The digital advertising ecosystem has evolved drastically over the past few years. Creating and managing ads across multiple channels has become increasingly complex for brands. In response, a new breed of third-party services providers has emerged to help marketers streamline their ad operations. In this blog post, we’ll introduce you to white label ad services and explain why so many marketing agencies are turning to them in this new era of programmatic buying and selling of digital ads. Read on to find out more!
What is white labelling?
White labelling refers to the process of taking a product (or service) and rebranding it with your own company name and branding elements. In digital marketing, white labelling refers to taking an existing ad product/service from a third-party ad service provider and rebranding it with your own company name and branding elements. White labelling is often used by digital marketing agencies, such as Cliq Marketing Content Google ads, that specialise in programmatic advertising (such as ad tech companies, data management platforms, etc.) to offer their ad services to a broader range of customers.
Why are more brands turning to white label ad services?
As marketers have migrated their ad spend from TV, print, and radio to online, they have encountered new challenges. Creating and managing ads across multiple channels (including social, search, display, and video) has become increasingly complex for brands. This complexity has led to a greater demand for white label ad services, where organisations can outsource their digital advertising to third-party service providers.
Types of White Label Ad Services
There are many types of white label ad services. Here are some of the most common:
Ad creation and management
Some companies offer to fully manage the creation and lifetime of the ads in your campaigns: from the first idea for the creative, to the selection of the best channels for publishing the ads, to monitoring the results of the ads and taking corrective actions. If you are outsourcing this aspect of your advertising, you will want to make sure to select an agency that has a proven track record and that can show you results.
Programmatic media buying
Some companies will help you purchase ads programmatically, giving you access to their network of inventory to help you buy ad space at scale. This is particularly useful if you’re managing multiple brands and campaigns across different channels.
Some companies offer to help you store and manage your ad data, including the targeting and creative data you need to run your digital advertising campaigns.
How Are White Label Ad Services Different?
White label ad services differ from traditional ad agencies in a number of ways. Unlike traditional agencies, white label agencies do not provide strategic, creative, or media planning services. Rather, they are focused on selling and managing digital ad campaigns. This is a major advantage for brands. Ad agencies can be extremely expensive, with costs ranging from $30,000 to upwards of $1 million per month. In contrast, white label ad services are typically priced per campaign, with costs typically ranging from $50 to $250 per campaign.
Pros of Using a White Label Agency
There are many advantages to using a white label ad agency, including:
White label agencies are experts in the fields of programmatic media buying, data management, and ad creation and management. This allows them to focus on just these areas, maximising the quality of their services.
Since white label agencies focus on just one or two parts of the ad campaign, they can stay on the cutting edge of developments in their particular fields, ensuring that their services remain top-notch.
White label agencies often work with many different brands and clients. This allows them to leverage scale, allowing them to provide their services at lower costs to brands.
Many brands have found success using white label agencies, particularly smaller brands that are just getting started with digital advertising. White label agencies often provide high-quality guidance to these brands, helping them get the most out of their ad campaigns.
Cons of Using a White Label Agency
There are also some potential disadvantages to using a white label agency, including:
Lack of control
Unlike working with an ad agency, you’ll have less control over the creative and campaign elements that are important to your brand.
Lack of expertise
Brands should be careful to select an agency that has expertise in their particular industry or vertical. For example, an agency that is focused on travel ads is unlikely to provide great results for a consumer electronics brand.
Lack of experience
Ad agencies often have years of experience in the industry and can leverage their existing relationships with publishers, creative agencies, and other service providers to save time and money. White label agencies, on the other hand, may not have the same level of expertise and experience.