The present
age belongs to digital media, which more advertisers are using to put their
messages across. Service providers now have an absolutely new source to
generate their revenues. Ad servers are playing a pivotal role in this budding
media market and offering great solutions to their subscribers.
As they are
positioned uniquely between advertisers and customers, ad server solutions can
use subscriber and network intelligence. They help advertisers deliver specific
messages. Hence, targeted messages are delivered more efficiently. Ad servers
also take care of precise measurements of ad performance and preserve customer
privacy all along.
Basic
network requirements for ad server solutions
To utilize the
complete potential of targeted advertising, ad server solutions need to follow
critical functions:
·
Identify and
investigate – The network should be capable of collecting viewer information
from a range of databases. This information can help advertisers reach specific
target markets. The data includes demographics, locations, preferences, usage
patterns, and also the total dynamics of the advertising messages delivered. Plus,
publishers need accurate measurements to track ad-campaign effectiveness and
verify audience response.
·
Amass and
evaluate – The data amassed has to be converted into useful marketing
knowledge. Ad servers need to evaluate their key target markets as a whole, while
keeping individual customer anonymity secure. This evaluation helps provide the
specified inventory and ad space for an advertiser and sell respectively.
Hence, ad servers will increase overall returns.
·
Activate and
interact – Once the data is added with a proper system and organizational
structure, the system will be able to deliver interactive ads to customers. The
delivery will be both, at the precise time and personalized for the concerned
customer.
However,
installing an updated ad server solution and meeting its basic requirements is
not enough. You have to know how far you can go with creative brand marketing.
With more businesses shifting their focus to the web, adapting to newer methods
and adaptive strategies is essential to stand out in the crowd.
With proper
ad server solutions, advertisers are trying to use new, dynamic, and creative
methods of advertising. Here, dynamic advertisements adapt to the particular
wants and needs of people viewing the ads. The information can be extracted
using customer behavior, context, and location. The aim is to offer a personalized
experience.
How
to create dynamic creative ads?
1.
Use images
of high quality
Although
image is not everything in advertising, it is significant in catching the
attention of prospective customers the first time. Use of dynamic, attractive,
and well photographed images can help in easy delivery of messages to
prospective customers.
2.
Keep a
constant size
Be
consistent with your image size, as it appeals only visually at first. While
using dynamic advertising, always provide a consistent image and content size,
even if there are different images or words being used.
3.
Attract with
an interesting call-to-action
Visual
impact is crucial in your advertisement, but equally significant is your
call-to-action button. This usually prompts customers into conversion. Make an
interesting and engaging ad copy so that the customers are drawn to find out
more.
There are,
of course, many more options in dynamic creatives that can be taken care of.
This delivers a better market for the brand you are marketing. Of course, most
of the basic features are taken care of by the ad server solutions, which have
become very smart and customer interactive.
Author
Bio -
Preethi
vagadia is currently a Senior Business architect with the Service operations
practice at a well-known IT Industry in Bangalore. She has worked in several
process improvement projects involving multi-national teams for global
customers. She has over 8 years of experience in AdServer Solutions and has successfully executed
several projects in Logistics management, Logistics Integration, Reverse
logistics, Warranty software and Programmatic Solutions.
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