3 Use Cases for Self-Service Advertising

Adnuntius gives publishers an easy, quick and affordable way to provide their advertisers, especially small businesses, the chance to register, and to create, pay for and manage their own campaigns. Are you wondering if self-service advertising is an opportunity you should explore? Here are some example use cases to give you some ideas. 

Before we begin, please note that our platform is easy to install, and can be delivered with a low risk cost model. So if you want to test it out, we can help you do so with very little risk.

1 An Offer for Every Advertiser

Let’s say that you produce content about food and drink, either as a part of a larger content portfolio, or as a niche publisher. You want to invite companies to buy ads, but how do you create an offer that is easy to buy? Here’s where Products and Filters come to the rescue. 

A product can be designed to offer certain formats (display, native, video or any other format you want to enable) at certain prices, using certain targeting options. In our food and drink publisher example, let’s say that you want to create an offer for anyone selling or serving fine cheese. Easy enough; since we can automatically pick up information about a page you can create a product including all pages talking about cheese, and perhaps even users who have been recently reading about it. Now you have a super-targeted package ready!

Filters take care of the problem of serving hundreds of different segments of advertisers. Even though you may have created an amazing product for cheese producers, wineries or anyone else working with cheese, it’s not exactly scalable. You need a broad portfolio of products to serve more niches than just one. This is where filters become useful: you can create any number of filters, and a filter will ensrue that only the products relevant to a line of business, customer interest or anything else is what is presented to each advertiser. 

For example, you can create a filter called “line of business”, and then create options for cheese producers (or perhaps dairy producers), bakers and any number of advertiser segments. Or, you can allow an advertiser to choose the visitor interests they want to target. Once they’ve made their choice, the relevant products you’ve created for them are presented so that creating a campaign is easy.

2 Build a Native Ad Offer

As mentioned a product can be put together to serve any format, meaning display ads, videos, or native ads. The latter shows good effect regarding attention, and also the format is not something that is as readily available for programmatic buying as for instance display advertising. If the value is good and supply is limited, why not create an attractive offering? 

Creating and customizing formats is simple; you just click to activate a layout, ensure that its render template produces creatives with the right colors, fonts and other properties, and place a standard ad unit tag onto your page. Then you build a product to make the layout available to buyers at a certain price and priority. 

You can of course create targeting criteria as well to combine the power of native with the targeting you’ve created for your cheesy friends in the first use case. 

Another use of the text and image format is to offer obituaries. Obituaries still play a role in communication and business, and several news sites have portals for self-service registration of obituaries. Obituary ads can be booked at a fixed price rather than CPM, exist for a limited or unlimited amount of time, and can also be targeted to for instance geographical areas so that it is easier for people to find information about their loved ones.

3 Make More from Search

If you have considerable search activity on your website, then why not earn money on it? Search traffic is normally hard to sell because while it may be a lot of it, each search term does not add up to enough traffic to make it profitable for salespeople to go out and sell it. But self-service changes this, as buyers can do the booking work themselves, pay online, and reduce manual labour for you to a minimum. 

First of all we make it easy to collect search queries and send that information together with the ad request. No development is needed, just a click of a button and all ad requests will make sure that if users search for, for instance, “cheese”, then ads targeted to “cheese” will be able to show.

With products you can also pre-package the most popular search terms in order to make things easier for advertisers; if top queries within cars include sports cars, SUVs and motor homes, while top queries within food and drink include chardonnay and salmon, then you can pre-package these search terms into the search categories Cars, and Food & Drink. This way advertisers won’t have to guess what will be effective, as you can package your knowledge into effective products that advertisers can choose and buy with a click of a button. 

Want to learn more? Contact us or have a look at the self-service demo video.