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ADVERTISEMENT TECHNOLOGY: INTRODUCTION
Relona improves the performance of advertisements. Three technologies for improving ad-performance are described below:
AD-PRIORITY
On most web pages, advertisements are displayed a few seconds after the content. This delay reduces the performance of the advertisements.
A delay of a few seconds might not sound like much, but it is enough for a visitor to become engrossed in the content. A visitor who is already engrossed in the content is less likely to notice an advertisement that appears subsequently. The CPM rate that advertisers are willing to pay depends on the performance of your ad-unit. When the advertisement is delayed, your CPM rate is not as high as it could be.
Relona's Ad-Priority Technology displays the advertisement as soon as the page loads. The advertisement performs better. Better performance justifies higher CPM rates.
MULTI-LOCATION
Currently when users scroll through a web-page from top to bottom, they see any particular instance of an advertisement only once. As they scroll, the advertisement appears for a brief period within the browser window, and then it subsequently disappears off the top of the browser window as the user continues to scroll.
Relona's multi-location technology displays a single ad-unit in multiple locations on a web-page.
This means that as users scroll through a page from top to bottom, they will encounter the same ad-unit multiple times. When users see an advertisement multiple times, they are more likely to click it.
Inserting Another Ad-Unit will Increase Revenue. How is Multi-Location Better?
If you insert a new ad-unit, you will need to sell more inventory. If you already have unsold inventory in your existing ad-units, then inserting a new ad-unit will merely increase the quantity of unsold inventory.
The advantage of multi-location technology is that you get more revenue from the same inventory. You don't need to sell any additional inventory.
Monetize Below-the-Fold on a CPM basis
Below-the-fold inventory usually performs poorly and advertisers don't want to pay for it on a CPM basis.
On the other hand, with multi-location technology, the same advertisements that are above-the-fold are displayed again below-the-fold. Multi-located advertisements get more clicks for the same impressions. Improved performance of the multi-located inventory results in a higher CPM rate. You have the same above-the-fold inventory as before, but now your page below-the-fold is monetized on a CPM basis.
ANIMATION REPLAYER
Users click on an advertisement because they are intrigued by the animation. Studies show that most advertisements are clicked soon after a page loads and when the animation is playing. Advertisement animations typically finish in 10-15 seconds and the non-animated images displayed later get very few clicks.
Missed Animations are Missed Opportunities
Not all animations are actually seen by users. If a user is at the top of a page and an animation is playing in an advertisement under the fold, then the animation will end before the user scrolls down and sees the advertisement. If a user is viewing one tab in a web-browser and an animation is playing in a different tab, then the user will miss it. If a user multi-tasks by working on some other application while the browser window is open in the background, the advertisement-animations on the web-page will finish before the user starts reading the page.
Since animations get clicks, any situation where a user doesn't see an animation is a missed opportunity.
Replaying Animations at the Right Time
To maximize visibility, the animation should be played when the user is actually looking at the advertisement. Relona Replayer automatically replays an advertisement's animation whenever the advertisement becomes visible to the user.
When a user switches to a new browser tab, the advertisement-animations within that page will replay automatically. When a user starts reading a browser window, the advertisement-animations in that window will replay automatically. When a user scrolls through a long web-page, the advertisements on that page will replay their animations when they scroll into view within the browser window.
By replaying an advertisement's animation when the user's attention is on the page, Relona Replayer increases the click-through-rate. |
ADVERTISEMENT TECHNOLOGY