Why Do Successful Publishers Use an Ad Server

A few weeks ago I saw a post on one of the private marketing forums I use where the poster asked which ad server he should use. There was a poll attached to the post where people could vote for either the ad server they use or recommend. The first thing that shocked me is that for the amount of traffic the post got, not a lot of people responded to the poll. The second thing was that of those who did respond, 45.5% reported that they don’t use an ad server at all. Now, this poll is by no means a scientific poll, and the low response numbers hardly make the results statistically significant, but still…how do people expect to be successful without an ad server?

An ad server is designed to make it easy for publishers and advertisers to manage their ad creatives across multiple traffic sources.

Here are 10 ways working with a good ad server can benefit your business:

  1. Keep it Simple – Adding a new ad and removing old ones is as easy as a few mouse clicks in AVID.
  2. Mixing it Up – Multiple ads can rotate and display together in one placement, including ads from your own advertisers and ads from ad networks or affiliate programs.
  3. Stay in Control – You know for sure where each ad shows on your website and how often each ad takes from your available impression inventory. Moreover, the ad server can optimize using your chosen criteria so that better ads display more often.
  4. Try it Out – You can test multiple ad versions (colors, words), or ad locations (left vs. right) to see which is better for your advertisers and for your revenue.
  5. Make your Advertiser Happy – Your advertisers have their own accounts to view impressions, clicks, CTRs, and visitors seeing their ads. This is a benefit to your advertisers since you put your advertisers in control. Or you can schedule an automatic email report to their inbox weekly so they do not have to lift a finger.
  6. Target your Audience – You and your advertisers can target a very specific and narrow group of visitors from a specific region, city, or time zone.
  7. Sell it Smart – AVID Ad Server allows you to try and experiment with different pricing models: CPM, CPC, CPA, or the simple flat rate. Different ad formats can have different rates. For example, charge more for an expandable Flash ad then a text link ad.
  8. Display In-House Ads – You can cross-sell and up-sell other related products or promote your own advertising opportunities in the same spot. An ad server is a very flexible tool to manage and display ads so keep your ideas alive.
  9. Report all Numbers – There are many different types of reports and statistics on your ads and your visitors. You can see clicks, views by the hour, view breakdown reports for each ad placement.
  10. Maximize your Savings – By outsourcing technical operations to a reliable team of experts, you can cut costs, focus more on selling ads, and deliver better value for your advertisers.

If you don’t have your own ad server, you’re giving up all of these benefits. AVID Ad Server has put together one of the easiest to use tools that give you all of this and more.

Contact us today for a free demo!