Banner Marketplaces As A Source Of Income For Websites And Blogs
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| Banner Marketplaces As A Source Of Income For Websites And Blogs |
Readers have asked about it again and again and in the last few months and years, I was able to test some marketplaces and gain experience.
Therefore I would like to present some banner marketplaces today and pass on my experiences. But since the topic is quite extensive, I will split it up.
In tomorrow's 2nd part I will give tips on the banner networks, present alternatives, and also lose a few words about premium networks.
What Are Banner Marketplaces?
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| Banner Marketplaces As A Source Of Income For Websites And Blogs |
Banner marketplaces (also known as online advertising marketplaces) are platforms on the web on which publishers (who offer empty banner spaces) and advertisers (companies who want to place banner advertising) are brought together.
Such a central point of contact should make it easier for website and blog owners to find advertisers and also relieve companies of the time-consuming and know-how-demanding work of booking banner spaces.
And the principle sounds simple and convenient, especially for website and blog operators. You register there once and then integrate a certain code at the point on your page where the banner should appear.
The network takes care of the rest by selecting thematically appropriate advertising campaigns and either showing them immediately on your blog in the intended place or doing so after you have approved the proposed campaign.
In the case of the banner marketplaces, a distinction is made between remaining space marketers and premium marketers.
Premium marketers typically only list large, well-visited websites. Premium marketers usually take on the exclusive marketing of a website. So no other banner network and no direct marketing may be involved. Premium marketers usually pay very good CPMs for this (thousands of contact prices = price per 1,000 banner displays) and have well-known and well-paid advertisers on hand. For bloggers and normal websites, premium marketers are usually not an option. You usually have to have a lot of traffic.
The term leftover marketer sounds a bit too negative. This means that a banner marketplace only markets a part of the banner spaces on a blog or website. In addition, the CPMs here are usually well below those of the premium marketers. For small and medium-sized publishers, however, these leftover space marketers are usually the first step into external banner marketing. The line between remaining space and so-called premium marketers is also fluid. It's not always easy to draw the line.
The following providers fall into the category of remaining space marketers.
My Experience With Individual Providers
There are a lot of banner marketplaces in Germany to which you can apply.
I looked at a lot and then ran tests on some of them.
That is why there is no list of all possible networks here, but “only” an overview of the marketplaces with which I have already been able to gain experience.
AdJug
In AdJug is a German branch of an international banner marketplace. The marketplace is quite big and you get suggested campaigns. The CPMs are, however, quite low and the occupancy rate wasn't that great either. My last tests with AdJug are also a bit behind.
The payment is made from 50, - Euro and by bank transfer. Most recently, AdJug has also started offering video ads.
Conclusion = good
AdScale
According to its information, AdScale reaches 8 billion page impressions per month and thus around 70% of German Internet users. Here, too, there are well-known advertising partners, although I only had average experiences in my tests. Here too, you get suggested advertising campaigns and can then activate the ones you want. The CPM is currently between 0.20 and 1.00 euros for me. However, mostly with a 24-hour frequency cap.
Overall, I like AdScale quite a lot. The admin is tidy and the statistics are good. When I tested it, only around 11% of the banner displays were sold. An AdScale advertising banner was only shown in 1 out of 10 page views. Alternatively, a code of your choice (e.g. AdSense or an affiliate banner) is displayed.
The minimum payment amount is 100 euros minus 30% commission for AdScale.
Conclusion = good
AdShopping
Registration is similarly easy with AdShopping, but back then (it's been a while) there were hardly any campaigns. I did get a few at the time and they usually ran for a short time. Sometimes only a week, which of course did not ensure a stable capacity utilization.
This approach, with bookings that often only lasted a few days and the relatively few campaigns, was the main reason to stop using AdShopping at the time.
As soon as 50 euros is reached, the income is paid out.
Conclusion = OK
AdLoft
The screenshot is from an earlier article about AdLoft. At that time I was quite disappointed with the start of the new banner marketplace. It seems to have happened to others too. In any case, AdLoft no longer exists today and I hardly had any experience with it back then.
The approach and some ideas were good, but overall AdLoft seemed too immature and unfinished.
Conclusion = bad
Mirando
I got to know Mirando Mirando through direct contact and tested it for a while. The site looks stylish but has some flaws in its use. So listing the available campaigns just isn't practical. These are arranged alphabetically and not, for example, according to format. You cannot reject campaigns or generally hide certain advertising material so that all those campaigns that you do not want are displayed all the time.
And the statistics are also not optimal and simply do not show what I want to see quickly and clearly. In my opinion, the fallback behavior is absurd. You cannot enter your code here, but ads are placed from a pool that is slightly lower than the CPM. But there are ads in the pool that I don't want to see on my pages. But you cannot deactivate it.
Let's get to the positive things. Mirando has many well-known brands and always a few campaigns to choose from. And the CPMs are slightly higher than for the other networks. There are also advertising media such as Layer and PopUnder. In addition, small amounts are paid out monthly.
I also don't think the “autopilot” is a bad approach. You can set which campaigns (from a certain CPM amount) are automatically accepted.
Conclusion = OK
Orangedirect
Orangedirect is a trademark of Ströer Interactive GmbH. The registration is still quite easy, but the admin does a lot different than other networks. That doesn't have to be bad, but it does take some getting used to. You create various advertising spaces (called placements here) and then wait for campaigns.
But you can't control them in a really big way. In addition, there was no possibility of storing a fallback banner here either.
The payout limit is 25 euros.
Conclusion = OK
Trigami
The last one on the list is trigami. Trigami started a while ago to sell banner advertising in addition to its core business of text reviews. I was able to test this a while ago and install a banner for around 1 month.
Since then, there has been no new offer for such a campaign and I don't even know how exactly the status is up to date and whether Trigami is still offering this at all. However, since Trigami only ever sets up campaigns for customers, it cannot be assumed that the workload will be regular. Therefore it is at best an extra income, but not a basis for permanent advertising space marketing.
Conclusion = bad
Conclusion
Unfortunately, I haven't found an optimal banner marketplace so far.
This was mainly due to 3 factors:
CPM
On the one hand, such residual marketers usually do not have particularly high CPMs. For normal banners, this is usually (significantly) less than 1 euro.
This may be worthwhile with a lot of traffic, but it's not enough for a good niche blog.
Utilization In
addition, there is poor utilization. I have not had a halfway acceptable occupancy rate with any of the providers listed here. On the one hand, there were often too few campaigns and then there was also frequency capping. The latter means that banners are only displayed to a user once an hour or even only once a day. The two things then ensured that only a small proportion of my page impressions were sold to advertising customers at all. This is of course fatal in connection with the low CPMs.
Features
Unfortunately, some of the networks mentioned also have the problem that important features are missing. If I can't create my fallback banner and can't select the existing ones, then that bothers me a lot, for example.
New Tests
I have been doing direct marketing on my blog quite successfully for a while now.
That means that I rent my banner spaces directly to companies, without intermediaries. That brings good and stable income.
Nevertheless, while writing this article, I noticed that I haven't looked at many of these networks for a long time. Given the generally increased volume of banner advertising, the utilization could be better today, for example.
That's why I will test one or the other banner marketplace in the future and maybe report about it here again later. At least when my experiences have changed/improved significantly.
So It Goes On
Tomorrow I'll give you tips for the optimal use of banner marketplaces and show you what to look out for.
There is also some information about premium marketplaces.
Click here for the 2nd article " Banner marketplaces - tips and alternatives ".
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