Engaging with the US audience – How not to fail miserably ….

ENGAGING WITH A U.S AUDIENCE - (How not to fail miserably)

Not a day goes by without members of Traffic Factory being solicited by numerous requests for advertiser accounts targeting North America. Even though this surge in prospective advertisers is a testimony to our network and the sheer high-quality of our traffic, it also demonstrates the advertiser’s desire to target the USA and other North American territories.  

But as demonstrated in Part I of our previous article, running a campaign in North America does not automatically equal success. To be honest, many more campaigns fail miserably in comparison to those success stories that so many portray on their social media feeds.

The importance of this article is to give a few basic campaign management tips and basic logical knowledge to the smaller advertiser who is looking to take a serious plunge into the North American traffic pool … and not bomb from the get-go!

Beauty is not on the inside; it truly is skin-deep…

Many grow up being told that beauty does not matter and that real beauty is on the inside.

Well we are sorry to rubbish those parental views, possibly used to motivate those less esthetically pleasing, but in advertising; initial beauty and attraction is paramount!

 

Yes we are talking about creatives and banners. Everyday we see the same banners being rehashed out by numerous affiliates and advertisers. The number of “clever” advertisers who rip off/ steal other advertiser’s banners and simply add their logo is incredible! 

If you have no creativity or originality then leave your banner creation to others who are more skilled in that domain. Numerous companies offer banner services such as “Banners&Landers”, there are numerous freelancer sites! A decent banner created by somebody with an eye to detail and harmony WILL make the difference.

Google Translate is s***...

We could pen a whole article about the importance of using CORRECT ENGLISH in your creatives. Or by demonstrating poorly phrased English written banners. There are so many that the comedy value is now starting to wear thin.

Would you really place your faith and trust in a product where the actual banner/ landing page is poorly worded? Do you think all those lonely and single women, continuously used in banners, are behind such poor English? 

Use your intelligence!! 

 

A quick translation by a freelance translator, whose origins stem from your target country, will make all the difference. This is purely for cultural value and it gives a more familiar tone to your creative/ promotion which in turn will increase the consumer’s chance of taking the risk on your promotion.

"We always see the same ads …"

Stop moaning and put your money where your mouth is!

Every trade show, we are greeted by numerous advertisers/ affiliates bragging about spending $X monthly on different networks. That’s fantastic news and we are glad that you feel it necessary to swing your “fictional” financial prowess about! These same advertisers then begin campaigns targeting the USA …. But with limited (to non-existent) daily max budgets!! 

You’re going to get nowhere!

“We always see the same ads” – Well that’s because those advertisers play the game right, have a budget and make the most by optimising their campaigns the right way. Remember, affiliate marketing is for the long-haul!! No overnight success stories here but like everything in life, sheer hard work, intelligence and knowledge will help in getting you on that winning route.

"I want Pops Ad spot …"

If we were to get $1 every time this was asked, especially in badly phrased English, most of the TF team would not be in the cold of Europe!! 

The infamous Pop-Under ad spot… The most popular ad spot for those with malicious intent towards the network.

Look … Pop-Under campaigns are not granted to everyone! They certainly do not fit the bill for all types of verticals. The cost is pretty high in comparison to other ad spots, the ROI virtually non-existent unless you are in the game for the long-haul and are promoting a rock-solid promotion. 

 

Do not ask for Pop-Under campaigns unless you are ready to put the respective budget aside. 

 

The volume is high, the quality excellent but can you afford to wait for that return ROI?. Our account managers are aware of what works and what doesn’t for Pops, please do not ask for Pops unless your promotion is solid and that you have the budget to match!

Please note: The malicious blocking of a browser, displaying poorly vectored yet reputable company logos, worded in terrible English with a telephone number to call for assistance which in turn is then answered by an “accent-laden” man called Dave from California – this is not Pop-under Campaign material and is certainly not intended for promotion on the Traffic Factory network.

Make it credible ...

Do you actually believe in your promotion? Would you personally use that pill made from X-Y-Z to cure your frailing libido? No, we wouldn’t either and neither will the consumer. 

 

Most users, let alone North American users, are able to see straight through the lies and have the ability to make or break a campaign. Certain verticals are tried and tested bench-markers who have gained the confidence of the user through their intelligent marketing, quality of product and especially the faith that their product works. It is not a crime to take a look at these campaigns and promotions. See where they are doing well and where they are succeeding in retaining the user. 

