added by sari · updated 2y ago
Self-serve ads and the rise of DIY advertising
- The explosion of self-serve is driven by one main theme:
from Self-serve ads and the rise of DIY advertising by SparrowAdvisers
sari added 3y ago
- Our current platform era is really built on the back of self-serve advertising. The Top 5 largest advertising businesses are all built on self-serve revenue
from Self-serve ads and the rise of DIY advertising by SparrowAdvisers
sari added 3y ago
- making it easier and cheaper to buy advertising ultimately brings in a wide variety of new buyers and creates an advertiser long-tail.
from Self-serve ads and the rise of DIY advertising by SparrowAdvisers
sari added 3y ago
- Small businesses are the focus of every self-serve platform and the theme for this cohort is automation. Think about the day-to-day operations of a restaurant chain or a local bar: they likely won’t have dedicated marketing staff on board and their budgets are small and tied to performance.
from Self-serve ads and the rise of DIY advertising by SparrowAdvisers
sari added 3y ago
- These are relatively new waters for blue chip advertisers who are used to having a much more pronounced share of voice not just literally but figuratively, too: if Ford, Coca-Cola, and Starbucks other Top 100 advertisers decided to pause their TV advertising that would cause network and cable execs to jump into action: this group accounts for ~70% ... See more
from Self-serve ads and the rise of DIY advertising by SparrowAdvisers
sari added 3y ago
- We’re presented with a modern advertising platform paradox:
from Self-serve ads and the rise of DIY advertising by SparrowAdvisers
sari added 3y ago
- Self-serve is meant to make everything easier; in reality the proliferation of different self-serve options seems to have the opposite effect.
from Self-serve ads and the rise of DIY advertising by SparrowAdvisers
sari added 3y ago
- This has been a boon to smaller advertisers. Whereas a national television campaign would require a 6-figure commitment today’s starter budgets on most platforms are in the 10s and 100s rather than 1,000s of dollars.
from Self-serve ads and the rise of DIY advertising by SparrowAdvisers
sari added 3y ago
- Growth/Challenger Advertisers: These brands have largely perfected how to promote within a single channel very effectively. Facebook, Instagram, email lists, and community-building are frequent staples with some high-density area out-of-home advertising sprinkled in for good measure. These advertisers are now running face-first into platform limita... See more
from Self-serve ads and the rise of DIY advertising by SparrowAdvisers
sari added 3y ago