Programmatic advertising has changed the face of digital advertising as we know it. Automatic buying enables solutions like dynamic creative optimization for a level of granularity and relevancy not possible with traditional digital ads. Programmatic enables buyers to set geolocation targets and deliver hyper-local and hyper-relevant ads. Yet, those same conveniences have often been difficult to scale for franchises, chains, dealerships, and other businesses maintaining unified branding across a network of smaller, largely independent businesses.
National-level organizations push branding and marketing messages to local outlets, but those businesses are sometimes still responsible for selecting their own advertisement, setting budgets, and offering deals or discounts. Managing this setup with traditional programmatic means setting up hundreds if not thousands of individual campaigns. This added complexity results in costs and setup difficulty for national-level organizations. It’s further complicated for large organizations who manage advertising and branding for distributors through a central platform, essentially offering advertisement-as-a-service to their retailers.
Adcombi’s multi-advertising technology solves many of these problems by reverting campaign setup and control to the local level. Plus, with our open API, large-scale organizations can simply integrate Adcombi directly into platforms to deliver solutions directly to campaign managers.
Multi-Advertising Simplifies Local-Advertising for National-Level Campaigns
Adcombi’s multi-advertising allows advertisers to differentiate ads at a local level. The advertiser sets up a campaign, complete with individual retailers. Each retailer is linked to its own geofenced area or zip code, and campaign budget.
Essentially, Adcombi allows national campaigns to localize marketing, driving traffic directly to dealers, distributors, and retailers responsible for income. Most importantly, local advertisements can draw from individual retailer campaign budgets and display custom location and content per location, without requiring individual campaigns. Our API solution adds another layer of convenience, with local access and control.
Delivering Ads-as-a-Service With our API Platform solution
While anyone can use Adcombi’s multi-advertising technology through our platform, many of our customers are large-scale brands with platforms for their retailers. This is essential because most organizations allow local retailers to offer their own discounts and offers. Advertising needs and budget can also vary considerably from one brand to the next. Adcombi resolves this with an open API, enabling brands to directly integrate our services into their platform.
Jumbo, for example, delivers branding and marketing to its franchises through a single platform. Store owners and managers can log in to purchase folders, banners, point of sale, and social media branding content from a single location. This allows Jumbo to maintain consistent branding across all its retailers.
Adcombi’s open API meant Jumbo could directly integrate our services into their own platform. Jumbo’s 700+ retail store owners can now log into the platform to set up local digital advertising. Here, Jumbo simply creates content and campaign templates inside its platform, the platform uploads the retailer’s location, and Adcombi handles the rest. Local stores have full control over what’s advertised and their own budgets, but everything is pushed through a central platform, giving Jumbo full control of approved branding materials.
How does that work? Once the organization integrates the API into their platform, the platform shares two-way data. Platform managers can upload campaign templates, set access levels, and assign campaigns. Local managers can access and edit campaign templates, set budgets, launch ads, and view data for their own results. The local franchise chooses the campaign, sets its own budget, and selects content. Rather than the central organization pushing everything to the local dealer, the local dealer controls advertising based on its own needs and budget.
This essentially allows hyper-local outlets to run their own local, programmatic campaigns at a DSP level, through the central organization’s platform.
L’Oréal runs these types of campaigns as well. Its platform allows hairdressers and salons to drive business using L’Oréal approved branding, templates, and its DSP. The local dealers can then use their own budgets to drive foot traffic to their own salons.
Access and available options are fully dependent on how the API integration is set up. And, of course, Adcombi reviews and updates data on our side to ensure the API offers access to the data your platform needs.
Our solution also scales exceptionally well. Coca Cola runs national level campaigns through our platform, pushing sales to over 90,000 local outlets in the Netherlands. These range in size from theme parks to snack bars, meaning they require diverse budgeting and marketing messaging. In this case, Coca Cola uploads templates and campaign options, outlet representatives discuss marketing with the outlet, and the outlet owner/manager can log in to see their own local and relevant ads. Because Coca Cola uses full access management tools, every level maintains privacy and security.
Similarly, both AkzoNobel and Unilever use our platform solution, connecting to outlets for their dealer networks, and giving hyper-local retailers control over ads.
Our open API means all of these companies have the option to direct their franchises and dealership advertising through their own platforms, keeping everything in-house and visible, and enabling those hyper-local outlets to access high-level DSP advertising.
Simplified National Advertising
Localizing national-level ads can increase efficacy and ROI for digital marketing, simply because ads are more relevant. Rather than driving awareness, most ads push viewers towards local dealerships, stores, and outlets where they can directly purchase or access the product. Our API solution puts control of those ads in the hands of the dealers benefiting from and using them.
Managing branding and content for programmatic ads for local stores through your own platform simplifies campaigns while reducing setup and management costs. It also ensures brands can continue to push data in-house, tracking what retailers are using, when, and why.
Multi-advertising is designed to meet the needs of national advertisers with local retailers and branches. Our open API makes that simpler and more efficient, so you maintain control of data and branding across dealerships, retailers, franchises, and chains.
Contact us to learn more.