If their promotions are still visible and going strong; this undeniably equates to the fact that their campaigns and promotions are strong. Make sure to see what others are doing and how they are promoting. Take the best from others on the Traffic Factory network, mix it up a little into your style and then tailor your campaign preferences to suit your target audience!

SPOT OPPORTUNITIES HALLOWEEN

After a short break over the Summer months, we are back to advise our beloved advertisers of the current Spot Opportunities that you may not have taken advantage of. Indeed our fresh algorithm has now been running for close to 3 months with many changes to take into account.

 

What is a “Spot Opportunity”?

Traffic Factory’s definition is an ad spot which potentially receives vast levels of traffic but currently has the least amount of competition. This is a combination of several factors – country, device and ad spot.

Each ad spot has a minimum bid price but the amount that you bid determines the position you obtain. Based on the principles of supply and demand, fluctuations in pricing differ due to the level of competition between advertisers for an ad spot.

So, for the run up to All Hallows , what do we have to offer?

 

Current Traffic Factory Spot Opportunities

 

COUNTRY

AD SPOT

BRAZIL

POP-UNDER

ITALY

POP-UNDER

PROXY

MOBILE RECTANGLE

EGYPT

NATIVE

GERMANY

SQUARE

 

 

A real mix of different countries to target with some frighteningly superb ad spots to take advantage of.

 

The POP-UNDER ad spot is one of the most in demand spots available across our network for all countries; so to find 2 countries with such an ad spot opportunity is rare to say the very least. It is no secret that BRAZIL is one of the largest sources of traffic for the Traffic Factory network. Add to this that Brazil currently holds one of the world’s strongest emerging economies, if your promotion is right then this could potentially be an advertiser’s goldmine.

ITALY currently offers advertisers an excellent reach to a lucrative audience via the same POP-UNDER ad spot. Indeed, Italy’s economy had its tough moments in the last decade (Who didn’t?) but the Italians are again starting to show us all a smile with an increase in their financial potential and a 10% increase of traffic on our network.

 

PROXY traffic is starting to become an advertisers favourite geo to target since its introduction to our network during the 2nd quarter of 2019. Many advertisers feel that this ad spot is of no relevance due to the VPN nature of this worldwide traffic. Indeed, certain blacklisted countries access the network via the use of different VPNs but in today’s security conscious society, more and more users are systematically using VPN services for all their internet usage. The MOBILE RECTANGLE is arguably one of the networks strongest and most converting ad spots so be sure to run tests and prepare to be happily surprised byt the results that will follow!

 

The NATIVE ad spot was introduced early in 2019 and has continuously grown to become an advertisers “go-to” spot. To many, EGYPT could potentially be a surprise addition but trust us when we say that the traffic levels are HUGE… The minimum bids for this geo are low for all advertisers whatever their budget. With an average of over 13million daily native impressions for Egypt, you the advertiser are losing money by not investing on this geo.

 

Finally, GERMANY and the SQUARE ad spot currently holds an excellent opportunity for the Deutsche speaking advertiser. There is absolutely no need to reiterate the strength of the German economy nor the financial capabilities that the average GERMAN resident holds. The SQUARE ad spot is highly visible, being located just to the right to the users viewing content and dictates a significantly successful CTR. If your promotion holds a high conversion rate and is geared towards the DEUTSCHE market, then think no further as this will be perfect to gain potentially lucrative commissions and sales.

 

Are you looking for a particular geo and a particular ad spot? Or do you want further information to gain an insight into the possibilities of running a campaign in a particular country? Make the most of the knowledge held by our WORLDWIDE Account Managers and be sure to reach out to them to get that advantage over the competition. 



Make Money Investing in the Brazilian Market with Traffic Factory

The digital affiliate market in Brazil has been growing exponentially. Many affiliates advertise on Facebook, Instagram, Google, Taboola and other mainstream platforms. However, the adult digital market in Brazil is also growing. Many new advertisers are coming daily from mainstream platforms and are getting excited about the low prices of adult traffic, the ease of using our network and the freedom to advertise. Therefore, we see the need to talk directly to you – the Brazilian advertiser. 

If you fit the mainstream, affiliate, or advertiser profile; this article is for you! It is also for the new affiliate, media buyer, and direct advertiser who wants to take advantage of the industry’s best traffic. Furthermore, Brazil is one of our top countries and we know how much our main site is the nation’s favorite… Or will you say you have never heard of xvideos.com ?!

Let's go!

