The latest new feature launched by EXADS is without a doubt a valuable add-on to any ad platform. In this Ad Refresh case study, we will showcase how your publishers can optimize their ad revenues by using the feature currently available on Banner ad zones, including RDAs (Responsive Display Ads), using the EXADS Ad Refresh feature.
Continuing on we will showcase how to use EXADS Ad Refresh feature: by enabling the EXADS Ad Refresh feature, your publishers can serve several ads within one ad zone, per user session, maximizing their audience’s engagement with their website’s content, being able to increase impression value per ad zone using Ad Refresh. As our case study will show, this will enable your publishers to increase their viewable impressions as well as the long-term value of their ad zones. Furthermore, it will give advertisers more ad inventory to access, and thus the ad platform will benefit from an increase in auction numbers.
For this case study, we looked at two publisher users of one of EXADS’ ad network clients to see how they both managed to optimize their ad revenues, ad zone impressions and clicks, by using Ad Refresh.
Publisher 1 implemented the feature on Desktop and Mobile, and Publisher 2 implemented it only on Mobile Banners. The two users tested the EXADS Ad Refresh feature on a few ad zones on their websites, with an ad rotation rate set to 60 seconds.
The case study will look at each case and provide a comparison between the 30 days before implementation and the 30 days after Ad Refresh was enabled. This is how these two publishers maximized ad zone revenue using Ad Refresh:
Publisher 1 makes a great example on how to increase ad rotation per end user session; he wanted to maximize ad zone revenue using Ad Refresh, so he enabled the EXADS Ad Refresh feature on both Mobile and Desktop devices on his website, including the Mobile Header and Desktop Top Banner. This is how this publisher maximized ad zone revenue using Ad Refresh:
Ad Refresh was enabled on several desktop ad zones, including Desktop Top Banner 728x90.
A quick analysis looking at figures from 30 days before and 30 days after Ad Refresh was enabled, revealed increases in impressions, clicks and revenue across all the Mobile Header Banner zones:
Here are the metrics increases across the top 5 GEOs (CH, US, DE, BE, NL):
Belgium stands out as the top-performing geographical location, experiencing substantial growth in impressions (+64%), revenue (+146.4%), and clicks (+103.5%). Following closely is Germany, which achieved significant increases with a +64.3% surge in impressions, a +49% rise in revenues, and a +54.1% uptick in clicks.
Publisher 1 also enabled the EXADS Ad Refresh feature on Mobile Header Banner 300x100 on Mobile Top ad placements to make sure to maximize ad zone revenue using Ad Refresh on his Mobile zones too. 30 days after enabling the feature, the reports across the respective mobile zone showed the following evolution:
When it comes to the 5 top GEOs (CA, CH, NL, US, ES), we can observe the following:
Canada emerges as the leading geographical location, with remarkable growth in impressions (+70.9%), revenue (+70%), and clicks (+72.8%). Following closely is Switzerland, securing the second-highest position with a surge of +79.7% in impressions, an increase of +52% in revenues, and a significant increase of +66.9% in clicks.
So, this is how the second publisher maximized ad zone revenue using Ad Refresh: Publisher 2 enabled the EXADS Ad Refresh feature on the Mobile Header 300x100 ad zones. The main 5 GEOs were the UK, Poland, the US, Germany, and India.
In the 30 days following the activation of Ad Refresh, notable improvements were observed in impressions, clicks, and revenues across the ad zones. Specifically:
Now, let's delve into the specific increases in impressions and revenue for the top 5 GEOs, namely the UK, PL, US, DE, and IN.
The two leading GEOs that witnessed the most substantial improvements in impressions, clicks, and revenues following the implementation of Ad Refresh are:
From the two cases outlined above, the results show the impact that the EXADS Ad Refresh feature can have on the ad zones of your publishers. Case studies demonstrate that implementations within the same ad zone type yield similar results, however, it is important to consider that the effectiveness of Ad Refresh may vary depending on the chosen ad zone.
This is a highly beneficial feature for the ad platforms that publishers use to increase ad rotation per end user session, as increased exposure translates into higher-quality impressions, which have a greater likelihood of generating clicks and attracting more advertiser demand.
Contact an EXADS representative today if you have any questions related to Ad Refresh or any other EXADS feature.
Product Marketing Manager
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