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3 Reasons to Consider Smaller Ad Networks for Your Business

Posted December 12, 2012 by fran @ 12:18 pm

When it comes to online advertising, businesses usually turn to Google, AOL, or Facebook mainly because these ad networks are the biggest in the industry. However, it’s important to note that bigger doesn’t necessarily mean better.

Most small players in the online ad space now have the same technology and reach to rival the goliaths of Internet advertising. Don’t let a network’s big name fool you—there are some great adsense alternatives out there. AdMedia, for instance has the ability to reach about 98% of the web and deliver ads across multiple channels.

In addition, advertisers can greatly benefit from putting their ad budget with small networks. In fact, according to David Hallerman of eMarketer, “Buying from smaller sites can also help marketers maintain their presence within an industry, such as entertainment or B2B.”

Other benefits to consider include:

Access to Live Help – Dealing with big networks can get frustrating because advertisers (save for big spenders) and publishers aren’t given access to live people. If you need help, you’ll simply be directed to a help or FAQ page. But what if you have a very specific question? What if you have a concern that can’t be addressed by a web page? In such cases, getting a hold of a real person can be tough when you’re with a huge ad network. The big guys don’t usually have a support team to personally handle customer issues, so user problems aren’t efficiently dealt with.

This doesn’t happen with smaller ad networks, as they often have a customer support staff that deals with advertiser and publisher concerns. This is a huge advantage especially for those who are new to the advertising space. Do you need someone to walk you through the process of setting up your campaign? Just get on the phone and you’re good to go. Some companies may even offer to do it for you, so all you need to is sit back and relax.

Having a live customer service team is also a boon for clients that have specific needs. If you can’t find the options that you’re looking for in your online dashboard, just give them a call and see if you can get your rep to tweak your campaign for you.

Less Bureaucracy – Big firms are often tied together by corporate red tape and have a lot of stiff rules in place. A simple campaign change would have to be “taken up with a supervisor” before it gets implemented, resulting in days or sometimes even weeks (especially when you’re dealing with financial issues) of waiting.

Smaller ad networks on the other hand, have the ability to more nimble and quick simply because the staff is small enough that it doesn’t need bureaucracy and long processes to act. Resolving an issue can usually be done with a single phone call or email, and you can receive answers quickly.

One-on-One Customer Service – Tired of being treated like just another number by the big guys? You won’t have to worry about that when you’re dealing with smaller ad networks. For example, at AdMedia, each advertiser or publisher is assigned to their own rep. You’ll always know who to speak with whenever you have questions or concerns, and you can breathe easily knowing that your representative is familiar with your specific situation.

Image credit:  shannonkringen on Flickr

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