Introduction to Using the OpenX AdServer for your Nonprofit Website
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This document discusses managing online advertisements on websites. It begins by outlining trends in online advertising spending and formats. It then introduces ad servers as tools that facilitate relationships between advertisers and publishers by managing ad campaigns and placements. The document focuses on using the open-source ad server OpenX to generate revenue for Balboa Park Online Collaborative through banner ads on its website and kiosks. It provides steps to set up an OpenX account and manage ad campaigns.
Introduction to Using the OpenX AdServer for your Nonprofit Website
- 1. Ad Value | Pt 1. Managing an Ad Server for Your Website Maren Dougherty, Director of External A?airs Balboa Park Online Collaborative @MarenReport, @BPOC_SD, @BalboaPark APRIL 17, 2013 Museums and the Web Conference Salon H BALBOA PARK ONLINE COLLABORATIVE Innovative | Collaborative | www.bpoc.org
- 2. State of Online Advertising
- 4. By ¡°Internet,¡± we¡¯re saying¡ Source: ?h*p://qz.com/75181/mobile-?©\adver<sing-?©\is-?©\soaring-?©\while-?©\newspapers-?©\con<nue-?©\their-?©\inexorable-?©\decline/ ? ? ?
- 5. Important Trends Mobile Video Sponsorships ¡digital ?video ?ad ?spending ?will ?con1nue ?to ? post ?the ?strongest ?gains¡ªthough ?it ?is ?star1ng ? from ?a ?much ?smaller ?base. ? ? Source: ?h*p://www.emarketer.com/newsroom/index.php/digital-?©\ad-?©\spending-?©\ top-?©\37-?©\billion-?©\2012-?©\market-?©\consolidates/#VAM38ekPXFQfqZ4v.99 ? ?
- 6. We are all publishers
- 7. Ad servers facilitate relationship between advertisers & publishers Adver<ser ? Campaign ? Banner ?
- 8. Ad servers facilitate relationship between advertisers & publishers Publisher ? Website ? Zone ?
- 9. Other Terms to Know Ad rotation CPM (cost per thousand impressions) CTR (click through rate) Insertion Order Run-of-Site Targeting
- 10. Why use an ad server?
- 11. Make $ Develop new source of unrestricted revenue Augment existing programs (e.g., event sponsorship)
- 12. Market Your Org Highlight di?erent programs from your institution across the site
- 14. Collaborate With other nonprofits or media outlets
- 15. Ad Server Technologies OpenX Doubleclick Rich Media Zedo Adtech Epom Helpful: http://en.wikipedia.org/wiki/Comparison_of_ad_servers
- 16. OpenX Open-source ad system Banner management interface & tracking system for gathering statistics Enables website admins to rotate banners from in- house ad campaigns as well as from paid or third- party sources www.openx.com
- 17. Case Study | Balboa Park
- 18. The Vision Sustain Balboapark.org (+ related initiatives) through online advertising revenue
- 19. Reach ?? 1.3 million unique visitors annually ?? 7.5 million pageviews annually ?? 70,000+ social media followers ?? 7,000+ email subscribers ?? Thousands of on-site visitors through the Balboa Park kiosks & mobile guides.
- 20. Design Website redesigned in 2010 Drupal CMS back-end
- 21. Design
- 22. Attempted Media Ad Partnerships San Diego News Network SanDiego.com San Diego Magazine Voice of San Diego
- 23. Another Try What do advertisers want? (Maybe banner ads are just part of the equation) How low can we go? (Can we compete with banner ads served in a bulk amount via ad networks?)
- 24. Needed: A Great Pitch Who do you reach? + Families + Brides + Active, involved locals + Tourists +? What are all of your assets? + On-site components + Professional networks What partnerships make sense for your brand?
- 26. Progress Advertisers: Balboa Park cultural institutions San Diego Zoo San Diego wedding vendors San Diego hotels Organizers for private events held in museums & other venues Partners: San Diego Magazine Voice of San Diego
- 27. Kiosks We also manage the ad server for outdoor kiosks that are operated by another park group. Kiosks = trickier Ads go to pop-ups instead of external sites Needed to add GA event tracking code
- 28. Future Plans About those trends¡ Mobile Video Sponsorships
- 29. OpenX | Getting Started 1- Identify where the ads will go (Zones)
- 30. Getting Started 2- Download & Install the OpenX Ad Server You will need: - PHP support - MySQL or PostgreSQL database Detailed instructions: http://www.openx.com/docs/qsg-install
- 31. Getting Started 3- Add your website to OpenX & create necessary zones to which ads can be linked OpenX generates the code that you can paste into your website¡¯s HTML Detailed instructions: http://www.openx.com/docs/qsg-firstcampaign
- 32. Getting Started 4- Load & serve your first ad campaign Create a new advertiser Create a new campaign Upload banner ads (+ set properties) Link the ads to zones Detailed instructions: http://www.openx.com/docs/qsg-firstcampaign
- 33. Administration Can have multiple admins with various levels of access OpenX tracks activities
- 34. Campaigns Types of campaigns Contract, contract ¨C exclusive, remnant Priority level 1-10
- 35. Reports Stats available by website & zone Can see # of impressions (per day, week, month, etc.) and click-through rates
- 36. Resources ClickZ (for those of us with lazy math brains) http://www.clickz.com/ cpm-calculator IAB (for standards) http://www.iab.net/ guidelines
- 37. OpenX | Demo Time!
- 38. CONTACT MAREN DOUGHERTY, DIRECTOR OF EXTERNAL AFFAIRS BALBOA PARK ONLINE COLLABORATIVE Phone: (619) 819-9200 Email: mdougherty@bpoc.org http://www.bpoc.org BALBOA PARK ONLINE COLLABORATIVE Innovative | Collaborative | www.bpoc.org