Ad serving in an uncertain economic time

When the economy takes a nosedive, such as it does during a global pandemic or some other type of disaster, we enter into a time of fear and uncertainty. Businesses and consumers both need to be smarter with their money, which can lead to a bit of a slow down in the world of ad serving. This makes sense when you consider that people don’t really want to see ads for things they cannot currently afford. At the same time, some businesses cannot keep putting up ads at a time when sales are going to take a hit. This is not to say that all ad serving needs to stop during those uncertain economic periods, but there are a few things that need to be taken into account.
Flexibility Companies need to be smarter about how they go about their business during periods of economic uncertainty. One of the best ways to do this is to deliver more flexible options for customers. One way that a business can advertise and help their customers is to run ads that talk about on-demand services that are easy for customers to upgrade or downgrade anytime. Temporarily removing restrictions and penalties is another move that will be seen in a positive light by consumers. It also encourages sales since customers know they can make changes if needed.

Core services versus add-on modules Companies that offer a variety of different services want consumers to try several different things by ordering bundled options. While people can save money doing that, they are less inclined to pay the extra monthly or one-time payments for a bundled set of services. In economically challenging times, basic services are more popular so it is time to focus on offering a competitive and affordable pricing.

Discount or loyalty bonus If you have customers or clients who have been with you for a long time, now is when you should really pamper them. One of the best ways to do that is to offer up discounts or a loyalty bonus that will allow them to continue to use your services without them needing to break the bank to do so.

Forward thinking Even in the very worst of times, we all know that the day will come when we are back to normal or adapt to the new normal. This is something that both advertisers and publishers need to keep in mind in tough economic times. While the natural reaction is to cut spending down to nothing, it still pays to think of the future, continue getting your message out to the buying public and maintain relationships with your clients and business partners. Be ready when things do return to the way they once were and be proactive to adapt with new changes.

Projecting a positive image The worst thing you can do, at any time, is to deliver a message of doom and gloom. People have their own things to worry about and do not need to hear about a business struggling from an ad. Instead, the thing to do is to stay as positive as possible, while also adapting and making changes that will benefit the consumers and ensure your business survival. Maintaining a cool head and spreading a positive message is something that will be remembered long after the economic downturn ends.

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Top mobile advertising trends you should know

Mobile advertising has been a prominent trend for businesses of all sizes. With advertisements reaching individuals with a personalized touch on their smartphones, marketers have been successful in branding their products in the digitized age with mobile ad servers. In this article, you will get to know about some of the most popular mobile marketing trends.
Shifting budget from web to mobile advertising Presently, media buyers are typically allocating about two out of three parts of their advertising budgets to digital media. The majority of advertisement takes place on mobile, both in the form of apps and websites. Previously, a significant portion of the online advertisement budget was allocated for desktop ads. However, recent studies reveal that funds allocated for mobile advertisements by most of the companies have increased significantly. The reason is simple, people are more tied to their mobile devices than desktops.

Videos create greater engagement Video marketing mechanisms have changed the mobile marketing scenario significantly. More advertisers and publishers have pushed the inclusion of videos on apps and websites. This attracts consumers more than static still ads. It has been found that people can make better decisions when they watch videos of products. This enhances the overall customer experience significantly.

Increased awareness about privacy In 2018, the GDPR (General Data Protection Regulation) was implemented. Since then, awareness about privacy has increased manifold. Therefore, the scale of data that is available without restrictions has dropped significantly in various parts of the world. This has been a matter of concern among advertisers and marketers. However, the good news is that the quality of consented data has improved since then. In the process, marketers can enjoy better targeting. The advertisers will try to make adjustments in their strategies in the coming years while acquiring and using consented data. The privacy of consumers would be one of the key aspects of targeting.

In-app services Marketers always seek strategies and tactics that make the searching and purchasing processes as easy as possible for the buyers. As a part of marketing campaigns, in-app services are becoming more popular as they are convenient. This can generate direct responses from the customers. Particularly, you might have noticed home-delivery services in apps for restaurants. Besides, e-commerce and educational companies are also evolving, and they are coming up with strong marketing tactics with their app-oriented services. These firms, can, therefore, get across to a wider customer base, and at the same time, retain their loyalty.

AI-based algorithms The use of AI-based algorithms in mobile marketing has enhanced the user experience significantly. The effectiveness of an ad campaign depends significantly on the user experience. To ensure pleasant user experience, mobile marketers are using AI algorithms to learn what works and what does not. This, in turn, benefits both the developers and customers. AI tools help to process large volumes of data from users who download the app and how they use the app and respond to mobile ads.

Apart from the trends mentioned here, other mechanisms are also gaining popularity. Marketing in the digitized era is an evolving process, with new ideas penetrating the market continuously. Mobile marketers need to learn, evaluate and implement the latest trends while nurturing their existing clients with care.