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A World on the Move: Strategies for Incorporating Mobile into Your Ad Business
Just when publishers thought that they had digital media under control, along came mobile. Suddenly, millions of consumers worldwide are accessing premium sites – which publishers spent millions of dollars optimizing for the computer screen – from screens that are the size of one’s palm. Many publishers have held off on adopting a mobile strategy [...]
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Serving Up Success with Ad Serving: 5 Key Monetization Benefits for Emerging Publishers
You’ve built a valuable, content-rich site that’s attracting a growing audience of readers. Now, you’d like to earn more for your site’s assets. What’s the best way to tap into the global pool of advertisers? On the one hand, you can partner with a monetization tool like Google AdSense. Doing so will soon provide a [...]
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Time to Amp Up Your Video Inventory?
Here at Operative, we often talk about the notion of being agnostic to ad formats. Actually, we’re a bit more than agnostic. In fact, you can describe us as huge fans of all ad formats, particularly video. A Trend on the Rise Video commerce has been spreading like wildfire ever since it was invented. Nothing [...]
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TV Has Gone Digital. So Why Aren’t Publishers Automating Their Digital Supply Chains?
As my colleague, Brian Beirne, recently pointed out in his blog post, “Thirty years ago, media buyers and sellers, with decades of experience under their belts, had advertising down to a science.” Inventory was relatively finite, and, therefore, pricing was driven largely by demand. Contrast that with the television “experience” of today. TV has morphed [...]
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The Cross Screen Evolution
As consumers flit from computer, to mobile device to iTV, advertisers engage in a game of catch-up. Intuitively, cross-screen campaigns are the right way to market, but the challenges are legion, both for the publisher and advertiser. OpEd editor Tim McMinn sat down with Matt Gay, SVP of Marketing to learn about some of the [...]
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Lorne Brown Unplugged: Operative’s New CEO Looks Ahead in 2013
Lorne Brown, Operative’s President & CEO sees 2013 as the year of the customer. Throughout 2013, he sees sustaining Operative’s incredible growth as his biggest challenge. The company has enjoyed 30% year-over-year growth since its emergence into the software business. What’s his strategy for 2013? In Lorne’s own words: “What’s going to help us grow [...]
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Webinar Re-Cap: Increase Your RFP Response Rate
Missed the February 13, 2013 webinar Increase Your RFP Response Rate? Watch the replay. The webinar featured a candid conversation between Don Amboyer, Operative’s Managing Director for Europe, and Travis Howe, Senior Vice President for Planning and Ad Operations for SONY North and South America. Two years ago, SONY realized that in order to scale [...]
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The Unhappy Hour for Publishers
Ahhh … The Good Ol’ Days of Media Twenty years ago, life was good for media owners. After years of honing sales models and nurturing their advertiser relationships, they could count on comfortable ad sales margins. In fact, traditional media models worked so well because the cost to service them was close to just 5% [...]
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Seven Ways to Boost Mobile CPMs
A few weeks ago, I explored some of the reasons why mobile CPMs are low, but predicted they’d grow in the coming months. To be sure, many of the reasons outlined concerned the advertiser’s comfort level with the channel. But that doesn’t mean publishers are helpless in the face of change. In fact, we at [...]
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Reporting & Analytics: The Science Behind Revenue Forecasts
Last week, my colleague wrote about the importance of shoring-up CPMs using rules-enforced price floors. The price floor, as Fatou Bah, explains, is the absolute lowest price inventory should be sold at while still delivering an acceptable profit margin. Once that is settled, how does a media company or ad network track and gain insight [...]