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 ...

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 Introduction to Using the OpenX AdServer for your Nonprofit Website Presentation Transcript

  • 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
  • State of Online Advertising
  • Ad spendingSource:  h*p://qz.com/75181/mobile-­‐adver<sing-­‐is-­‐soaring-­‐while-­‐newspapers-­‐con<nue-­‐their-­‐inexorable-­‐decline/       View slide
  • By “Internet,” we’re saying…Source:  h*p://qz.com/75181/mobile-­‐adver<sing-­‐is-­‐soaring-­‐while-­‐newspapers-­‐con<nue-­‐their-­‐inexorable-­‐decline/       View slide
  • 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    
  • 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 rotate banners from in-house ad campaigns as well as from paid or third-party sourceswww.openx.com
  • 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+ email subscribers•  Thousands of on-site visitors through the Balboa Park kiosks & mobile guides.
  • DesignWebsite redesignedin 2010Drupal CMSback-end
  • Design
  • Attempted Media Ad Partnerships San Diego News Network SanDiego.com San Diego Magazine Voice of San Diego
  • 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?)
  • 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?
  • 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
  • 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
  • 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 instructions:http://www.openx.com/docs/qsg-install
  • 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
  • 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
  • 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.net/guidelines
  • OpenX | Demo Time!
  • 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