Industry Snapshot 2019: The Changing Media Landscape

July 23, 2019, written by margarita

Advertising, marketing and the media landscape look very different in 2019 than it did 10 years ago

While huge progress has been made and advances in technology provide marketers with countless options to activate their digital campaigns, this has impacted the traditional roles of media owners. For some the changing media landscape spells opportunity, for others it has meant casualty.

Localstars take a look at the changing media landscape in 2019

In 2019, the changes continue apace. It’s therefore essential for media owners to evolve and provide tailored solutions for their advertisers. 

Here are some of the biggest changes happening right now.

The increase in global digital ad spend 

This year, not just the media landscape but worldwide spending on digital advertising will rise by 17.6%, meaning global digital ad spend will be around the $300 billion mark

And for the first time ever, it will account for roughly half of the global ad market. 

Whilst the likes of the UK, China, Norway and Canada are well into the digital revolution, they’re set to be joined by the US this year, with digital accounting for 54.2% of total ad spend in the USA. 

For media owners, once enjoying the fruits of traditional forms of advertising, the need to provide digital solutions for their advertisers is only intensifying. 


The age of disruption 

For many commentators, the age of disruption is now. When disruption occurs, it picks apart entire industries and reformats the status quo. And we’re currently seeing disruption occurring in a number of ways. 

When new disruptors enter a market they do so by growing rapidly and challenging the traditional businesses, while advances in technology have completely re-imagined the possibilities for marketers and advertisers. The upshot of this is that established businesses chase rapid growth in the short-term by focussing their energies towards performance marketing. This always has to be done with one eye on the saliency of their brand, their long-term business objectives and the all-important customer experience. 

As a media owner, it’s essential to be able to provide your advertisers with access to market-leading ad-tech to boost their performance in the short-term and enhance their customer experience; the likes of geo-location technology, re-targeting, dynamic creative and feed ads are essential for this. However, to assist with their ongoing marketing strategy and the long-term performance of their brand, it’s crucial to offer deeper insights and data through advanced insights reporting

The combination of short-term performance with longer-term insights is a very attractive proposition for advertisers. 


The impact of disruption on marketers 

As everything happens at such a pace for marketers today, they are facing considerable challenges in their day-to-day working lives. The pressure of chasing short-term growth and the increasing options in ad-tech and mar-tech has led many marketers to become stressed out and overburdened. 

In fact, the 2018 BIMA Tech & Inclusion report found that marketers are as stressed out as those working in the health service. 

As a media owner, it’s essential to offer a simple and straightforward solution to cater to the ongoing needs of your advertisers. By catering to all of their digital display requirements in one place and by offering additional value through tailored solutions, you will ensure you will become the go-to provider for all their campaigns. Crucially that means locking them into the spend cycle with you.  

There’s never been a better time to get your digital advertising offering up to scratch. By ridding your operation of legacy systems and archaic reporting and by tapping into the power of the Localstars platform, you’ll give your advertisers an end-to-end digital solution to power the performance of their businesses. 

Contact us today to see how Localstars can add more value to your offering to give you a competitive edge.

How to help your advertisers get the most out of the retail calendar in Q3

June 19, 2019, written by margarita

Are you already engaging with your advertisers in the retail space for their campaigns in Q3?

Between July and September, retailers will likely be focused on key dates in the calendar including Independence Day in the US, Wimbledon, the August Bank Holiday in the UK, Key Dance & Music Festivals and of course ‘Back to School’.

Localstars shows how to help your advertisers get the most out of the retail calendar in Q3

The role of a media owner at this busy time is to keep everything as straightforward and efficient as possible for your advertisers. It’s also key to increase the performance of your advertiser’s campaigns, to provide them with a competitive edge and lock them into the spend cycle with you, for this quarter and beyond.  

Simplify the process

The retail calendar in Q3 is diverse, with multiple events happening throughout the course of the three months. Each event will have its own unique hook for your advertisers, meaning they’ll need to create and flight multiple campaigns in quick succession.

