Publisher Updates is a fortnightly series in which we publish a selection of handpicked posts and updates of specific interest to web publishers. If you’ve got a tip for us, drop us a line at email@example.com
How the Top 50 Websites Combat Adblock
In this post, PubNation does a detailed analysis of the steps that top publishers are taking to recover the revenue lost to ad blockers.
You may also be interested in reading AdExchanger’s post on what legal recourse publishers and marketers have against ad blockers.
On our site, SpanishDict.com, adblock has become a major problem. We lose over 15% of our revenue each year because of adblockers–and the impact is growing larger every month. We are now embarking on an effort to recover a portion of this lost revenue. To identify best practices, we conducted a study of the top 50 media websites, analyzing in detail how they combat adblock. What did we find? Remarkably, not a single top publisher is able to sidestep adblock and show standard ad units. However, many publishers take advantage of tactics to show non-standard units. Read more to find out how.
Tips and Tricks to Improving Ad Visibility
Ever since Google announced that the Google Display Network is going 100% viewable, publishers have been on the lookout for things they can do to better prepare themselves for the transition. In this post, Sortable shares multiple strategies to improve your ad visibility both above and below the fold.
Ad visibility is still a key concern for many brands and publishers. But banner ads have a bad rep: being inexpensive to produce (and often sell) publishers load up pages, and years of bad advertising has created wide-spread banner blindness among consumers. One study by Infolinks found that upwards of 86% of advertising on a given webpage is ignored. This is problematic for all parties. For brands, not only is it difficult to measure the effectiveness of advertising when it isn’t internalized by the end user (how do you ask whether an ad resonated if the person doesn’t remember seeing the ad?), but it also means their ad dollars are seemingly being wasted online, with campaigns struggling to result in sales or conversions. For publishers, this devalues the real estate on a webpage: less effective media commands less in revenue.
With Header Bidding, Publishers Are Boosting CPMs by As Much As 50 Percent
We’ve previously covered how header bidding may help publishers increase their ad revenue and how to implement it on their website. Since this is a relatively new trend, adoption is still ongoing and hard numbers about actual improvement are rolling in.
In this post, DIGIDAY provides instances of multiple websites which have implemented header bidding and witnessed a CPM jump from anywhere between 20 to 50 percent.
Ad tech acolytes are hyping header bidding as a way for publishers to make more money while also sticking it to Google. Publishers are buying into that hype.
Header bidding is a way for publishers to sell their ad inventory to direct and programmatic advertisers alike at the same time in a single unified auction instead of in a fragmented fashion. The idea is that giving every buyer an equal chance to bid on the same inventory at the same time leads to greater competition between bidders and more ad revenue for publishers.
5 Keys to Success With Triggered Email Campaigns
In this post, ClickZ describes how publishers and marketers can use triggered email campaigns to their advantage. It covers everything from setting up the first “thank you” email to creating prospect personas and developing campaigns accordingly.
Triggered email messages – those which are sent in direct response to an action taken by the recipient – are hot.
The Q2 2015 Email Trends and Benchmark Report, published by Epsilon, was released last month. Q2 2015 benchmarks for business-as-usual (BAU) message open and click-through rates were 31 percent and 4 percent, respectively. Amidst the continued decline of open and click rates for BAU email, there were a couple bright spots:
- Click-through rates on triggered email messages rose 25 percent over last quarter – from about 10 percent to 12 percent.
- Open rates on triggered messages were also up, but only by 3 percent – the average here went from 53 percent to 55 percent.
So you can see why rates that are nearly double and more than triple the BAU message open and click-through rates would be intriguing to a marketer.