Both advertisers and publishers should ask themselves that question and route their budgets / inventory, respectively, to those ad nets that bring the highest value. As a result-based, blind, ad network our conversations with both sides are about their value and not our commissions or margins. Values, that are definable and measurable: eCPM to pubs and eCPA to advertisers. These measures can be easily compared by other channels".

This week, Ad technology firm PubMatic relased a survey which reports that: average eCPMs for inventory sold through ad networks and exchanges have risen sequentially-  each of the last five months, and have climbed 35 percent since their low point in January.

http://www.clickz.com/3634511#jsid-1248596819-10 

Peles, is comenting:

We all know that Online Social Networks are the current trend of internet traffic. If you are not there –your square!

Who have not been through the high of racking our brain over every individual we knew in our past- trying to reestablish long lost ties with our high school sweethearts through Facebook or Myspace or at least spent time spying up on them.

And while the title of this paragraph might be understood as a discussion on how to maintain a good imprint on our peers in the social cyber world, I'd like to take it its meaning to the Performance based advertising arena.

According to various surveys, we are spending the most amount of our monthly Internet time online in top social networks; each individual racking up over 45 page views a time -  from flipping through photo albums to joining a "good cause". 

New social networks are popping up daily covering all walks of life from music to travel to business interests.

Publishers are now having a challenging time keeping up the performance for their banner advertisers with these mass amounts of page views, as  banners swiftly become a blurred backdrop to users after a few pages.

Publishers can keep up their value for their advertisers if they:

Segment their user's interests and profiles

Serve ads contextually to the content on page.

Keep banner advertisement placements to a reasonable amount for each unique user   - Sometime less is more.

All these tactics will increase the CTR and CNV considerably giving higher value to each impression –and that’s the impression that lasts!

As the most critical stage of the campaign, the LP generates the actual results, thus should ensure the higher possible Conversion rates.
Hereby are several recommended principals for Landing Page creation:

1.     Optimize the loading speed
This is a crucial step in the process: the faster the LP loads - the lower your bounce rate will go!
An outstanding design that takes time to open up will probably won’t be able to keep the potential buyer to see your design (or at least complete the conversion process). 

2.     Define the Objectives for the Landing Page
the content of the page should be determined by the desired results:
generating leads, product acquisition, brand/product awareness, etc.

e.g. A: for online acquisition results, the page should comprise of the minimum necessary details for the actual purchase – to make it quickly and effectively without any hassles to the buyer.

e.g. B: If you want to direct the leads to a calling center, in order to improve their scoring, you can add more qualifying questions, which may have a direct effect on the lead's Value for both the calling center and cost.
On another case, when a higher volume of leads needs to be generated for a huge calling center, it is recommended to “untie” the qualification fields.

3.    Ensure the best possible design of text and structure
The major info should be positioned on the "heating" areas of the page, to increase visibility and attention of the users for maximum responsiveness.

e.g.: when the text orientation is from left to right, the "heat (and hitting) area" is at the upper left side of the page. All major messages should be located there.
An additional info will be located at other areas. Again – make sure to keep it on the heat area. The attached Heat Map demonstrates this concept:
"Hot"/ High hit areas – in red color 
"Cold"/Low hit areas- in blue color

 Don’t overpuff your Stuff!  
Too many banners kill the performance
 
Just like an over puffed bodybuilder who exerts all his energy to maximize his muscle mass, but in fact is undernourished and weak; similarly occurs when a website wallpapers on his banners and colossally increases the No. of impressions, but actually produces poor results: low CTR and CNV rates.

Therefore, the balance between a given space and proportionate amount of advertising should be maintained in good taste. This way Publishers will be able to create higher revenues from their commodities by maintaining real value for the advertiser.   

Spreading out Results...

Internet World Munich June 23-24
1st visit, great impact : Peles, Moran, Tom, Noam, Maayn, Roy, Moshik (R to L)

 "It's Time for Results": Peles' speaking at IWM - give us your excellent questions

Internet World London - 28-33 April 2009 

Team in Orange - Peles, Darya (behind), Moshik & Moran

Robbie & Darya - mastering results

OME- Online Marketing Espania, April 1-2, 2009

Rafa is near Bernabeu Estadium - Viva Real Madrid!

OME - Team at Work: Diego, Andy & Moran