May 1, 2023 | Maz Tannir

Why Ad Placement Matters

Ad placement is a critical aspect of advertising that can significantly impact the success of a campaign. The location of an ad can determine how effective it is at capturing the attention of potential customers and motivating them to take action.

Out of sight – out of mind

The first reason why ad placement is essential is that it can significantly impact an ad’s visibility. Placing an ad where it’s highly visible to the audience can increase the chances of it being seen and remembered. This is particularly important for building brand awareness and solidifying the presence in the marketplace. Whenever we run brand lift studies, this plays a major factor.

By selecting the correct ad placement, companies can reach their desired audience and maximize the impact of their advertising efforts.

In addition to visibility, ad placement can also affect the level of engagement an ad receives. Ads that are placed in areas where the audience is more likely to be engaged with the content are more likely to receive clicks and conversions. For example, placing an ad on a website frequently visited by the audience can increase the likelihood of clicks and conversions. This is because the audience is already engaged with the content on the website and is more likely to be receptive to an ad that is relevant to their interests. 

Use data like browsing history, subscribed blogs, and opened emails to define your key filters. Using this information will increase the likelihood of stronger conversions.

Cookieless and contextual

Another critical factor to consider is the context in which the ad is displayed. Being featured on a publisher’s homepage may not carry as much significance for your brand as being showcased on one of their content pages. Visitors typically go to these sites with a specific purpose in mind, such as reading an article, obtaining an update, or learning about trends and weather, which may not necessarily be displayed on the homepage. 

Run the ad across all pages with a contextual filter on, when possible.

A contextually relevant placement also adds value for the audience. For example, an ad for a new nutrition solution will be more effective when placed within an article that talks about plant health on a site or in print media that agronomists and growers frequently review. Same applies for OOH, audio or video programming.

Ad placement can also impact the cost-effectiveness of a campaign. Placement dictates engagement, while engagement translates into ROI. The cost of the ad placement is essentially offset by the increased conversion rates and revenue generated by the campaign. Not every contextual or upgraded placement has to be an added cost. Strong relationships with publishers, smart buying and relevant advertising can increase the probability of getting better placements.

By carefully considering ad placement, businesses can ensure that their advertising efforts are cost-effective and yield the desired results.

Main takeaway

Ad placement is a critical factor that can greatly impact the success of an advertising campaign. By selecting the right ad placement, businesses can increase the visibility, engagement, and effectiveness of their advertising efforts. 

Consider the audience, context, and cost-effectiveness of ad placement when planning campaigns to maximize the outcome and meet your goals.

Maz Tannir

Maz uses 26+ years of experience to effectively develop, negotiate and tailor media strategies to align with marketing goals. He is actively involved in industry organizations including the IAB (Chair, Diversity and Inclusion Taskforce and Programmatic Trading Committee), and is a Media and Advertising Professor at George Brown College. You can connect with Maz on LinkedIn.