Optimize opportunities and formats for ad placement across site and app

By strategically optimizing opportunities for ad placement and formats, we anticipate improving ad performance metrics, such as click-through rates, conversion rates, and ad viewability. This project aims to enhance the overall effectiveness of our advertising strategy, leading to increased ad revenue and improved return on investment for advertisers. Ultimately, this initiative supports our business goals of driving revenue growth and ensuring the financial viability of our news organization.

• Click-through rate: Measure the percentage of users who click on ads relative to the number of ad impressions served, indicating the effectiveness of ad placement and format in capturing user interest.

• Conversion rate: Track the percentage of users who complete a desired action after clicking on an ad, providing insights into ad effectiveness in driving user engagement and conversions.

• Ad viewability: Monitor the percentage of ad impressions that are actually viewable to users, ensuring that ads are placed in optimal positions and formats to maximize visibility and impact.

• Engagement metrics with content around the ads.

Optimizing ad placement and formats allows us to maximize the revenue potential of our website while ensuring that the user experience remains positive. We can solve this by strategically placing ads in areas where they are most likely to be noticed and clicked on by users while minimizing disruptions and distractions for our audience.

Audit current ad placement: Conduct a comprehensive audit of existing ad placements across digital platforms, analyzing performance metrics such as CTR, conversion rate, and ad viewability. Suggestions from team:

• Ad offerings available to the corporate support team have been static since the site launched. New and more flexible ad placement opportunities would create better selling opportunities for the team.

Collaborate with advertising partners: Collaborate with advertising partners to understand their goals, target audience, and preferences regarding ad placement and formats, ensuring alignment with advertiser objectives. Questions from team:

• Is the visual for the ad going to live in Google ads manager?

• What work do we need to do separately in the app with Mercury?

• Coordinate with Shelby Gould’s team

Identify opportunities: Identify opportunities for optimization by analyzing user behavior, content consumption patterns, and engagement metrics to determine strategic ad placements and formats. Consider constaints within ad serving platforms and content management systems.

Implement strategic placements: Implement strategic ad placements and formats based on insights.

Monitor performance: Continuously monitor the performance of optimized ad placements, tracking key metrics such as CTR, conversion rate, and ad viewability.

Iterate and refine: Based on performance data and feedback from advertisers and users, iterate ad placements and formats, refining strategies to further enhance ad performance and maximize revenue potential.

Evaluate revenue impact: Evaluate the impact of optimized ad placements on revenue generation, comparing revenue metrics before and after implementation to measure the return on investment of the initiative.

Adjust strategies as needed: Adjust ad placement and format strategies as needed based on ongoing performance analysis, market trends, and advertiser feedback to ensure a good user experience and revenue growth.