Ad Refresh Publisher Case Study

Ana Kealy

Ana Kealy

Case Study

Feature

Publisher

Ad Refresh Publisher Case Study

Table of Contents:

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: How to use the EXADS Ad Refresh feature for Desktop and Mobile 

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:

Results for Desktop ad zones

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:

  • Over a month period after implementation, impressions increased from 5.5M to 9.9M, a +81.2% increase.
  • Overall revenues also experienced a +15.7% increase.
  • Clicks went from 2.6K to 4.3K, which is a +64.8% increase.

Here are the metrics increases across the top 5 GEOs (CH, US, DE, BE, NL):

ad revenue optimization What is Ad Refresh

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.

Results for Mobile 

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:

  • Over a 30 days period, impressions increased from 33.2M to 60.3M, which is a +81.4% increase.
  • Overall revenues also experienced a 28.7% increase. 
  • Clicks increased by 47.6%.

When it comes to the 5 top GEOs (CA, CH, NL, US, ES), we can observe the following:

How does Ad refresh work Why use Ad Refresh

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.

Publisher 2: How to use the EXADS Ad Refresh feature on Mobile

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:

  • Impressions across all Mobile Header zones and GEOs increased from 16 million to 34.6 million, marking a significant +116.5% surge.
  • An overall revenue boost of +43.6% for the website's Mobile Header zones.
  • Clicks showed an increase of 23.2%.

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.

Benefits of Ad Refresh

The two leading GEOs that witnessed the most substantial improvements in impressions, clicks, and revenues following the implementation of Ad Refresh are:

  • The United Kingdom, showcased a remarkable +99.4% increase in impressions, a significant +143.4% rise in revenue, and a notable +30.9% uptick in ad clicks.
  • Poland, experiencing a noteworthy +154.9% surge in impressions, a considerable +105.2% increase in revenue, and a substantial +44.2% rise in ad clicks.

Conclusion: Increase impression value per ad zone using Ad Refresh

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. 

Share this article on


Ana Kealy

Ana Kealy

Product Marketing Manager

Subscribe to our Newsletter

Subscribe to receive via email more information about EXADS and the ad serving market.

Recommended Articles

EXADS latest features and platform updates

EXADS latest features and platform updates

Ana Kealy

Ana Kealy

Discover the latest EXADS features and updates! From advanced analytics to compliance solutions, explore how you can streamline your campaigns and boost performance with EXADS. Join us as we unveil the newest tools to elevate your advertising experience.

Advertisers

Feature

Financial

Update

Categories Settings: Management and Customization

Categories Settings: Management and Customization

Ana Kealy

Ana Kealy

We are excited to introduce a new feature in our administration system: Ad Server Categories Settings Management and Customization. This update provides administrators with more refined control over the available content.

Ad Serving

Ad Tech

Feature

Update

New EXADS Feature: DSA Compliance

New EXADS Feature: DSA Compliance

Ana Kealy

Ana Kealy

On Saturday 17 February 2024, the European Union’s Digital Services Act comes into force for all Online Platforms. For Ad Networks, Mobile apps, Advertisers and Publishers, this relates specifically to Article 26 – Online advertising transparency.

Ad Tech

Compliance

Feature

Update