Traffic Factory introduces a 100% self-service Real Time Bidding (RTB) platform where you control your budget, create your campaigns, and much more. We are the advertising representative of xvideos.com and other leading publishers. You will have a Brazilian account manager, so you don’t have to rush to google translate or struggle to remember your English classes.

 

 

To begin with, in our network, we accept a diverse array of offers and advertisers. Of course we filter who and what offers we accept on our platform, as well as review all our ads. Maintaining a quality user experience is our top priority. It is this dedication to quality that makes us famous for having the best traffic in the industry and being the best emerging company according to ynot.com. 😉

 

We are always open to discuss news in the market and devise solutions to reach your target audience. That is why it’s so important to follow your account manager’s instructions. This will ensure you have competitive positioning and achieve the long-awaited positive ROI.

 

As a new affiliate or seasoned advertiser, it is important to establish clear and concise communication with your account manager. Your success is our biggest goal.

 

There is a lot to discuss when it comes to the most relevant ad formats for your ads. We provide the opportunity for different spots to best suit your needs (Square NTV, Horizontal, Footer & Header, Native and Popunders). We currently work with CPC (cost per click – you only pay when a user clicks on your ad) and CPM (cost per thousand – you pay for every thousand times) – here on our blog you can read a series of articles about CPC and CPM. This will help you to ensure you make the best decision of which to choose between .

 

 

 

For our targeting and optimization tools (both CPC and CPM) our platform has targeting by country, device, time, video categories and more. We also feature an amazing tool for local advertisers – geofence maps, where you can choose which area you want to target within 50km. As a Real Time Bidding (RTB) network we want everyone to be able to advertise on our network fairly.

 

All banner ads, videos and popunders take up to 24 hours to be reviewed.

Now let's go to spending!

We are a prepaid platform, and initial deposit amounts vary by country. For Brazil, you start on our network with an initial deposit of just $ 100.

We have minimum bids by country and device. We don’t limit daily and total spend for your campaigns. However, whether you are a seasoned advertiser or not, you know that in the online advertising market you need to invest, collect data, optimize, and invest again. This is a cycle that repeats until you find a positive and satisfactory ROI. For example, with a maximum spend rate of just $5 you can’t collect enough data or competitive positioning to analyze the quality of our traffic. The same goes for bids (CPC or CPM). When you notice the value of minimal bids I’m sure you will get excited, but calm down. Remember, at the beginning of this article I told you that the market in Brazil is growing, so you can expect competition within your targets. Remember, we work with real-time bidding which means that all day long, there are people “fighting” for good placement and the best traffic available, so be certain you have a bid that is competitive. You can always contact your account manager for more tips, review your campaign with you, and guide you along the way.

We accept PayPal, Wire Transfer (international transfer), Paxum and Vendo (credit card) to enable you to add credit to your account.

Sign up at Traffic Factory now or contact me on Skype wg.trafficf.mlira and I can help you to be successful on our network. 

 

Did you like this article? Would you like to have other subjects related to the Brazilian market presented here? Let us know and we will do our best to make you clearly understand our network and the constantly growing and challenging Brazilian market.

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如何使用競價效率的信息來衡量您的廣告表現

大家好,

今天我們希望和大家聊一下Traffic Factory的廣告表現是如何衡量的:

在廣告系列頁面的投放目標裡面, “競價效率(Bid efficiency)” 這個部分有評估廣告效果的主要指標, 這裡有三個數據:

1. Estimated daily impression (預計每日曝光數) 表示假設系統內所有廣告主的出價保持不變, 每天您將獲得多少廣告展示次數, 假設您的投放地區為美國, 投放設備為Desktop, 預計每日曝光數可能顯示為Est. daily imp: 10,000;

2. Yesterday’s impression (昨日曝光數)表示您在昨天收到的展示次數(例如昨日曝光數會顯示為Yesterday’s imp. : 12,000);

3. 市場佔有率的百分比, 例如會顯示為:
Pos 1 : 0.50 %
Pos 2 : 0.50 %
Pos 3 : 1.00 %
Pos 4+ : 98.00 %

這裡是衡量廣告表現是最重要的數據, 它表示您在每個廣告排位的市場佔有率, 例如, 對於排名第一位的廣告位(第一個在發行網站上展示出來的廣告位置), 您的市場佔有率是0.50%; 對於排名第4和之後的廣告位, 市場佔有率是98.00%;

在此情況下, 只有一小部分廣告展示到了排名前三的位置, 絕大部分廣告是在第4之後展示出來的, 所以競價的競爭力不足,廣告展示靠後;通常來說, 訪客會更傾向於點擊排名靠前展示的廣告素材, 如果廣告展示靠後, 流量的質量和轉化率會降低;

