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.
Price changes quickly
When there are issues with supply and demand, it is not uncommon to see the price increases for certain products. Some changes are planned while many are unexpected and unpredictable. This is not particularly great for the consumers but it’s also why advertisers need to be careful when they start running ads. An interested buyer might be hugely disappointed to click on an advertised offer to find out that the price has increased and it is no longer a good deal. That is why it might be safer for certain companies to exclude pricing on the ads and ask potential customers to visit the landing page for more current information, including current prices. However, it is not always possible or convenient for the viewers. Especially if pricing is the main factor for viewers to click on the ad to buy something right away then you need to include the advertised price as part of the ad. When you display the product pricing on the ad, setting a specific start and end date for the ad campaign in your
ad server is the best way to go because it is automatically scheduled and leaves less room for mistakes. After the current campaign ends, you can start a new ad campaign and update the pricing.
Flexibility of online ad serving
Even though there are many uncertainties in the global supply chains, there is a good reason why advertisers are leaning towards working with a
digital ad server. It all begins with the flexibility of doing so. Ads can be quickly changed, swapped, or paused in real-time just as disruptions or other supply chain issues take hold. For example, you can turn off an ad right away if you no longer have that product in stock. You can then reactivate the same ad a week later when new inventory arrives. This is not something that can be done with traditional advertising like a print ad or even a TV or radio ad because those tend to be locked in for the contract’s duration. Digital ads offer a superior level of flexibility that makes it difficult to compare and go back to a traditional way of advertising.
Supply chains going digital
We saw a lot of companies switching their focus to online marketing and sales during the pandemic, with the same being true for supply chains. We are probably going to see digital sales continue to grow even after the pandemic. Transparency across the whole supply chain is becoming more important. It is not possible to know how many items are available to sell if you have to track it manually on paper. On the other hand, it is possible with cloud-based digital systems that can continuously track and monitor current inventory and even forecast demand. With that in mind, it is no surprise that the demand for a
reliable online ad serving solution is on the rise because it is easier to integrate two digital systems than mixing a digital with a paper-based system. A digital inventory system can integrate directly with a
online ad server to adjust how much the advertised offer should be, how long the promotion should last and when to turn off the ad campaign. The options are endless when more business departments and systems go digital and communicate with each other seamlessly to maximize efficiency and profit.
Related
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