The 5 Traits of Ad Products That Win Deals

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The 5 Traits of Ad Products That Win Deals

If you are a premium publisher selling ad inventory direct, or an agency pitching services to clients, ad products are something you should be investing heavily in.

Ad products are digital advertising magic. They take something that is overly complex -and package it up into a simple, sellable, and repeatable solution.

An ad product is more than just an ad. It should be defined by the following elements:

  • the ad format and features
  • the creative within that format
  • the workflow behind producing the ad
  • the metrics associated with the ad

Having worked closely with both publishers and agencies developing ad products over the last 3 years, here are the common elements of ad products that win deals.

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Examples of Native Ads from 9 Leading Publishers

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Native advertising is the biggest trend in online advertising this year — and one that will likely change how brands and publishers approach paid media forever.

To understand how the best early adopters are using native ads, we reviewed 9 prominent websites. We looked at what the native executions looked like, and why they work.

The results are compiled in this 27-page eBook.

Inside this eBook:

  • How native advertising can be defined in this rapidly-evolving space
  • Stats on native ad adoption by leading publishers and how native ads perform against standard banners
  • 9 examples of native ad executions on sites like Forbes.com, Business Insider, and Tumblr
  • Analysis of how these implementations work with these sites and their audiences
  • 4 trends we see across popular native ad approaches
Get in-depth breakdowns of native ads like this example from Forbes.com

Get in-depth breakdowns of native ads like this example from Forbes.com

This is a must-review resource for publishers looking to offer their own native ads, and for brands surveying what kinds of opportunities are available.

Download the free eBook.

 

5 Factors That Should Be Influencing Your Ad Product Strategy

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5 Factors That Should Be Influencing Your Ad Product Strategy

Publishers have long felt the pain of selling audience against standard creative where it hurts most — in undervalued CPMs — because audience-based buying fails to capture the premium nature of the web’s top websites.  

That's why today's top publishers are turning to directly sold premium advertising in the form of ad products, which allows them to realize the full value of their audience without seeing it commoditized and undervalued.

Instead of selling inventory simply as audience, ad product strategies deliver true value to advertisers — content, context, a premium experience...and an audience.

But as the market for premium advertising heats up, publishers are looking for ways to differentiate their inventory and win media buys. For those trying to get ahead, five key trends are heavily influencing ad product development this year.

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Benefits of Premium Publisher Ad Products

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The Flite platform offers Premium Publisher Ad Product (PPAP) functionality.  The web’s leading publishers, including LinkedIn, Federated Media and Bing rely on Flite to power their ad products.  What are the benefits?

1. Secret sauce — The web’s top publishers are moving from selling audiences to selling differentiated brand experiences.  With Flite’s Premium Publisher Ad Products, publishers sell ad products that directly leverage a publisher’s APIs, content management systems and sources of unique value.  Flite’s platform transforms publisher APIs into functionality which is consumable directly in the ad unit.
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