Media buying: all about ad networks in 2023

Vasilii Gamov, RichAds CMO: “In brief, RichAds features push, in-page push, calendar push, pop traffic, direct click traffic, native traffic.

The highest volumes are on push, the format that started our advertising network. The second place in terms of volumes is occupied by pop traffic.  Last year we also launched direct click traffic. If you haven’t heard of it, you can read more about it on our blog. Native traffic is the newest update to our traffic portfolio, so far, it’s still in test mode, but the results are already good.

Pops and push traffic are the best for gambling and betting. Moreover, if you provide traffic from push ads, you can do it according to the usual plan of push-pre-landing page or increase monetiяation of your flow by collecting emails and subsequent mailings with other brands’ offers. The first method can be done even by beginners, especially since we offer whitelists. A second way will require a little more skill and knowledge, but it is worth it”.

We have a wide range of advertising formats: banners, native ads, popunders, push, member area dating clicks, tablinks and others. At the moment, banners, popunders and native ads are especially popular. These are the most convertible ad formats that fit almost all mainstream verticals.

In ADxAD’s experience, mainstream traffic is best suited for gambling and betting. From our side, we can offer the banner format. It converts well and can be used on any GEO.

There are 10 ad formats, among which the most suitable for gambling and betting verticals are popunder, banner, instream, InPage and web push.

According to ClickAdilla, the ad formats best suited for gambling and betting campaigns are web push, inpage, popunder (with mandatory ad preloading). Video format also shows great results, but you will need quality video creatives to produce an instream campaign.

Suomzilla includes Popunder, Push, Native.

From our experience, Popunder and Push are the most suitable for advertising gambling and sports betting.

SuomZilla ad network has over 200 million impressions per day in India and more than 60 million in Indonesia. Brazil is also not inferior in terms of volumes – about 100 million impressions per day.

Vasilii Gamov, RichAds CMO: “At the moment, we see that the top GEOs on push and pops are repeating: they are Indonesia, Bangladesh and Brazil. However, we don’t have to tell you that the situation may change next month, so feel free to ask questions to our managers or check out the top GEOs in our monthly traffic reports on the blog.

Volumes on top GEOs in RichAds depend on the format.

Push

• IDN: per week – 1.1b impressions, 0.6m clicks / per month – 4.8b impressions, 3.3m clicks
• BGD: per week – 1b impressions, 0.5m clicks / per month – 4.4b impressions, 2.3m clicks
• BRA: per week – 216.5m impressions, 274.1k clicks / per month – 0.8b impressions, 1.4m clicks

Pops

• IDN: per week – 4.6m impressions / per month – 18.3m impressions
• BGD: per week – 1m impressions / per month – 6.4m impressions
• BRA: per week – 0.8m impressions / per month – 2.2m impressions

In ADxAD, the top GEOs are Asia and Tier-1 (US JP KR). These are big GEOs where banners and native ad formats are in demand. The most popular for us is Asian traffic (over 3B per week).

ClickAdilla volumes depend on the GEO and the selected format.

• Popunder CPM: India 6.55 million impressions, US 1.76 million impressions, Indonesia 1.06 million impressions.
• Web Push CPC: India 3.50 million clicks, Russia 467 million clicks, Indonesia 411 million clicks.
• InPage CPC: India 5.14 million clicks, USA 1.72 million clicks, Indonesia 1.22 million clicks.

ClickAdilla traffic is good for gambling and betting. Indeed, there are more and more clients coming to us with offers from these verticals. One of the main advantages that distinguishes us from Facebook* and Google is that users don’t have to spend much time and effort passing through moderation, creating multiple accounts and grey schemes. We allow delivering campaigns related to betting and gambling, so our advertisers do not face such urgent problems, unlike those who prefer well-known platforms.

*Facebook is owned by Meta Corporation, which is recognized as extremist and is blocked in Russia.

In our view, everything seems quite obvious: most people are moving towards Facebook or TikTok where the user base is larger, but the traffic is also more expensive. Furthermore, most advertisers expect quick results and are not willing to invest in tests to find optimal combinations, which leads them to drop out after running a test campaign.

In this situation, Suomzilla can advise conducting a longer test campaign, optimizing it during the test period, and identifying converting combinations.

