Digital ad products are a framework for premium advertising used by publishers, networks, interactive agencies and media companies.

By creating products out of their services or ad inventory, companies create a model for repeatable business that is easy to sell and execute. 

Definition of “advertising product”: 

Ad products are defined by five characteristics:

  • the ad format and features
  • the creative within that format
  • the workflow behind producing the ad
  • the audience or placement of the ad
  • the metrics associated with the ad

Looking at all five of these areas gives an end-to-end representation of what kind of ad experience can be provided. This is then packaged into a sellable and scalable experience with consistent value to advertiser.

Ad products are often conceived to meet specific business objectives for advertisers. This may be to launch new products, generate sales, or cultivate brand awareness.

Typically executing a succesful ad products business requires collaboration between the sales, marketing, engineering and creative team members. 

Common elements of ad products:

Here are some areas that commonly differentiate ad products.

  • Audience
    • Offer unique targeting opportunities based on first-party information
    • Experiences across different screen sizes appropriate to each device (phone, tablet, etc)
  • Location and size on a site
    • Homepage takeover: leaderboard and sidebar pairings 
    • Background takeover with leaderboard or billboard
    • Native ads within the content stream
    • Interstitials
    • Ads located in other popular areas of a site, such as above a comments sections
  • Functionality
  • Content pairing
    • Sponsorship of existing site content around or within the ad
    • Editorial content produced by the publisher specifically to be paired with the ad campaign

 

For examples of ad products, check out Say Media and The Atlantic. Both have excellent descriptions of their product offerings.