By creating a simplified, cost effective and efficient solution to build and flight ads, you’ll be an attractive proposition for your advertisers. The Localstars ad builder, means your clients will have beautiful, feature rich, multi-shape HTML5 ads created in minutes. Crucially, this is likely to cut their usual creative production costs by 60%.

Keep everything running efficiently

With multiple campaigns running in quick succession it’s essential that an efficient solution is implemented that ensures every single ad is always up-to-date. With a big product inventory that’s constantly changing, products selling out, new deals updating, or offers changing frequently, it can be very challenging.

Put simply, it’s too much for your advertisers to track and make quick changes to their ads.

Automating this process is essential, with feed ads guaranteeing that all ads update automatically in real time in line with any changes to your advertisers’ inventory. They simply do the work once, with the automation taking care of the rest.

By providing this efficient solution, you’re keeping everything running like clockwork with ads that are always relevant to the end user. And with higher relevance comes increased click-throughs and improved conversions.

Help them reach the right audience

Don’t limit your offering simply to your portfolio of publications. By increasing your available ad space to hundreds of websites outside your portfolio, your advertisers have the opportunity to engage with the right audiences. Why would they need to work with other media owners?

Match up their KPIs with the right tech

How else can you provide your advertisers with a solution to enhance their digital advertising? Access to the latest ad-tech is a key way to do this, but it needs to be the right tech for their needs with tools and techniques that will improve the performance of their campaigns.

If they need to better target their campaigns and segment their demographics on a local level, geotargeting is essential. Do they want to engage with users on the go and  in close proximity to their locations?

Get to know your clients, understand their objectives and work alongside them to best define the approach they need to take and what  tech is required to get the results. You’ll then begin to build a fantastic value-adding partnership with your advertisers.

Provide the data and the insights they need

Can you work with your retail clients in a flexible way to tweak and improve their campaigns throughout Q3? What insight can you provide? The opportunity for A/B testing is an excellent addition, as is access to enhanced reports that provide metrics that go way beyond impressions and click-through rate. By reporting on demographic data you enable your advertisers to better understand their customers and begin to build more tailored audience personas.

Feeding this insight back into their upcoming campaigns will ensure they’re even more relevant and tailored to the needs of their customer base.

Before you know it Q4 with Black Friday, Cyber Monday and many more campaigns will be upon us. Contact us today to see how Localstars can add more value to your offering to give you a competitive edge.

CarGurus drive down ad operation costs and time with Localstars integrations

June 17, 2019, written by margarita

The Client

CarGurus is the largest online automotive marketplace in the US based on monthly unique visitors, with more car listings than any other major online automotive marketplace in the US.


The Challenge

CarGurus bought the brand Pistonheads and when doing so, inherited a vast range of third party suppliers from ad production to ad serving. 

Each inherited supplier came with it’s own challenges and costs which was making the challenge of streamlining the new brand more complicated


The Solution

Localstars reviewed the ideal workflow solution from sale to ad flight and helped identify where CarGurus could make savings by integrating their ad builder with their ad server.

Once an integration was developed, this would allow CarGurus to handle ad serving in house with fewer resources and less cost as a third party was no longer required.


The Result

Within the first month, Localstars set up the first phase of the integration which saw the team able to condense their workflow overnight. They were able to easily move all of their live ads onto the new ad server within a 24 hour period.

After the success of Phase 1 – we are now working with CarGurus to identify where we could streamline their processes from sales to ad creation, reducing the amount of duplicate data entry needed from sales teams so they can do what they do best, sell.

“Thank you again… and the continued work to get us up and running… you guys are heroes” – Liz Sheehan – Senior Manager of Advertising Operations

Why ad analytics matter to advertisers

June 17, 2019, written by margarita

The media landscape is changing fast.

The role of the media owner is expanding and with it your advertisers are becoming more demanding so we take a look at why ad analytics matter to advertisers.