*Facebook is owned by Meta Corporation, recognized as extremist and is blocked in Russia.

Vasilii Gamov, RichAds CMO: “Perhaps it’s a matter of previous not-so-successful experiences or unwillingness to deal with other traffic sources.

As for the first problem, we highly recommend communicating with the manager. Not all media buyers follow the manager’s recommendations, mostly they listen to their personal experience, how it worked before and what happened then. The manager has a large amount of statistical data and sees which settings and formats are the best.

In addition, there is another problematic point: many clients don’t want to pass postback to the network and engage in optimization. Without constant optimization, it is really hard to bring campaigns to the positive results, you need to pay attention to it. Unless you have enough time for all the ad networks, you can configure postback and ask for help from your personal manager or use optimization tips.

What we can offer from our side: first of all, maximum process automation. Today, RichAds has tools for startups that only allow you to set up a campaign, then they add black- and whitelists to the ad campaign themselves. The first option is to start a campaign with Performance mode, this is exactly what we described above – automatic work in black- and whitelists, while you still have all the possibilities for optimization. The second option: Target CPA campaigns, which will completely optimize themselves for the CPA you set. Both features make life easier and improve results”.

The reason for this is that with ad networks, there is no possibility to target more precisely. Due to the fact that it is necessary to search for the necessary traffic, it drains the budget quite a lot, which is not always favourable to media buyers.

Therefore, ADxAD offers a platform with the most detailed targeting. Additionally, it gives a personal manager to all ads with any deposit (even the most minimal), who will assist with settings, optimizations and links.

ADxAD features one of the most user-friendly platforms on the market! Wide range of targeting, optimized white- and black-list setup, large volumes of HQ Asian traffic. Most importantly, it has an awesome anti-fraud system that quickly purges traffic from bots!

We offer huge volumes of traffic to almost any GEO, as we can provide traffic in more than 240 countries.

ClickAdilla is constantly improving, we propose a lot of technological chips for clients’ advertising campaigns that significantly enhance the traffic quality. Here are some of them:

• ClickAdilla Marketplace: users can buy a guaranteed amount of traffic from a specific website by a given format, GEO and device. We call this a Flat Deal. The main advantage of a Flat Deal is that there is no competition for impressions (which happens at a regular RTB auction), as all traffic from a given format and GEO is yours. You buy out the most expensive and premium traffic, which couldn’t be available to you in a regular campaign, because the price of such traffic is much higher than average, and only advertisers with high rates get such traffic. In case of a Flat Deal, the entire audience of the site is covered by your adverts. Another major beneficial side of flat deals is that the bid on a flat deal is much lower than in a regular campaign, so you buy traffic several times cheaper.
• High-Quality targeting is provided on popunder, push, InPage, instream, Interstitials and banners. This targeting allows you to get the most relevant traffic to your offer. Our algorithm calculates the most converting traffic based on 200+ parameters for your campaign and targeting.
• Tab Direct-Link format is a unique format, as there are few networks on the market that sell traffic in direct link format. This format is a button in the website interface – it looks native, non-intrusive and trustworthy. We have recently launched new icons for direct link. That looks very nice and, most importantly, increases CTR as we have checked it on our own tests.
• HTML5 banners. Few networks can offer adaptive banners for ad campaigns for both mobile and desktop traffic.

We have a Self-serve platform; its interface is rather simple and user-friendly. In case an advertiser has any questions, there is a personal manager ready to help. Also:

• more than 200 geos available;
• anti-fraud system;
• almost all verticals;
• convenient payment methods.

Vasilii Gamov, RichAds CMO: “RichAds has a turn-key advertising campaign management, from creatives to scaling to other formats and other GEOs.

Many features are available to optimize ad campaigns: micro bidding (custom bid for each source, Automated rules, Target CPA, Performance Mode).

For our clients we make creatives absolutely free of charge, as they need to be changed every 5 days!”

Geolocation plays a key role. It is necessary to test different geos and use several creatives in advertising campaigns in order to attract the attention of users. In our ad network for gambling and betting, we can recommend Tier3 geo. You should also pay attention to time schedule, since most likely a user will be active in the evening or on weekends.

If we talk about gambling, then the creative should be bright and eye-catching. Usually, a user performs an action spontaneously, an additional motivation will be the promise of a quick win or extra bonuses to the game.

