Due to office closures, employees working from home, and the need to be more efficient in order to focus on critical business activities, organizations have been pushed to embrace digital transformation during Covid-19. This has led to self-service advertising platforms increasing in popularity.
Even when things begin to return to “normal,” certain aspects of what transpired during Covid-19 will remain with us into 2022. The growth of self-service advertising is one of them. Despite the fact that self-serve advertising platforms existed before Covid-19, it is fair to say that during the pandemic, there was greater use of the platforms by publishers and advertisers, and the benefits of which became even more apparent.
The use of self-service platforms for selling and buying advertising has benefits for both publishers and advertisers and as more publishers engage in self-serve advertising platforms, the technology continues to advance as a result of the lessons learned by those that currently use them.
In this article, we’ll address why publishers and advertisers are continuing to adopt the use of self-service advertising platforms into their businesses since Covid-19.
Why are publishers and advertisers adopting self-service advertising platforms?
According to the 2021 B2B Buying Disconnect Study, 87% of B2B buyers desire self-service as an option in their advertising purchase experience. 89% of decision-makers agree that self-service platforms will help their companies to continue growing into 2022.
Now that advertisers and publishers have a taste for the benefits that self-service can provide, they can see the scalability and growth that these platforms can provide, which will lead to a higher increase in revenue for them. Publishers will be able to deal with a number of smaller advertisers and will not need to communicate with them as frequently in order to acquire advertising slots, saving the publisher time to focus on larger advertisers. Publishers are enabling advertisers to become self-sufficient, allowing publishers to use their time more efficiently.
Publishers
Increased control over ad sales
Publishers can quickly see what advertising inventory has been sold or not sold, and instead of allowing the space to go unsold, they may offer discounts to other advertisers to sell the space. Smaller advertisers may utilize the self-service platform to acquire what they want quickly and simply without the aid of the publisher, allowing publishers to spend more time negotiating with larger advertisers to obtain larger agreements.
Save time on manual tasks and reduce costs
Calling and contacting businesses to purchase advertising space takes up less time. On the self-service platform, the advertiser may do all of this. Because there is less human contact in transactions, the publisher saves money and time that can be spent on more essential activities.
Self-service advertising platforms innovation
We can be sure that as more publishers adopt self-service platforms, the platforms will continue to evolve. Publishers will have suggestions on how the platforms may help them enhance their work processes or benefit advertisers. Self-service platforms are still in their infancy, and development is expected to continue into 2022.
Advertisers
Optimize campaign effectiveness
Advertisers may monitor their campaigns in real-time and make modifications without having to contact the publisher and request changes, all of which is time-consuming for both sides. Advertisers have complete freedom to make any required adjustments to their campaigns at any time.
Open access 24/7
Advertisers have access to self-service advertising platforms 24 hours a day, seven days a week, regardless of where they are in the world. They may reserve advertising space at any time of day or night, regardless of their time zone. Advertisers may book the ad spots they want, when they want, as booking calendars are updated in real-time.
Testing campaigns at a smaller scale
Advertisers may try alternative advertising choices on a smaller scale using self-service advertising, without having to invest huge sums of money in advertising. Advertisers may test multiple ads and make changes quickly, identifying which methods work best for them and then implementing them on a bigger scale.
Check out our blog 6 Benefits of Self-Serve Advertising Platforms for more information on the advantages of self-service advertising platforms.
Conclusion
While since the pandemic we’ve wanted certain things to go back to ‘normal’, self-service advertising is definitely something that publishers and advertisers don’t want to revert back on. The new way of allowing advertisers to purchase their advertising inventory themselves has made it much easier for publishers to manage their inventory and increase ad sales in return. Advertisers like to have the freedom of booking their own ad space, in their own time, allowing them to plan out their strategies and review what inventory is available in real-time.
The benefits of self-service advertising are so huge that there will be no reverting back, only further innovating, to continue improving the platform’s capabilities and benefits for both parties into 2022 and beyond.
