Custom Campaigns and Publisher Innovation
A lot of people complain that there is a glut of online inventory, but one of the major upsides to this is that abundant supply drives supply side innovation. A great example of this is a very unusual custom campaign that Martha’s Circle sold to eBay. In this campaign, eBay gave Martha bloggers gift cards to eBay, and the bloggers write about their experience. Readers of the blogs participating in this advertising campaign are instantly engaged with the brand via the written content, and the brand’s display advertising on the blogs has higher impact as well. The best part about it is that readers of these blogs value the bloggers opinion, and actually want to hear about their experience. The blogger connects the reader to the brand in a meaningful way. It is also worth mentioning that this campaign adheres to the new FCC ruling requiring disclosure that eBay is a paid advertiser.
Another Adify powered vertical ad network to effectively tackle the challenges of increased competition for ad dollars is Gourmet Ad Network. Gourmet Ad Network responded to increased competition by offering new ad units such as interstitials, floating ad units, and pre roll video ads. Effective management of a vertical network is a major reason why we see explosive growth in CPMs in certain verticals, such as the Food Vertical’s CPM nearly doubling in Q3 of this year, as reported in the Adify Vertical Gauge. It’s great to see ad network managers championing innovation to keep quality online publishers’ businesses lucrative.
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"I’ve found that Adify’s approach to working together with network operators in partnership, opposed to a typical company/client relationship was a huge selling point to me. An example of this is apart from supplying me their ad serving technology, Adify has worked hard to promote and market the Gourmet Ads Network as well as undertaking advertising sales in new markets, allowing me to sell 100% of my inventory at the highest possible rates. " Benjamin Christie
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