軟體架構設計政策與架構風格
This article was sponsored by AdButler. Thank you for supporting the sponsors who make SitePoint possible.
本文由AdButler贊助。 感謝您支援使SitePoint成為可能的贊助商。
Online advertising is evolving, becoming more complicated than ever. Today’s advertisers are looking for more effective campaigns with detailed statistics, tracking and targeting.
線上廣告在不斷發展，比以往任何時候都更加複雜。 當今的廣告客戶正在尋找更有效的廣告系列，其中包含詳細的統計資訊，跟蹤資訊和定位資訊。
This new world of online advertising requires the right tools for the job. Gone are the days of simple “Ad Rotators”; today’s campaigns demand the use of a full featured ad server. If you’re not using one you may be leaving money on the table.
線上廣告的新世界需要合适的工具來完成這項工作。 簡單的“廣告輪播”時代已經一去不複返了。 當今的廣告系列要求使用功能齊全的廣告伺服器。 如果您不使用它，那您可能會在桌上花錢。
Just as airlines use advanced booking software to maximize their revenue, top publishers use third-party ad servers such as AdButler. Here are five strategies will start you off on the right foot when it comes to optimizing your advertising infrastructure.
正如航空公司使用進階預訂軟體來最大化其收入一樣，頂級釋出商也使用第三方廣告伺服器，例如AdButler。 在優化廣告基礎架構時，以下五種政策可助您一臂之力。
政策1 –嘗試使用進階橫幅概念 (Strategy #1 – Experiment with Advanced Banner Concepts)
The days of simple pop-ups are long gone. Much like television commercials, they go unnoticed by the vast amount of consumers because of their overuse and familiarity.
簡單彈出視窗的時代已經過去了。 就像電視廣告一樣，由于過度使用和熟悉，它們被衆多消費者所忽略。
In fact, according to a 2013 study by Infolinks on the subject of banner blindness, 60% of respondents couldn’t remember the last display ad they viewed, and just 14% of respondents remembered the name of the company being advertised.
實際上，根據Infolinks于2013年進行的關于橫幅失明這一主題的研究 ，有60％的受訪者不記得他們最近觀看過的展示廣告，隻有14％的受訪者記得所宣傳的公司名稱。
Considering the millions of dollars poured into these advertisements, that’s pretty depressing – especially if you consider that these statistics have likely only gotten worse in the two years since the study was completed.
考慮到投放到這些廣告中的數百萬美元，這真是令人沮喪-尤其是如果您考慮到這些統計資料在研究完成後的兩年内可能隻會變得更糟。
If you want to make an impact, you’ve got to stand out from the crowd.
如果要産生影響，就必須在人群中脫穎而出。
Today’s advanced banner concepts drive higher engagement levels because they offer something new that catches the consumer off guard. A few ideas to start experimenting with include:
當今先進的智語概念推動了更高的參與度，因為它們提供了使消費者措手不及的新功能。 開始嘗試的一些想法包括：
首頁接管： (Homepage Takeovers:)
A homepage takeover is exactly what it sounds like – an arrangement for an advertiser’s banner to takeover the homepage of a brand.
首頁收購實際上就是聽起來的樣子–廣告客戶的橫幅廣告可以接管品牌的首頁 。
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Anytime you click the background image, it takes you to a link for the advertiser. These concepts require a heavy budget and immense creativity. But it’s worth trying if you think you’ve got the chops to make it work.
每當您單擊背景圖像時，都會帶您到廣告商的連結。 這些概念需要大量預算和巨大的創造力。 但是，如果您認為自己有能力使其運作起來，那麼值得嘗試。
障礙： (Roadblocks:)
Want to bombard people with your message so they have no other choice than to listen? Well, then you may want to try a roadblock.
是否想用您的資訊轟炸人們，讓他們别無選擇？ 好吧，那麼您可能想嘗試一個路障 。
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It’s a simple practice: buy up all the available ad space and share your message. You’ve probably seen this used before by the entertainment industry when it comes to promoting things like new movie releases.
這是一種簡單的做法：購買所有可用的廣告空間并分享您的資訊。 您可能已經看到娛樂行業在推廣新電影之類的内容時使用過這種方法。
富媒體應用程式： (Rich Media Applications:)
These types of ads offer endless possibilities for advertisers. They’re often seen on mobile platforms as an immersive way to engage the audience.
