Self-serve advertising has emerged as a game-changing alternative to traditional media sales methods. It enables direct transactions between advertisers and media owners, streamlining the buying process and making advertising inventory easily accessible. In this blog, we will delve deeper into the world of self-serve advertising and explore its benefits and advantages.
What is Self-Serve Advertising?
Self-serve advertising facilitates direct transactions between an advertiser and media owner. This eliminates multiple intermediaries and provides a direct route to market. In other words, it simplifies the buying process and makes it more efficient.
Direct Sales vs. Programmatic Sales
In the world of media sales and digital advertising, there are currently two main ways to sell advertising – direct sales and programmatic sales. Direct sales is a labour-intensive process that involves multiple steps including, credit approving the advertiser, confirming the ad position, sending across an insertion order, chasing the signed insertion order, chasing the advertiser for creative, sending the creative to the ad operations team, creating and adding the campaign to an ad server, getting approval to launch the campaign, campaign reporting, campaign optimizing, all while managing a relationship with the advertiser. Programmatic sales, on the other hand, is the automation of buying and selling media but relies on multiple intermediaries and a tech stack to execute each transaction. Each intermediary takes a fee for using their technology. By the time an ad is delivered onto the chosen media, the media owner is only left with circa 50% of the original media spend.
Self-Serve Advertising: A Positive Alternative
With both direct and programmatic sales presenting many challenges, the introduction of self-serve advertising is providing a positive alternative. It opens up ad inventory to new advertisers, increases yields, and puts the media owner in full control.
What is a Self-Serve Advertising Platform?
A self-serve advertising platform enables advertisers to easily access advertising inventory and place campaigns through a simple-to-use interface. It also provides campaign reporting and analytics that help advertisers optimize and amend their campaigns as required.
What is an Example of a Self-Serve Advertising Platform?
Viztrade is an example of a self-serve advertising platform that is easy to set up and creates a whole new revenue stream for media owners. The set up process is simple and involves confirming the design, confirming the targeting metrics, connecting to the ad server and importing and extracting data to ensure frictionless transactions and a great user experience.
What is a Self-Service Platform?
A self-service platform is a platform that enables users to access and use a service without the need for human intervention. In the context of self-serve advertising, it refers to an interface that allows advertisers to set up and manage their own campaigns without the need for a sales representative.
What are the benefits of Self-Serve Advertising?
Direct access to ad inventory: With self-serve advertising, advertisers have direct access to ad inventory, which means they can select the specific ad placements they want to advertise on.
Reduced costs: Self-serve advertising eliminates the need for multiple intermediaries, which reduces the cost of buying and selling media. This means that media owners can offer more competitive pricing to advertisers, while still maintaining profitability.
Simplified process: Self-serve advertising streamlines the buying process, making it easier and faster for advertisers to create and launch campaigns. Advertisers can set up campaigns in just a few simple steps, without the need for extensive technical knowledge.
Control and flexibility: With self-serve advertising, media owners have full control over their ad inventory and the ability to set their own pricing and targeting options. Advertisers also have greater control over their campaigns, with the ability to make changes and optimize in real-time.
Increased revenue: Self-serve advertising can generate new revenue streams for media owners, as it allows them to open up their ad inventory to new advertisers who may not have previously had access. This can lead to increased revenue and a broader customer base.