Marketers and advertisers may use programmatic advertising to bring their digital campaigns in front of precisely who they want, when they want, and where they want. Self-serve and managed service are two of the most popular ways to conduct digital advertising campaigns using a programmatic platform.
Begin using programmatic advertising
Digital advertising continues on its upward and rightward trajectory.
The Interactive Advertising Bureau (IAB) and PwC US publish the Internet Advertising Revenue Report twice a year. In this research, the IAB and PwC examine the scale of the digital advertising market as well as the trends that are driving its continued growth—and growth it is.“There is no doubt that digital advertising is top-of-mind with brand marketers,” said Anna Bager, Executive VP of Industry Initiatives at the IAB, in a news release announcing the research.
- In the first half of the year, digital video advertising revenues topped $7 billion, up 35% over the previous year.
- In the first half of the year, mobile display ad revenue increased 45 percent to $11.7 billion, accounting for 74 percent of total display ad revenue.
- In the first half of 2018, digital audio advertising income increased by 31% to $935 million, putting totals on course to surpass last year’s $1.8 billion.
After all of this, it appears that brands and agencies must make some decisions. Managed service or self-serve advertising: which is the better option for you?
Transparency and control are at the forefront of self-serve advertising.
It’s true that “set it and forget it” might be convenient at times—and for some people, it’s the only choice. Choosing and running a self-service platform—like Intelify, wink wink—has its own set of amazing advantages. Many companies and agencies are bringing their media purchasing in-house, creating ideal conditions for adding a self-serve advertising platform to their toolkit.
Advertisers that run self-serve digital advertising campaigns have direct access to their campaigns. (Does it get more transparent as time goes on?) Advertisers may track their campaigns in real time from the start, giving them complete control and the opportunity to make modifications on the fly, such as:
- Adjustments to ad groups and creative modifications
- Optimizations to the site list and targeting
- Adjustments to the budget and bids
One of the biggest advantages of using a self-serve platform to conduct a programmatic campaign is the ability to handle everything in-house. The advertiser has easy access to everything and everyone they need to conduct a campaign, reducing turnaround times substantially. Also, not to mention, self-serve digital advertising campaigns are usually more affordable than professionally managed programs.
Managed service, on the other hand, is the polar opposite (and it means pretty much exactly what it sounds like). When digital advertising is completely managed by a third party, such as an agency or another company, marketers can use the “set it and forget it” approach. The disadvantages, on the other hand, are self-evident: Reduced transparency, efficiency, and financial control.
Self-service vs. managed service
If you’re having trouble figuring out how to buy programmatic advertising, remember that you don’t have to do it alone.
When you run a campaign through a fully-managed platform, you pass up control of the campaign to the platform’s media strategists. The media strategists are in charge of uploading everything required, making adjustments as needed, and reporting to the advertiser.
As an advertiser, programmatic is the way of the future when it comes to executing display advertising campaigns, whether through a managed service or a self-serve platform. The advertiser and their firm or agency, on the other hand, have complete control over how these adverts are distributed. There are alternatives for everyone, regardless of their needs.