THE STATE OF CONTEXTUAL ADVERTISING

Four Pillars of Ad Optimization

Ad Size

• Matters even for text ads

• Great performance with popular sizes (medium rectangle, wide skyscraper, leaderboard)

Format Attributes

• Background color, border style/color, font style/color

• Sites with light backgrounds and grey/blue link colors perform best

• What looks best doesn’t always perform best– HubPages: +17% CTR

using bold underline link vs normal text

Placement

• Site Design• Design site to accept best ad sizes• Place Ads in the content. But, balance user

experience

• Don’t underestimate below the fold value

• Select ad networks that fit your site• Geo Targeting • Test the loading order of ad networks. Best paying first

and center

Ad Network Management

THANK YOU!

QUESTIONS?