CPA Networks

It's Not One-Size-Fits-All, but
At Least there Are Standards.

Ad Sizes

There are ostensibly three types of CPA ads:
  1. Standard
  2. Non-Standard
  3. Custom
Each can be used in a variety of ways and places. In general (but not always), Standard Size Ads will be used in your:
  1. Instant Audience broadcasts
  2. Instant Audience article landers
  3. MagCast Magazine App
While, Non-Standard Size & Custom Size Ads will be used in your:
  1. MagCast Magazine App
  2. Self-Hosted Magazine Web Pages
Soon, you'll see how to take a huge Non-Standard Size Ad and turn it into a Two-Page Spread, but before we do, let's explore each type a bit further...

Standard

These ads are pre-built and available for your use today.

You'll find truckloads of standard dimensions, but for your purposes in-mag, on your IA broadcast emails, and on your IA article landers, there are really only a few that matter.

These are the most useful:
  • 300x300
  • 300x250
  • 160x600
  • 300x600
  • 720x300
You'll find some advertisers have very few ads, while others have a ton. Chances are if an advertiser has few ads, they're not worth messing with unless you really want them in your magazine.

Advertisers with many ads are putting a lot of effort into their affiliate program; this means there's probably a dedicated manager; this in turn means you can probably get more from them than you can someone with two ad units.

Non-Standard

Some non-standard ads have great potential; they may take more work to get placed.

Reebok, for example, in ShareASale has some beautiful HUGE ads that can be turned into magnificent two-page spreads. They just take a little work.

Because they look so good and the brand is so strong, it's worth the time to get them in your magazine if for no other reasons than the look they give your magazine and the implied endorsement they give just by being in your magazine (As discussed on the 2018-09-13 session.)

Custom

When you've got a relationship established with a brand, and they're a great fit for you, IF they don't have what you want, you've got two choices:
  1. Get them to build something for you
  2. Build something custom yourself
You saw how easily you can often get a brand to build something for you, but sometimes it's time to take things into your own hands. This usually comes when:
  1. you can't get the attention you need from them (i.e. no affiliate manager to contact)
  2. they can't meet your deadline
  3. they can't build the specific ad you want
  4. you can build something yourself faster
  5. you just plain want to
Whatever the case, if it makes sense to do a custom ad, make it happen.

Keep the Goal in Mind Here...

The overarching objective here is to have convergence of FIVE things:
  1. Good for your reader
  2. Good for your revenue
  3. Good for your brand
  4. Good for the advertiser
  5. Good for the advertier's brand
Sometimes that means custom ads; sometimes you can use standard or already pre-made non-standard ones.

And, if you're taking the time to make a custom ad for a brand (or to have them make one for you), a 768x1024 ad (or a 1534x1024 two-page spread) should be your goal so it can slot into your magazine.

Then, you can look to add smaller ad units for use in your emails and landers; often these smaller ads will be readily available within the networks.

The overarching objective with the right brands, especially ones where you're getting/making custom full page ads, is to have multiple exposures of the brand to your readers.

If a reader sees:
  1. a great brand / great products that are...
  2. a great fit with YOUR brand...
seeing the brand multiple times across your media assets is a good thing.

One ad for a brand is fine, but for the right brands, multiple exposures can be even better.

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