這些類型的廣告為廣告商提供了無限的可能性。 他們經常在移動平台上被視為一種吸引觀衆的沉浸式方式 。
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But rich media applications aren’t reserved just for mobile. They can be applied across all forms of digital media to create a great interactive experience.
但是富媒體應用程式并不僅限于移動裝置。 它們可以應用于所有形式的數字媒體，以創造出色的互動體驗。
AdButler has excellent support for rich media applications and other advanced tools like Video Ad Serving Templates.
AdButler對富媒體應用程式和其他進階工具(例如視訊廣告投放模闆)提供了出色的支援。
退出意圖彈出視窗： (Exit-Intent Pop-ups:)
When someone is about to leave the page, an exit-intent pop-up grasps for the last ounce of their attention.
當某人即将離開頁面時，會彈出一個旨在吸引他們注意力的彈出視窗 。
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And they often convert pretty well too. OptiMonk, an exit-intent pop-up provider, estimates that, on an average ecommerce website, these messages can drive:
而且他們通常也能很好地轉換 。 OptiMonk是一個退出意圖彈出視窗提供商，估計在一個普通的電子商務網站上，這些消息可以驅動：
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Sign-up rates between 3-5%
注冊率在3-5％之間
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Sign-up rates of 10% or more when an incentive (like a free ebook, special report or coupon) is included
包含獎勵(例如免費電子書，特别報告或優惠券)時，注冊率達到10％或更高
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Conversion rates of 9-10% when incentives are offered
提供激勵措施後的轉化率達到9-10％
We’re working in a very dynamic era of marketing. It’s up to you to new concepts and formats to see what works best for your publishers.
我們正在一個充滿活力的市場營銷時代 。 新概念和新格式由您決定，以了解最适合您的釋出商的方法。
政策2 –測試以揭示效果較好的廣告單元 (Strategy #2 – Test to Reveal High Performing Ad Units)
A/B and multivariate split tests are a publisher’s best friend. Well, they’re everybody’s friend in the digital marketing world – but they’re of particular interest to those running advertising infrastructures.
A / B和多元拆分測試是釋出者的最好朋友。 嗯，他們是數字營銷世界中的每個人的朋友-但對于那些運作廣告基礎架構的人來說，它們特别感興趣。
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Traditional A/B testing revolves around deciphering the best of two specific options. Most of the time, only one small detail of the page is changed to measure results.
傳統的A / B測試圍繞着解密兩個特定選項中的最佳選擇。 在大多數情況下，頁面的一個小細節都會更改以衡量結果。
But multivariate testing embraces testing various components at once, allowing for faster results – and faster profits for advertising providers that embrace this protocol.
但是多元測試包含一次測試各種元件，進而可以更快地獲得結果，并為采用該協定的廣告提供商帶來更快的利潤。
In advertising, you can use this testing methodology to measure the performance of various components in your execution. Whether it’s testing different banner types or switching out entire ad units, this strategy will help you optimize and maximize revenue.
在廣告中，您可以使用這種測試方法來評估執行過程中各個元件的性能。 無論是測試不同的橫幅類型還是切換整個廣告單元，此政策都将幫助您優化和最大化收入。
政策3 –基于網站互動的目标廣告 (Strategy #3 – Target Advertisements Based on Site Interactions)
A successful ad starts with targeting. The more targeted you can make a publisher’s advertisements to a user’s experience, the more effective they’re going to be.
成功的廣告始于定位。 您可以根據使用者的體驗使釋出者的廣告越有針對性 ，就越有效。
It’s just that simple.
就這麼簡單。
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Everything in the online world must consider the user. Marketing has gotten immensely personal as things like social media have gained popularity.
線上世界中的所有事物都必須考慮使用者。 随着社交媒體之類的流行，營銷已經變得非常個人化。
Take your advertising infrastructure beyond basic geographic and site/zone targeting. Increase the overall user experience by using targeting options like on-site behaviors, on-site interactions and device.
使您的廣告基礎架構超越基本的地理和網站/區域定位。 通過使用定位選項(例如現場行為，現場互動和裝置)來提高整體使用者體驗。
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You’ll be amazed at what this level of targeting can open up for you by allowing brands to present relevant ads to their readers – something that’s incredibly important in this day and age.
通過允許品牌向其讀者展示相關廣告，您會驚訝于這種級别的定位可以為您打開的東西–在當今時代，這一點非常重要。
政策4 –通過異步廣告提高網頁效果 (Strategy #4 – Increase Page Performance With Asynchronous Ads)
Everyone loves a win-win scenario. And that’s exactly what these types of ads provide for advertisers and consumers alike.
