Ad Value | Pt 1. Managing an AdServer for Your WebsiteMaren Dougherty, Director of External AffairsBalboa Park Online Colla...
State of Online Advertising
Ad spendingSource:	  h*p://qz.com/75181/mobile-­‐adver<sing-­‐is-­‐soaring-­‐while-­‐newspapers-­‐con<nue-­‐their-­‐inexor...
By “Internet,” we’re saying…Source:	  h*p://qz.com/75181/mobile-­‐adver<sing-­‐is-­‐soaring-­‐while-­‐newspapers-­‐con<nue...
Important TrendsMobileVideoSponsorships    …digital	  video	  ad	  spending	  will	  con1nue	  to	      post	  the	  stron...
We are all publishers
Ad servers facilitate relationshipbetween advertisers & publishersAdver<ser	  Campaign	  Banner	  
Ad servers facilitate relationshipbetween advertisers & publishers Publisher	   Website	   Zone	  
Other Terms toKnowAd rotationCPM (cost per thousandimpressions)CTR (click through rate)Insertion OrderRun-of-SiteTargeting
Why use an ad server?
Make $Develop new source of unrestrictedrevenueAugment existing programs (e.g.,event sponsorship)
Market Your OrgHighlight differentprograms from yourinstitution across the site
ExperimentTest new ads
CollaborateWith other nonprofitsor media outlets
Ad Server TechnologiesOpenXDoubleclickRich MediaZedoAdtechEpomHelpful: http://en.wikipedia.org/wiki/Comparison_of_ad_servers
OpenXOpen-source ad systemBanner management interface & tracking system forgathering statisticsEnables website admins to r...
Case Study | Balboa Park
The VisionSustain Balboapark.org(+ related initiatives)through onlineadvertising revenue
Reach•  1.3 million unique visitors annually•  7.5 million pageviews annually•  70,000+ social media followers•  7,000+ em...
DesignWebsite redesignedin 2010Drupal CMSback-end
Design
Attempted Media Ad Partnerships                 San Diego News Network                 SanDiego.com                 San Di...
Another TryWhat do advertisers want?(Maybe banner ads are just part of the equation)How low can we go?(Can we compete with...
Needed: A Great PitchWho do you reach?+ Families+ Brides+ Active, involved locals+ Tourists+?What are all of your assets?+...
ProgressAdvertisers:Balboa Park cultural institutionsSan Diego ZooSan Diego wedding vendorsSan Diego hotelsOrganizers for ...
KiosksWe also manage the ad server for outdoor kiosksthat are operated by another park group.Kiosks = trickierAds go to po...
Future PlansAbout those trends…MobileVideoSponsorships
OpenX | Getting Started1- Identify where the ads will go (Zones)
Getting Started2- Download & Install the OpenX AdServerYou will need:- PHP support- MySQL or PostgreSQL databaseDetailed i...
Getting Started3- Add your website to OpenX & createnecessary zones to which ads can belinkedOpenX generates the code that...
Getting Started4- Load & serve your first ad campaignCreate a new advertiserCreate a new campaignUpload banner ads (+ set ...
AdministrationCan have multiple adminswith various levels of accessOpenX tracks activities
CampaignsTypes of campaignsContract, contract – exclusive, remnantPriority level1-10
ReportsStats available by website & zoneCan see # of impressions (per day, week, month,etc.) and click-through rates
ResourcesClickZ(for those of us withlazy math brains)http://www.clickz.com/cpm-calculatorIAB(for standards)http://www.iab....
OpenX | Demo Time!
CONTACTMAREN DOUGHERTY, DIRECTOR OF EXTERNAL AFFAIRSBALBOA PARK ONLINE COLLABORATIVEPhone: (619) 819-9200Email: mdougherty...
Introduction to Using the OpenX AdServer for your Nonprofit Website
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Introduction to Using the OpenX AdServer for your Nonprofit Website

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Thanks to open source ad servers like OpenX, it is possible to integrate outside sponsorships and ads into your website to contribute to your site’s sustainability and augment existing sponsorship opportunities at your institution.

