How can retailers benefit from using an ad server?
                     How can retailers benefit from using an ad 
server?
John Z
Writes on adserver software, involved with 
Adspeed advertising platform & Adspeed 
ad serving software
You might think that retailers who maintain a brick-and-mortar 
presence might look to more traditional forms of advertising – flyers, 
radio, TV, etc. – when marketing their goods. Yes, they do use those 
advertising channels. However, more and more retailers are expanding 
their marketing budget to include digital and online advertising to get 
the word out. There are very specific reasons why they are making this 
move, most of which has to do with the ability to get more creative than 
other marketing methods. If you are a retailer and have not yet 
considered online advertising up to this point, then let us provide some 
reasons why you should include this form of marketing in your 
upcoming ad campaigns.
Multi-media showcasing
Retailers love showing off new products to their target audience, but 
you are somewhat limited in what you can do in other forms of 
marketing. When advertising online, it’s possible to create photos and 
how-to videos that really show off what a product has to offer. Video is 
huge nowadays, as consumers really seem to respond to seeing a 
product in action. The ability to add reviews and testimonials as they 
come in is also an added bonus and a huge selling point.
Real-time pricing
If you are really looking to move a product, displaying real-time pricing 
and availability is important. Changing the price of a product on the fly 
when you advertise online is easy to do when you have the right 
software and back-end systems in place to help. You can display local 
pricing, set a time limit on your sale price, create a time countdown to 
build a greater sense of urgency in potential buyers.
Audience targeting
This is where it is possible to get incredibly creative with online 
advertising. Targeting people based on their location using IP address or 
other location detection method is one of the most effective ways to 
segment your target market and deliver products that are specific to 
them. For example, you might target people who are traveling and on an 
airport’s network, delivering deals that drive them into your retail 
location at or near the airport. You can target people on the move with 
cellular IPs, at home with residential IPs or at work with business IP 
addresses.
Ads in email receipts
When people buy online, or even in-store, they now expect to receive a 
copy of their receipt via email. Rather than looking at this as a routine 
and boring email, you can use an email ad server to make these 
transactional messages an excellent way to advertise related products 
or services. You can add incentives into the email receipt that tempt the 
customer to come back to your store to shop again. This can be 
something as simple as 10% off their next purchase, or something 
similar.
Improving ROI with ad metrics
When you go through more traditional forms of advertising, such as 
flyers or brochures, it can be tough to get a true idea of how well a 
campaign really performed with limited data. That is not the case with 
serving online ads via an ad server, though, as there are more metrics 
and in-depth reports available. You have access to all kinds of data that 
can help you create more effective future campaigns that give you the 
biggest bang for your buck.
About Adspeed
AdSpeed ad server is a reliable & powerful ad serving and ad 
management solution that serves your ads, tracks impressions & clicks 
and reports ad statistics in real-time. Driven by the latest ad serving 
technologies, the goal of Adspeed adserver is to provide a reliable 
platform that can help in executing online advertising strategy more 
efficiently. 
Thank you for spending your precious time in reading this article.