Month: July 2024

Driving traffic to publishers’ websites is critical in increasing overall monetization. It involves adapting a multifaceted approach, focusing on content optimization, strategic advertising, and leveraging data. This article serves several recommendations, enriched by Vidverto’s insights, to help publishers increase their website’s traffic and revenue streams.

1. SEO Compliance and Social Media Engagement

Creating engaging content and implementing common SEO practices not only enhances search engine rankings but also boosts website visibility. Another recommendation is to constantly maintain your online presence by regularly sharing website content, participating in relevant discussions, and running targeted social media campaigns.

2. Monetization through Strategic Advertising

After optimizing the website content and setting up social media strategies, you need to focus on monetization through display and programmatic advertising. Vidverto offers expertise in selecting and implementing the most effective ad formats for your needs, monitoring performance, and providing ongoing support. 

Particularly effective ad formats are:

• Sticky: Remain fixed on the screen as users scroll. For its feature, sticky effectively achieves increased engagement and high viewability rates. This was particularly noticeable when implemented on econostrum.info, hetrik.sk, and xristika.gr, resulting in a 100% fill rate. Through this strategic implementation, Vidverto not only maximized ad space utilization but also boosted the ad revenue for these websites.
• InRead: This interactive ad format is placed directly within the body of your content. As users scroll through the page, inRead can transit into a sticky format, ensuring continued visibility and engagement. Once both formats are implemented, ad viewability and overall revenue tend to increase.
• Reach Media Ads: Unlike traditional static ad formats, this one engages users with immersive elements such as video and audio, leading to higher click-through rates and conversions. Additionally, allows advertisers to communicate their brand message in a more impactful and creative manner.

3. Optimal Ad Placement

Research indicates that ads placed just above the fold or after the second paragraph on a page ensure maximum visibility. A viewability rate above 70% is considered good, as it unlocks more advertiser demand and can increase ad revenue for publishers.

For the best performance, place two ads at the top of the page, and avoid displaying ads on non-content pages like ‘About us’ and ‘Contact’.

Furthermore, take advantage of high-engagement areas on your site by placing ads alongside them. Vertical ad units, such as 160×600 pixels, are more viewable as they stay in view while users scroll. Responsive ad units that adapt to different screen sizes can further enhance viewability, making them suitable for both desktop and mobile platforms.

4. Reducing Latency

A fast-loading website is essential, as slow-loading pages can lead to a poor user experience, high bounce rates, and ads that don’t render in time. Ads need to load with the rest of the webpage within 2–3 seconds, as users rarely wait for them.

Minimizing latency increases the chances of ads being seen, comprehended, and clicked. Tips to reduce latency include optimizing ad content, using asynchronous loading techniques, and limiting the number of ads per page (around two ads) to balance monetization with user experience.

5. Adherence to Standards and Regulations

Complying with industry standards like those set by the Interactive Advertising Bureau (IAB) and data privacy regulations is critical. Non-compliance can result in penalties, ad removal, or demotion. Common Google policy violations include accidental clicks, using bots for artificial clicks, and non-compliant ad placements.

In the context of GDPR, using a Consent Management Platform (CMP) to manage user’s consent for data processing is particularly relevant. However, adopting CMPs doesn’t guarantee compliance with Google’s EU User Consent Policy.

By adhering to these recommendations, publishers can significantly enhance user engagement and ad viewability, which is pivotal for effective monetization. Vidverto supports publishers with campaign setup, from strategy implementation to ongoing ad management, ensuring that every campaign achieves its highest potential.

We proudly announce that Oleksandra Bulygina, CPO at Vidverto, has joined the IAB MIXX Awards as a judge this year. This competition is a key platform for bringing together global, European, and local campaigns. Known to recognize ingenuity in digital marketing, it celebrates campaigns that redefine creativity and effectiveness. 

In 2024, the MIXX Awards became even more significant as Ukraine joined it for the first time. We have asked Oleksandra to share her insights about the technologies and tools that competitors have used.

I was impressed by new ways to increase engagement through its gamification and the data approach applied, especially in over-the-counter (OTC) medicines, healthcare, banking, and telecommunication.

The #TheDonationMap campaign by Havas Play and UNITED24 is a shining example of how digital marketing can transcend traditional boundaries and make a tangible difference in society. Through this engagement, over $650 million was raised for building an ambulatory clinic in Ukraine. The Non Stop STALKER campaign showcases a creative blend of product and game, gaining visibility on the largest LED screen in Europe, located on the Gulliver Shopping Mall facade in Kyiv.

Sandoz has shown strategic innovation in the complex over-the-counter (OTC) medicines sector, developing a unified ecosystem that integrates data from online pharmacies to optimize marketing signals. This approach created a transparent performance marketing system that resulted in a 2.5 times increase in online sales compared to 2021. Furthermore, return on ad spend (ROAS) increased from 360% to 992%, making the campaign effectiveness almost triple.

Helsi represented an innovative approach to healthcare marketing that uses anonymized data for targeted advertising. The system matches anonymized data from the Helsi information system with online identifiers, ensuring user privacy. In six months, the system has delivered over 35 successful campaigns for healthcare-related organizations, reaching 1.2 million segmented users. The cost per reach (CPR) of targeting audiences in narrow segments was significantly lower than traditional methods. 

Showcasing the potential of AI in digital marketing, PrivatBank optimized its website with an SEO AI approach based on consumer search behaviors. This included generating over 5,000 relevant search phrases and creating engaging content that resulted in an 189% increase in website traffic, a 196% rise in completed applications, and a 28% improvement in ARPU. These results exceeded the initial goals and were achieved four times faster than with traditional SEO methods. 

BigData for Digital Media is a MarTech product designed for the Ukrainian market to navigate the post-cookie era in advertising. It offers high-quality technical data from major telecom and retail vendors, addressing GDPR restrictions and enhancing advertising efficiency.

Kyivstar, recognized by the European IAB MIXX Awards for resilience and adaptability, has launched a campaign to raise donations for the Ukrainian army. Using Big Data to create 60 econometric models results in a 20% increase in contribution, a 4% increase in brand association and market leadership, and a 2.5 times increase in activations of the ‘Help the Armed Forces of Ukraine’ feature.

These examples highlight the power of digital marketing to drive business results, impact society, and transform industries. Ahead of the virtual congratulations ceremony for the IAB MIXX Awards Europe winners on 18 July, our team at Vidverto is looking forward to more ground-breaking campaigns that push the boundaries of creativity and effectiveness in digital marketing.

By sharing these innovative cases, we aim to provide valuable insights into global practices, inspiring fresh ideas and strategies for your business. Learning from these examples can help you adopt unique approaches and drive meaningful operations improvements, fostering creativity and growth.