Self-service advertising provides publishers with a sustainable, long-term approach to maintain and boost advertising profitability. This is achieved by streamlining scalable processes while concurrently minimizing production overheads and associated expenses. Such automation not only saves publishers time and money but provides a 24/7 service to customers while elevating internal overheads and placing quality and consistency of the content firmly with the customer. Ensuring that content is supplied to a clear specification with all the necessary order/schedule data and a payment should streamline the internal processes reducing it to simple internal approval.
In this article, we’ll look at three different self-service advertising channels, how they differ and what each is most suitable for.
Digital
Whilst print remains relevant the publishing industry has seen significant change over the years and an ever-growing presence in the online world. Digital advertising spans a huge variety of verticals from web, email, programmatic, social, video, search engine and mobile to name a few!
In the context of ‘self-service for a publisher’ digital typically refers to advertising content supplied in the form of a reference (url/tag) to where its served or content (html/image/video etc) for serving. Receiving this content, validating it and the necessary steps to then publish it can be lengthy and are often still very manual. This is where ‘Self Service’ can greatly assist by providing a digital post box with tools for submission like media cropping/resizing/sampling as well as validation steps as part of the submission process ensuing it meets the required criteria and is ‘ready’ for publishing.
Workflow platforms like Papermule’s ADDESK are then able to provide both a public facing customer interface along with the integrated internal approval processes and automated publishing solutions which remove a large percentage of tasks digital ad traffickers are often required to undertake.
Social
Love it or hate it Facebook, Instagram, LinkedIn, X etc are all there to attract an audience and sell advertising and serve as the primary gateway to media consumption for many users. These platforms play a crucial role in revenue generation, with publishers offering advertisers the opportunity to sponsor posts or ads within their brand channels.
Receiving, building and publishing advertising on these platforms can be hugely time consuming with content often supplied in inappropriate formats that require manual intervention to extract, convert and use online. Employing a Self-Service portal for the advertiser to supply and ‘pre-build’ their content pushes back on many of these challenges while enabling the advertiser to impart their creative skills within the bounds afforded them. Ensuring content is technically fit but importantly ‘as the advertiser wishes’ significantly streamlines the process of generating often complex media such as carousels and can greatly reduce the backend workloads on publisher’s teams responsible for collecting, building, proofing and publishing such content.
Though it is the most traditional media channel of this selection, print still has much to offer users and can also benefit from self-serve advertising systems. Print media is still used by many as a channel for classified advertising and remains a trusted platform for announcements and public notices, where the verifiability of publication is important. Just as with digital and social media channels, print space for classified ads can be booked through self-serve platforms. Consistency is assured by providing customers with a templated workflow allowing them to tailor their language and images within the bounds prescribed by the publisher.
What Next?
Each of these types of self-serve advertising save time and money for both customers and publishers. Staff overheads are significantly reduced, allowing publishers to focus on more important aspects of your business. To find out more about how self-serve advertising can help your publications across all media channels, contact Papermule for your free consultation today.
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