Lets discusses the importance of obtaining cost-effective banner designs and creatives for scaling local advertising with small and medium-sized businesses (SMBs) and acknowledge the price sensitivity in this industry, particularly during the pandemic, and recognize the need to keep creation costs low in order to achieve a viable business model and return on investment.

Lets addresses three major challenges in local advertising, specifically in the digital realm. The first challenge is the price and quality of existing banners, with examples provided to illustrate common issues such as small images and unclear messaging. The second challenge pertains to landing pages, emphasizing the importance of optimization and a clear call to action. The third challenge revolves around the overwhelming complexity of available tools and formats, leading to inaction from advertisers and sales reps.

We will address three major challenges in successful local display advertising that need to be overcome to scale advertising in the long tail with SME customers.

We want to address the publisher's curiosity regarding the emphasis on the long tail of advertising sales at "Smartico." Lets explain why we are so obsessed with the long tail and its revenue potential for digital advertising. The obsession is not solely due to the influence of web 2.0 or the success of Amazon but rather stems from four primary reasons. We delve into these reasons and highlights the significance of the long tail for publishers.

Local advertisers are facing significant challenges due to the pandemic, making it crucial for local publishers to provide reliable information. To help, our platform has been developed, allowing private and company announcements to be easily published on publisher websites. Our platform supports local businesses, individuals offering help, and readers searching for relevant listings.

Despite successful sales of online ads in their job market portal, there was a lack of transparency on digital performance for the sales team and advertisers. To address this, SÜWE implemented "Smart Job Board" from Smartico, which provided automatically generated dashboards for each job ad, showcasing performance values in an intuitive and clear manner.

Smart marketplaces play a pivotal role in the platform strategy of local publishers by enabling local merchants to engage in local e-commerce, offering relevant and shopable content for readers, generating subscription revenues through advertisers, and providing an intuitive sales product that excites sales teams.

We believe that in the current age of e-commerce and subscription revenues, as well as the need to transform local advertorials and advertisers into a digital-first approach. To address this, we have developed a marketplace called "Smart Marketplace" that enables publishers to build unlimited vertical marketplaces.

The challenge faced by local publishers like News Verlag was selling classic online banner advertising as a new sales process and product for advertisers and sales teams, especially considering low budgets and a lack of experience with digital services.