TO MAXIMIZE YOUR REVENUE

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1 TO MAXIMIZE YOUR REVENUE The essential guide for web publishers

2 10 TIPS TO MAXIMIZE YOUR REVENUE Generating more from your website doesn t necessarily mean rebuilding your webpage, flooding it with ads and disrupting your user experience. As manager of the publisher network at Matomy, I work with my publisher monetization team to assess the quick changes that publishers in the Matomy network can implement to quickly ramp-up their ad revenue. It often amazes me to see how much added revenue publishers can generate using simple tactical moves and quick fixes to their website. Follow these best practices to quickly begin to uncover your true revenue potential. SHIR ROSS Manager of Publisher Network

3 TIP 1 WORKING WITH YOUR AD NETWORK Better Spots, Better Service Filling your last-call impressions is a service that certain ad networks are able to offer, to give you 100% fill on your traffic. However, the real value that a network can offer you is when you combine this fill with guaranteed earlier impressions. That way your entire inventory receives added halo-effect benefits like dedicated budgets from premium advertisers, customized buying plans, etc.

4 TIP 2 WORKING WITH YOUR AD NETWORK Don t Judge Based on Doggy-bag Traffic Divide the traffic that you give your ad network into two groups: Early and remnant impressions Backfill traffic often means very late impressions that, by nature, will not yield high performance. Therefore, don t judge a performance-based network only by its backfill rates. When you are planning your monetization strategy, know that ad networks are not just for backfill, they can offer significant value on your early impressions.

5 TIP 3 WORKING WITH YOUR AD NETWORK Don t Limit Your Verticals Test many demand verticals to see which ones perform best on your specific users and give you the highest value for every impression. While you may think that your users want to see Gucci and Nike campaigns, often they will interact more, and therefore generate more, with direct response campaigns such as, online games, lead generation and mobile applications. Make sure to highlight to your account manager what verticals are a no-go so that your brand safety and user experience requirements are met while increasing your ad revenue.

6 TIP 4 WORKING WITH YOUR AD NETWORK Video is Booming so Don t Get Left Behind If you don't have video on your site yet, now is the time to generate this content and take advantage of a lucrative new ad real-estate. If you have video content already, and are still streaming it through 3 rd party hosting solutions, you're missing out on premium ad placements like pre, mid, and post-rolls. Invest in your own player (or get one from your ad network) and use this real-estate to your benefit.

7 TIP 5 TARGETING Give More, Get More If you know your user trends well (beyond the usual age, gender, and surfing geo) share this information with your ad network. Your account manager will be able to group different users into targetable clusters and serve them with more relevant ads.

8 TIP 6 TARGETING Timing is Everything Targeting different day parts based on user profiles may enable you to add high yielding ad placements that complement your changing visitors at different parts of the day. People accessing your website at night from their home use it differently than when they are on their tablet or computer at work. For example, consider targeting your late-night male users following-up on their sports scores with lucrative premium offers on a layer placement targeted specifically to them.

9 TIP 7 TARGETING Dig Deep to Find the Gold Different parts of your website attract different users. Make sure you get the most from every section. Your account manager will work with you to find different ways of earning more money from key lucrative placements. For example, match the new mom shopping for the latest baby gadget deep inside your portal with a specific placement and day part showing a campaign placed specifically for her.

10 TIP 8 USER EXPERIENCE More Placements Don t Always Mean More Money Talk to your account manager about a balanced and effective ad placement layout and quantity. A common myth is that if you turn your page into a banner farm, you'll multiply your income by the number of new additional placements this is completely false and often lowers your overall revenue, not to mention harms your user experience, which is more important than anything. Side by side or stacked placements typically hurt one another's performance, causing the user to not click at all (but rather click the exit sign out of the browser).

11 TIP 9 USER EXPERIENCE Your Mobile Users Count Take the time to visit your site from your smartphone or tablet to see how your users experience your site during their morning commute. Even if you don t have a mobile-optimized site, talk to your ad network about mobile ad solutions and get expert advice on metric separation, app/mobile-optimized specific demand and more.

12 TIP 10 USER EXPERIENCE Think Outside the Banner Add special ad placements to raise your ecpm without bothering your users. A layer ad that elegantly pops up between certain key pages with a relevant offer, or a catfish banner that arrives on the page in the user's second page view/after scrolling, can be a delicate and elegant way to generate more form your users in an unintrusive manner.

13 TALK TO US This is just a starter kit of essential best practices in monetizing site traffic. Adhering to these fundamentals can lead to a positive effect on your monthly ad revenue. My team and I are here to help you learn more and uncover your true ad revenue potential. SHIR ROSS Manager of Publisher Network display@matomy.com

14 10 TIPS Better spots, better service Enjoy the halo effect of benefits from your ad network when they monetize both your remnant and guaranteed inventory. Don t judge based on doggy-bag traffic Divide the traffic that you give your ad network into two groups: Early and remnant impressions. Don t limit your verticals Test many demand verticals to see which ones perform better on your specific users. Video is booming so don t get left behind Invest in your own player or get one from your ad network. Give more, get more Share user browsing trends with your ad network and any other user group distinguishers that you may have. Timing is everything Target different day parts based on user profiles. Dig deep to find the gold Enable targeting of different pages within your site to earn more from key lucrative placements. More placements don t always mean more money Avoid banner farms. Side-by-side or stacked placements typically hurt one another's performance. Your mobile users count Visit your site from your smartphone or tablet and talk to your ad network about mobile ad solutions. Think outside the banner Generate more from your users in an unintrusive manner, through layer ads, catfish banners and more.

15 About Matomy Media Group Matomy Media Group is a global, performance-based company specializing in driving marketing results across a variety of media channels on web and mobile. Matomy s publishers enjoy high international fill as well as exclusive and top performing display and video ads from around the world, centrally managed by a dedicated account manager. With 7 years of experience in performance advertising, Matomy s expertise, best practices and in-depth knowledge in display monetization will boost your revenue from the first month.