Up until now, EXADS offered one email based ad format: Email Clicks. We strive to continue expanding our offering of monetization opportunities to website Publishers and their Advertisers. So, we have added yet another email-based format: Email Banner ads (opens in a new tab), a display Banner ad that can be embedded on Publisher email campaigns. Read this article to find out the benefits of Email Banner for Publishers, Advertisers and Ad Networks, and how to use it with EXADS.
About EXADS’ new ad format: Email Banner
Similarly to Email Clicks, Email Banners are ads that you can add to your targeted email campaigns to drive more revenue. They behave like regular banners: The same way you serve Banner ads on your website, you can do it now on email. EXADS offers a wide range of IAB industry standard Banner sizes:
300x100
300×250
300 x 500
728×90
160×600
900×250
This new way to monetize your email audiences can be very attractive to Advertisers, since they can use their own Banner creatives to reach Email audiences. Plus, you will be leveraging the power of two platforms: Your email service provider of choice, and the EXADS platform.
How Email Banner ads work for Publishers
This is how Publishers can add Email Banner zones to their email campaigns:
Step 1 Plan your email campaigns as usual: One of the many benefits of Email Banner for Publishers is that it is very easy to set up. Publishers will process email campaigns using their preferred methods; manually, automated, or through all emailing platforms such as MailChimp (opens in a new tab), Campaigner (opens in a new tab), etc. This way, they can combine the power of two platforms towards the success of their campaigns: Their preferred ESP and EXADS.
Step 2 Embed your email tag: Publishers can create their Banner zone in the EXADS platform. Upon creating the zone a Banner tag will be generated, which then needs to be pasted in the email body.
Here’s how to create your Banner ad zone in the EXADS’ admin panel:
Then in the Zone Preview, Publishers can copy the generated HTML tag:
**Step 3 Caching and Proxying tags: **Small modifications can be made to the tags to prevent caching and proxying by email servers:
- Preventing Caching: When a URL is viewed multiple times for email ads, the browsers and mail clients will cache the images. For this reason you will need to make the URLs of the tags unique to avoid caching. You will need to add the parameter “idnewsletter” with a unique value to the tag. An example of a value using this parameter would be idnewsletter=newsletter05212012.
- Prevent Proxying: When email ads are served through a certain Email Service Provider, it proxies calls to images. That is, it uses its IP address as a placeholder for the recipient’s unique IP address. You will then need to pass a custom value unique to each recipient to avoid proxying. You should add a parameter as iduniq for example, iduniq=456 to the tag.\
Notice: It is advised to add a single country to serve ads relevant to the Advertiser location.
Step 4 Custom Targeting: Add custom targeting keys/value options to enable more precision targeting and reporting for your Advertisers. Find out more about Custom Pairs and other targeting options here.
How it works for Advertisers
In the Admin Panel, in their campaign settings, Advertisers will see the new Email Banner format with the sizes enabled by their Ad Server. The supported asset type is images only. Targeting options available for this ad format are locations, keywords, and custom targeting options, depending on the specific Ad Server settings. All pricing models are available for this ad format, and Advertisers can also choose to target specific zones.
Here’s how the Advertisers set up looks like:
Step 1 Select the Email Banner format: When creating a new campaign, Advertisers only need to select the Email Banner format on their chosen size.
Step 2 Upload your creatives and set your ad variations.
Step 3 Set up your targeting settings.
Step 4 Set up your pricing limits and bidding strategy.
Step 5 Target and block your preferred ad zones.
Benefits of Email Banner for Advertisers, Publishers and Ad Networks
Continuing on you will learn abut the benefits of Email Banner for Advertisers, Publishers and Ad Networks:
Benefits of Email Banner for Publishers: The main benefits of Email Banner for Publishers is that it can help Publishers boost ad revenue, improving audience engagement, increasing website traffic, enhancing retention, and offering cost-effective marketing solutions. The key advantage lies in its ability to merge two powerful marketing systems—leveraging the capabilities of the EXADS Ad Server platform alongside popular Email Marketing platforms like MailChimp, Campaigner, and more.
Benefits of Email Banner for Advertisers: Advertisers can now use their own Banner ad creatives to deliver product offers to active email opted-in audiences, reaching them directly in their inboxes. They can also benefit from EXADS’ deep targeting email settings: Demographics, browsing behavior, language, GEO, region, device, and more. As well as the rest of EXADS features!
Benefits of the format for Ad Networks: This new ad format brings a new business opportunity to Ad Network admins, who can now offer their Publishers a new attractive way to monetize their email lists. By providing larger volumes of Email lists and complementary email based formats such as Email Clicks and Email Banners, they can attract more Publishers and Advertisers to their Ad Network, boosting their bidding prices and ad inventory value!
Conclusion: New Display Banner Email ad format
Do you want to learn more about the benefits of Email Banner for Advertisers, Publishers and Ad Networks? Or maybe you are interested in hearing more about the unique features of the EXADS platform? Our team is here to provide you with all the information you need to help you make the most out of our innovative features, taking your monetization strategies to the next level. Whether you’re looking for advice on optimizing your email campaigns or want to dive into specific platform capabilities, don’t hesitate to reach out. Get in touch with our team now!