Why ad analytics matter to advertisers

With traditional channels faltering in the face of increased performance from online advertising, this presents a real opportunity for media owners to better evolve and cater to the changing needs of their advertisers. If you can do that, you’ll begin to lock your advertisers into the spend cycle with you and get ahead of the competition.

Adding extra value

A key tactic to keep your advertisers spending their budgets with you is to give them extra value. To help improve their campaigns at every stage and to ensure they don’t take those meetings with your competition.

Reporting is a crucial technique to do just that.

When it comes to reporting for digital display, what do your advertisers need? They want data on click-through rates, conversion rates and impressions, that’s a given. All media owners will provide advertisers with exactly that. If this is the minimum they expect, there’s no extra value. There’s no insight to help boost their campaigns further and give them a competitive edge in their market. Provide advertisers with that insight and you have the potential to extend or create another campaign.

How do you differentiate yourself?

By providing your advertisers with that competitive edge.

Consider the fact that your advertisers won’t view their digital display campaigns in isolation. Individual campaigns are all elements of a long-term vision for the business, despite the short-term KPIs that may be set for them.
You need to take this long-term view while still offering performance in the short-term.

Their relationship with you shouldn’t start and finish with the beginning and end of campaigns. The question for you is what insights can you give them that will fuel their future digital display campaigns and help build the long term success of their business? How can you go beyond digital display and impact their entire marketing strategy?

This is why advertisers care about ad analytics.

The ad analytics that matter

To help your advertisers balance short-term performance with their long-term objectives, it’s essential to ensure they get a detailed understanding of their customers.

Why customer focused analytics matter to digital display

Specifically through customer focussed analytics, your advertisers can:

  • Increase click throughs, conversions and ultimately ROI by contacting the right customers with extremely relevant offers, deals and messages.
  • Cut the costs of their campaigns by targeting the customers with the best chance of acting.
  • Deliver the right message by segmenting customers more effectively through a better understanding of their target audience.

That’s why the ad analytics you have available truly matter to your consumers.

Why customer focused analytics matter to their wider marketing strategy

If your clients know how their campaigns perform and how they resonate with key audiences, they can further tailor their upcoming digital display campaigns to generate as much performance as possible. That’s just the start.

You’ve now given them the tools to better understand their target audience. This insight and personas will therefore impact all other areas of their advertising and marketing strategy moving forward.

Advanced reporting through the Localstars Platform

The Advanced Insights Reporting through the Localstars Platform provides your advertisers with the performance data that truly matters to the future of their business.

Run of the mill metrics will be a thing of the past. Now they can really dive deep into their key demographics, feeding this insight back into their overarching marketing strategy.

Your advertisers will now be able to understand the following metrics:

  • Age
  • Income
  • Interests
  • Gender
  • Demographic
  • Marital Status
  • Device Type
  • Time Breakdown
  • Keyword Breakdown

You’re providing them with the data to define who their audience is, to understand the customer demographics that convert and the users that represent the highest value to their business.

Contact us today to learn more about the Localstars offering or book a demo to understand how we can give you and your advertisers a competitive edge.

How to tailor your offering to meet the needs of your advertisers

May 17, 2019, written by margarita

What pressures are your advertisers facing? What’s keeping them awake at night? Chief among their worries, will be the need to squeeze as much value as possible from their advertising budget. So how do you address the needs of your advertisers?

Advertiser’s campaigns need to perform to higher yield and with a lower spend. It’s essential to secure an advantage over their competitors, but without blowing their budget. If media owners can provide them with this and tailor their services to meet their individual needs, it’s a win, win from both sides. Here’s how you can lock advertisers into their spend cycle with you through a tailored approach.


Don’t just focus on you

Yes you might have a long standing relationship with an advertiser, but given the changing media landscape and the competition between media owners, they won’t stay simply out of loyalty. That means you need to diversify and not just focus on your own suite of publications.

