Survey of Russian banner networks. Advertising banner network (advertising network, banner network)

Which is used by the owner of the network.

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  In thematic banner networks, there are strict restrictions on the subject of participating sites, in regional ones - on regional affiliation, but the requirements for the quality of the site are relaxed. For example, a site of low quality and free hosting, but relevant to the topic, is more likely to be allowed into the network for webmasters than the site of the largest automobile company.

  In general banner networks, the restrictions are softer. Do not allow, as a rule, sites of erotic (and even more so, pornographic) content and violating the laws of the country.

  There are also requirements for the "weight" of the banner, the correspondence between the image and the theme of the site, as well as for design.

  In all banner networks, participating sites and banners are pre-moderated.

  Commission

  The banners charged by the commission are managed by the network administration. They can be used by administrators to advertise their other projects, for sale, to reward network members. During promotions, the commission may be reduced, or even absent.

  Commission for impressions

  For displaying other people's banners on their site, a network member receives a certain percentage of their own banner impressions on the sites of other project participants, minus a percentage of the commission. The commission ranges from 5 to 50 percent, more often 10-15. In the same network, depending on the status of the participant, the location of the banner on the pages, the number of impressions and the quality of his site, the commission may be different.

  Transfer fee

  When transferring banners from one participant to another, a "transfer" fee may also be charged. Most often, the commission is from 0 to 20 percent, but can be higher.

  Managing banner displays

  After deducting the commission, the participant has at his disposal a certain number of banner impressions. Depending on his desire and the rules of the banner network, he can.

  Banner advertising today is almost always placed through special systems showing banners. Technically, it looks like this: on the page of the advertising platform, at the place where the advertisement should be placed, a special code is set for accessing the servers of the ad management system (they are also called banner systems), in which the banner (or Rich‑media‑banner, or Pop‑under‑banner). At the moment when the user enters the page with the advertising code, the system determines what kind of user it is according to pre-set cookies and, depending on this, shows him one or another advertisement, performing Targeting.

  Cookies are small text files that are written by the web server to the user's computer in a folder specially designed for this purpose, which depends on which browser is used. The peculiarity of cookies is that the file can only be read by the same site that wrote the file, no other site (here the site is equivalent to the domain name, since it determines the right of the site to read cookies) can read this file. Thus, cookies can be used to identify the user within a single session or for a certain period of time. Read more about this in chapter 7.

  Targeting is the reduction of the reach of an advertising campaign to match the reach of the target groups. In other words, targeting is the ability to choose the audience to which ads will be shown. For example, you are only interested in Yekaterinburg consumers, and not the entire audience of the advertising platform. Targeting allows you to significantly reduce the cost of an advertising campaign, although the price of each individual contact with the target audience will increase.

  In addition to targeting, banner systems allow you to manage advertising simultaneously on all sites where it is installed, and at the same time in all formats that are used, including Rich‑Media and Pop‑under, that is, manage all advertising “through and through”. Thus, we get a uniform behavior of all advertising platforms with respect to each user profile. For example, if we specified no more than 3 impressions for one user, then the system will take into account the viewing of ads on all sites and in all formats where this ad is placed. In this case, the user will see ads only three times, and not three times on each site.

  Banner systems perform another very important function: they are a controlling body that fixes the correct display of advertising on the sites. The advertiser himself chooses through which system to show banners, this system does not depend on the sites. The ad management system code can be installed one inside the other, this allows you to install the code of any system on the site, regardless of what code it uses by default (unless, of course, the site has specifically prohibited the installation of third-party code). Thus, banner systems act Independent advertising auditors In the relationship between advertising platforms, advertising agencies and advertisers.

  Finally, the banner system provides the advertiser with reporting on the advertising that has been carried out, which makes it possible to improve the effectiveness of this advertising in the future. To analyze advertising campaigns, we use PixelAudit solutions (in Russia this name belongs to the Manifest company as a trademark, all over the world this is the name of a class of solutions), based on the statistics of banner systems. These systems are discussed in more detail in Chapter 7.

  What are banner systems

  Today there are several different banner systems in RuNet.

