Serving ads during the re-opening phase
                     Serving ads during the re-opening phase
Watson F
Writes on ad servers, involved with Adspeed ad server 
solutions and Adspeed ad server platform.
During the course of the pandemic, businesses were forced to change 
the way they do pretty much everything. Demand dropped off the cliff 
within days, offices went empty, stores forced to close and so many 
disruptions along the way. Now that we are coming out the other side, 
it's time to start dealing with more changes. With that in mind, let's look 
at some ways in which businesses should think about ad serving in the 
re-opening phase.
Relaxed restrictions
The days of being forced to stay home and away from work are now 
slipping into the rearview mirror. Businesses that were considered non-
essential and forced to close during the peak of the pandemic are now 
able to re-open and welcome back customers. Many countries and 
regions are cutting back on limitations and restrictions. After essentially 
being shut down for two years, people are too tired of restrictions and 
are looking to take advantage of the relaxed protocols. This is particularly 
good news for businesses that were severely impacted during the 
pandemic, by which we mean the travel and hospitality industry, as well 
as a few others. People want to travel again and start going back out to 
restaurants and bars, so they will be looking for ads to help make that 
happen. More active businesses mean more ad campaigns and that is 
good news for publishers, adservers and related advertising vendors.
New challenges
While it is certainly good to see things begin to re-open and life start to 
return to some level of normalcy, there are new challenges for 
businesses and the buying public. These include things like rising 
inflation, labor shortages, supply chain issues, an ongoing war between 
Russia and Ukraine and even a looming recession. Hotels and 
restaurants cannot find enough workers to fill vacancies. Factories do 
not have enough supplies and resources to increase capacity after a long 
period of dormancy. Sanctions from the war push energy costs to a 
worrisome level that put serious pressure on profit margin and 
survivability of some businesses.
The shutdown was quick and abrupt but the restart is definitely much 
slower. Workers took a break or switched to another job after they were 
furloughed or terminated. Onboarding many new workers at the same 
time is not an easy or quick task. This is still a tricky road to navigate for 
all businesses going forward. Advertisers need to make it clear in their 
ad campaigns that they are prepared and have ways to address these 
issues and how that can help their clients directly.
Outdoor destinations
After a couple of years of cabin fever, people are desperate to get out 
and about, which is one of the reasons why we are seeing the travel 
industry in a state of recovery. That is a much needed boost. Because 
concerns about Covid still linger and the future is uncertain, people are 
prioritizing outdoor and domestic destinations which include national 
parks, close-to-home destinations. Global travel is picking up but it is still 
not the same as it was before Covid. While this does not benefit all 
advertisers the same way, it helps spread the spending dollars to more 
businesses and that will eventually ease up the global supply chains.
About Adspeed
AdSpeed ad server is a reliable & powerful ad serving and ad 
management solution that serves your ads, tracks impressions & clicks 
and reports ad statistics in real-time. Driven by the latest ad serving 
technologies, the goal of Adspeed adserver is to provide a reliable 
platform that can help in executing online advertising strategy more 
efficiently. 
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