Localstars Tip for Success #1

The Localstars Platform gives you the opportunity to increase your available ad space to hundreds of websites outside your portfolio of publications. This enables your advertisers to get their message out there and crucially consolidate their ad spend with you.


Help them trim their budgets

For many advertisers, the cost of expensive ad creative may put them off digital display advertising. This is especially the case when an ever-changing product inventory necessitates multiple ads with subtle changes to deals and offers.

The question for you, is how you can help them cut this expense and provide a cost-effective solution for their digital advertising?

Localstars Tips for Success #2

By providing your advertisers with access to the Localstars Ad Builder, they have the opportunity to build feature rich, multi-shape HTML5 ads in minutes. That’s a quick and easy solution to build and flight their digital display ads.

And the best part?

Using the Ad Builder is likely to cut the usual creative production costs by 60%. That’s a money saving solution for your advertisers too.


Tailoring your offering

So, now you can help save your advertisers money and you can extend the reach of their campaigns, but how do you offer them something that’s really tailored to their needs?

The first stage is to get to know their requirements, objectives and campaign KPIs. Then you’ll be in a position to offer them a solution that’s never out the box and is always bespoke to them.

Here’s a few examples to assist.


Learning more about their audience

They need the data to define who their audience is. They want to know the customer demographics that convert and those that are of the highest value to their business.

Localstars Tips for Success #3

Through our Advanced Insights Reporting, you can provide your advertisers with the performance data that really matters. Forget run of the mill metrics, now they can drill down into their demographics and feed this back into their overall marketing activities.

We enable your advertisers to report on the following:

  • Age
  • Income
  • Interests
  • Gender
  • Demographic
  • Marital Status
  • Device Type
  • Time Breakdown
  • Keyword Breakdown

Dealing with an ever-changing inventory

In certain industries, including automotive and travel, things can happen quickly. Products can sell out, offers can change and deals can be updated. And crucially, this occurs over a vast inventory of multiple products. It can be too much to keep track of.

If your advertiser faces these problems they may not want to invest in digital display as keeping up with the changes will be time consuming, costly and impossible to manage in real time.

Localstars Tips for Success #4

Provide them with a solution by tapping into the capabilities of feed ads through Localstars. Feed ads connect directly to their data feed with their ads changing automatically in real time. Once the feed is set up, everything will be run by automation with the ads updating as soon as a product sells out or a deal changes.

Feed ads will save them money, enhance their efficiencies and will always provide their audience with relevant and up-to-date ads. The more relevant the ad, the better the performance.

Engaging with multiple audiences in different languages

Advertising across multiple territories can be challenging at the best of times, so how do you provide your advertiser with an easy solution to engage with users in varying languages? And importantly the right language for that specific user?  

Localstars Tip for Success #4

Through dynamic advertising with Localstars, your advertisers will have the ability to show different messages to users based on external data such as time of the day, the weather and a user’s search history.

Importantly, this can also be done based on the language of the person viewing the ad.

A desire for more from their ad templates

Simply providing one landing page to click through to site won’t suffice for your advertiser. They want to include links to their reviews as well as social media accounts for example. Flexibility and a bespoke solution is essential.

Localstars Tip for Success #5

The Localstars Ad Builder enables your advertisers to build multi-click ads with the flexibility to click through to multiple URLs onsite. These could include:

  • The brand homepage
  • A reviews page
  • Social media page
  • A specific product or deal

They can define the URLs based on their individual needs and the objectives of the campaign.

With online advertising on the up and more traditional channels faltering, there’s never been a more important time to get your digital offering up to scratch. And by giving your advertisers the flexibility they need you’ll put your business in the best place to lock them into the spend cycle with you.

Contact us today to learn more about the Localstars offering to give you and your advertisers a competitive edge.

Leading UK Publisher increases efficiency by 500%

April 2, 2019, written by margarita

The Client

As one of the largest publishers in the UK, the client has over 70 digital brands and publications under their umbrella. In 2018, they ran over 3500 digital display campaigns every month, hosting approximately 45 million impressions per month across their suite of websites.

