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The optimal marketing strategy for the best reach monetization

When choosing the optimal marketing strategy for your own range, several important factors must be taken into account, as otherwise significant revenue potential in the monetization of your own range will fall by the wayside. So that this does not happen to you, I give in the following crucial strategic notes in chronological order:

Marketing Strategy Example


First, you should get an overview of which devices the traffic gets to their own website. As a guideline one can assume that nowadays more than 30% of the total accesses are made via mobile devices. Another 10-15% of the users surf, according to experience from Google Analytics, with a tablet on the Internet. Already here it becomes clear that an optimized marketing strategy may not limit itself exclusively to the advertising marketing of the Desktop range. See Marketing Strategy Example

Afterwards, you have to think about the advertising positioning on the website. Here it is important to find the right balance between click-optimized positioning of the ad units on the page and, ideally, continued uninterrupted consumption of the content content. In this context, you'll need to find answers to the number of ad units on the page, as well as the type of play (text ads only, just display ads or text & display ads). Already here it is important to consider your own multi-screen strategy. My recommendation here is according to the principle "less is more" to proceed and in any case, as far as possible, "text & display ads" to deliver.

Direct / Premium and Remaining Market

In order to play all marketing dimensions on a website, we recommend the use of a separate AdServer solution. For example, by using the free Google DFP Small Business AdServers you have the opportunity to prioritize their entire inventory and thus TKP optimized to control. If you have significant reach inventory, you can also use custom criteria in DFP AdServer to cluster your existing inventory by demographic, geographic, or interest-based criteria, which also translates into higher CPM revenues in the payout.


If these requirements are met, the publisher is in a comfortable situation to control direct, premium and residual space campaigns of the advertisers in such a way that the advertising proceeds from the existing reach are as large as possible. If high-priced direct and premium campaigns are monetized via special advertising formats such as Fireplace, Wallpaper or Interstitial, the AdServer enables an auction of the available residual space inventory on the standard IAB advertising formats Leaderboard, Medium Rectangle and Skyscraper after a dynamically configurable TKP.


Dynamic Allocation | Real Time Advertising

It is thus possible to compete with the Google AdSense or Google AdExchange program via the Google DoubleClick DFP AdServer for the performance of its own premium marketer. As a result, the advertisement is played on the basis of a dynamically defined TKP level, that is: the marketer or the network receives the surcharge for the advertising play, which guarantees the highest TKP for the publisher at that moment. With this type of yield optimization, experience can dramatically increase performance by up to 50%.

Why? The reason for this is that most marketers have a premium campaign of about 25-30%. About two-thirds of the campaigns are filled with remnant inventory. If one places this inventory in competition a significant Uplift results in the total advertisement proceeds.

In terms of content, various networks / agencies in Germany have specialized in the content of various topics or technically in advertising on different devices. In any case, it is advisable for desktop and mobile to rely on each specialized on this marketers, because the requirements for the advertising dissemination differs mobile and on the desktop. Only a company specializing in the payout can generate optimal advertising revenue for its own reach.


Marketing Strategy: Traffic as a success factor

Each advertising revenue of a range rises and falls with the marketable reach. For this reason, a well-founded and well thought-out content strategy is enormously important. Only through always up-to-date, interesting and exciting content, ideally optimized SEO, the advertising revenues remain at a consistently high level.

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