通過提高出價,您可以增加排名前3位的市場份額, 讓您的廣告更靠前展示並獲得更多流量。

另外,如果您在投放目標上單擊 “統計數據 ”按鈕,會進入一個新的頁面, 在這裡您可以看到廣告平均排名的歷史數據, 您可以利用這些數據分析廣告的表現。例如在前一天, 您的平均排名在是8.00, 這表示當一個用戶在訪問發行網站時, 平均會在第8個位置看到您的廣告, 如果一個用戶已經看到了8個以上的廣告,用戶有可能不會再點擊您的廣告,這會降低您的轉化率。我們建議調整出價,使廣告更多地展示在前面。

如果您有任何疑問, 歡迎與我們取得聯繫。
Traffic Factory團隊

THE UNITED STATES OF … CONVERSIONS – Part 1

The American Dream …

Wanna live the Dream?

As all advertisers will be aware, the understanding of your choice target audience is paramount to the eventual success of any online marketing campaign. Fortunately, overtime, targeting options and parameters have become even more concise allowing pin-point precision of your desired target market. This has greatly helped advertisers but what some forget is the need to understand the audience or country/ geo that they are targeting.

It goes without saying that targeting the USA can be one of the most potentially lucrative sources of traffic available. The two main factors contributing to this are:

  • Gross Average Financial Income
  • Level of population

Though, with any positive must come a negative. To the budget conscious advertiser, running campaigns in the USA will without a doubt cause an increase in your campaign budget and spend. The levels of competition are fierce from other advertisers as are the actual levels of traffic available due to the sheer size of the population (and the continued success of our publisher network). 

The importance of knowing the habits of your audience is vitally important. Making use of tools on offer such as setting Daily Budget Limits, Day-parting options and even the Geo-Location tool will help keep control of where and how your budget is being spent.

Vertical Consumption …


 

Decisions, Decisions …

The array of different verticals currently offered to advertise on the market is huge. The current verticals achieving success within the USA market range from Dating, Gaming and Male Enhancement to name but a few. The recent leniency of certain cannabis laws in some US states has also led to an increase of Cannabis or CBD based promotions. 

Though the choice of vertical in itself will not guarantee success! The method in which the advertiser makes use of strong creatives coupled with a concise impression strategy for the running of the campaign will be the key to that success!

Don’t Bullsh*t (Well, as little as possible) …


 

Sure, anyone with a good method of judgement can work out that a single pill will not help in your quest for an extra 15cm (Although your partner may be praying for as much) Of course, most consumers will be able to judge reality from false prophecy and why not have a bit of fun creating your banners! But please, don’t over-exaggerate as the American market will see straight through your lies and a vote of no confidence will ensure. 

A quick word to some of our more exotic clientele, please verify your texts and grammar! If a user sniffs a scent of foreign play, unfortunately/ fortunately they will have no confidence in clicking that creative. In no way is this deemed racial, see this as more of a vote of confidence. A user is more likely to click or convert a “familiar” resounding banner than one which looks/ feels estranged to their perceived norm. This not only goes for the USA, current social times have unfortunately led to a rise in patriotism with an increasing number of consumers looking for “Made in USA” products.  

It’s a Big Old Country…


 

Body-Clock Mess …

Timezones – EST vs. PST … Quick geography recap lesson – the USA has multiple time zones!! 

At 9pm in New York, it’s 6pm in Los Angeles – internet trends and consumption will differ! Know when your vertical/ promotion works best/ achieves greater success in order to convert. Test different times and different frequency rates!

  • Be prepared in terms of Budget – You may have brought Virgil Abloh aboard to create your banners and have the product of the century but without a good pre-determined budget – this can all go to waste! Remember, minimum bids are raised in the USA and bidding at the minimum is sure to get you the strict minimum of market share!
  • Choose your vertical wisely – Research your market and vertical, do they match? Is it worth promoting cannabis in a state such as Arizona where the law restricts recreational use? Is promoting Washington discount coupons in the state of California? (To those that have answered YES to both – have a word with yourself and judge whether advertising is really your future!
  • Make sure your creatives are familiar to the audience – A vote of no-confidence will be apparent to oddly phrased or grammatically incorrect creatives. The audience have greater faith in regional/ national products. Any whiff of foreign play or the possibility of no confidence will make sure that your campaign falls quicker than ENRON or MySpace…
  • What time is it? – Make use of the different time zones available. Know when your audience is online and when they are most receptive to advertising! Targeting them first thing in the morning when they are getting ready to leave for their daily chores is not recommended!

