FINAL WORD
Once an advertiser has registered its account on a self-serve platform , all it has to do is follow a straightforward yet intuitive step-by-step process to build its ad campaign . For example :
• Set budget .
ACCORDING TO GARTNER , CUSTOMERS MANAGED AS MUCH AS 85 % OF THEIR RELATIONSHIPS WITH COMPANIES WITHOUT INTERACTING WITH AN EMPLOYEE IN 2020 .
• Select ad format
• Choose target audience
• Focus on particular regions or cities
• Decide when the ads will appear
• Upload an existing ad or create a new one
• Add to cart and purchase
At each stage of this process , the advertiser is presented with a number of options which enable it to tailor the campaign to its specific requirements and revise its choices before finalising them . Although this process is automated , the best self-serve platforms also have staff members on-hand , often in combination with a chatbot , to guide the advertiser through the booking process and to help with any queries .
And the benefits of self-serve platforms don ’ t end there . Another essential feature , which informs the advertiser of the reach and effectiveness of its campaigns , is the reporting and analytics function . This information , which is typically granular and highly specific in nature , is invaluable for advertisers looking to enhance their strategies or cutback where campaigns aren ’ t proving effective .
Through self-serve , these tools and benefits are accessible to advertisers
24 / 7 , irrespective of their size or influence .
How self-serve advertising differs from traditional programmatic advertising
Traditional programmatic advertising is the automation of buying and selling online advertising . The increased efficiency and convenience it has brought to the industry has made it the predominant advertising tool for a number of years . However , more recently , it has come under significant scrutiny for its lack of transparency and , most notably , how it disadvantages cash-strapped publishers by redistributing revenue to third parties , including trading desks and media agencies , further down the supply chain . The lack of transparency also removes the autonomy and control of the buyer and seller ( advertiser and publisher ) and slows down the transactional process .
One example of this lack of control from the advertiser ’ s standpoint , is the inability to determine where and when its adverts appear . As well as hitting the “ wrong ” demographics and being a waste of resources , its adverts might appear on websites or next to content that doesn ’ t align with brand values . Unsurprisingly , this has led to intensifying debates within the space and given weight to the argument that programmatic advertising is inherently flawed , and needs to be revised .
In its place , critics argue that self-serve advertising needs to be optimised as much as possible and , it seems , this transition is happening as more and more publishers look to preserve revenue and improve their relationships with advertisers . By harnessing self-serve platforms , publishers can reduce their spending and help to create a space , which is open and accessible to all businesses ; irrespective of size or budget . x
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