5 Strategies for Optimizing Advertising Infrastructure

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Online advertising is evolving, becoming more complicated than ever. Today’s advertisers are looking for more effective campaigns with detailed statistics, tracking and targeting. This new world of online advertising requires the right tools for the job. Gone are the days of simple “Ad Rotators”; today’s campaigns demand the use of a full featured ad server. If you’re not using one you may be leaving money on the table. Just as airlines use advanced booking software to maximize their revenue, top publishers use third-party ad servers such as AdButler. Here are five strategies will start you off on the right foot when it comes to optimizing your advertising infrastructure.

Strategy #1 – Experiment with Advanced Banner Concepts

The days of simple pop-ups are long gone. Much like television commercials, they go unnoticed by the vast amount of consumers because of their overuse and familiarity. In fact, according to a 2013 study by Infolinks on the subject of banner blindness, 60% of respondents couldn’t remember the last display ad they viewed, and just 14% of respondents remembered the name of the company being advertised. Considering the millions of dollars poured into these advertisements, that’s pretty depressing – especially if you consider that these statistics have likely only gotten worse in the two years since the study was completed. If you want to make an impact, you’ve got to stand out from the crowd. Today’s advanced banner concepts drive higher engagement levels because they offer something new that catches the consumer off guard. A few ideas to start experimenting with include:

Homepage Takeovers:

A homepage takeover is exactly what it sounds like – an arrangement for an advertiser’s banner to takeover the homepage of a brand. Homepage takeovers(source) Anytime you click the background image, it takes you to a link for the advertiser. These concepts require a heavy budget and immense creativity. But it’s worth trying if you think you’ve got the chops to make it work.


Want to bombard people with your message so they have no other choice than to listen? Well, then you may want to try a roadblock. Roadblocks(source) It’s a simple practice: buy up all the available ad space and share your message. You’ve probably seen this used before by the entertainment industry when it comes to promoting things like new movie releases.

Rich Media Applications:

These types of ads offer endless possibilities for advertisers. They’re often seen on mobile platforms as an immersive way to engage the audience. Rich Media applications(source) But rich media applications aren’t reserved just for mobile. They can be applied across all forms of digital media to create a great interactive experience. AdButler has excellent support for rich media applications and other advanced tools like Video Ad Serving Templates.

Exit-Intent Pop-ups:

When someone is about to leave the page, an exit-intent pop-up grasps for the last ounce of their attention. Exit-intent Pop-ups
(source) And they often convert pretty well too. OptiMonk, an exit-intent pop-up provider, estimates that, on an average ecommerce website, these messages can drive:
  • Sign-up rates between 3-5%
  • Sign-up rates of 10% or more when an incentive (like a free ebook, special report or coupon) is included
  • Conversion rates of 9-10% when incentives are offered
We’re working in a very dynamic era of marketing. It’s up to you to new concepts and formats to see what works best for your publishers.

Strategy #2 – Test to Reveal High Performing Ad Units

A/B and multivariate split tests are a publisher’s best friend. Well, they’re everybody’s friend in the digital marketing world – but they’re of particular interest to those running advertising infrastructures. A/B and Multivariate testing(source) Traditional A/B testing revolves around deciphering the best of two specific options. Most of the time, only one small detail of the page is changed to measure results. But multivariate testing embraces testing various components at once, allowing for faster results – and faster profits for advertising providers that embrace this protocol. In advertising, you can use this testing methodology to measure the performance of various components in your execution. Whether it’s testing different banner types or switching out entire ad units, this strategy will help you optimize and maximize revenue.

Strategy #3 – Target Advertisements Based on Site Interactions

A successful ad starts with targeting. The more targeted you can make a publisher’s advertisements to a user’s experience, the more effective they’re going to be. It’s just that simple. Targeted Ads(source) Everything in the online world must consider the user. Marketing has gotten immensely personal as things like social media have gained popularity. Take your advertising infrastructure beyond basic geographic and site/zone targeting. Increase the overall user experience by using targeting options like on-site behaviors, on-site interactions and device. Targeted Ads scheme(source) You’ll be amazed at what this level of targeting can open up for you by allowing brands to present relevant ads to their readers – something that’s incredibly important in this day and age.

Strategy #4 – Increase Page Performance With Asynchronous Ads

Everyone loves a win-win scenario. And that’s exactly what these types of ads provide for advertisers and consumers alike. Running asynchronous ads improves site load times and reduces server load. This means things run smoother and faster – something everyone can appreciate. Even Google AdSense is getting on board. Here’s a look at the new asynchronous AdSense script: Asynchronous AdSense script(source) When a user feels happier about the ad, you’ve done a good thing. Try it out and see if your network’s ads perform better when loaded this way.