 

 

 

Traffic Factory – Payment Solutions

traffic factory - Payment method
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Being the world’s premium ad network, the need to cater to our worldwide clients requires constant adaptation. The need for precise, safe and international performing payment solutions is not to be underestimated. We understand that from country to country, financial rules and obligations differ. But certain payment factors are common to our extensive worldwide clientele:

  • Safe and reliable payment solutions.
  • Reduced time delays between the payment and crediting of your Traffic Factory account.
  • Low/ reduced payment handling fees.
  • The ease of use of a payment solution/ processor.

Payment Solutions available

Traffic Factory currently offers a selection of different payment solutions to credit your account:

  • Paxum
  • Wire Transfer
  • Vendo
  • Paypal

As previously mentioned, certain factors such as safety, rapidity, low processing fees and ease of use are common to our solutions but how do they differ from each other.

The table below shows the different methods currently used, their delays in payment reception and their fees:

Upon making reference to the table above, the various different methods have been installed in order to cater to our worldwide clientele. Trends show that Paypal remains the preferred method of payment but is this justified?

Paxum

Similar to Paypal, Paxum offers instantaneous payments to fellow Paxum clients and at the unbelievable rate of $1 (Yes, it’s not a typo… it truly is $1 – the price of a McDonalds Cheeseburger)

An account has to be created with a validation through security and documentation. Paxum accounts can be credited and then easily debited to top-up your Traffic Factory balance.

Wire Transfers

The oldest method of payment available remains Wire Transfers. Low payment processing fees and highly secured transactions remain its focal point whilst time delays will vary. Generally speaking, we advise our clients to use this method of payment with prior anticipation needed. The delays will range from 1-5 business days (Monday-Friday) but can exceed this timescale during busy periods. European based clients should note that this form of payment incurs virtually no charges!

Vendo

Instantaneous and predominantly used for credit card payments by many of our clients, Vendo claims to be “THE AI BILLER”Account setup is required in a similar manner to Paxum and Paypal. Growing in stature as a preferred method of payment by our advertisers, this method of payment is not automatically offered to all advertisers. To enable this method of payment, please contact your Account Manager for further details.

Paypal

Who doesn’t know Paypal? Or, who has never used Paypal at least once since its conception over 20 years ago?

Indeed, its instantaneous delay of payment is highly regarded as is its perceived level of security. But who else has awoken to find countless emails of Paypal receipts awaiting them in their inbox? Sometimes for services located on the other side of the world!

Paypal’s popularity is a target for the illegally-mined pioneers of this tech age. The high fees incurred for a Paypal payment are directly correlated to this. Now, we are not saying that through the use of Paypal, the promotion of hackers/ scammers worldwide is aided but due to their high levels of daily and even hourly payment processing, you the consumer are paying the price through high fees!

But if you are still convinced that Paypal is right for you, ask your account manager for further details for this option to be made available.

Tips 

  • Like with your advertising campaign budget, make sure to calculate the cost of deposits from each of these providers. Small and quick transactions will not occur large processing fees but if depositing large sums – it is imperative that this is taken into account for your global advertising budget.
  • Prior planning and anticipation are paramount for the savvy advertiser out there. Traffic Factory allows you to be notified by email once your account balance reaches a certain threshold. This is customizable in your account. Make use of this to plan ahead if you wish to use a method of payment such as wire transfers or Payoneer (If you don’t already have an account) We can’t stress enough the importance of this as we regularly receive a Friday rush of panicking advertisers who have overlooked their budgets until it’s too late!
  • Don’t put all your eggs into one basket! If you have a Paypal account, make sure to also open a Paxum and Payoneer account too. Paxum isthe most cost-effective when depositing to your Traffic Factory account.  As history has proved, the internet and payment processing solutions are not totally flawless. Imagine needing to deposit your account immediately only to find that the particular service is currently down!

Still undecided or require further information? Don’t worry, your Account Manager will be more than happy to help and advise you on the best method for your particular situation!

How to Set the Right Target Filters

traffic factory - targeting filters

In terms of importance for any advertising campaign, the selection of the correct target filters can never be underestimated. Along with the design of the creative, making sure that you have selected the right target filters will be the difference between a successful or a failed campaign. The guide below is designed to make sure that you optimize your campaign fully by making use of the different targeting filters available at Traffic Factory.

