Read founder and principal Scott Swanson’s thoughts on building ad networks.
Six Reasons niche publishers should start their own ad network – eMediaVitals, March 24th 2010
Sick of Ad Networks? Start Your Own — ADOTAS, January 21, 2010
DIY ad networks: 5 steps to the perfect platform — iMedia Connection, February 11, 2010
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See the answers to some frequently asked questions.
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- 1. How do you build a successful advertising network?
- 2. I’ve built a successful website or service. Now, what should I do to increase my CPMs and revenue?
- 3. Why is starting a partnership with 47 Media better than hiring our own in-house team?
- 4. What’s the best way to use 47 Media’s services?
- 5. What is an online media strategist?
- 6. What do you need to be successful in the online media business?
- 7. Why don’t ad networks do a better job of selling publisher inventory?
- 8. What important trends are occurring on the web right now?
- 9. What are vertical ad networks? Why are they important?
- 10. What are the various technology options available for managing an ad network?
1. How do you build a successful advertising network?
Once you’ve positioned your company and your brand for competitive advantage, you need to ensure the following four elements are in place – and operating at a high level:
Technology
No human could manage all the moving pieces that comprise an ad network. But great technology ensures results for both publishers and advertisers. It’s our job to stay up to date on the latest offerings and know which solutions will be best for your company.
Business Development
Hiring 47 Media ensures you have an expert business development team on your side.
Unique Advertising Products
A differentiated ad product is something that is scarce, creative, useful to the user, drives performance for the advertiser, and is fun.
Core Values
Service, innovation, dynamism, ethics and integrity.
2. I’ve built a successful website or service. Now, what should I do to increase my CPMs and revenue?
Talk to 47 Media. We’ll develop a strategy that quickly builds the most advertiser value. We’ll take a look at the unique elements of your website and at the landscape of ad products in the current market. Then, we’ll build a plan that maintains high CPMs without jeopardizing user affinity.
3. Why is starting a partnership with 47 Media better than hiring our own in-house team?
47 Media is ready to produce on day one. You can avoid the expensive executive searches, ramp-up, and training. We’re the plug-and-play alternative that delivers results immediately. Full-time employees are monetarily expensive when you consider health care, insurance, and office overhead, and temporally costly when you include learning curve and training. With 47 Media, you get your own dedicated team to do it right the first time.
4. What’s the best way to use 47 Media’s services?
Growth stage companies need to embrace the fragmentation n of the web in order to scale revenues, and 47 Media makes that happen. The best way to use us is to see us as a division of your company: keep communication open, involve us in executive meetings, and don’t be afraid to give us regular feedback so we can do what do, but better.
5. What is an online media strategist?
The constantly evolving new media landscape can be treacherous without the right guide. A media strategist keeps abreast of trends, technology solutions, and pricing. At 47 Media, we take it to the next level. We’ll actually negotiate on your behalf to get you the best vendor rates available.
From your offline media property to your online strategy, our team provides total network management. With over 10 years of industry experience, we can consistently predict shifts before they happen. And that means you get the right support — faster, and where you need it most.
6. What do you need to be successful in the online media business?
The only constant in the world of online media is change. To succeed, you have to be able to turn on a dime and move quickly. It all comes down to brand, communication, and technology. The companies that succeed are the ones that get it right; they provide value to users. When you deliver on a real need, value is guaranteed. That’s why we don’t build products just for advertisers. The masses decide — and we listen.
7. Why don’t ad networks do a better job of selling publisher inventory?
Since they don’t get to know their publishers’ capabilities, they can’t sell creatively. On the other hand, publishers don’t always understand the advertising sales process. We help educate on both fronts. From the brand to the publisher, communication needs to be concise. We help make that happen.
8. What important trends are occurring on the web right now?
Online consumption is no longer focused on large, high-reach portals like Yahoo, AOL and MSN. Users increasingly gravitate to specialized content sites and blogs. More than ever, consumers are invited to create content and interact with brands directly. There is a notable trend toward more authentic and interactive experiences.
9. What are vertical ad networks? Why are they important?
Vertical networks are specialized affinity groups. They are the market’s response to increasingly fragmented media consumption. These days, content categories naturally need to form to ensure efficiency in media buying. When you pull together a network of cooking sites, their reach is more meaningful and valuable as a group. Clusters of small “mom and pop” sites are valued as authentic content users trust.
10. What are the various technology options available for managing an ad network?
To manage all the moving pieces of an online network between hundreds of publishers and dozens of advertisers, different payouts, and thousands of calculations per second, you need an ad network management platform. Just five years ago, a company would have had to build their own, but today there is a wide assortment of licensable options.
Here’s a short list of the various technology platforms available.
| Adify | http://www.adify.com |
| Collective Media AMP | http://www.collective.com/technology |
| Google/Doubleclick Network Builder | http://www.doubleclick.com/products/networkbuilder/index.aspx |
| BURST! Ad Conductor | http://www.adconductor.com |
| AdTech Adserver | http://www.adtech.info/ad_networks/ |
| Zedo | http://www.zedo.com/product/forNetworks.htm |
| Operative: Partner 360 | http://www.operative.com |
| Right Media | http://www.rightmedia.com/content/right-media-exchange/ad-networks/1,4.php |
Want to know more? Contact us directly.
