For an advertising campaign to be effective and bring in the desired income, there are many nuances to consider when buying media. The campaign must be quickly adjusted to the needs of the business, it must be flexible and quickly adapt to new rates on online advertising platforms. All changes to the campaign must be made as quickly and clearly as possible so that the advert works at the right time and place. However, unforeseen and problematic situations happen in any project. A banal delay in payment processing can make an advertising campaign ineffective in no time.
Successful brands have learned to cope easily with this problem. They use special media-buying cards to buy advertising space. Apart from the delay in payment processing, these cards can overcome many pitfalls. Let’s take a look at the major ones.
Media buying pitfalls
The main problem for all media buyers is the high competition in the market. The platforms that cover the right target audience and are able to have the greatest impact on it are, in fact, not so many. There is a real war for them. Very often, a fraction of a second delay in paying for advertising in TikTok, Facebook, or Google leads to the loss of the best advertising platform and, therefore, to a decrease in the effectiveness of the entire advertising campaign.
But it’s not just the delay in processing payments that can cause the loss of desired ad space. Sometimes, advertising platforms reject payments from new cards. It simply needs to be determined in advance which card will be accepted and which will be rejected. Only at the last moment can you see that your payment has been rejected, which means the advertising platform is lost.
There can be many reasons why an advertising platform rejects a payment. The main one is to protect the platform from the actions of fraudsters. New cards are the first to arouse suspicion and may even be considered risky. Payments from cards with no transaction history are rejected first. Let’s list other reasons as well:
- The name of the payment sender does not match the name of the cardholder;
- Inconsistency of payment details;
- Frequent replacement of cards in one company;
- A large number of cards used by one company.
Payment rejection is unpleasant for the media buyer, but the time wasted and opportunity lost is even more frustrating. These unforeseen problems must be dealt with swiftly so the advertising campaign cannot overcome the pitfalls.
As always, innovative technologies come to the aid of media buyers. The problem with delayed and cancelled advertising space payments can be avoided using virtual cards. Such cards can be issued using the Wallester Business multifunctional platform. It is a universal payment card, with the help of which media buying is significantly simplified and accelerated. Wallester Business provides unique BIN bank identifiers and allows virtual card issuing to those with no experience and knowledge in this field. The innovative payment infrastructure makes issuing and using virtual cards simple and fast. With these cards, your advertising department will have a powerful tool to make seamless payments for online advertising platforms.
Virtual cards and their advantages
A virtual media buying card is no different from a classic payment card. It also has a number, expiry date, CVV-code and other necessary payment details. Its main advantage is that you can use the virtual card instantly once it has been issued on the platform. There is no need to wait until you have a plastic carrier. It is a reliable and secure means of payment, payments from which are almost always accepted by advertising platforms.
To ensure secure payments, many cards provide for the use of a one-time password (OTP). On the one hand, it increases the security of payments, but on the other hand, it complicates and slows down the process. As we know, in media buying, the success of an entire advertising campaign can depend on the speed of payment processing. For additional protection, Wallester Business virtual cards use not a one-time code but advanced 3D Secure authentication technology. If desired, the card user can allow some sites he trusts to bypass the authentication requirements. It will make the process of paying for adverts even faster.
Not only speed is important in media buying, but also creativity. However, not all creative payment tools can quickly integrate into a company’s workflow. Wallester Business payment solutions are based on REST API. It means they can easily integrate with any software the company already uses. Thanks to this, advertising campaigns are launched much faster, and the work of the business itself becomes more efficient by automating and optimising many workflows.
Wallester Business virtual cards have other advantages as well:
- Unlimited quantity. The Wallester Business platform does not limit the number of cards you can issue. It means that for each advertiser, you can create your virtual card, from which he will constantly receive payment for advertising space;
- Allowlists. You can create allowlists from the cards. It ensures that trusted domains will accept payments made from them without going through additional verification. And that means a faster payment process;
- Easy campaign management. Having cards for each campaign allows you to manage your advertising budget and scale your campaign.
With Wallester Business virtual cards, advertising departments work more efficiently, campaign administration is simplified, online transactions are much easier to control, and overall business productivity increases.
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