DorisRon
Member
At the dawn of the Internet, most publishers have created separate teams and even companies to take advantage of the new environment. That time subsidiary digital editions were radically different from print magazines and newspapers, with which they shared brand names. In almost all cases, this position was used for the sales organization, too. Does the story of web publishers repeat?
With the growth of spending on Internet advertising this division was the cause of many headaches, because the two competing teams have been working in a single unit. The companies had to invite new people, the main task of whose was to unite the two separated parts of the business.
Nowadays programmable advertising makes publishers share sales. It is a solely organizational problem that is astonishingly similar to the situation that existed 10-15 years ago. In addition, today there are many sources of advertising buying, and many sellers have no interest in algorithmic buying, considering that the possibility of generating income in the case of direct sales is much higher than when using programmatic technology.
But why do you give up the goose that lays the golden eggs? Is not it the right decision to create two separate teams that are engaged in sales? This is misleading and here is why. If cost estimates are far from forecasts, programmatic ceases to be a specialized practice. After all, the main demand of both sides agencies and clients is high efficiency, and algorithmic buying is simply a brilliant solution.
However, if we are not careful to the issue of deployment of programmatic technology, it can cause unhealthy internal competition, unnecessary integrations of teams, lengthy and costly restructuring and other.
In short, employees of sales departments need to improve their expertise in programmatic. And here is how it can be done.
TRAIN YOUR TEAM
Sales representatives should be trained, and the members of marketing and advertising departments must clearly understand when to press the cherished button «programmatic».
GET EXTRA PROFITS
Quite often algorithmic buying is used only in order to reduce CPM, but this technology gives far more opportunities and has just an incredible potential. Companies that implement programmatic, very soon discover a new powerful tool in their arsenal.
OPTIMIZE
Optimization is critical to reduce the number of inefficient and ineffective processes. Most advertising companies and agencies use the systems and methods, which are, to say the least, wasteful. There are many possibilities to simplify workflows, thus not affecting the potential return on investment.
FIND POINTS OF CONTACT
Not only publishers are experiencing some difficulties in terms of advertising marketing shift towards programmatic. Agencies and marketing departments of brands too are struggling to understand this changing business landscape. Help them!
You have to be realistic - programmatic changes everything. And this process can not be called simple. A culture of each and every company in the future will require a very nuanced approach to this rapid evolution. But we are all aware that the future is now.
With the growth of spending on Internet advertising this division was the cause of many headaches, because the two competing teams have been working in a single unit. The companies had to invite new people, the main task of whose was to unite the two separated parts of the business.
Nowadays programmable advertising makes publishers share sales. It is a solely organizational problem that is astonishingly similar to the situation that existed 10-15 years ago. In addition, today there are many sources of advertising buying, and many sellers have no interest in algorithmic buying, considering that the possibility of generating income in the case of direct sales is much higher than when using programmatic technology.
But why do you give up the goose that lays the golden eggs? Is not it the right decision to create two separate teams that are engaged in sales? This is misleading and here is why. If cost estimates are far from forecasts, programmatic ceases to be a specialized practice. After all, the main demand of both sides agencies and clients is high efficiency, and algorithmic buying is simply a brilliant solution.
However, if we are not careful to the issue of deployment of programmatic technology, it can cause unhealthy internal competition, unnecessary integrations of teams, lengthy and costly restructuring and other.
In short, employees of sales departments need to improve their expertise in programmatic. And here is how it can be done.
TRAIN YOUR TEAM
Sales representatives should be trained, and the members of marketing and advertising departments must clearly understand when to press the cherished button «programmatic».
GET EXTRA PROFITS
Quite often algorithmic buying is used only in order to reduce CPM, but this technology gives far more opportunities and has just an incredible potential. Companies that implement programmatic, very soon discover a new powerful tool in their arsenal.
OPTIMIZE
Optimization is critical to reduce the number of inefficient and ineffective processes. Most advertising companies and agencies use the systems and methods, which are, to say the least, wasteful. There are many possibilities to simplify workflows, thus not affecting the potential return on investment.
FIND POINTS OF CONTACT
Not only publishers are experiencing some difficulties in terms of advertising marketing shift towards programmatic. Agencies and marketing departments of brands too are struggling to understand this changing business landscape. Help them!
You have to be realistic - programmatic changes everything. And this process can not be called simple. A culture of each and every company in the future will require a very nuanced approach to this rapid evolution. But we are all aware that the future is now.