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Finding big revenue in small customers with self-serve advertising

With print on the way out, most surviving local papers have become fully dependent on advertising revenue through their online platforms. Readers are far too used to free content to go back to a paid subscription model. But the advertising ecosystem is murky and often unrewarding for smaller publishers.

Can local journalism survive the tides of change? Maybe – but only by taking ownership of their advertising sales. That’s where self-serve comes into play.

Spotlight

Rai Advertising

Rai Pubblicità manages an exclusive agency agreement for all of Rai's commercial breaks and special initiatives. It means that we can speak to 42.5 million people who follow Rai programs on TV, Radio and Web. It means that eight different platforms are available for our investors to support their brands: mainstream television, thematic channels, radio, web, mobile, smart TV, teletext and cinema. The most comprehensive multimedia offer of the landscape. Our aim is to ensure consistency with Rai, the Italian public broadcasting company, in tune with its editorial contents, highlighting the best performance to our customers.

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Spotlight

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Rai Pubblicità manages an exclusive agency agreement for all of Rai's commercial breaks and special initiatives. It means that we can speak to 42.5 million people who follow Rai programs on TV, Radio and Web. It means that eight different platforms are available for our investors to support their brands: mainstream television, thematic channels, radio, web, mobile, smart TV, teletext and cinema. The most comprehensive multimedia offer of the landscape. Our aim is to ensure consistency with Rai, the Italian public broadcasting company, in tune with its editorial contents, highlighting the best performance to our customers.

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