Challenges and Objectives

DanAds knows more than most about self-serve advertising. After all, over a decade ago, it transformed the concept of self-serve AdOps into a complete suite of products that helps publishers like The Washington Post and Bloomberg reduce the complexity of (and unlock the value behind) traditionally difficult advertising processes.

But why are these processes difficult?

Because, even after publishers prepare the creative assets they have received for broadcast (a labor intensive process in itself) the need to interact with demand-side platforms (DSPs) or simply manually execute AdOps tasks can be so inefficient that it puts publishers off doing advertising deals with smaller advertisers.

This is a problem, because those small advertiser-publisher agreements make up the bulk of an increasing global spend on ads - and most publishers are missing out on that piece of the pie.

In this context, both DanAds and their clients saw an opportunity in AI to completely transform this process; and to do so, they needed to embed creative production as a natural part of it.

Solutions

In simple terms, DanAds automates the process of selling ad space for publishers and streamlines purchasing it for buyers.

By bypassing DSPs, DanAds removes the ‘middle-man’ in the process, enabling publishers to keep more of what advertisers pay them, and increase agility and campaign ROI for advertisers - all while scaling self service to also long-tail smaller and mid sized customers

Improving how they did that is why DanAds approached AudioStack.

With AudioStack’s AI-driven ad creation workflow, they can help users - with no creative experience - to generate broadcast-ready ads from a simple script or prompt in a few seconds, instead of waiting multiple days and depending on a sales team

With a white-label solution for publishers that combined functionality, ease and security, DanAds settled on AudioStack’s API solution to embed self-serve ad creation capability into its Enterprise Publishing Self–Serve stack.

Effectively, DanAds is consolidating several different processes into one with AudioStack: and once deployed, Publishers simply needed to start using it seeing the benefits.

Results

AudioStack technology now powers DanAds’ AI-powered, end-to-end ad creation tool and completes the missing piece within its optimized, self-serve booking workflow.

Within a single process advertisers can now

• Create customizable, broadcast-ready audio ads in an intuitive ad builder with generative AI including script generation, speaker & music selection.

• Target them to locations and receive estimated impressions and CPM with a live calculator tied to their ad budget

• Book ad space and put an ad on air autonomously without a demand-side platform (DSP).

With AudioStack’s solution, there is now an easy way for small and medium sized advertisers to create powerful audio ads, cost-effectively, without any prior production knowledge.

Moreover, as a white-label API platform, DanAds’ ad creation tool is also highly-customizable for publishers. This not only ensures that the ad creation experience fits brands like Bloomberg and MBC (Saudi Arabia), but is also easy to build with, which has been well-received by developers that need the platform to adapt to specific demands.

Fundamentally, the solution benefits everyone involved:

• Advertisers now have a much quicker and more cost-effective way to advertise with major publishers, widening access for smaller advertisers and making large-scale campaigns easier to execute.

• Publishers can now access the elusive revenue stream that comes from smaller and mid-size advertisers. They reduce the time and effort required to manage AdOps tasks; eliminate their dependence on DSPs; and minimise overheads with a platform that streamlines and democratizes ad booking.

For DanAds, self-serve ad creation has helped it deliver another innovation for its forward-thinking clients, staying true to its ethos to drive greater value from self-service advertising.

It’s little wonder, then, that DanAds and AudioStack’s solution won the National Association of Broadcasters’ Product of the Year.