Publisher Increases efficiency by 500%

The Challenge

Small-scale generic campaigns were required to be activated across all publications quickly while still maintaining quality.

Internal production teams were focused on large bespoke projects and didn’t have the capacity to work on the smaller time-consuming campaigns. A solution was required for quality ad production, adhering to strict turnaround times, with the capability to up-scale if and when demand required.


The Solution

The client discovered Localstars, the platform that powers media owners to efficiently scale and automate digital advertising from lead to revenue. Localstars quickly facilitated the creation of high-quality, beautiful HTML5 ads across multiple shapes and sizes, reducing the reliance on the internal production team. They were given more time to concentrate on bespoke projects, with less touchpoints.


The Result

By simply outsourcing ad production to Localstars, the client was able to increase efficiency by 500% and reduce the headcount required within the team from 66 to 11.

The Localstars platform provided a scalable solution for ad production across the client’s portfolio of websites. Their internal team was instantly more productive, with all processes streamlined. Sales teams were also able to use the Localstars Sales Automation Engine to create ads for their prospects and engage with them when they were at their hottest and in the most opportune moment to close. Deals were closed, and sales were increased, with less resource required.

How media owners can enhance their productivity

March 25, 2019, written by margarita

Times are challenging. You’re facing increased YoY sales targets and doing it with less headcount in the sales team. The days of multiple sales people working on the same leads with clients and agencies are fading. The time required for face to face sales pitches is a luxury you rarely have.

How Media Owners can enhance their productivity with Localstars

Put simply, you need to do more with less.

As times change, you have an opportunity to evolve. With the right technology, you can empower your smaller sales team to be super-efficient with their time and close a higher percentage of deals.


Cutting out the waste

To ensure your sales team are as efficient and high-performing as possible, you need to be able to give them the opportunity to:

– Sell creatively in a way that helps prospects visualise their digital display activity

– Understand how engaged their prospects are

– Engage with  their prospects at the most opportune moment

– Know the best products and packages to recommend to their clients

The Sales Automation Engine from Localstars gives them the power to do all of this and more.


Creative selling

No longer will you need to leave anything up to the imagination of your advertisers. Where before they had to visualise what their ad would look like, know they’ll be provided with a fully built ad, illustrating exactly how it will appear on one of your publications.

Ads that are proposed to advertisers in this way, have seen between 25% and 45% conversion rates.


Understanding engagement

Your sales team will be provided with key metrics to track and understand the engagement of their prospects. They’ll know when they’ve viewed the ad and for how long. They will also know the precise moment that the prospect has their eyes on the ad.

These metrics also illustrate those prospects that aren’t engaged, detailing which should be viewed as a low priority. That’s vital knowledge of your prospect’s mindset that you never had before.


Most opportune moment

We’ve all been there in a sales meeting when the prospect just isn’t engaged. Their mind may be on other things and they’re drifting further away from signing up. With this way of selling, they’ll have the chance to view the ad in their own time. Crucially your sales team will know exactly when they’re viewing the ad and the best time to contact them.  

They’ll be highly engaged and ready to talk. They can even request call-backs with your sales agent at a time that suits them.

The rest of the time, your sales agents will be completely hands-off with the prospect, enabling them to concentrate their efforts on closing with other hot leads.


The best products and packages

The capabilities of the Sales Automation Engine will soon harness the power of machine learning algorithms. Recommending the best products and packages to position to your prospects, based on detailed data sets and indicators. This gives your sales team the chance to close the highest value and volume of deals.


Creating the opportunity to increase your revenue streams

Post sign-off, the time taken to produce and traffic campaigns through the Localstars platform is dramatically shortened.

The ads that your prospects are visualising are already built and ready to go live. There’s no need for them to invest in expensive ad creative. They already have multi-size, multi-shape and feature-rich HTML5 ads built, ready to go and any tweaks can be made live while your sales person is engaging with their prospect.

