The reason why many industries happily took the gamble of restructuring their operations to accommodate technology is because it was evident that, if everything goes well, then they had a chance to bolster their importance in people’s lives. Fortunately, they hit the bulls-eye with their estimations, as soon enough these industries were looking at higher revenue, a satisfied customer base, and a more solid future. It must be noted that the impact of technology across the board varied in places, and by taking those early results into consideration, we formed our predictions about how different sectors will shake up down the line. However, one sector that literally gatecrashed these predictions was of advertising. The arrival of technology brought so much potential, and consequentially, stature for the advertising business that, before we knew, it had turned into a billion-dollar industry. Today, with world running on social media and other interactive channels, the advertising sector has gained so much significance that it is now the exclusive revenue stream for a good chunk of large scale organizations. In fact, we have reached a point in this particular journey where investing in advertising or not isn’t even a question. Instead, our current dilemma is more about how we can reach our target audience in the most creative way possible. Moving on from creativity, another major factor that constitutes a successful ad campaign would be how quickly a brand is able to capitalize on media trends. A languidly done campaign means you are missing out on the conversion rate, which in any other scenario would have been achievable. To solve this issue, The Washington Post has come up with a response in Zeus Prime.
After two years of waiting, The Washington Post has finally launched its premium ad-buying network that functions by connecting US publishers and brands in a real-time marketplace. Created as a fully self-service platform, Zeus Prime shows immense promise because of how promptly the whole setup facilitates ad purchases. This quality alone makes it an exciting prospect for modern brands that rely heavily on day-to-day events to aid their promotional efforts. Companies like Facebook and Google are already known for providing seamless ad publishing opportunities, but by putting-together such an experience in premium publisher sphere, Zeus Prime makes an expedition that had been the need of the hour.
“Our focus is to build a results-driven solution for the digital ad landscape, and we’re thrilled to first work with select established partners, creating a high-quality environment centered around speed, ease and smart targeting,” said Joy Robbins, Chief Revenue Officer at The Washington Post.
Zeus Prime offers advertisers the option to select sites they want to run their ad on, split the budget across multiple websites, and observe impressions generated on each platform. The users can also isolate data by types such as device and site, hence creating more educated foundations for brand’s strategy.