Ad Inventory: How to Increase its Value to Attract Higher-Paying Advertisers to Your Ad Space

· 7 min read
Ad Inventory: How to Increase its Value to Attract Higher-Paying Advertisers to Your Ad Space

As a publisher, you understand the strategic value of your ad inventory. Its quality is crucial for the success of your monetization strategies and, in particular, for reaching advertisers who can pay more for your ad space. If you're not clear about this, you should explore ways to increase the value of your ad inventory and, therefore, boost your earnings.

In programmatic advertising, good luck doesn't come by chance. It's about taking clear actions, focusing on premium advertisers, and constantly optimizing your application. To reach the best advertisers, you must arm yourself with the most effective plans.

What is Ad Inventory?: Your Greatest Asset as a Publisher

No advertising campaign will work without effective spaces to display it. That's why agencies and advertisers include media selection, including mobile applications, to place their creatives. This is where you come in as a publisher.

Your role is crucial because you make space available in your mobile application for third parties to engage in programmatic advertising, offering them a certain number of impressions based on the traffic to your app. This is your ad inventory.

However, even if you are visible enough, you won't always attract the highest-paying advertisers. That's why not all ad inventories have the same value. The publisher's characteristics, the location of the ad space, and the profile of the target audience all influence negotiations with advertisers.

Types of Ad Inventory, Differences that Drive Earnings

Visibility and reach are aspects that distinguish an advertising space. This largely depends on the characteristics and ad formats that a publisher can display in their application. The more versatile it is, the more chances there are to attract premium advertisers.

This configuration also affects the price of the space. The more possibilities it has of being visible, the easier it is to obtain a high Cost Per Mille (CPM). With these criteria, ad inventories can be classified, and you can know in advance how much you can receive.

Premium Ad Inventory and Remnant Inventory

Publishers connected with major brands offer them the most visible spaces in their application. They guarantee them a high Click Through Rate (CTR), an effective Return on Investment (ROI), and connection with the target audience of their campaign. In simple terms, they offer their premium ad inventory.

Although these privileged spaces are offered through direct sales, it may happen that some of that ad space remains unsold. In order to maximize earnings, it is offered through other avenues. In this case, we are talking about remnant inventory.

The placement of both inventories requires designing different strategies. In the first case, it can be offered through ad networks connected with major advertisers. In the second case, you need to expand your placement possibilities, using mechanisms such as Header Bidding or exchanges through various demand partners.

An Ad Inventory Can Combine Multiple Formats

Ensuring an effective ad inventory involves incorporating formats with the highest performance in programmatic advertising. This will depend on the nature of your application, the characteristics of your target audience, and the robustness of your development.

Today, various ad formats are used, depending on their location within the ad space. From native ads to video ads, playable ads, or interstitial ads, there are several possibilities to display creatives to users.

But which formats should you incorporate into your ad inventory? That will depend on several factors. First, the nature of your application: if it's focused on video games, for example, the best options are playable ads or app open ads.

Second, consider the browsing experience you want to offer to your community, as well as the profile of the advertisers you want to attract. With this insight, you can design an ad inventory that is truly functional for your monetization goals.

Finally, evaluate the impact of placing ads in your application. This way, you can avoid latency issues or difficulties in accessing your development, situations that can deter users and negatively affect interaction with the creatives.

How to Sell Your Ad Inventory? Models to Increase Earnings

If you want to boost your ad inventory to reach higher-paying advertisers, you must first understand the most used formats to increase the value of your ad inventory. With this information, you will have a clearer picture and be able to design more effective strategies.

How is the payment for your inventory determined? There are four ways: impressions, clicks, installations, and the number of actions that an ad reports within your application.

Cost Per Mille (CPM)

Each time a user views an ad, you are adding an impression. This term refers to the total number of views a creative has and is a factor in calculating your earnings.

With this information, metrics such as Cost Per Mille (CPM) can be calculated, allowing advertisers to estimate campaign investments, and eCPM, the amount a publisher will receive for the number of times an ad was effectively viewed in their application.

For this reason, the goal of publishers is to accumulate as many effective impressions as possible, as it translates into better earnings. But here comes a spoiler alert: if your advertisers' CPM is not attractive, no matter how much effort you put in, you won't get the expected results.

Cost Per Click (CPC)

Another way to value your ad inventory is through Cost Per Click (CPC). In this case, you receive earnings every time a user in your application clicks on the ad. Generally, this format is used when the advertiser is seeking conversions through a creative.

