An advertising slot is a marketing tool whose objective is the sale of services or products through the dissemination of information. Its purpose is to attract and show a certain brand or product to consumers, using both digital and physical channels.
What is an Ad slot in digital marketing?
An ad slot is a digital location within a website, in which you can place ads by paying this space. Ad slots can be used strategically, by placing your ads in slots located in specific websites or ads that work as a complement to your product or service. By doing this, you are creating an association of your brand with the app or website that are used by your audience.
For example, if you’re selling computer and gaming accessories and your ads are placed in gaming apps and websites, you will be able to offer users your products while they are playing a video game. This strategy focuses on the context the user is in and motivates them to purchase the product.
Choosing an advertising slot Strategically
At incorporating your advertising slot into an app, you should consider which digital marketing channels are available in the market and choose the ones that fit better to your service or product.
To do this, you can choose between three options:
Use your own media
We are talking about digital channels that you own, such as your website, your profiles on social networks, your blog or your images. In this case, you will have full control of what, when and how the information will be disclosed.
Use earned media
This strategy is focused on mouth-to-mouth marketing, which in digital media can consist on other websites distributing your content, public relations activities or the reviews of customers who share your content on social networks. The best way to apply an earned media strategy is by motivating your users to leave a comment about their experience with your product or service for other people to review and consider when deciding to purchase from you.
Use paid media
It consists on investing in channels, platforms and media outlets that will showcase your ads with their audience. In the digital world, you can find companies like Orquidea, Google or Meta, which allows you to buy, create and place digital ads on websites, apps or social media apps like Facebook or Instagram.
It is important for you to include all three different media types in your marketing strategy, since they can complement each other and guarantee the best reach, engagement and results for your investment.
Placing an ad space strategically
You must consider certain aspects to place your ad strategically:
- You need to properly communicate to your Buyer Personas the benefits they will get by using your products or services. Therefore, it is important that you identify the differential elements that characterize them from other options in the market and clearly describe how your product or service is the best decision for your audience.
- Define your objectives in advance, some of them can be: views and impressions, clicks and CTRs, conversions, form completion, etc.
Taking expert advice
If you don’t have much knowledge about digital advertising, you may consider doing some research on the topic or ask experts for advice.
An expert will be able to help you create a digital marketing plan that focuses on sales, involving the appropriate digital channels available for your product or service.
This plan may include the definition of your target audience and the testing strategy you will use to keep refining these buyer personas based on the results of your campaigns.
Choosing the right ad server
An ad server is a computer system where the ad slots are commercialized and distributed to apps and websites. Additionally, these servers can record the traceability of your ads, creating statistics from the data generated, and showing it to you through their dashboards. This information will allow you to optimize your strategy by changing specific elements of your ads like their design the type of the ad and its wording, or even changing aspects of your target audience.
Depending on the ad server or platform you choose, you will get access to hundreds of different websites and apps to place your ads, all of them with an advertising slot. If you’re looking to target a highly specific audience, you should have this in mind when choosing a platform.
Conclusions
Creating a good digital ad strategy not only requires for you to have strong marketing knowledge, it also requires definition of your products, services and target audience.
By applying a digital advertising strategy, you can use multiple media platforms and resources, which can include your own digital spaces like your website or social media, or third parties’.
Make sure you’re constantly reviewing and analyzing your ads’ performance, this will allow you to take specific actions that will help you boost metrics and KPIs by identifying opportunities of improvement. We recommend adjusting your target audience based on this analysis and have a close eye on metrics like CTR, Impressions and clicks.
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