When it comes to digital advertising, small advertisers are often overlooked. Focus often is on shiny key accounts with their “homepage takeovers” or large programmatic campaigns booked by huge networks or agencies.
The concern with small advertisers is always that the high effort is not worth the small budgets. But this is not the fault of the small advertiser. It is the lack of tools to make these long tail advertisers accessible through technology, bundling and intelligent pre- and after-sales approach.
When publishers solve how to book digital advertising for small advertisers, it not only gives them much higher CPMs than all other campaigns but also huge revenue potential with small deal sizes each but almost unlimited deal volume.
In this webinar, Smartico’s Christian Scherbel will cover the 5 top tips, low hanging fruits, instant revenue levers and best practice recommendations for scaling digital advertising with smaller advertisers almost instantly.
In this webinar, you will learn:
- How to scale digital advertising with small advertisers.
- What is holding back small advertisers at the moment and how to overcome that.
- How to bundle digital advertising into print campaigns at scale.
- How to win back small advertisers from social media that have stopped doing print advertising.
- How to lift the value of digital campaigns for SMEs by adding SEO as the secret sauce to display ad campaigns.
- How to make the smallest advertisers a profit centre for your company.
- What are the most successful and least successful bundling options for SME digital campaigns.
Who should attend the webinar: chief executives, sales (CSO / advertising director / sales manager), digital (CTO / digital director / digital manager), product (product director / product manager / digital product manager), business development (bizdev director / bizdev manager), revenue (CRO / digital revenue managers) and anyone with an interest in increasing advertising revenue.
This webinar was broadcast on 2.30-3pm (GMT), Tuesday 14 November 2023
Presenter: Christian Scherbel
With a background in aviation engineering and 20+ years of experience in newspapers, Christian has been founding and running digital businesses since 1999. He is driven by advertising sales and spotting the small differences in local ad sales that make a big difference in terms of outcome.
Christian has worked with leading publishing brands and organisations as well as small regional champions in Europe, the Middle East and North America – including Axel Springer, Mediahuis, Tamedia/TX Group, Groupe EBRA, Irish Times, Iliffe and many more.
Moderator: James Evelegh
James Evelegh has worked in magazine publishing since 1989, and has been the editor and publisher of InPublishing since it launched in 2003. He began his career with Trinity Publishing (now DMG) and was then group circulation manager at Centaur Communications from 1994 to 1996. From 1996 to 2003, he worked as a circulation consultant to a wide range of companies including Guardian Media Group, FT Business, Euromoney, WH Smith News and Wilmington.
Webinar sponsored by: Smartico
Smartico builds digital profit centres for 500+ publishers in Europe and North America by boosting their local advertising sales with AI and human touch.
Their products include ‘Smart Ads’ which turns print ads, social media profiles and posts and other input sources, into successful display ad campaigns that include landing pages and dashboards for visual reporting, as well as newspaper-focused digital monetisation models for magazines, advertorials and specials.