Local offline media, ranging from door-to-door advertising to inserts and billboards, generally come with long lead times, high cost and inflexibility in terms of contact moment and location. On top of that, door-to-door advertising is further hampered by an increasing number of people, who reject advertising material in their mailbox. Thank God for multi-advertising that solves these problems all at once!
The fact that a shift is taking place from offline to online media is not exactly breaking news. Online programmatic advertising and even dynamic (video) advertising have already been around for a while, solving some of the above-mentioned challenges. To a certain extent, this even includes giving online national campaigns a local twist in terms of discount campaigns, opening hours and other local conditions. So how does multi-advertising fit into this picture? With multi-advertising we have created software for activating, managing, monitoring and reporting on large amounts of regional and local programmatic campaigns at scale for multi-store companies effortlessly.
Our convenient templates and dashboards allow in-house or external campaign managers to set up and manage individual budgets, bidding strategies and creatives for many locations at once, while still maintaining control over them individually. Ads can even be personalized to connect with local audiences through dynamic content such as address information, dealer logos and location-specific images or text. Multi-advertising shows the same flexibility towards the exact size of the geographical area each individual dealer seeks to target. At the same time, we found a way to show the local ads to targeted consumers in the direct vicinity of a particular shop, based on GPS and IP data.
As a result, our multi-advertising tool has been adopted by a growing range of renowned companies in the retail, banking and automotive industry. We are not claiming that print and out of home media have run their course altogether, don’t get us wrong. What we are trying to say is that multi-advertising satisfies the need for customized local digital advertising and, as such, fills the gap left behind by local offline media. In other words, multi-advertising is by no means designed to replace traditional media but much rather to complement them in a very affordable way.