The role of advertising networks

advertising, network

Mobile’s share of ad spend doubles in a year! Fuelled by smartphone ownership reaching over two-thirds (68%) of the UK population in June 2013, mobile advertising grew like-for-like by 127% to £429.2 million in the first half of 2013 from £188.1 million in the first half of 2012. Mobile now accounts for 14.1% of all digital advertising spend – nearly double the 7.2% for the same period last year. As 4G networks begin to roll out, mobile video advertising grew sharply, up 1,260% from £1.7 million in the first half of 2012 to £23.0 million in the first half of 2013.
Advertising networks have played an increasing role in advertising as online advertising grew. An advertising network (ad network) is an online system that specializes in matching up advertisers to publishers. With the popularity of mobile apps, many mobile apps are looking to host advertisements to monetise their users. Mobile Advertising networks work as brokers for both publishers (apps with content that can host ads) and buyers (the advertisers).
Typically, each Ad network requires a small component to be installed within the website or App. This is typically called an SDK or API. This allows the ad to be delivered to the website or App.
There are many different ad-formats: Banners, Pops, Interstitials, Richmedia, Audio, Video and many others. Some ad formats perform better the others. Some are considered more intrusive than others. Some have slammed mobile audio ads as annoying, while some marketers admit that having a bit of sound can be a good way to bring user’s attention to one ad amongst half a dozen banners.
Benefits of using an ad network for advertisers is that they can plan their campaigns dynamically and monitor the progress regularly. That allows them to make changes and improve their Ad perfomance based on the feedback. Most Ad netowrks now allow for charging only when an objective is met, in terms of impression, action, etc. An ad network’s targeting capabilities enable you to segment massive audience by demographics, day part and music genres and geographically.
Ad networks have been mainly focussed on serving ads within Apps and on Websites. And Audio Ad network would truly enable delivery of an audio ad within an audio program, combining the power of traditional radio advertising with all the benefits of Internet advertising, including precision targeting and performance tracking. Other benefits are:

• Capitalize on user captured attention
• Short and non-intrusive ads creating positive brand acceptance
• Real-time targeted ad delivery
• Real-time reporting of ad impressions and CTR for optional banners
• Assured delivery — Don’t pay for “impressions” that are not seen or heard
• No guessing on ROI
• Targeting on ad level — each ad within a campaign may have unique audience targeting

On the other side, joining an ad network frees publishers from having to invest into a sales team, set up their own ad servers and invest in tracking software.

• Monetize while giving your app a head start on loading.
• Capitalize on unexpected user behaviour and fill in idle time with relevant ads.
• Preserves the full screen real estate on mobile devices and web sites.
• Real-time request of ad length before delivery: 10, 20, 30 second flags.
• Real-time monitoring and reporting of ad traffic and revenue.

At Exaget we have developed our own audio ad network monetising online inventory for internet radio broadcasters with a self-service ad portal enabling full management, control and reporting for custom made audio ad campaigns.

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Exaget Team
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