  Adriver (adriver.ru) Part of the Internest group of companies, trade marks Adriver, Netvideo, RLE, Russian Link Exchange. This system is the most developed and has the most experience with commercial clients. The company also owns the latest development of the SoloWay advertising management system.

  AdFox (AdFox.ru) It belongs to the company of the same name, affiliated with the Kommersant publishing house. The system appeared quite recently and is developing quite rapidly.

  AdWatch (www.adwatch.com)- one of oldest systems in Runet, was independent until mid-2008 and belonged to the agency of the same name. Since summer 2008, it has been owned by Yandex.

  ValueClick (Valueclick.com)- owned by an American company. In Russia, the Medialand agency, which is part of the RBC holding, now has exclusive rights to the system. On the Russian market this system is completely new, according to the reviews of specialists working with it, it has good capabilities.

  DoubleClick (DoubleClick.com) is the world's largest banner advertising system. In Russia, the rights to use it belong to the Video International group of companies. Despite the fact that this is the world's largest banner system, in Russia it is not used very actively and is not being developed.

  BannerBank (BanneBank.ru) Owned by Rambler. The oldest system on the market today. A well-developed system, but it has developed poorly in recent years.

  Krutilka. ru (Krutilka.ru)- belongs to the Manifest company, which is part of the eHouse holding. This system is not used today.

  The most modern systems on the Russian market today are SoloWay and ValueClick, they provide the greatest opportunities for advertising targeting.

  When advertising, we may use quite a large number of different targeting settings. Standard targeting settings have existed for a very long time and are used in one way or another in almost all advertising campaigns today, providing a limit on impressions:

  - by hours of the day and by days of the week;

  - on geographic location users;

  – by the number of impressions per user (by cookie and by IP);

  - by the number of impressions per user per day, week;

  – on sites and pages on which ads are displayed;

  – by the number of displayed banners (it is important when showing Pop‑under‑banners that after closing the active browser page, the user does not have too many windows with ads on the table).

  Of the simple targetings, geotargeting provides the greatest performance boost, and for shopping ads, it is also very important to include a limit on the number of impressions per user.

  Except standard types targeting modern systems can use special types targeting and scenario display:

  - screenplay- consistent display of banners to the user according to a specific scenario. It is necessary to bring action to the advertising campaign, thereby increasing the attractiveness of advertising. Such advertising is often seen on the street, when the image of a hidden object on the same billboard gradually changes, revealing more and more details week after week. In the same way, advertising on the Internet can be organized;

  - Show only to new users– this type of scenario display allows you not to show an advertising banner to those users who have already clicked on it once (obviously, they do not need to show the same banner again);

  – retargeting- showing an additional specially prepared banner to those users who were on the advertised site, but did not perform the required action, for example, did not purchase anything or did not fill out the questionnaire. These users are shown a reminder banner. For mass advertising campaigns, where tens and hundreds of thousands of visitors are attracted in the first wave, it significantly increases the effect of returning users. In some cases, a second run doubled the number of sales;

  – Behavioral targeting by topic words – Showing ads to those users who entered on search engines specific search terms. The banner system has information about the entered search queries from the refferer, so the banner system knows which search queries the user went to the sites. This targeting method allows you to bring display advertising closer to contextual advertising in terms of effectiveness;

  – Behavioral targeting by topic sites – Showing ads to those users who visited certain sites. Advertising will be shown not on the thematic site, but on any other site that the user visits and where the system banner can be displayed. The banner is shown or not shown depending on the user's activity on thematic sites. Such advertising can be as effective as advertising on the thematic sites themselves, but it is almost always cheaper;

  – socio-demographic targeting based on personal data – Show ads to users of a certain age, gender, social status. The large-scale development of social networks, which are used by millions of people today, allows targeting by personal data. You can show ads only to students, or you can show ads to students of a certain university, you can show ads to housewives of a certain age, or you can show ads to pensioners. All necessary data is contained in the user's personal information social network, and the network, of course, has access to them.

  Introduction

  For small projects, if they are not initially focused on advertising, there is often a need for partner exchange of banners. Usually this happens a couple of times a month, and you decide that it would be nice to have a tool at hand with which you can easily and easily manage banner places on your site pages.

