Ad Serving Companies For Blogs
Author: Danny Wirken
Ad serving displays web ads on other websites. These ads
are no
longer simple banner ads, but can be very appealing and
interactive with video, games and audio. Online ad
serving
catches the valuable attention of customers while
enabling
advertisers to instantly track the effectiveness of the
ads. No
wonder then that ad serving and blogs have found a way
to work
together.
The Logic of Ad Serving
Both the advertiser and the website benefit from ads.
The
advantage to the marketer is being able to hit the right
person
at the right time with the right message. Ad serving
provides
software to websites and advertisers to let them choose
the
ads, display them, count them and determine for
themselves
which ones will make more money for the website.
An ad server decides which ad to display particularly if
the
site has several different advertisers. It will choose
the ad
that is more likely to result in a sale based for
example on a
web user’s previous usage. The ad aims to entice the
user to
click on the ad and buy the advertised product.
Ad serving
companies can help through online ads that are placed through careful
planning with the objective of
generating impressive results. They are equipped to identify
the best online advertising opportunities for a website. They can also
develop effective online ads and integrate them to an existing brand or
campaign while |
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negotiating the best rates and
simultaneously deliver multiple messages to multiple
target
audiences. The ROI is determined for the advertisers
through
the direct tracking of results in real time. Online
advertising
is recognized as an important medium which can no longer
be
excluded from a company’s marketing efforts.
There are basically two sides to ad serving –
facilitation of
all ad communications and trafficking. It is typical to
see
companies operate through multi-tasking even at this
aspect.
This means that publishers assign both works to one
employee
that is tasked to serve client needs while trying to
keep up
with the very critical responsibility of trafficking.
This
scenario usually results to loss of control, trafficking
error,
workflow inefficiency or inconsistency, poor customer
management
and very unhappy clients.
Any advertiser would benefit in having predictability
and
responsiveness from its ad serving company. This equates
to
predictability in campaign delivery and error-free
trafficking.
The assurance that all possible means are to be
exhausted to
help the advertisers’ client should also exist.
The delivery of these expectations would require
multiple
skills from the ad serving provider. It would need both
technical and emotional intelligence to deliver the
service.
Responsibilities falling under technical intelligence
include
testing creative in standard or rich media formats,
tracking
creative into the ad server, understanding the
implementation
of website structure as well as optimizing and revising
existing ad campaigns for customers. Emotional
intelligence
includes keen interaction skills as well as the ability
to
organize, prioritize and multi-task.
Successful ad
operation forms the backbone of impressive customer service. It can
coordinate people, process and
technology to make publishers more competitive for income
generation and client satisfaction. Maximizing and maintaining
relationships should always come together with the focus on trafficking
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Ad Serving and Blogs
What does one expect to accomplish in a partnership
between a
leading content management and corporate blogging
solution
provider and a company that offers a set of tools to
create,
promote, analyze and optimize advertising in weblogs and
content feeds? The first company is an innovator in
corporate
weblog market while the other is an ad serving company.
A
beneficial relationship seems to have been discovered
between
blogs and ad serving.
An ad serving company can use its full-featured web,
blog and
feed advertising server to efficiently manage, serve and
report
on ads in feeds while making it possible for publishers
to
easily monetize their syndicated content. This will
facilitate
integrated ad serving capabilities into a site’s content
management and blogging platform. This can easily
provide
several unique features to customers such as the ability
to
create, manage and track rich advertising campaign in
websites,
blog communities and RSS feeds as well as self-service
ad
purchasing and flexible revenue models that can extend
options
to run ads out to include individual blogs.
The partnership brings a valuable ad serving and
management
module to content management and branded blogging
platform. The
integration of a site’s blogging platform to an ad
serving
company’s blog and RSS ad serving network amounts to
being able
to run targeted ads to communities which is equivalent
to
revenue for companies and bloggers. The resulting
campaign
management and reporting simplifies the process of
serving and
tracking web and RSS ads. It also provides clients with
several
revenue opportunities. This clearly enables customers to
benefit
from the power of weblog and RSS advertising as it
provides more
niche content, highly targeted blogs and a whole range
of
advertising possibilities.
Emerging advertising trends point towards more
sophisticated
and trend-setting media sources such as photocasts,
podcasts,
RSS feeds and blog sites. Content providers should be
quick to
adopt these concepts if they want to boost their ability
to
support the unique alternatives presented to customers.
A
result of a recent survey shows that a large percentage
of
marketers surveyed have immediate plans to spend on
these new
marketing techniques. It also shows that creation of
blog sites
lead among the possible choices together with RSS feeds
and
video ads.
The users’ focus shift for informational resources to
the
Internet has prompted companies to recognize the
changing
dynamics and led them to respond accordingly through a
more
varied ad campaign approach. A content provider’s
experience of
higher online usage, participation and loyalty increase
the need
to deliver more relevant customer advertising.
Advertisers are
able to achieve higher ROI from ad placement when the
right
users are identified and targeted. The publisher can
demand
higher rates from advertisers when a relevant online
target is
found.
Many organizations might soon find themselves with an
outdated
ad server due to the rapid growth rates of emerging
media
sites. This is why it is important for anyone to have a
scalable and reliable management solution to counter the
problem. It is likewise necessary to ensure that ad
servers
allow for integration with any content delivery
requirements or
platforms that may be required in the future.
About The Author: http://www.theinternetone.net
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