Why Use AVID Ad Server?

Having a proper ad server is very important in terms of optimizing your display marketing operations. It really is a best practice to use your own ad server if you run a large volume of ad campaigns, and should be a best practice even on lower volumes as you get started.

So let’s dive into a quick examination of a few of the benefits of AVID ad server, and how it works.

Display marketing is a way for website publishers to sell ad space on their websites to monetize the audiences that visit their site. Most use an ad network or a supply side platform (SSP) to help them manage their ad inventory. Advertisers pay the publishers directly or use an ad network or demand side platform (DSP) to display their ads on the publisher’s website. For a more detailed explanation you can view this video.

Here’s the interesting thing: both publishers and advertisers are using ad servers to do this.

At this point many affiliates think: “If the publisher, ad network, or DSP has an ad server, why do I need my own ad server?”

Here are a few reasons why advertisers who know what they’re doing use AVID Ad Server.

Ad Server: Accountability

Having your own ad server allows you to double check the stats being reported by your publishers and ad networks. Small discrepancies are normal as each impression and click goes through different counting systems, but large discrepancies are cause for concern. Checking your stats will help you identify and correct problems that may be affecting your conversions. It takes a third-party ad server, like AVID to measure results and deliver successful campaigns in a non-biased way.

Ad Server: Banner Control

Using your own ad server allows you to optimize the delivery of your ads. With an ad server you can split-test different ads, and weight ads according to performance. AVID Ad Server allows you to customize your ad containers giving you the option of showing multiple ads per impression. This is especially useful in targeting different demographics with two ads for the same product, for example having one ad for men and one ad for women displayed in the same 300×250 placement. If you’re serving ads on your own web page, AVID provides ad tags to serve your ads in an exit intent pop-up, sidebar, floor ad, or interstitial. No need for a solution just for an exit intent pop up script. Plus get all the impressions, clicks, and CTR stats on every ad in your pop-up.

Another way to control your campaigns is the targeting features available in AVID. Show ads to different people based on the sub ID passed through the ad tag, device type, geographic location, browser type, or ISP/Mobile Carrier name. AVID has two exclusive targeting conditions, IP Type and Proxy IP. IP Type is a way to further control who sees your ads based on 12 different IP types. These types include, commercial, organization, university/college/school, residential, and mobile. A good use case of this is an advertiser who wants to show a specific ad to students at the University of Alabama. You can use a combination of geography and IP type to show that ad to people in the city of Tuscaloosa in Alabama on a university IP type. Anyone who visits a page your AVID ad tag is running on in Tuscaloosa and connected to the University of Alabama’s internet network will see your ad for a testosterone builder being used by Nick Saban (this is just an example, any similarity to real people living or dead is purely conincidental…).

Ad Server: Centralized Management

An ad server allows you to have one platform to manage your campaigns across all the publishers or ad networks that you work with. It also gives you all of your campaign stats in a single database. Using Sub Ids is a familiar process when using a tracker like Thrive or Voluum, but that feature is not as widely used or available in most ad servers. In AVID you can set up a single placement to run across all of your traffic sources and use a Sub ID variable to identify the different traffic sources. You can then easily compare performance between traffic sources in a single report. AVID allows up to 5 Sub IDs to be passed through your ad tag. AVID provides these same reports by device type, browser, and ISP/Mobile Carrier.

Ad Server: Data Freshness

You might find that different publishers have very different reporting methods. Some publishers will offer online dashboards, while others will simply give you summarized spreadsheets on how your traffic is performing. Can you imagine trying to make advertising decisions on data that may be days, weeks, or even months old? AVID stats update in real time. You can see how your campaigns are performing — up to the minute. Real time reporting is essential for all marketers, but especially for ad agencies and performance marketers, in making timely and actionable decisions.

Easy-to-Use

Most Third-Party ad servers aren’t very user friendly, and take a Publisher first approach to ad serving with zones and flights. AVID is designed with a performance first approach. Campaigns are easy to set up and have a simple flow that mirrors how you set up campaigns in platforms like Facebook and AdWords. Our system is very user friendly and while there is a learning curve with any new tool, AVID’s customer support and training videos and help files will help you set up your campaigns, quickly and easily. Once you’ve set up any campaign just how you want it, you can easily clone it, making it that much easier to mirror your same success with a different campaign

Grow Your Business

Remember that well managed, reliable ad servers typically are not free, and free ad servers can be a pain to set up or be unreliable. Many free solutions are self hosted, which basically means that you’re paying in other ways such as server space, higher CDN costs, or your own time. As we mentioned before, with any new tool there is a learning curve. AVID has a great support team dedicated to your success. You can contact us on our website, through email, over the phone and through chat. Our success team is dedicated to helping you scale your business and is invested in YOUR success.

At the end of the day, having a trusted ad server that you can depend upon to deploy, report, and monitor your ad delivery is crucial to the continued growth of your business. If you’re not using your own ad server you’re pretty much flying in the dark and giving all the power to your publishers and ad networks. AVID allows you to take back the control, and gives you the ability to leverage all of your campaigns, This is especially important for the super affiliate doing high-volume media buys across multiple publishers, but will also benefit the new affiliate just starting out and looking for ways to optimize campaigns in an already saturated market. Using an ad server helps you to easily identify profitable campaigns and is often the difference between success and failure.

 

Request a free demo of AVID and find out why more and more ad agencies, brands, and performance marketers are trusting AVID to help them manage all of their display marketing campaigns.

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