Ad serving strategies for a high inflation environment
There are many factors that come into play when running a business, all of which can have an impact on sales. The business environments have become even trickier during the pandemic because of supply chain issues, the rising cost of payroll and a sharp increase in inflation on pretty much everything. These combined challenges are making it tougher for businesses. For our online advertising industry, we will take a look at a number of ad serving
strategies that publishers and advertisers can consider during periods of high inflation.
Use dynamic ads
If you do any kind of shopping, you are well aware how prices can change almost constantly. During periods of high inflation, prices change even more rapidly because many input costs are rising. For advertisers, keeping up with the price changes can be difficult when advertising. However, there are ways around this problem. One obvious way is to simply leave pricing out of the ads. However, that is not always possible if pricing is one of your main competitive advantages or you want viewers to click on the ad and make a purchase right away. Also, if you do not publish your price, you will need to spend more time answering consumer’s questions about pricing. If you want to display pricing on your ads but it changes frequently then you can go with a dynamic ad serving strategy
. These ads are no longer static and the actual content will depend on external data. Dynamic ads take pricing data from another source and display it inside the ad. For example, you can design an ad to display the product, its features but leave the pricing area blank. The actual pricing is plugged into the ad
when it is actually served to viewers. This way, the current price is always properly reflected and you do not have to update the ad every time the price changes.
If you cannot raise prices easily to boost your top-line revenue then the next area to look at is your expenses. Even if you don't really want to, cutting costs is one option you must consider in this case. Take a closer look at different expenses in running your online business and see which items can be adjusted, reduced or even eliminated without affecting your current operations and future growth potential. Carefully evaluate the importance and necessity of each expense. For ad serving
purposes, you still need to run ad campaigns to get the word out but avoid getting locked into a long term contract as it can be costly and reduce the flexibility that you need to run your business. The good news is that there are on-demand adservers
that you can use with no to very small commitment. You can scale up or scale down at any time by upgrading to a larger plan or downgrading to a smaller plan, depending on your need. For example, when you have more ad campaigns then you can scale up for a few months and then scale down when these campaigns finish. Having flexibility is important to control costs and stay profitable.
Part 2 - Automation, promise and incentive
- Ad serving strategies for a high inflation environment (part 2)
"Just when we think we have some control over the pandemic, inflation is getting out of control. Governments around the world are trying to tame inflation with monetary policies like raising interest rates and tightening money supply. " More
- Supply chain issues and ad serving (part 2)
"In the first part, we discussed how supply chain issues affect different companies differently and how they can disrupt an ad campaign. We will continue to show how you can lessen the impacts of these uncertainties using online ad serving and digital tools. " More
- Stagflation effects on online advertising
"While we are beyond the worst of the pandemic, we are all well aware that things are still a long way off from the world getting back to the way it was before COVID arrived. The harsh reality is that we may never see a full return to what we considered normal before. " More