每個人都喜歡雙赢。 這些類型的廣告正是為廣告客戶和消費者提供的。
Running asynchronous ads improves site load times and reduces server load. This means things run smoother and faster – something everyone can appreciate.
投放異步廣告可以縮短網站加載時間并減少伺服器負載。 這意味着事情運作起來更加順暢和快捷-每個人都可以欣賞。
Even Google AdSense is getting on board. Here’s a look at the new asynchronous AdSense script:
甚至Google AdSense也加入進來。 看一下新的異步AdSense腳本 ：
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When a user feels happier about the ad, you’ve done a good thing. Try it out and see if your network’s ads perform better when loaded this way.
當使用者對廣告感到滿意時，您就做得很好。 嘗試一下，看看以這種方式加載時網絡廣告是否效果更好。
政策5 –為廣告網絡添加白色标簽 (Strategy #5 – White Labeling Your Ad Network)
Building an ad network across a relevant industry vertical creates enormous opportunities for publishers. A collective niche network under a white label brand gives you a tremendous amount of combined clout – and that means more bang for the buck.
跨相關行業建立廣告網絡為釋出商創造了巨大的機會。 白标品牌下的集體利基網絡為您提供了巨大的綜合影響力-這意味着更多的實惠。
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Take Speedway Benefits as an example…
以高速公路利益為例……
Founded by Humpty Wheeler, a legendary NASCAR promoter, the company set out with a single goal in mind: to create an effective marketing channel for connecting the nation’s estimated 18 million grassroots racing fans with the sponsors and promoters that are eager to capture their attention.
該公司由傳奇的NASCAR發起人漢普蒂·惠勒(Humpty Wheeler)創立，其初衷是：建立有效的營銷管道，以将全國約1800萬草根賽車迷與渴望吸引他們注意力的贊助商和促進者聯系起來。
To date, the company works with 350 advertisers to establish a presence at more than 7,000 events with an estimated 28,000 competitors. It’s a simple concept, but it’s one that could only be achieved with the power of white labeling.
迄今為止，該公司與350個廣告客戶合作，在7,000多個事件中建立了據點，估計有28,000個競争對手。 這是一個簡單的概念，但隻有借助白色标簽才能實作。
When you have greater clout, you can approach advertisers to negotiate a higher payout. And because their campaigns can display throughout your network, they’ll love the increased exposure, as a larger space means more people seeing the ads – which ultimately translates to an increase in revenue for both publishers and advertisers.
如果您有更大的影響力，則可以與廣告商協商更高的支出。 而且，由于他們的廣告系列可以在您的整個網絡中展示，是以他們會喜歡提高曝光率，因為更大的空間意味着更多的人看到廣告 –最終轉化為釋出者和廣告客戶的收入增加。
Not all advertising infrastructure providers offer white labelling, but if it’s a feature you’re interested in, you should look into AdButler’s offering.
并非所有的廣告基礎架構提供商都提供白色标簽，但是如果您對此感興趣，則應考慮使用AdButler的産品 。
加起來 (Summing Up)
As I’ve explained, new technologies can help with to optimize your advertising infrastructure. The five strategies I’ve outlined above can bring enormous benefits. From targeted advertising to advanced banner concepts, even to white labelling your ad network, these strategies are proven and successful.
正如我已經解釋的那樣，新技術可以幫助您優化廣告基礎架構。 我上面概述的五種政策可以帶來巨大的好處。 從定向廣告到進階橫幅概念，甚至到為廣告網絡添加白色标簽，這些政策都是行之有效的。
A high-quality ad serving solution, like AdButler, can support all of these strategies, along with the rock-solid performance and scaling abilities you can rely on as you grow.
像AdButler這樣的高品質廣告投放解決方案可以支援所有這些政策，以及您成長時可以依靠的堅如磐石的性能和擴充能力。
Optimizing your advertising infrastructure is a necessary part of staying current in the age of Big Data. Will you use these strategies to help you get started in the process? Share your thoughts and plans in the comments below!
在大資料時代，優化廣告基礎架構是保持最新狀态的必要部分。 您會使用這些政策來幫助您開始這一過程嗎？ 在下面的評論中分享您的想法和計劃！
翻譯自: https://www.sitepoint.com/5-strategies-optimizing-advertising-infrastructure/
軟體架構設計政策與架構風格