Building an effective ad serving strategy post-pandemic
                     Building an effective ad serving strategy post-
pandemic
Watson F
Writes on Ad serving, involved with 
Adspeed Ad serving software and AdSpeed ad servers
Many countries are going through their third or fourth waves but many 
people believe the worst might be behind us. Vaccines are widely 
distributed in many cities and that brings more positive news and lower 
infection rates. With the crisis becoming less severe, many economies 
are reopening and businesses are looking at a post-pandemic world with 
many new normals. These new normals are not the same as the old 
normals because there are still a lot of restrictions, regulations and 
frictions.
Understand new consumer behaviors
People were forced to change and adapt during the pandemic because 
of lockdown or stay-at-home orders. They changed their buying habits, 
adjusted their routines and schedules. Many of these shifts in consumer 
behavior were significant and likely continue to stay into the future. This 
has a big impact on ad servers, publishers, and advertisers. People are 
spending more time online and buying more things online. At the same 
time, people have higher expectations and demand a smooth 
experience from the moment they see the advertisement to the delivery 
of the product or service.
Apply ad targeting
After many shutdowns and disruptions, many businesses and 
departments got their budget trimmed down pretty significantly. 
Therefore, any ad dollar spent now must deliver a positive ROI and work 
its hardest. To deliver that impact, all ad campaigns must be targeted 
with multiple criteria so that ad serving is shown to the most valuable 
and potential customers. Each audience segment should have its own ad 
variant that talks directly to them at their level and their language.
Start small
Unlike traditional advertising that requires a big commitment or 
contract, online ad serving is much simpler. Advertisers can get started 
with a small campaign, make frequent adjustments, and increase their 
budget if the ad reports show good click-thru rates and/or conversion 
rates. Digital ad performance numbers are easier to measure and 
frequently updated so that you can adjust your ad spend quickly and 
minimize waste. These benefits are especially important during 
uncertain times like what we are seeing now.
Target ads geographically
The pandemic affects cities, states, regions, and countries differently. 
Some places still have a high infection rate and lock-downs are still 
common. Other places with higher vaccination rates are reopening 
cautiously. Therefore, you should not run the same ad campaign across 
different markets with the same offers because that would be wasted ad 
serving if your product or service cannot be purchased by the ad 
viewers. These people might also question your understanding of their 
needs and the relevancy of your marketing approach. You should use 
the geo-targeting feature of your ad server and allocate a suitable ad 
budget for each target location.
Offer deals and incentives
After a period of living with limited services and inconveniences, people 
want to be back to their old activities and maybe even splurge a little. 
However, they just need a little incentive and offering a good deal is the 
easiest way for an ad campaign to push that button. If you have been 
keeping up-to-date with your existing clients, you can include offers 
within your email ad serving and publish ads on websites and apps to 
attract new clients.
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.