By drastically shortening this time, you can maximise your retention and increase your revenues in the process.

If you’re looking to be more productive with less and smash your sales targets, then contact us today to find out more. We’ll illustrate exactly how this can be done by increasing your current digital revenue or exploring new tactics for growth.

Key factors media owners need to consider for Ad-tech

March 22, 2019, written by margarita

Technology is changing the game for media owners. With advances in martech and ad-tech continuing apace, it’s even changing what it means to be a media owner.

The upshot of this is the ongoing challenge of facing off against new competitors all vying to claim advertisers’ budgets with their advertising solutions. For advertisers themselves, they face the challenge of their budget being squeezed in so many directions and the confusion of understanding exactly what the best solution is in line with their business needs.

Technology may be revolutionising the industry, but the key objective for advertisers still remains. And will always remain. They want performance for their campaigns, and they want bang for their buck. Ad-tech that helps you to give them exactly that is where the real game changing occurs.

When choosing an ad-tech platform, consider how you can:

1. Solve specific business problems for your advertisers

Your advertisers don’t want to be sold a list of things that you can do. They want you to illustrate an understanding of their business needs and to provide solutions to their problems.

They may need to engage with a targeted local audience and only that audience. Their ever-changing inventory and how to keep their advertising up-to-date may have been holding them back previously. The cost of expensive ad creative and long lead time for trafficking campaigns may have put them off in the past.

Give them a tailored offering for their individual needs, KPIs and business goals and you can begin to boost their potential spend with you, increasing your revenues in the process.

2. Enhance your own offering

Your chosen ad-tech platform should always enhance your own offering. If you give your clients more solutions and options, it increases the chance of locking them into the spend cycle with you.

Does the platform enable you to increase your available ad space to websites outside of your portfolio? Can you boost your offering by providing a quick and easy solution to build their ads? Will you now give them access to the latest technology that can revolutionise their digital display campaigns?

That’s how you can boost your suite of products, but you also need the capability for your team to deliver them seamlessly. A platform that enhances your workflows and boosts the productivity of your different departments will truly enhance your offering.

3. Engage with your advertisers

Catering to the needs of your advertisers is half of the battle. To challenge in the current market, you need to up your sales game too. And you’ll no doubt be chasing those increasing YoY targets, with less headcount in the team.

A crucial requirement of your chosen ad-tech platform is the ability to rejuvenate your sales process. Automation and machine learning are essential. The first will cut down unnecessary admin for your team, giving them the opportunity to focus all their efforts on selling, while the latter will help you recommend the best possible packages and products to your prospects based on real data and insight. Combining this with creative selling techniques and the metrics to know which prospects are the hottest and the best possible time to engage with them, will streamline your sales process and help you smash your sales targets.

Your sales team will be doing less with more.

4. Add extra value for your advertisers

Your advertisers no longer view their marketing channels in silos, they’re looking at the whole digital marketing mix and will want to work with media owners that can provide added value that impacts their digital marketing strategy.

Key to this is the ability to provide them with detailed reporting and metrics on not only the performance of their campaigns, but also that enable them to better understand their customers. With more knowledge and insight on their end users, all of their digital marketing channels and strategy will become more tailored and focused on the needs of that audience. A platform that provides this insight to your advertisers can be powerful for the future of their business.

5. Promise agility and flexibility

Provide your advertisers with a cumbersome solution that can’t be integrated with their existing systems and you’ll lose them. Offer them the flexibility to integrate with their eCommerce platform and cater to their cross-channel needs and you’ll pique their interest. Crucially, their operation and advertising needs will change over time. It’s therefore vital that your ad-tech solution has the agility to evolve alongside their changing requirements.

And by choosing a partner or solution that is continuously evolving in line with the latest cutting edge technologies, will give you the peace of mind to know that your offering has the capability to change in line with the needs of your advertisers, ensuring it continues to be competitive.

