local media insider
Quick study

How to select a better ad network

Local media have special requirements

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Local media need to be able to offer highly targeted buys - and that means close partnerships with a variety of ad networks. The media universe, even at the local level, is moving towards a consultative sale, results orientation and targeting in general.

Here are the most important criteria to consider when selecting an ad netword, with some recommendations and links to vendors. 


1. Decide if you want a third party partner that also offers agency services

If you do, look for either an agency partner who offers audience extension, such as Dream Local, or, conversely, an ad network that also offers agency services, such as AdTaxi.

2. Ask about the minimum buy and revenue share

Networks with high quality local inventory typically have minimuns; AdTaxi Network is about $2000 total, while and CentroLift's both have minimums of $1500 plus a month. The trade off for these minimums is that they force the advertiser make a "big enough" buy to see results, and offset the cost of additional services, such as optimization.

3. Make a list of the most important inventory needs

Typically networks offer three main kinds of targeting: Behaviorial, Channel, and Mobile GPS-based geo-fencing around zip code areas. Mobile/locational is so critical to local merchants that mobile inventory should be especially strong, and gps-based targeting available.

There are also types of inventory, such as video ad networks, opt-in email databases with a variety of targets and even networks that specialize in placing ads on other enewsletters, such as LiveIntent.

Finally, some networks specialize in categories such as jobs, as in the case of AfterCollege, or even, in the case of LURE, a new company, buys that include retargeting, used to boost sales of newspaper subscriptions.

4. Check quality and strength of inventory by testing more than one

This is hard to discover in advance, but important, since low quality inventory leads to lower CTR's and results, while inadequate reach means that some buys can not be fulfilled at the desired level.   To see ratings and reviews of ad by media companies, go to MediaExecsTech (MET), also available from the "vendor" tab of this site.

5. Look at reporting tools - are they customer facing and do they integrate with your site's reporting?

Simplified integrated reporting is a key competitive advantage in the field.  ClickFuel provides a great dashboard for integrated reporting directly to media companies, or via one or more of its agency partners.

6. Back end optimization services include dedicated staff

Most local media are not staffed to optimize campaigns, so if that's you, look for a dedicated campaign manager. The Google Display Network, for example, does not even have phone support.

7. Ask about onboarding capability and speed

Nothing is more discouraging to a sales person than making a sale that takes weeks to onboard.

8. Do they specialize in working with local media companies

Media resellers have special needs. For a fast way to see who uses and has endorsed a network and contact them directly, you can join  MediaExecsTech, a referral network, for $64 or free to pro-members of LocalMediaInsider. One benefit of the site is that you can call or email other members who gave the endorsement directly from the site to get additional referral information.

Pro-members:  See also   The Dallas Morning News succeeds with AdTaxi partnership and 10 tips for selling Audience Extension and this Top Ad campaign that uses CentroLift.  Not a member? Start a free trial here for  all case studies and vendor ratings. 

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