  What does it mean in our case? What do we need from a banner system? We list the necessary functions:

  1. Centralized storage of banners and information about them.
  2. Uploading a banner to the site via the web interface.
  3. Setting a guide link.
  4. Adding new banner entries.
  5. Removing banner entries.
  6. Reviewing the code and testing the banner.

  All these functions are performed by a simple, in my opinion, banner system. phpFBS(FoxWeb Banner System), written in PHP with a MySQL database in 4 hours.

  Description of the banner system

  The system consists of three PHP scripts:

  1. adm.php- banner administration panel.
  2. conf.php- connection to the database and settings.
  3. i.php- for two functions: display and transition of the banner.

  In the b> directory, by default, image files, that is, the banners themselves, will be stored and loaded. Naturally, rights must be set on it chmod 777 for downloads.

  ATTENTION! It is not recommended to use the word banner or similar words, in which case data sent automatically to the user by proxy servers and firewalls. When testing the banner system at my client, this is exactly what happened :)

  Let's start with a simple one - connecting to a MySQL database. This implements the script conf.php. Set it to the required MySQL connection credentials. It is taken out separately, because the connection is necessary for and for parts. We only need one table in the database banners the following structure:

  CREATE TABLE `banners` (
  `banner_id` tinyint(1) unsigned NOT NULL auto_increment,
  `bannername` varchar(50) default NULL,
  `filename` varchar(50) default NULL,
  `url` varchar(50) default NULL,
  `comment` varchar(50) default NULL,
  PRIMARY KEY (`banner_id`)
  ) ENGINE=MyISAM;

  I want to please the supporters of the file method of storing records right away - you are free to come up with your own functions, but this system turned out to be extremely simple with the database. And if you need 100 or more records in the future, then of course the database wins.

  conf.php

  mysql_connect("localhost", "db_user", "db_pass");
  mysql_select_db("db_name");
  ?>

  Let's move on to the output and redirect script. It is passed two parameters: action (action) and id (banner number in the table). First of all, the script connects to the database and performs a request to write id to find out the path to the banner file and the link to which it leads. Generally speaking, in both cases, a redirect is performed:

  • i.php?action=redirect&id=1- redirect to the banner address specified in the database in the field url. This is the usual action for everyone when clicking on the banner with the mouse.
  • i.php?id=1- redirect to the banner file specified in the database in the field filename. In fact, the banner is displayed in the browser window, as if we requested it directly (but through a redirect from i.php). Well, you get the idea :)

  include "conf.php";
  $query = "SELECT * FROM banners WHERE banner_id=$id";
  $f = mysql_fetch_array(mysql_query($query));
  extract($f);
  if ($action=="redirect") header("Location: ".$url);
  elseif (!$action) header("Location: http://$HTTP_HOST/b/".$filename);
  ?>

  The redirect is performed by a standard PHP function header(). As you can see from the code, nothing complicated.

  The most hard part(compared to the others, but in fact everything is very simple) - this is an administration script adm.php. Here is the short structure of this file:

  • include("conf.php")- connection to the database.
  • http($str)- adds http:// if necessary. The user can enter the banner URL with or without the http:// prefix, and the system takes this into account.
  • function banners_table()- displays the table of banners. In fact, the screen contains the contents of the banners table from the database.
  • functionbanner_ code($ banner _ id) - Displays the HTML code of the banner to the user.
  • function banner_show($banner_id)- shows banner test. It will be displayed as it will look on the HTML page of the site.
  • updating the data in the database and uploading the file when the submit button on the form is pressed
    if ($action=="write" && $banner_id)
  • adding a new record (strictly after the max number)
    if ($ action==" add" && $ comment)
  • deleting a record with the specified id
    if ($ action==" delete" && $banner_id)
  • loading data into the form from the record with the specified id
    if ($ action==" read" && $ banner_ id)
  • displays the HTML code of the banner
    if ($action=="code" && $banner_id)

  

  Now you can put this code in the right places in your HTML pages and... forget about them, because now when you change the banner, you only need to change the entry in the administration panel.

  The complete set of files is available. The SQL script for creating the table is also stored there. banners and demo version of the system.

  The described banner system is actually used on the site. It should be noted that this is a very simple banner system, and I tried to make it as "transparent" as possible for further extension and improvement.