Asia is one of the trends of 2023, but when working with Asian GEOs (Japan, Thailand, Korea, Malaysia, Singapore, Vietnam) it is important to take into account their legislation. First, it is necessary to study what is allowed to be advertised on their territory, and second, the advertising materials must meet the needs and interests of the target audience. We have a large volume of Asian traffic (no one else in the industry has more than us), and the most profitable advertising formats are currently banners and pops.

Vasilii Gamov, RichAds CMO: “Managers represent our strength, that’s why we constantly ask to consult with them. They will advise which geos are currently showing good results and which format to choose.

Whitelists are the second magic wand, which makes the first launch as successful as possible. Our whitelists are available for different verticals and GEOs and we provide them to our clients for free”.

1. It is necessary to make sure that the offer you have chosen is suitable for our sources. You can read our case studies on the blog and ask your account manager and support. The easiest way would be to ask a question on live chat.
2. You need to check your link for viruses and other suspicious factors that could make moderation through our antivirus and tech support difficult. Clean your landing page from viruses if necessary.
3. Use only legitimate offers that comply with our internal rules. We prohibit illegal adult content, acute political content, as well as other types of illegal content: abuse, illegal substances and the like.
4. Availability of traffic on different GEOs can be viewed in the Pricebox window in your personal account when setting up an advertising campaign. Alternatively, you can consult with your account manager. We recommend focusing on Tier-1, USA, India, Indonesia, Japan.
5. Among the formats, we advise you to take a closer look at our most popular one, Popunder. In addition, push, in-page and instream have been performing well lately.
6. In terms of creatives, we suggest taking inspiration from Spy tools, as well as from our case studies and any other ones you can find on the web. We encourage you to upload several creatives at once and test among them the ones that will work best for your offer. Use bright, high-quality images, gifs or videos, simple texts with a call to action.

Betting, one might say, is a seasonal vertical. Their profitability depends on whether a sporting event is currently taking place. During the World Cup in Qatar, for example, betting volume was many times higher. After the end of the World Cup, the demand for betting started to decrease.

This is not the case with gambling – it is an “eternal” vertical, so to speak (just like dating). It will always convert well at any time of the year, especially in Asian and Tier 3 countries.

For even more tips and advice, check out the blog on the ADxAD website!

Vasilii Gamov, RichAds CMO: “TIER 2-3 countries are performing extremely well right now.  Mainly clients launch campaigns on a whitelist of sources or test the entire premium group of sources.

Clients in our advertising network usually launch several formats for testing and several features (e.g. regular base + campaign for New Subscribers) for A/B testing.

It is always necessary to pay attention to targeting because there were situations from unsuccessful cases when clients launched a campaign without targeting and lost money.

Look for all the gambling and betting case studies on the RichAds website“.

We have an amazing case study from a client who was directing a casino offer to Thailand with a huge ROI of 702%.  Unfortunately, the client refused to show his creatives and reveal the offer, but the link is still clear. The main feature of his campaign was the set CPM Goal. This is a pricing system that allows you to pay only for converting traffic in the CPM system. But in order to switch to CPM Goal, you need to complete a test period and get 10 conversions. This is where good creatives and quality traffic either from premium sources or set High-quality targeting helps you.

Another case study on a casino offer in India was also shared with us not so long ago. The advertiser’s main trick was to switch to Auto Adjast prices, which allowed him to save money and always get the necessary volume of traffic on time. Undoubtedly, switching to premium sources also played a crucial role in the success of the campaign. Another important aspect of his campaign was the generation of quality creatives with the client testing various creatives before he found the most workable options. Moreover, the client endeavoured and created a good sales preland for the web push campaign, which also increased his conversions.

Read all the details and all the case studies on the ClickAdilla website!

For the advertising format, I opted for CPC (Cost Per Click) push notifications. This format appealed to me the most because users are highly likely to notice the notification and consequently click the link.

A significant part of the success was due to the creatives. Initially, I added five different options to identify the most effective ones through A/B testing. As a result, two out of the five creatives significantly outperformed the others in terms of conversion and were left by me for further use.

Look for the full case study “How I achieved an 142% ROI Using Suomzilla Advertising Network” on the ad network’s website!

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