This image has an empty alt attribute; its file name is target-300x300.jpg

Target Filters Available

To begin, the target filters made available are targeting by Country (Geo), by Device and then by Category. 

Country (Geo)

Upon reaching the ADD TARGET section when creating your campaign, the first target for selection deals with the location. On offer are the 7 different continents which are then broken down into the individual countries within the continent. As shown, North America comprises a multitude of countries but you may not wish to target all of these. Individual countries can be selected making sure that the right audience views your advertisement.

The development team at Traffic Factory has also mastered a GEO-FENCE targeting option. This feature is specifically for local offers and allows an advertiser to select a particular city/ area and create a bounding circle of up to 50km. By setting this option, advertisers will have their campaigns shown to the audience within that particular area. Particularly successful for set- specific promotions where jurisdictions differ from one city/ state to another, this guarantees the advertiser that their promotion will only be viewed by the desired audience within the specific locality promoted. Please note that this option is not automatically setup on all accounts. Please contact your Account Manager to discuss the implementation of this option.

Device

The second targeting option made available deals with the type of device to be targeted. Our publishers’ websites are viewed via a multitude of different Internet capable devices. The three main device types to target are DESKTOP, TABLET and MOBILE. Please note that Traffic Factory also allows the targeting of FEATURE PHONES (Internet capable telephones inferior to smart-phones) This option will not be set in the targeted devices as we do not allow filtering of countries for feature phone. If you are interested in purchasing the entire Traffic Factory feature Phone traffic inventory, please contact your Account Manager for further explanations.

Over time, access to the Internet has evolved purely the use of a desktop computer. The implementation of 4G networks and with Wi-Fi now readily available throughout the world, consumer patterns have changed with a dramatic rise of users accessing content from the comfort of their smart-phones. Current network statistics show the following breakdown of users preference of device types:

Knowing your target audience’s device preference will be imperative to make sure your advertisement is served correctly. It is also important to take into account that devices have different ad spots. Make sure to create the correct creative available for the particular device type! Below is a reminder of Traffic Factory’s ad spot inventory by device.

Category

Precise category targeting is made available to directly target your audience via their choice of content chosen. Broken down into three separate main categories, certain sub-categories are then made available for choice in order to target with pin-point precision the taste of your audience.

By selecting the relevant categories of choice, the advertiser’s campaign(s) will only be made visible to users interested in a particular category of content.

Tips

  • Know your target audience! Without knowledge of the habits and internet consumption of your audience, your campaign will go nowhere! Research, revise, question your target audience. The better knowledge you have, the better choice of the right target filters will become apparent.
  • Test different devices! Indeed, a majority of users are accessing the internet via the use of their smart-phones (80% here at Traffic Factory) But this does not mean that you should solely target these devices! Research the habits of different demographics. Your promotion may be more suitable for the user accustomed to desktop or tablet usage from the comfort of their homes. Put yourself in their shoes (Not literally!) Think logically!
  • Select precise target filter combinations! Be as precise as possible with your selection. The more concise a filter, the better chance of conversion of your offer as your campaign will be seen by your ideal audience.

How does a Real Time Bidding (RTB) platform work?

Real-Time-Bidding is an auction setting where ad impressions are bought and sold.  Once an advertiser bid wins an auction, his Ad is instantaneously shown on the publishers’ website.

There are two sides to any ad and media buying interaction, we have publishers and advertisers, who follow the rules of supply and demand in their negotiations and trades. Publishers offer their websites. (ad locations on their pages)

How does Real Time Bidding work?

The actual process of how RTB platforms work is pretty straightforward in principal.

  • An advertiser visit our platform and set a bid.

  • The advertiser generates a BID REQUEST that contains specific information relating to the user. This will consist of their type of demographic, information relating to their location, their type of browser/ device and into which category they fall.

  • With all this information to hand, Traffic Factory passes this Bid Request to its list of advertisers.

  • A Bidding Auction begins in real-time for the ad impression to be served on the publishers’ webpage.

  • The winning bid has their impression served in 1st place on the publisher’s website.

N.B: From the generating of the Bid request to the serving of the ad impression, this entire RTB process takes place within a 100 milliseconds!!

This process is repeated for every available ad space on the publisher’s webpage; now that’s an efficient advertising Traffic Factory platform.

Bear in mind that it doesn’t have to be the same ad, just at the same location, and this is exactly what publishers are selling as their inventory (ad impressions).

