Réflexion sur la stratégie de monétisation

At Opti Digital, maximising your advertising profit does not mean flooding your pages with advertisements and reducing your website to the state of a…Christmas tree.

In order to help you optimise your monetisation, we have developed automatic ad insertion technology. Thanks to our intelligent algorithm, we can harness the full advertising potential of your media and identify unused and interesting spaces while maintaining good user experience. Better viewability, improved site loading speed, acceleration of advertising gains… there are many advantages for media publishers. In this article, we reveal this flagship technology and emphasise the importance of properly distributing your advertising inventories.  

About automatic ad insertion

As we mentioned in the introduction, the automatic insertion of advertisements makes it possible to monetise content in an innovative way. The algorithm that we have developed is able to precisely analyse the advertising potential of a media site and automatically display ads there where they are likely to have the best performance.
Example of in-read locations, with one of our clients,

Contrary to what one might think, it is not the inventories placed at the top of the page that yields the most. In-article ads (also known as in-read) are the most valuable for monetisation since they are located where the readers are focusing their attention. We always advise the media to move these high spots and put them at the heart of the content and to alternate between content and ads. 

We are aware that inserting advertisements in the heart of an article is not easy for the publisher often blocked by its CMS (Content Management System) like WordPress or Drupal, whose functionality is sometimes limited.

This is why we have developed an intelligent solution that inserts ads at the heart of editorial content and harmonises the distribution of media advertising spaces.

This technology is completely customisable to respect an editorial logic.

It follows a number of rules that we define with the publisher, according to our strategic recommendations, in particular: 

  • The distance in pixels between two ads
  • Positioning above or below content such as a title with H2 tag or a paragraph
  • Distancing with a particular video, image or widget (Twitter, Instagram, comment, etc.)

These rules vary depending on the media and the specifics of the different pages of the website.

Finding the right parameters with A / B testing

Based on an intelligent algorithm, our automatic insertion solution will: 

  • Instantly study your web page structure and analyse the value of each location
  • Automatically redistribute ads and deliver new ads based on previously defined rules

“Thanks to this intelligent tool coupled with our A / B testing solution, we are able to find the right compromise between good user experience and optimal monetisation and thus meet the expectations of publishers.” 

Sébastien Moutte, Co-founder and President of Opti Digital

In order to improve the performance of this lever, we simultaneously implement our A / B tests to bring out the most efficient advertising configurations and meet the specificities of the sites and the needs of the publishers. For example, to optimise the user experience, we can test a certain distance between two ads and measure the impact of this setting on visibility and page RPM (revenue per thousand page views) by comparing the results with those obtained before the deployment of this test.

Read: Opti Digital launches its A / B testing solution for digital media monetisation

The advantage of combining this solution with Lazy Loading

A pitfall to avoid: positioning inventories at the very bottom of the page for direct loading, even if Internet users do not scroll to this level. This may deteriorate the loading speed of the website and display impressions that will have a negative impact on the average visibility of the site. In addition to the automatic advertisement insertion script, we recommend applying the lazy loading principle to display advertisements only when the Internet user approaches them. 

Combined, these two technologies have a positive impact on the number of ads per page viewed, the loading speed of the website as well as on the overall visibility since the ads are loaded gradually. Inventories are better valued and optimally positioned to boost page RPM.

Excellent results observed with our clients

Thanks to the automatic redistribution of in-read locations, our customers have observed an increase in their page RPM of between +5 and + 15%. The impact of this technology is all the more important in mobile inventories where the average page RPM is close to 15% growth

While respectful of Internet users’ navigation, positioning rules and editorial logic, this tool brings additional benefits to publishers who wish to optimise their monetisation.

Our advice to publishers who want to improve their advertising revenue at the end of 2020: think of a vertical positioning strategy for mobile inventories. As an indication, the share of mobile traffic would represent 60 to 70% for all of our publishers, according to our analysis.

If you would like personalised advice to optimise your monetisation, contact us or give us a call: (+33) 6 29 94 49 77. We will be happy to help you! 

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