Yieldbird specializes in 360\u00b0 advertising management and programmatic ad – inventory optimization<\/a><\/span>. That is why we work with clients in more than 30 countries across Asia, Europe, and Latin America. <\/p>\n\n\n\n
![\"anchor](\"https:\/\/yieldbird.com\/wp-content\/uploads\/2019\/04\/0113-DONE-anchor-AR-1024x656.png\")
<\/figure>The global company helps both independent and corporate publishers use standard and custom – developed programmatic strategies to maximize their revenue. <\/p>\n<\/div><\/div>\n\n\n\n
The challenge<\/h3>\n\n\n\n
Publishers also need to be aware of what kind of creative sizes<\/b><\/a> are most popular in their main markets. Not having universal sizing in their architecture can make a difference in revenue performance by up to 40%. Testing anchor ad performance on our publishers\u2019 inventory seemed like a logical solution. It could bring good results, but also have a negative impact on the user experience. To know exactly what to expect, we performed a two-week test on four websites.\n<\/p>\n<\/div><\/div>\n\n\n\n [mc4wp_form id=”407″]<\/p>\n\n\n\n Of course, such a huge uplift did not happen in all four cases. Still, for every case, the anchor ad was either the first or second-best ad unit on the site. Both in terms of revenue and rCPM<\/b><\/a>.<\/p>\n\n\n\n We could expect the RPM and overall revenue to increase after the addition of another ad unit. However, most publishers were a little reluctant due to the potential negative impact on user behavior. They perceived anchor ads<\/strong> as a little too intrusive for their usual standards. Fortunately, our publishers were very positively surprised. Google Analytics data on average showed no signs of user churn. In our most proficient case, the page view\/session rate was 3.2% higher than before the anchor ad implementation<\/em>.<\/p>\n\n\n\n These factors combined convinced our publishers to leave the ad units on the live page after the test period. Then scale up for the full share of their traffic.<\/p>\n\n\n\n Using anchor ads<\/strong> proved that testing new solutions<\/b><\/a> is the best way to verify the real impact of implemented changes.<\/p>\n\n\n\n
One of the most important and difficult aspects is the creation of an optimal site ad structure<\/a><\/span>. It is a crucial task to allocate the right number of ad units for the highest potential profit. At the same time, you want to avoid overwhelming users with irrelevant content. This will shorten their visit or keep them from coming back.<\/p>\n\n\n\n
<\/p>\n\n\n\nApproach to anchor ad<\/h2>\n\n\n\n
High viewability<\/b><\/a> rates are becoming more important from the advertiser\u2019s perspective. Yieldbird tried to find products that could improve this metric without requiring much work on the web – development side. <\/p>\n\n\n\n![\"anchor](\"https:\/\/yieldbird.com\/wp-content\/uploads\/2019\/04\/0113-DONE-anchor-AR2-1024x656.png\")
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Results<\/h3>\n\n\n\n
We expected this ad unit to have high viewability, considering that it\u2019s present on the user\u2019s screen throughout their visit on the website. Its average result was over 92%. However, we did not expect that for some publishers, this addition would generate 120% additional revenue. Especially while having eight different ad units running on mobile and desktop.<\/p>\n\n\n\n![\"what](\"https:\/\/yieldbird.com\/wp-content\/uploads\/2019\/04\/0113-DONE-anchor-AR3-1024x656.png\")
<\/figure>\n\n\n\n![\"what](\"https:\/\/yieldbird.com\/wp-content\/uploads\/2019\/04\/0113-DONE-anchor-AR4-1024x656.png\")
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<\/figure>\n\n\n\nSpecialist opinion on anchor ad<\/h2>\n\n\n\n
![\"what](\"https:\/\/yieldbird.com\/wp-content\/uploads\/2019\/04\/0113-DONE-anchor-AR6-1024x656.png\")
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