6. Make the complex simple

AdTech enables you to do complex things, giving your advertisers the opportunity to engage with their audience in new and innovative ways.

However, the best technology and partners enable this to be done simply, with a straightforward and intuitive process. If your provider makes this too onerous on your employees and teams it simply won’t for you or your advertisers in the long run. The best providers and solutions make complicated things simple through the likes of automation and use of AI.

Catering to the needs of your business is essential in a competitive environment. Giving your advertisers high performing campaigns, bang for their buck and ease of use is vital. An ad-tech provider that offers both will become a key partner for the future success of your business.

If you’re looking to enhance your operation and provide your advertisers with answers to their digital marketing needs, then contact us today to find out more. We’ll show you exactly how you can maximise your current digital revenue and explore new tactics for growth.

Leading Advertising Technology Provider, Localstars, Launches New Offering to Power Digital Advertising for Media Owners

March 1, 2019, written by margarita

Localstars is delighted to announce the launch of their new Enterprise Creative Management Platform for media owners.

Previously publishers could tap into the unique technology from Localstars to efficiently build and deliver beautiful, feature-rich HTML5 ads. The platform has now evolved to power digital advertising for media owners, providing the power to scale and automate digital advertising from lead to revenue.

Through the enhanced functionality of the platform media owners are able to:

* offer advertisers the opportunity to connect with their specific audience through pioneering technology

* extend their available ad space to websites outside their portfolio of publications

* offer the chance for advertisers to target users based on their location or when they enter a defined area

* provide advertisers with detailed performance metrics to help them understand who their audience is and how to enhance their future digital advertising campaigns

Localstars help Power Digital Advertising for Media Owners

The new features and available market-leading technology include Feed Ads, Dynamic Ads, Geo targeting, Geo fencing, Re-targeting and Advanced Insights Reporting.

Crucially, media owners can tap into the capabilities of the platform to power their own sales process and efficiently drive inbound calls with engaged prospects, as well as to improve sales conversions and upsell.

Through the Localstars Sales Automation Engine, media owners have access to creative selling techniques to bring their proposition to life for their advertisers. The engine shortens the time required to sell, produce and traffic campaigns maximising client retention and increasing revenues.

George Dann, CEO of Localstars said: “We have long understood the challenges faced by media owners in the changing media landscape. With YoY revenue targets continuing to rise at the same time as the size of sales teams diminishing, sales processes need to be efficient, cost-effective and provide the best possible chance to engage with key decision makers when they’re ready to convert. Through the functionality of our platform, media owners now have the solutions to these challenges.”

“With online advertising continuing to be the preferred choice for many advertisers over traditional channels, because detailed reporting ensures the ROI, there’s never been a more important time for media owners to stand out and provide their clients with market-leading solutions for their online digital advertising offering. Our Lead to Revenue platform ensures ad efficiency and gives a quick route to market, while the enhanced features of the platform ensure that they can connect with audiences that really matter to their clients.”

Why not have an informal and friendly conversation to see how we can drive new revenue and improved margins, through the Localstars Platform. Book a demo with Localstars today.

Unlock more from your advertisers during the season of love

February 12, 2019, written by margarita

Get something different for your advertisers this Valentine’s Day. After all, the money-saving nature of January passes and people finally get paid, February feels like a new beginning. Consumers are ready to spend money again, with Valentine’s Day the first date in the calendar that presents a real opportunity for brands and businesses to boost their sales.

With budgets often tight and digital advertising offering a quick route to market, it’s no surprise that this is the preferred option for many advertisers. As a publisher or media owner, this shift needn’t be viewed with skepticism. More like an opportunity. But only if you offer your clients the best way to get real bang for their buck.

Get something different for your advertisers this Valentine's Day

Give your advertisers something different

Don’t give them archaic systems that can’t integrate with other tools. They aren’t satisfied with fluffy performance metrics. If you present your advertisers with a scattergun approach and don’t illustrate detailed ROI, you’ll lose them.

