We will address three major challenges in successful local display advertising that need to be overcome to scale advertising in the long tail with SME customers.
We want to address the publisher’s curiosity regarding the emphasis on the long tail of advertising sales at “Smartico.” Lets explain why we are so obsessed with the long tail and its revenue potential for digital advertising. The obsession is not solely due to the influence of web 2.0 or the success of Amazon but rather stems from four primary reasons. We delve into these reasons and highlights the significance of the long tail for publishers.
Local advertisers are facing significant challenges due to the pandemic, making it crucial for local publishers to provide reliable information. To help, our platform has been developed, allowing private and company announcements to be easily published on publisher websites. Our platform supports local businesses, individuals offering help, and readers searching for relevant listings.
Despite successful sales of online ads in their job market portal, there was a lack of transparency on digital performance for the sales team and advertisers. To address this, SÜWE implemented “Smart Job Board” from Smartico, which provided automatically generated dashboards for each job ad, showcasing performance values in an intuitive and clear manner.
Smart marketplaces play a pivotal role in the platform strategy of local publishers by enabling local merchants to engage in local e-commerce, offering relevant and shopable content for readers, generating subscription revenues through advertisers, and providing an intuitive sales product that excites sales teams.
We believe that in the current age of e-commerce and subscription revenues, as well as the need to transform local advertorials and advertisers into a digital-first approach. To address this, we have developed a marketplace called “Smart Marketplace” that enables publishers to build unlimited vertical marketplaces.
The challenge faced by local publishers like News Verlag was selling classic online banner advertising as a new sales process and product for advertisers and sales teams, especially considering low budgets and a lack of experience with digital services.
Tagesspiegel has incorporated digitalization into its magazines through “Smart Magazines,” offering advertisers and readers a high-quality digital extension of their publications. This cross-media approach attracted a major sports company as the magazine’s main sponsor, which was previously not possible with the print-only format.
“Mühlacker Tagblatt” faced the challenge of transitioning local advertorials from print to online while ensuring value for advertisers and readers. They needed a swift and scalable solution that could demonstrate added value to local advertisers and be monetized with a premium. The solution involved implementing separate landing pages, comprehensive traffic management, and search engine optimization for each advertorial.
We discuss a regional publishing group’s hesitation to bring their successful local advertorials online. They wanted an intuitive product for their media consultants to sell and for advertisers to buy, with interactive HTML pages, separate landing pages, and comprehensive campaign management.
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