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 their services. It is typically done to resell advertising services of large companies, to smaller, local businesses.
For example, Fruit of the Loom is their own clothing company. However, many people do not buy their clothes straight from Fruit of the Loom. They buy Fruit of the Loom clothes from Walmart, which is 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. It 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. It allows you to build your brand recognition and your customer base by giving you a name that people trust and offers consumers a product that is the same or even better service through your company.
White labeling frees up a significant amount of time in 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 strategy, they can pay to have someone else do the marketing and branding for them. This is especially useful when planning a programmatic campaign since it allows you to tailor the ads to 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?
White label 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. It is an excellent way to reach many people, but since your product is the same as other companies, you will need to find different ways to make your particular product stand out. A private label is when you sell something under one retailer for exclusive sale. This allows you to modify the product as needed since you own the brand and the complete product.
It takes much more time and effort with a private label to reach as many people as a white label does, which isn’t easy since you are not a recognized brand. But it does allow you to create a more tailored product for your business. Both white label and private label product branding are beneficial. What you gain in the ability to reach a larger audience, you lose in autonomy and product control.
Is White Labeling Legal?
White labeling is a legal process that allows one product or service to be rebranded through the agency marketing the white label services. There should always be a white label license agreement or contract between the reseller and the manufacturer to ensure that both companies benefit and copyright and trademark laws are being followed.
What Is A White Label Ad Server?
Now that we know the benefits of white label advertising, how do we go about implementing it in your programmatic TV campaign?
There are a million different brands and ways to advertise. A white label ad server is a SaaS (software as a service) that allows you to manage and keep track of all of your advertising in one place. This is especially helpful for campaign management. It reports on the ads on your site and enables you to tailor them to your specific foot traffic. This is where it is decided what ads are placed 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.
Work on What You Do Best
This is a lot of time-consuming data analysis to worry about. And a company focused on producing TV content, has 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 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- and 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 as follows, “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.”
It is highly suggested to hire a white label ad server agency that specializes in the monetization and optimization of ad placement through an ad server to reach your target audience, thus freeing you and your business to focus on developing more of your unique product.
Look into Hiring an Agency
A white label ad serving platform a beneficial to any company that is looking to expand its business, reach more consumers, and bring in more profit through using already recognizable brands. Utilizing an advertising management 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 campaign strategy and optimal ad placement.
LumenAd consolidates your various marketing strategies and advertising into one streamlined process where you can have the ability to see where your business’ traffic is and optimize the placement of ads to bring in more revenue and have your business be more successful.