This is the reason why many businesses are turning their backs on traditional publishers and taking their advertising and marketing in-house.

If you can allay their concerns, and crucially give them an offering that is competitive and adds additional value that caters to their needs, you can ensure they commit that all-important spend to you. This value ad structure improves repeat business with the ability to provide a digital tailor-made package that serves your client.

The Localstars Platform, media owners have a variety of ways to generate ad revenue through digital display advertising. And it’s all about the opportunities. For your clients and for you.

Creating the opportunity to reach new audiences (and the right audience)

By tapping into the capabilities of the Localstars platform you give your advertisers the chance to reach new audiences. Through Audience Extension, you can increase your available ad space to hundreds of websites outside your portfolio of publications. Advertisers get their message out there.

You’ll also want to be able to give them the opportunity to engage with audiences on a local level too.

Geotargeting & geofencing: Rejuvenating your digital offering for your advertisers

Geotargeting helps your advertisers target audiences that are known to occupy a specific geographic area, using a variety of targeting methods, such as address, zip code, or in line with a specific landmark. This means there will be no wastage of your advertisers’ spend as everything will go towards targeting as many people as possible in that specific location. It’s perfect for brand awareness.

Consider the objectives of your advertisers. They may want to increase footfall in-store. You can help them do that too.

With geo-fencing, your clients can engage with potential customers when they enter a location, by drawing a digital “fence” around it. They can then retarget them through mobile advertising wherever they go, with the aim of boosting physical conversions in store.

Now that’s a lot more value than simple digital advertising.

Offering the opportunity to get to market quickly and always engage

If you can give your advertisers increased efficiency and cost-effectiveness, that’s a sure fire way to keep them on your books. Through the Localstars Ad Builder, your advertisers’ will have beautiful, feature-rich, multi-shape digital ads created in minutes. Using the ad builder is likely to cut the usual creative production costs by 60%. That’s a cheap and efficient route to market.

But that’s not the end. Your advertisers will want to engage with their audience in the best possible way. Quickly and easily.

The key to doing so will be the ability to serve customers with changing creative at different moments of the day, according to the day of the week and even in line with the weather. You can do that through dynamic advertising.

And for those advertisers with ever-changing product inventories, you can provide them with a simple way to update their ads in real-time when anything changes. Feed Ads tick that box. Just think how this could revolutionise how a jewellery brand showcases its products on Valentine’s Day.

Your opportunity as a media owner

Each of these capabilities can make up your online offering to your advertisers. By offering enhanced functionality, you’re giving your clients the best opportunity to get the most from their digital advertising, as well as ensuring you can grow your own ad revenue in the process.

It’s time to arm your sales team with the tools to do what they do best.

Through the Localstars Sales Automation Engine  your sales process will be faster, easier and smarter. You have the opportunity to engage with key decision makers at a time when they are engaged and at their hottest. Your sales team will target the right deals at the opportune moment and smash those sales targets. With a little automation and a touch of AI, you can hit those increasing sales projections even with a reduced headcount in the sales team.

Continuing the revenue cycle with your advertisers this Valentine's Day

Continuing the cycle

So, you can enhance your offering, and cater to all your clients’ needs. This should boost your revenue.  You can showcase it to them in the best possible way, turning those leads into all-important sales.

But how do you advance the cycle and ensure they continue to spend their budgets with you?

You give them the insights and knowledge to do it better next time. Advanced Insights Reporting helps your advertisers to understand the key metrics around their audience and how best to engage with them, giving them the tools to shape more tailored campaigns and creative to drive even better results.

That’s some added value.

Yes it can seem daunting at first, but always remember the word opportunity. With online advertising on the up and more traditional channels faltering, there’s never been a more important time to get your offering up to scratch. And by giving your advertisers the love and attention they need, you’ll become the partner they turn to. That goes for Valentine’s Day and beyond.


Contact us today to see how Localstars can add more value to your offering and give you a more competitive edge.