  The problem of attendance sooner or later affects every site owner. An effective advertising campaign will help to solve it. It may consist of the following parts: site registration in search engines, directories and banner networks:

  Banner networks - what is it and why are they needed?

  Banner networks are designed to automate the process of banner exchange. Representing a set of sites with a single center and a special software, the network provides users with places to place a banner. Each participant provides other users (advertisers) with a place to place their ads on their site. Over time, the participant's rating points grow, proportional to the shown foreign banners, due to which their material can be shown on other resources related to this network.

  The banner network keeps commissions. For example, if you have shown other people's banners 1000 times, then you can show your own banner 850 times. Banner network revenue in this case is 15%. Advertiser-paid impressions are also used to serve paid ads.

  If your resource is visited by approximately 50 users per day, and each of them visits 5 pages, you get 250 impressions minus%. Networks may charge 10-20% impression fees. Gets 200 impressions. The average CTR is 1-2%.

  You can increase this indicator if you register in 2-3 banner networks at once, which make it possible to demonstrate materials different sizes. The number of additional visits can increase up to 6-12 per day ( if initially you had 50 people):

  
  

  Owners of resources related to mobile topics should pay attention to the profitable program offered by a mobile banner network such as, for example, Mobn. Participants can be information portals IT and cellular communication, gadget services and other resources closely related to mobile technologies. The advantages of the system include professional banners, flexible advertising campaign settings, zero commission for impressions:

  
  

  Banner networks - advantages and disadvantages

  To her undeniable merits include:

  • Possibility of free advertising placement (banner exchange);
  • Significant audience reach. There are thousands of partner sites in banner networks ( advertising platforms). They combine them and give you the opportunity to mix your materials. With a reasonable amount of impressions, there is no "burning" of banners;
  • Extensive opportunities in the visualization of advertising. In this matter, banner advertising is inferior even to Google AdWords with its graphic advertising;
  • Excellent options for focusing impressions, targeting by site categories, geography, days of the week, time and number of impressions, types operating system, browsers, providers, etc. The effectiveness of banner impressions largely depends on how carefully you set up your targeting options. Keep in mind that some networks charge for certain targeting options;
  • Banners are automatically placed on related resources. There is more time left to analyze the displayed banners and collect statistics. In the future, you will be able to submit the most effective banners for moderation;
  • Impressive control options. If desired, the advertising campaign can be canceled if it did not produce the expected results. You can also increase or decrease the duration of promotional events:

  
  

  However, banner networks also have disadvantages:

  • Campaign members spend their ad space;
  • Advertising on your site may be sold without your knowledge. For example, a competitor's ad may appear on your site;
  • Demonstration of banners of undesirable quality.

  Pay-per-impression banner networks

  Working in pay-per-impression networks allows you to receive passive income that does not require active action from the visitors of the resource. Payment is made for adding banner ads to the site.

  The income they give banner networks with pay-per-impression, depends on the ranking of your blog or site and placement (the top placement costs more than the bottom one). On average, paid banner impressions cost $2 per 1,000 impressions. To date, one of the best banner exchanges is. Here there is the possibility of setting by site sections, time, geography, frequency of advertising contact, as well as managing placement parameters, including cost per impression and click.

  The real monster of the advertising industry among the Russian-speaking audience of the network is Yandex banner network. However, unlike Google AdSense, only a resource with at least 300 unique visitors per day can become a member ( the average for the last month is taken into account):

  
  

  Pay Per Click Banner Networks

  A quality resource is able to make good money on banner advertising with pay per click (CPC). Compared to other partners, it has several advantages:

  • Interactive beautiful banners enliven the site and do not take up much space;
  • Users click on banners much more often than on other types of advertising such as teasers or context.

  Here is a list of popular banner networks:

  • Adscape. A great option with pay-per-clicks and impressions. Attracts a significant number of sites and advertisers. The minimum amount for payments is 300 rubles;
  • PR RE. A good gaming banner network with attractive large formats, high-quality traffic and stable impressions. Supports pay-per-clicks and impressions;
  • LINK.ru. A well-known system that offers a variety of pay-per-click advertising formats ( banners, text blocks, teasers, news blocks, search forms).