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Introduction to Using the OpenX AdServer for your Nonprofit Website

  1. 1. Ad Value | Pt 1. Managing an AdServer for Your WebsiteMaren Dougherty, Director of External AffairsBalboa Park Online Collaborative@MarenReport, @BPOC_SD, @BalboaParkAPRIL 17, 2013Museums and the Web ConferenceSalon H BALBOA PARK ONLINE COLLABORATIVE Innovative | Collaborative | www.bpoc.org
  2. 2. State of Online Advertising
  3. 3. Ad spendingSource:  h*p://qz.com/75181/mobile-­‐adver<sing-­‐is-­‐soaring-­‐while-­‐newspapers-­‐con<nue-­‐their-­‐inexorable-­‐decline/      
  4. 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. 5. Important TrendsMobileVideoSponsorships …digital  video  ad  spending  will  con1nue  to   post  the  strongest  gains—though  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. 6. We are all publishers
  7. 7. Ad servers facilitate relationshipbetween advertisers & publishersAdver<ser  Campaign  Banner  
  8. 8. Ad servers facilitate relationshipbetween advertisers & publishers Publisher   Website   Zone  
  9. 9. Other Terms toKnowAd rotationCPM (cost per thousandimpressions)CTR (click through rate)Insertion OrderRun-of-SiteTargeting
  10. 10. Why use an ad server?
  11. 11. Make $Develop new source of unrestrictedrevenueAugment existing programs (e.g.,event sponsorship)
  12. 12. Market Your OrgHighlight differentprograms from yourinstitution across the site
  13. 13. ExperimentTest new ads
  14. 14. CollaborateWith other nonprofitsor media outlets
  15. 15. Ad Server TechnologiesOpenXDoubleclickRich MediaZedoAdtechEpomHelpful: http://en.wikipedia.org/wiki/Comparison_of_ad_servers
  16. 16. OpenXOpen-source ad systemBanner management interface & tracking system forgathering statisticsEnables website admins to rotate banners from in-house ad campaigns as well as from paid or third-party sourceswww.openx.com
  17. 17. Case Study | Balboa Park
  18. 18. The VisionSustain Balboapark.org(+ related initiatives)through onlineadvertising revenue
  19. 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. 20. DesignWebsite redesignedin 2010Drupal CMSback-end
  21. 21. Design
  22. 22. Attempted Media Ad Partnerships San Diego News Network SanDiego.com San Diego Magazine Voice of San Diego
  23. 23. Another TryWhat 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 bulkamount via ad networks?)
  24. 24. Needed: A Great PitchWho do you reach?+ Families+ Brides+ Active, involved locals+ Tourists+?What are all of your assets?+ On-site components+ Professional networksWhat partnerships make sense for your brand?
  25. 25. ProgressAdvertisers:Balboa Park cultural institutionsSan Diego ZooSan Diego wedding vendorsSan Diego hotelsOrganizers for private events held inmuseums & other venuesPartners:San Diego MagazineVoice of San Diego
  26. 26. KiosksWe also manage the ad server for outdoor kiosksthat are operated by another park group.Kiosks = trickierAds go to pop-upsinstead of externalsitesNeeded to addGA event trackingcode
  27. 27. Future PlansAbout those trends…MobileVideoSponsorships
  28. 28. OpenX | Getting Started1- Identify where the ads will go (Zones)
  29. 29. Getting Started2- Download & Install the OpenX AdServerYou will need:- PHP support- MySQL or PostgreSQL databaseDetailed instructions:http://www.openx.com/docs/qsg-install
  30. 30. Getting Started3- Add your website to OpenX & createnecessary zones to which ads can belinkedOpenX generates the code that you can pasteinto your website’s HTMLDetailed instructions: http://www.openx.com/docs/qsg-firstcampaign
  31. 31. Getting Started4- Load & serve your first ad campaignCreate a new advertiserCreate a new campaignUpload banner ads (+ set properties)Link the ads to zonesDetailed instructions: http://www.openx.com/docs/qsg-firstcampaign
  32. 32. AdministrationCan have multiple adminswith various levels of accessOpenX tracks activities
  33. 33. CampaignsTypes of campaignsContract, contract – exclusive, remnantPriority level1-10
  34. 34. ReportsStats available by website & zoneCan see # of impressions (per day, week, month,etc.) and click-through rates
  35. 35. ResourcesClickZ(for those of us withlazy math brains)http://www.clickz.com/cpm-calculatorIAB(for standards)http://www.iab.net/guidelines
  36. 36. OpenX | Demo Time!
  37. 37. CONTACTMAREN DOUGHERTY, DIRECTOR OF EXTERNAL AFFAIRSBALBOA PARK ONLINE COLLABORATIVEPhone: (619) 819-9200Email: mdougherty@bpoc.orghttp://www.bpoc.org BALBOA PARK ONLINE COLLABORATIVE Innovative | Collaborative | www.bpoc.org

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