Account management: Managing, and growing, relationship with the buyers.
Proposal Management: Managing RFPs, and available inventory and Proposals during the sales process.
Order/Placement Management: Managing the proper delivery of the orders/placements that are sold.
Yield Management: Maximizing ad revenue. Making sure that the publishers are making the most money possible while fulfilling all ad delivery priorities.
Inventory Management: Managing the ad inventory available for sale. Responding to proposals and letting the sales team what’s available for sale.
Accounting: Managing invoices and payments and making sure that clients want to do business with the publisher.
Publisher receives RFP, builds a proposal
Publisher receives RFP
Sales person/team builds proposal
Before proposal goes to client it goes to ad ops to make sure the inventory is available
Proposal goes to client
Targets, sections, share of voice,
Roadblocks, masters and companions, etc.
May contain publisher optimization, behavioral targeting, etc.
Forms of online advertising
– Display: Banners/graphical
– Rich media: Enhanced display (special effects such as video, expands, floats, etc.)
– Search: Text (keyword-based)
• Online campaign types
– Branding (awareness and message reinforcement)
– Direct response (ROI/acquisition-focused)
• Online media tactics
– ROS (run-of-site rotation)
– Special sponsorships/partnerships/co-branded advertorials
– Roadblocks/surround sessions
– Frequency capping (limiting exposure)
– Targeting - Content, geo, demo, day-parting, psychographic/behavioral
– Optimization (right ad, right person, right time)
Transactional elements and currencies
– RFI>RFP>IO (request for info/proposal, insertion order)
– Impression: one exposure to one user of a display or text ad
– CPM (cost per thousand impressions)
– CPC/CPA (cost per click of acquisition/conversion)
– Flat rate (special sponsorships such as fixed placements)
• Workflow terms
– Planning>buying>proposal generation (campaign determination)
– Forecasting (inventory availability)
– Creative generation (advertising units)
– Trafficking (flighting of ad units)
– Delivery and reporting (campaign flight monitoring and results)
– Post-click and post-impression (view-through) conversion tracking
ØWHAT SELLER NEED
Ø Account management: Managing the relationship with the buyers
Ø Proposal management: Managing RFPs and proposals during the sales process
Ø Order/placement management: Managing the proper delivery of the orders/placements that are sold
Ø Yield management: Maximizing ad revenue
Ø Inventory management: Managing the ad inventory available for sale
Ø Accounting: Managing invoices and payments
Ø An ad network acts as an agency for the publisher.
Ø Ad networks do not own the content, and they are responsible only for selling ad inventory on behalf of the publishers.
Ø The key benefit of ad networks is the ability to aggregate supply and therefore lower buying cost.
Ø Ad networks have been proven beneficial for:
New media and formats
Selling inventory the publisher cannot sell
Ø Depending on their business proposition and offering, they can be classified as:
Ø Rep networks offer a complete ad selling service for the entire inventory of the publisher, or inventory from a specific country/region
Ø Mainly deal with small to medium sites that do not have a salesforce
Ø Work with publishers on a revenue sharing model
Ø Remnant/arbitrage networks focus on selling ad space that a publisher cannot sell
Ø They try to buy ad space at low prices and sell it at a higher price by packaging it through targeting capabilities and reach
Ø They usually purchase in CPM
Ø Virtual marketplaces bring together online advertising buyers and sellers
Ø Mainly focused on:
Ø remnant (unsold) inventory
Ø inventory from publishers with no sales structure (long tail)
Ø Pricing support for:
Ø Auctions (CPM/CPC)
Ø Fixed Price (CPM/CPC/CPA)