  One of the most popular banner advertising networks is Nightingale. It includes more than 3,000 sites and 30 million users. Precise focus provides 90 ready-made consumer segments, the latest technology and an impressive media space allow you to cover even the most unusual target audience. Nightingale pays for leads, applications, purchases and other targeted actions:

  
  

  Buyback banner networks

  It would seem that participation in banner networks does not require cash investments– you show banners on your sites, and network members show your banners ( the system takes a certain commission). However, at the same time, you are not immune from interrupting the display or displaying “bad” banners. If you do not want to see ads on your resource, you can work with buying impressions. Moreover, this can be done both in the banner network itself and in the secondary market.

  The purchase of impressions from the banner network itself will provide a wider audience coverage and will allow you to successfully conduct an image campaign, set up impressions for selling advertising in more detail:

  
  

  The effectiveness of banner ads depends on quality performance banner. Nice banner should load quickly, have a maximum extension. Animated banners are 25-30% more effective than static banners. Big influence The attractiveness of such advertising is also the presence of meaningful, attention-grabbing text. Do not forget about the location of the banner.

  By placing advertising material on home page, you can increase the target audience, but at the same time do not reach potential customers who visit certain sections of the resource. Therefore, it is better to place a banner on a page that is as close as possible to the advertised services or goods. In addition, you should not place ads at the very top of the screen, it is better to lower it a third lower.

  
  

  1. Introduction

  The basis of Internet marketing is, above all, a well-organized advertising campaign. Advertising in the global network is represented primarily by activities to promote websites, contextual advertising as well as banner ads. The listed tools are the main ones in attracting targeted visitors to the site.

  In this master class, attention will be focused exclusively on banner advertising.

  It cannot be said that it is the most effective tool for attracting the target audience to the site. However, it should not be underestimated either, because, coupled with site optimization measures, it can give a significant positive result.

  In the course of the master class, we will find out whether the banner, the main tool for banner advertising, is involved in link ranking. We will also get acquainted with the concept of banner exchange networks and the most popular of them and give a small comparative description of them.

  2. What is a banner?

  Even if you hear the word “banner” for the first time, this does not mean at all that you do not know what it is. Using the global network, you see them literally on every page. A banner is a graphic file, by clicking on which you will be redirected to a page on another site.

  Banner designers usually create them in JPEG format. A graphic file created in this format allows you not to overload the site page, as a result of which it will load faster, even if you are working in dial-up mode. In addition, the loss of information that occurs during JPEG compression is practically imperceptible to the human eye, therefore, the quality of the banner does not deteriorate significantly.

  Those who believe that a decrease in quality still occurs with JPEG compression use the GIF format. However, it should be noted that banners made in this format weigh more.

  The considered formats are, perhaps, the most popular when developing a banner. At the same time, they are gradually being replaced by banners made with the help of FLASH-technologies.

  Undoubtedly, animated Flash banners outperform static GIF and JPEG banners. "Live" picture is more attractive. And this is decisive in attracting users to the site, despite the fact that the graphic file will ultimately weigh more. At the same time, we note that Internet technologies do not stand still: ADSL - connection, as well as various dedicated communication channels are gradually entering our lives. In this regard, you do not have to worry too much about exceeding the weight of the banner by a few kilobytes, since the download speed will remain high with these types of connections.

  In terms of dimensions, banners are usually created in the following ratios: 88 x 31, 100 x 100, 120 x 60, 468 x 60 (pix).

  And now the most important thing. In order to determine the effectiveness of the banner, you need to evaluate such an indicator as CTR (click / through ratio). From a mathematical point of view, it represents the ratio of clicks on a banner and the number of banner impressions on a particular page. On average, the number of users following the banner is 4-5, which means that with 100 displays of the banner on the site page, about 4-5 people clicked on it. So, what is a banner, we, by and large, figured it out. Now you need to learn the principles of action of banner networks.

  
  3. Banner exchange networks

  Participation in the banner exchange network

  In this paragraph, we will try to tell you about the traditional steps that you need to take in order to successfully register and start working in the banner exchange network.

  Firstly, any self-respecting banner exchange network has a set of rules that regulates the behavior of participants within the network.