When it comes to RTB marketing, there are several key values that both media buyers and sellers need to understand:

Bid price, winning price, and frequency cap.

The Technical Side to our RTB model

It would be fair to assume that the principal of ad position allocation is served on a maximum bid principal meaning that the highest bidder gets position 1, the 2nd highest bidder gets position 2 and so on.

But… this is not always technically the case!

An example of this would be:

  • Bids are collected for a specific ad spot
  • The highest bidder gets the 1st position, the 2nd highest bidder is allocated the 2nd position, etc…

Now, if the highest bidder has certain parameters such as:

  • Campaign budget limits
  • Dayparting options
  • Frequency cap even though their bid is the highest, certain selected options can have an effect on their position.

They may have the highest bid but their budget limit will not allow them to bid that amount so the next highest valid bid receives the better position.

Their dayparting and frequency cap options may also vary and hinder their “high” bid so the next highest “valid” bid will get the 1st position.

Even though their bid is the highest, certain selected options can have an effect on their position.

At the end of all this process your YAP (Yesterday Average Position) gives your approximate position.

Every time a user sees an ad, that instance is considered as one impression. For example, when they see a top banner ad on the first page they visit, that is “a first impression for that particular ad placement”. Obviously, for the second page, it would be a second impression, and so on.

GLOSSARY

Bid price: the amount in USD that an advertiser pay for his final bid.

Winning price: the amount in USD of the winner bid.

Frequency cap: length of your unique user session.

Traffic Factor Ad Spots – Square Banner

traffic factory - Square banner
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One of the most important and critical decisions when preparing a campaign will be the choice of which particular ad spot to use. Different ad spots will produce different results. Indeed, certain ad spots will appear to be more effective than others due to their prominent visibility but certain factors should be taken into account depending on the aim of the advertiser and their promotion.

Over the coming weeks, we shall demonstrate and explain each of the ad spots available in the Traffic Factory inventory.

The Square Banner Ad Spot

We begin with one of the most traditional and recognisable spots available, the Square banner. This is sometimes labelled as NTV (Next To Video)throughout the advertising world and, as the name says, indicates its prominent position besides the video content of the publisher’s website.

This ad spot is available for both Desktop and Tablet devices via our network. Our usual banner rules apply.

Each time a user watches video contents on our publishers’ websites, two seperate square banners will be shown to the right of the video. Instantaneously shown upon the loading and play of a video, their dominant positioning is hard to miss.

The dimensions of our square banner spots are 338×235. A little uncommon in comparison to other networks but these dimensions prove to be ergonomically fitting to both parties; the user and the advertiser. The spot is efficient in its role of conveying the advertisers promotion (Visibility) whilst maintaining a high quality user experience (Unintrusive).

Considered to be one of the most popular spots in our inventory, advertisers must bear in mind that such a position will logically obtain a higher CTR than the less prominent positions. Taking this into account will be important in choosing the appropriate bidding method (CPC or CPM) whilst running a square banner campaign. 

CPC or CPM?

Whilst choosing which bidding campaign to use, the first question that should be asked is – What is the aim of my campaign? Is it to obtain targeted clicks towards the offer? Or is the campaign being used to build an audience/ convey a particular message in mass? 

The highly visible position of this spot is sure to generate interest and logically, a high number of user clicks (High CTR) should be expected. Obviously, the target filters (Country/ Geo-Fence, Device, Category) chosen will add to the level of visibility of the spot. An example being: A USA desktop square banner should logically generate greater interest than the same banner targeting the Vatican!

So bear in mind your budget allocation for such a spot!

Upon testing this spot, the choice of using the CPM bidding model would be recommended. The advertiser will pay a set price for 1000 impressions of the banner whereas using a CPC model, each click will incur a charge. A high CTR spot will generate a larger amount of clicks thus a larger budget if using CPC. 

Tips

  • The use of attractive creatives is important in order to obtain interest from the user. Bear in mind that the user will have selected video content in order for the creative to be shown so its attractiveness is important to grab the attention of the user.
  • The choice of bidding model is important. This is a spot that generates a consistently high CTR so your budget will increase. Test new creatives and campaigns via a CPC model but do not hesitate to revert to a CPM model if the CTR proves to be high!
  • This is a popular spot for the majority of countries so competition with other advertisers will be higher. Minimum bids for each spot are an indication but it should be noted that for the higher positions, advertisers should be prepared to bid significantly higher than the minimum!
  • Currently, certain countries have very good opportunities for the square banner ad spot; there is less competition than usual! Make sure to get in touch with your Account Manager to get a better knowledge of current prices for particular countries.

