We’ve added quite a bit of functionality to Network Campaigns over the months so here’s a review of the three different types of Network Campaigns now available on our Network.  This information has also been added to the Crucial Publisher Information and Crucial Advertiser Information pages!

Types of Network Campaigns:

MadisonAvenue.com features three types of Network Campaigns (detailed below): Branded Campaigns, House Ads Campaigns, and Filler Ads Campaigns.  Regardless of the type of Network Campaigns, a Publisher’s Ad Rotation is automatically optimized based on RPM (revenue / 1000 impressions).  For example, if a House Ads campaign is generating a higher RPM than a Branded Campaign it will show more often.

Branded Campaigns utilize ad creatives (banners, text links, page peel, floating ads, etc) provided by the Advertiser.  The Advertiser pays at least the Minimum Required Bid set by the Publisher but can choose to bid higher in order to increase the RPM for the Publisher and thus have their ads shown more often.  Branded Campaigns also allow the Advertiser to utilize Geo-Targeting, provide unique tracking URL’s for each Publisher’s Traffic Source, add/remove creatives at will, and pick and choose which Publishers and Traffic Sources are included in their campaigns.  Advertisers can utilize more functionality, run more targeted ads, and generally experience better conversion rates but in turn have to pay a higher bid price.

Targeted House Ads Campaigns utilize creatives provided by MadisonAvenue.com and are not branded to the Advertiser.  These ad creatives generally generate far superior click-thru-ratio (CTR) than those provided by Advertisers.  This offsets the fact that Advertisers only pay from $0.01 to $0.05 CPC regardless of the minimum required bid set by the Publisher.  Advertisers can target these campaigns based on geography, visitor orientation (sexual preference), and niche (cams/dating/etc).  Generally House Ads Campaigns generate higher RPM for the Publisher than Branded Campaigns because the CTR is so much better.  House Ads campaigns are much easier for Advertisers to set up because they do not have to provide creatives, only need to provide a single linkURL, and do not have to pick and choose which Publishers and Traffic Sources to run on.  House ads generally result in poorer conversion rates for Advertisers than Branded Campaigns but because of the significant cost savings they’re a great option.

Filler Ads Campaigns appear when a Publisher has no ads setup to run in their zones.  Advertisers pay a rate of $0.005 CPC.  When a Publisher puts invocation codes up for a zone within one hour Filler Ads Campaigns are automatically allocated to the zones.  Within 24 hours we will allocate Branded and/or House Ads campaigns that are already running if the Publisher has indicated he/she wishes to participate in these when setting up their Traffic Source.  Another reason Filler Ads often appear is if there are no other Network campaigns to display because of geo-targeting or frequency cap issues.  Filler Ads Campaigns ONLY appear if the Publisher has not setup any Affiliate or Retail campaigns of their own to run.  We HIGHLY recommend always setting up at least one Affiliate Campaign to run in all zones!