Tuesday
Jan122010
Localized Coupons Moving Online With The Help Of Display Ad Platforms
Tuesday, January 12, 2010 at 09:52AM
As it gets an increasing handle on the data available to it, the online ad industry is growing ever more local. Add to this the rising trend toward product and brand marketing in online display.
Local And Loving It
Hmm. Local. Brands. Products. What does this remind you of?
Coupons in a newspaper insert, anyone? With the recent eMarketer study showing online coupon usage is on the rise, it's time to take a closer look at what this means.
The display ad technology platform's role is no less than to provide the flexibility and workflow agencies and advertisers must have on hand in order to optimize, localize, and customize. A platform (such as our own) delivers the support necessary for the advertiser who steps into the breach left behind by the collapse of newspapers.
Localization and brand display campaigns need a platform that delivers one point of control for creative, interactivity deployment and campaign control. Agencies and advertisers have to react quickly and optimize - only a platform makes this viable. If on Monday you have three campaigns that turn into 18 localized campaigns with customized coupons and creative on Wednesday, you had better have the best software tools available to stay on top of the workflow, planning, execution, and follow-through.
Local And Loving ItHmm. Local. Brands. Products. What does this remind you of?
Coupons in a newspaper insert, anyone? With the recent eMarketer study showing online coupon usage is on the rise, it's time to take a closer look at what this means.
The display ad technology platform's role is no less than to provide the flexibility and workflow agencies and advertisers must have on hand in order to optimize, localize, and customize. A platform (such as our own) delivers the support necessary for the advertiser who steps into the breach left behind by the collapse of newspapers.
Localization and brand display campaigns need a platform that delivers one point of control for creative, interactivity deployment and campaign control. Agencies and advertisers have to react quickly and optimize - only a platform makes this viable. If on Monday you have three campaigns that turn into 18 localized campaigns with customized coupons and creative on Wednesday, you had better have the best software tools available to stay on top of the workflow, planning, execution, and follow-through.
Reader Comments (2)
This is a really helpful article. Thanks for posting it. We're seeing a rise in coupon/savings web site business plans and projects, so this all makes sense. I can't wait to see more gps enabled deal sites (via mobile, and maybe computers if they ever get gps integrated).
The micro-target ads are also in heavy demand now too. It seems many clients aren't quite ready to hear about the rise in associated costs, mostly on the setup (AudienceScience, etc.) and design/build phases. Once the ads are created though, they earn better click-thrus with more precise demos and the savings comes back. I suppose AdBean can help with those upfront costs!
Your observation is spot on Ted. Our system does dramatically lower ad production costs by turning static ads into a re-usable advertising system. Design assets can be interchanged immediately to help with message optimization. Getting going is easy too as anyone can build dynamic flash ads with no programming skills required. Less money on ad production and administration leaves more budget for media - which is where advertisers get the most benefit.