Tips & Tricks – How to choose your Spot

traffic factory - How to choose your spot
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With the array of different ad spots available at Traffic Factory, we are often asked by new clients which spots we recommend for their initial campaigns. The aim of this article is to expose the different spots available on our network as well as their significance in your campaigns.

Different Ad Spots

As a quick recap, below are the current ad spots available on a selection of devices at Traffic Factory.

Each device has its particular ad spots due to page formats and display.

The criteria to take into account are :

  • The device you are looking to target
  • The volume of exposure you are looking to achieve
  • The bidding model you are looking to use
  • The goal of your campaign

Different Ad Spots for Different Devices Targeted

Choosing the right model for the device you are targeting is paramount. If targeting smartphones, the ad spots available will be both Header and Footer banners, pre-roll & native ads. Make sure not to prepare a Square banner for a mobile campaign as the banner format will not be accepted.

Desktop and tablet devices have a greater range of spots available that are highly visible, but does your audience use desktop devices more than smartphones? Knowing your audience and their device preferences is paramount in your initial choice of ad type. Please do not forget that you need to try different ad spots because sometimes you can be surprised by the results. It’s not because your offer is not working with one specific ad spot that it will not work with another one?

The Volume of Exposure you’re Expecting

Are you looking for precise and set targeted clicks from your target audience or are you looking to drive high volumes of traffic to your landing page to improve / increase your visibility / branding?

Ad spots such as Mobile Header, Pre-Roll and Native banners are renowned to produce high CTR whereas horizontal banners traditionally receive less clicks due to their position (but can be very good for conversions too) 

The Bidding Model that is being Used

Not all ad spots can use either bidding models (CPC or CPM) so please bear this in mind to avoid disappointment. Examples are that Pre-Roll and Pop-Under are strictly only CPM based so if you are wanting a CPC based campaign, these two spots are unavailable.

It is also important to take CTR into account as certain spots such as native banners are known for their high CTR. Make sure to calculate the CPC in comparison to the CPM for ad spots such as native. If you want to bid with CPC, please note that you have to be patient to see the result compared to a CPM campaign. Banners for CPC campaigns go through a Casting process in the initial days of the campaign. This is to allow the system to determine an eCPM value needed for equal competition between CPC and CPM campaigns. If you want to have direct results we advise you to choose CPM campaigns.

You can try both CPC and CPM and see which works better for your offer (But keep in mind the casting period for CPC campaigns)

The Goal of your Campaign

You need to determine the goal of your campaign. Are you looking for cheap investment or are you more interested in branding and high volumes of traffic ? Without this information, it will be hard to determine your correct spot. What kind of offer do you have? Are you looking for conversions?

If you were looking to promote vastly and in a short time period a certain promotion, high CTR and visible spots such as Pre-Roll, Native and Mobile Header are highly suggested due to their effectiveness.

Tips & Tricks

  • Know your audience and their habits ! Take into account the ad spots available for the devices that you are looking to target. Are your audience more mobile based than desktop ? Would a mobile header banner be more effective to your campaign than a desktop square spot ?
  • Determine the volume of traffic you are looking to achieve and your budget. Pop-Unders and square banners predominantly attain high CTR but will your landing page cope with the traffic and will your budget be sufficient ?
  • Taking budget into account, will you be looking for qualified clicks via a CPC system or are you looking for volume of impressions using a CPM bid ? Pre-Roll and Pop-Under spots are CPM based and generate high volumes of impressions so can your budget take such a campaign? Native banner spots are renowned for a high CTR so it will be up to you to determine whether it will be more cost effective to use a CPM basis here or stick to CPC.
  • Determine the goal of your campaign ! Are you needing to promote over a short period of time but looking for high volumes ? If so, you’ll be better going with Pop-Under style campaigns. But if you are looking for qualified clicks with no timescale in mind, other banner spots such as square, horizontal and header/ footer banners may be more suitable.
  • The importance of testing is not to be taken lightly. We advise you to test different ad spots, both on CPC and CPM bidding models but also to test different positions. We automatically assume that the top position will be the best but different positions can work differently for a variety of promotions and budgets.
  • Regularly contact your Account Manager, they are there to help and advise you. Whether it be for bidding or to help analyse the results of your campaigns, they’ll be able to inform you where to improve or modify your campaigns.
  • Do not underestimate certain spots or devices! For example, if you target desktops, we advise you to try tablet devices too as you could be happily surprised by the results!