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
State of Online Advertising
Source: h*p://qz.com/75181/mobile-‐adver<sing-‐is-‐soaring-‐while-‐newspapers-‐con<nue-‐their-‐inexorable-‐decline/
Ad spending
Source: h*p://qz.com/75181/mobile-‐adver<sing-‐is-‐soaring-‐while-‐newspapers-‐con<nue-‐their-‐inexorable-‐decline/
By “Internet,” we’re saying…
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
We are all publishers
Ad servers facilitate relationship between advertisers & publishers
Adver<ser
Campaign
Banner
Ad servers facilitate relationship between advertisers & publishers
Publisher
Website
Zone
Other Terms to Know
Ad rotation
CPM (cost per thousand impressions)
CTR (click through rate)
Insertion Order
Run-of-Site
Targeting
Why use an ad server?
Make $ Develop new source of unrestricted revenue
Augment existing programs (e.g., event sponsorship)
Market Your Org Highlight different programs from your institution across the site
Experiment Test new ads
Collaborate With other nonpro"ts or media outlets
Ad Server Technologies OpenX
Doubleclick
Rich Media
Zedo
Adtech
Epom
Helpful: http://en.wikipedia.org/wiki/Comparison_of_ad_servers
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
Case Study | Balboa Park
The Vision Sustain Balboapark.org (+ related initiatives) through online advertising revenue
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.
Design Website redesigned in 2010 Drupal CMS back-end
Design
Attempted Media Ad Partnerships
San Diego News Network
SanDiego.com
San Diego Magazine
Voice of San Diego
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?)
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?
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
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
Future Plans
About those trends… Mobile Video Sponsorships
OpenX | Getting Started 1- Identify where the ads will go (Zones)
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
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
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
Administration Can have multiple admins with various levels of access OpenX tracks activities
Campaigns Types of campaigns Contract, contract – exclusive, remnant Priority level 1-10
Reports Stats available by website & zone Can see # of impressions (per day, week, month, etc.) and click-through rates
Resources ClickZ (for those of us with lazy math brains) http://www.clickz.com/cpm-calculator IAB (for standards) http://www.iab.net/guidelines
OpenX | Demo Time!
CONTACT MAREN DOUGHERTY, DIRECTOR OF EXTERNAL AFFAIRS BALBOA PARK ONLINE COLLABORATIVE Phone: (619) 819-9200 Email: mdougherty@bpoc.org http://www.bpoc.org
BALBOA PARK ONLINE COLLABORATIVE Innovative | Collaborative | www.bpoc.org
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