  Therefore, to begin with, you need to carefully read them. Items that appear most often in the rules:

  • weight restrictions (the most common option is up to 15kb);
  • size limit (the most popular banners are 468x60);
  • a ban on placing banners in invisible ;
  • a ban on placing a banner leading to a website that is contrary to the laws of the Russian Federation and moral standards;
  • a ban on placing a banner in an area of ​​the page where it will not be visible to the user (often a banner is installed at the top of the page);
  • a ban on placing a banner on automatically updated pages;
  • a ban on the use of programs that artificially increase the number of banner impressions on the site (using proxy servers, anonymizers, auto-clickers, etc.);
  • a ban on the placement of flickering banners that affect the vision and psyche of a person and interfere with the normal course of the user's work on the site.

  Be sure to read the rules of the network, make sure that your banner really complies with the agreed rules! Absolutely useless is the registration of a banner in the network, if it does not meet at least one of the above points. The network moderator in the future, most likely, will not even inform you that you are not a member of the banner exchange.

  Secondly, you will need to register and add your banner to the network members.

  In most cases, the first step on the way to registration will be to fill out a traditional form, consisting of fields such as

  • site url;
  • Name of the site;
  • site theme;
  • a brief description of the site;
  • contact e-mail;
  • personal passwords of the private exchanger.

  Thirdly By filling out the form, you need to add your banner to the system directly. You already do this step when you log into your own account with the registered password and login. This procedure is very simple and is implemented by the usual loading of a banner from hard drive your computer to the Internet (banner exchange network). If you have problems downloading, then write to the network administrator. In most cases, he leaves contacts and a list of those files that he needs to send in case of an unsuccessful download. Usually this problem characterizes banners created on FLASH.

  fourth, the final step in organizing your participation in the banner exchange network is to receive the html code that you will need to place on your site. note: in most cases no changes are allowed in the code!!!

  Code example:
  

  Functioning principles of banner exchange networks

  First point.

  If you haven't heard of the term "targeting" yet, it's time to hear it.

  Targeting is a mechanism that allows you to select from the entire existing audience only that part that meets the specified criteria (target audience) and show ads to it.

  Popular banner exchange networks, as one of the functions in your account, will definitely implement the ability to manage targeting. In what way will it be expressed?

  You will choose:

  • the theme of the sites where your banner will be placed;
  • country or region to display;
  • time of day and days of the week when your banner will be shown, etc.

  Take this point seriously . The influx of targeted users to your site depends on the competent choice of the site for display and the time of display of your banner.

  Second point.

  What is the mechanism of action of the banner exchange network?

  Each time the page is loaded, the code that was installed at the request of the creators of the network, refers to the server of the banner exchange system, requesting a banner from there. The system often selects a picture on its own, based on the criteria that a user like you has set for it.

  You've probably noticed the phrase exchange commission .
  Let's say in our case it is 15%. This means that in 100 ad impressions by your site, your banner will be shown 85 times. 15 impressions represent a symbolic fee of the banner exchange network for working with your banner. Subsequently, these 15 impressions can be sold to people who do not want to display banners of other sites on their site.

  If you have doubts about the conscientious placement of your banner on the network, then you can familiarize yourself with the statistics: how many impressions there were, on which sites, how many clicks on the banner.

  Some progressive creators of banner-exchange networks also provided for the possibility of exchanging earned points between sites.

  Brief comparative analysis some banner exchange networks .

  
  

  			Possibility targeting	Commission,%	Possibility exchange glasses
  		GIF, JPEG, Flash, HTML
  		GIF, JPEG, Flash, HTML
  		GIF, JPEG, Flash, HTML			noanyone

  The list of banner exchange networks is not limited to our table. In Runet you can find several dozen more such networks. After conducting such a comparative analysis, you can choose the one that really suits you.

  4. Conclusion
  

  We have examined the issue of banner exchange networks in sufficient detail: we learned about the principles on which they are based; have completed the steps required to become a member of the banner exchange; conducted a small comparative analysis of some banner exchange networks.

  Summing up, it should be said that the banner in the right hands becomes a powerful tool for advertising on the Internet.

  As for promotion, in this case the banner can help you a little, since it does not carry a semantic load, therefore, it does not participate in the organization of link ranking (it can only transfer weight).