The Bread And Butter Of A Programmatic TV Campaign: White Label Advertising

White label advertising is a licensed product created by one company and rebranded and sold by a different company to make it appear like it is their own. It is when a product removes its brand from the product and instead uses the brand of the company purchasing its programmatic TV ad spending services. Label advertising marketers usually resell large companies’ advertising to smaller, local businesses.

For example, Fruit of the Loom is their own clothing company, but many customers don’t buy their clothes fresh off “the Loom.” They buy Fruit of the Loom clothes from Walmart, a much more recognizable, larger company and available in your local area. Walmart is not producing Fruit of the Loom clothes, but they are selling the clothes as if it was their brand. This allows newer or smaller companies to stand out from the competition and gain a loyal clientele, even though they may not have the years of experience that an older, larger company has since they are using the same brand.


What Is White Label Advertising?

White label advertising is the same thing, only in the digital world. A white label marketing service or allows you to brand and resell digital advertising services to local businesses, making it appear as if you had made it. This is especially marketable when you are just starting up as a company. A white label company and its advertisers allow you to build your brand identity and recognition. They also can increase your client base by giving you a name that people trust and offer consumers a product that is the same or even better service through your TV ad spending and programmatic ad buying company.

A white label advertising program frees up a significant amount of time in programmatic buying companies to focus on developing more products instead of wasting valuable resources. No need to reinvent the wheel! Instead of trying to reverse engineer a marketing solution, the media buyers can pay to have someone else do the white label digital marketing and branding for them. This is especially useful when planning a programmatic TV advertising campaign since it allows you to tailor the programmatic TV ads or a targeted ad for a specific group or area while still using larger, well-known brands to attract a bigger audience.


What Is The Difference Between White Label And Private Label Campaigns?

A white label solution is when you take a generic product and sell it to multiple retailers, allowing them to resell it using their own name and branding, but without any changes to the product, due to the programmatic ad buying or TV ad buying. White label SEO is an excellent way to reach many people, but since your product is the same as other companies, you need to find different ways to make your particular product stand out. Private labeling is when you sell something under one retailer for exclusive sale. Content marketing allows you to modify the digital or physical product as needed since you own the private label brand and the complete product.

It takes much more time and effort with a private label business or product to reach as many people as a white label product, which isn’t easy since you are not a recognized national brand. But a private label does allow you to create a more tailored product for your business. Both white label branding and private label product branding are beneficial. What you gain in the ability to reach a larger audience and a potential customer, you lose in autonomy and product control.


Is White Labeling Legal?

A white label service is a legal process that rebrands a product or service through the marketing agency. There should always be a white label license agreement or contract between the reseller and the manufacturer to ensure that both companies benefit, and that they follow copyright and trademark laws.


What Is A White Label Ad Server?

Now that we know the difference between white labeling and private labeling, and the benefits of a white label advertising platform, how do we go about implementing it in your programmatic TV campaign?

There are a million different brands and ways to advertise through a white label partner to promote brand awareness through a brand advertiser. A white label ad server is a SaaS (software as a service) that allows you to manage and keep track of all of your email marketing, social media, or TV advertising in one place. It’s especially helpful for TV campaign management. It reports on the ads on your site and enables you to tailor them to your specific foot traffic. The white label campaign and SEO services decide what custom ad to place in front of which consumer. It is the software, where if you look up a Nintendo Switch on Amazon, you will immediately start seeing ads for Nintendo switches and games on social media, like Facebook or Instagram.


Work On What You Do Best

This is a lot of time-consuming data analysis to worry about. And media companies focused on producing TV content, have better things to do. So, where to go from here? You would want to hire a campaign management platform such as LumenAd that combines all of your programmatic advertising with programmatic TV companies and cross-channel media campaigns and centralizes all of the data to perform for you.

LumenAd, in their article “What Is An Advertising Management Platform?” explains how they had taken the top three media industry’s struggles when marketing, Data Daze, Fragmentation, and Hodge-Podge Solutions. They created a crisp, streamlined process to easily centralize the planning, analyzing, and normalization of all campaign data. LumenAd explains the benefits of their advertising management platform: “All costs, programmatic ad inventory, targeting and audiences are collaboratively constructed – allowing you the capacity to focus on key objectives, while we handle the mechanics.”

We strongly recommend hiring a white label ad server agency that specializes in the monetization and optimization of ad placement through an ad server or ad network to reach your target audience. You or your client’s audience needs to focus on lead generation, and a white label marketing automation is your best marketer. This frees you and your business to focus on developing more of your unique content creation.


Look Into Hiring An Ad Agency

A white label program is beneficial to any media buying company that is looking to expand its business, reach more consumers, and bring in more profit by using an already established brand, such as a white label brand. Utilizing an advertising management platform or programmatic platform such as LumenAd to combine and normalize your media campaign data gives you the freedom to have more time to focus on building your business and not be overwhelmed with the nuances of the campaign strategy. They can provide you optimal social media or TV ad placement. You can leave that to the ad inventory experts, the programmatic media companies, so your attention can go elsewhere towards building your business.

LumenAd consolidates your various digital marketing strategies and television advertising into one streamlined process. That way, you can see where your business’ traffic is and optimize the placement of ads to bring in more revenue and increase your business’ success.