Introduction to Using the OpenX AdServer for your Nonprofit Website
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Transcript of Introduction to Using the OpenX AdServer for your Nonprofit Website
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Ad Value | Pt 1. Managing an Ad Server for Your Website Maren Dougherty, Director of External Affairs Balboa Park Online Collaborative @MarenReport, @BPOC_SD, @BalboaPark APRIL 17, 2013 Museums and the Web Conference Salon H
BALBOA PARK ONLINE COLLABORATIVE Innovative | Collaborative | www.bpoc.org
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State of Online Advertising
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Source: h*p://qz.com/75181/mobile-‐adver<sing-‐is-‐soaring-‐while-‐newspapers-‐con<nue-‐their-‐inexorable-‐decline/
Ad spending
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Source: h*p://qz.com/75181/mobile-‐adver<sing-‐is-‐soaring-‐while-‐newspapers-‐con<nue-‐their-‐inexorable-‐decline/
By “Internet,” we’re saying…
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Important Trends
Mobile Video Sponsorships
…digital video ad spending will con1nue to post the strongest gains—though it is star1ng from a much smaller base. Source: h*p://www.emarketer.com/newsroom/index.php/digital-‐ad-‐spending-‐top-‐37-‐billion-‐2012-‐market-‐consolidates/#VAM38ekPXFQfqZ4v.99
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We are all publishers
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Ad servers facilitate relationship between advertisers & publishers
Adver<ser
Campaign
Banner
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Ad servers facilitate relationship between advertisers & publishers
Publisher
Website
Zone
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Other Terms to Know
Ad rotation
CPM (cost per thousand impressions)
CTR (click through rate)
Insertion Order
Run-of-Site
Targeting
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Why use an ad server?
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Make $ Develop new source of unrestricted revenue
Augment existing programs (e.g., event sponsorship)
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Market Your Org Highlight different programs from your institution across the site
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Experiment Test new ads
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Collaborate With other nonpro"ts or media outlets
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Ad Server Technologies OpenX
Doubleclick
Rich Media
Zedo
Adtech
Epom
Helpful: http://en.wikipedia.org/wiki/Comparison_of_ad_servers
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OpenX Open-source ad system
Banner management interface & tracking system for gathering statistics
Enables website admins to rotate banners from in-house ad campaigns as well as from paid or third-party sources
www.openx.com
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Case Study | Balboa Park
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The Vision Sustain Balboapark.org (+ related initiatives) through online advertising revenue
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Reach • 1.3 million unique visitors annually
• 7.5 million pageviews annually
• 70,000+ social media followers
• 7,000+ email subscribers
• Thousands of on-site visitors through the Balboa Park kiosks & mobile guides.
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Design Website redesigned in 2010 Drupal CMS back-end
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Design
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Attempted Media Ad Partnerships
San Diego News Network
SanDiego.com
San Diego Magazine
Voice of San Diego
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Another Try What do advertisers want? (Maybe banner ads are just part of the equation) How low can we go? (Can we compete with banner ads served in a bulk amount via ad networks?)
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Needed: A Great Pitch Who do you reach? + Families + Brides + Active, involved locals + Tourists + ? What are all of your assets? + On-site components + Professional networks What partnerships make sense for your brand?
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Progress Advertisers:
Balboa Park cultural institutions
San Diego Zoo
San Diego wedding vendors
San Diego hotels
Organizers for private events held in museums & other venues
Partners:
San Diego Magazine
Voice of San Diego
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Kiosks We also manage the ad server for outdoor kiosks that are operated by another park group.
Kiosks = trickier
Ads go to pop-ups instead of external sites
Needed to add GA event tracking code
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Future Plans
About those trends… Mobile Video Sponsorships
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OpenX | Getting Started 1- Identify where the ads will go (Zones)
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Getting Started 2- Download & Install the OpenX Ad Server You will need: - PHP support - MySQL or PostgreSQL database Detailed instructions: http://www.openx.com/docs/qsg-install
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Getting Started 3- Add your website to OpenX & create necessary zones to which ads can be linked OpenX generates the code that you can paste into your website’s HTML Detailed instructions: http://www.openx.com/docs/qsg-"rstcampaign
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Getting Started 4- Load & serve your !rst ad campaign Create a new advertiser Create a new campaign Upload banner ads (+ set properties) Link the ads to zones Detailed instructions: http://www.openx.com/docs/qsg-"rstcampaign
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Administration Can have multiple admins with various levels of access OpenX tracks activities
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Campaigns Types of campaigns Contract, contract – exclusive, remnant Priority level 1-10
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Reports Stats available by website & zone Can see # of impressions (per day, week, month, etc.) and click-through rates
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Resources ClickZ (for those of us with lazy math brains) http://www.clickz.com/cpm-calculator IAB (for standards) http://www.iab.net/guidelines
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OpenX | Demo Time!
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CONTACT MAREN DOUGHERTY, DIRECTOR OF EXTERNAL AFFAIRS BALBOA PARK ONLINE COLLABORATIVE Phone: (619) 819-9200 Email: [email protected] http://www.bpoc.org
BALBOA PARK ONLINE COLLABORATIVE Innovative | Collaborative | www.bpoc.org