Within programmatic advertising, CPC is a metric that measures the impact of an ad from a creative perspective. That's why it's one of the most widely used ad payment models.

Cost Per Installation (CPI)

Sometimes, your earnings will depend on the number of times users, after seeing an ad, download an application. In that case, your earnings are calculated under the Cost Per Installation (CPI) model: the advertiser will pay for each time someone actually installs an application.

This model works well for launch campaigns or re-boosting an application but also involves more effort in terms of advertising.

Cost Per Action (CPA)

Under this model, you will monetize each time a user makes a purchase, download, or registration after viewing an ad. As you can see, it is one of the most beneficial formats for advertisers because it guarantees a secure investment.

However, as a publisher, it is much more challenging for you: not only does the ad need to be seen, but it is also essential that your user community receives the necessary stimulus to take action.

The functionality of each model depends not only on the model itself but also on the relevance of the advertisers. That's why, if you want to succeed as a publisher, you should aim high.

Premium Advertisers Are Your Ultimate Goal

Having an attractive ad inventory and agreeing on convenient payment models can work to a certain extent. Undoubtedly, it will improve your reputation, but you can go much further. You are now ready to reach premium advertisers.

These types of advertisers are recognized brands with a consolidated and loyal consumer community. Their campaign objectives generally focus on promoting new products and services as well as strengthening their identity among users.

Supported by this prestige, they are very careful in selecting the publishers with whom they will advertise. To contact them, they use ad mediation systems, platforms that facilitate the exchange between publishers and advertisers.

Where Can You Find Premium Advertisers?

As you might suspect, they are not in just any ad mediation system. Only those with high-quality ad networks can connect you with advertisers like Netflix or Coca-Cola. This is the case with Wortise, which offers user segmentation mechanisms and favorable monetization models.

Do you think these possibilities are only for big publishers? Forget about any limitations or obstacles. You too can reach those advertisers, improve your earnings through monetization, and enhance your reputation.

Follow These 5 Steps to Increase the Value of Your Ad Inventory

You are clear about your possibilities as a publisher and the existing options to increase your earnings. Now, it's time to focus on optimizing the value of your ad inventory. As you will see, it's a matter of planning and applying effective strategies for your aspirations.

#1 Review and Optimize Your Ad Inventory

With your team, evaluate the effectiveness of the formats you are using. This involves checking which ad formats are most used by premium advertisers and which ones work best in your user community.

After studying this information, you can redesign your ad inventory by incorporating the most suitable ad formats. This also includes reviewing the ad space to select the best locations.

#2 Improve Your App's Reputation

To go far, you must strive to get better every day. This involves optimizing the overall functioning of your app, responding to trends and the resources most used by your user community.

Also, evaluate the operational capacity of your development. Some ad formats may cause latency. Do you know what that means? The risk of losing your users due to technical issues that harm your image and your monetization possibilities.

#3 Study the Profile of Advertisers You Want to Attract

Do you want to connect with brands like Burger King or BMW? Analyze their campaigns, the platforms they advertise on, and the creatives they use the most.

With that profile, you can make the necessary adjustments to add more value to your ad inventory.

#4 Segment Your User Community

To reach the best advertisers, you must know your users very well. Segment them thoroughly, understand their habits, geographical location, interests, and needs.

This information will be crucial for negotiating your ad inventory. The more specific it is, the easier it will be to negotiate and sell your ad space to brands that can truly benefit from it.

#5 Evaluate the Most Suitable Ad Exchange System for Your Goals

Review your experience with ad mediation systems. How far have you come with them? Which networks do they interact with? Have your earnings improved? Can't break through your income ceiling? Depending on the answers, you may need to look for another platform.

If that's the case, study the ad placement methods used by that system and the clients they handle. In this regard, confirm if they use mechanisms such as direct implementation campaigns and ad optimization tools.

Ready to Increase the Value of Your Ad Inventory? At Wortise, We're Ready to Connect You with the Best Advertisers.

Your ad space is your greatest asset, but you can waste it if you don't have clear strategies and goals. Our team is ready to design the best plan for you, with a double benefit. Not only will you connect with premium advertisers, but we will also optimize the reach of your inventory.

At Wortise, we help you increase your earnings as a publisher with our advanced ad network platform with access to over 100 Ad Networks.

We provide personalized support, the highest eCPM in the market, and guidance with tactics to maximize your earnings.