Strategy #5 – White Labeling Your Ad Network

Building an ad network across a relevant industry vertical creates enormous opportunities for publishers. A collective niche network under a white label brand gives you a tremendous amount of combined clout – and that means more bang for the buck. White labeling Ad network(source) Take Speedway Benefits as an example… Founded by Humpty Wheeler, a legendary NASCAR promoter, the company set out with a single goal in mind: to create an effective marketing channel for connecting the nation’s estimated 18 million grassroots racing fans with the sponsors and promoters that are eager to capture their attention. To date, the company works with 350 advertisers to establish a presence at more than 7,000 events with an estimated 28,000 competitors. It’s a simple concept, but it’s one that could only be achieved with the power of white labeling. When you have greater clout, you can approach advertisers to negotiate a higher payout. And because their campaigns can display throughout your network, they’ll love the increased exposure, as a larger space means more people seeing the ads – which ultimately translates to an increase in revenue for both publishers and advertisers. Not all advertising infrastructure providers offer white labelling, but if it’s a feature you’re interested in, you should look into AdButler’s offering.

Summing Up

As I’ve explained, new technologies can help with to optimize your advertising infrastructure. The five strategies I’ve outlined above can bring enormous benefits. From targeted advertising to advanced banner concepts, even to white labelling your ad network, these strategies are proven and successful. A high-quality ad serving solution, like AdButler, can support all of these strategies, along with the rock-solid performance and scaling abilities you can rely on as you grow. Optimizing your advertising infrastructure is a necessary part of staying current in the age of Big Data. Will you use these strategies to help you get started in the process? Share your thoughts and plans in the comments below!

Frequently Asked Questions on Optimizing Advertising Infrastructure

What is an advertising infrastructure?

Advertising infrastructure refers to the systems and platforms that support the delivery and management of advertisements. This includes ad servers, ad networks, demand-side platforms (DSPs), supply-side platforms (SSPs), and data management platforms (DMPs). These tools help advertisers to target their ads effectively, track performance, and optimize their campaigns for better results.

How can I optimize my advertising infrastructure?

Optimizing your advertising infrastructure involves several strategies. Firstly, you need to ensure that your ad servers are efficient and reliable. This can be achieved by regularly updating your servers and using cloud-based solutions for better scalability. Secondly, you should leverage data analytics to understand your audience better and target your ads more effectively. Lastly, consider using programmatic advertising, which automates the buying and selling of ad space, making the process more efficient and cost-effective.

What is a homepage takeover?

A homepage takeover is a type of online advertising where an advertiser buys all or most of the ad space on a website’s homepage for a certain period. This strategy is often used for product launches or major campaigns, as it guarantees high visibility and reach.

How can I implement a homepage takeover?

Implementing a homepage takeover requires negotiation with the website owner or publisher. You need to agree on the duration of the takeover, the design of the ads, and the cost. It’s important to ensure that your ads are engaging and relevant to the website’s audience to maximize the effectiveness of the takeover.

What is programmatic advertising?

Programmatic advertising is the automated buying and selling of online ad space. It uses algorithms to analyze data and determine where and when to place ads for maximum impact. This approach can save time and resources, and it can also lead to more effective campaigns as it allows for real-time optimization.

How can I use data analytics in my advertising strategy?

Data analytics can provide valuable insights into your audience’s behavior and preferences. You can use this information to target your ads more effectively, personalize your messaging, and optimize your campaigns. Tools like Google Analytics, Adobe Analytics, and others can help you collect and analyze this data.

What is a demand-side platform (DSP)?

A demand-side platform (DSP) is a tool that advertisers use to buy ad space programmatically. It allows advertisers to manage multiple ad exchanges and data exchanges through a single interface. DSPs use algorithms to analyze data and determine the best places and times to display ads.

What is a supply-side platform (SSP)?

A supply-side platform (SSP) is a tool that publishers use to sell ad space programmatically. It allows publishers to manage their ad inventory and maximize their revenue by selling to the highest bidder. SSPs also provide data analytics to help publishers understand their audience and optimize their ad strategy.

What is a data management platform (DMP)?

A data management platform (DMP) is a tool that collects and analyzes data from various sources. It helps advertisers and publishers understand their audience better and target their ads more effectively. DMPs can integrate with DSPs and SSPs to enhance the effectiveness of programmatic advertising.

How can I ensure the reliability of my ad servers?

Ensuring the reliability of your ad servers involves regular maintenance and updates. You should also consider using cloud-based solutions, which offer better scalability and reliability. Additionally, it’s important to have a backup plan in case of server failures to minimize downtime and loss of revenue.

Aaron AgiusAaron Agius
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Aaron Agius is an experienced search, content and social marketer. He has worked with IBM, Ford, LG, Unilever and many more of the world's largest and most recognized brands, to grow their revenue. See more from Agius at Louder Online

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