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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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Audio Ads Give Pandora Mobile Lift
Since more than 80% of Pandora listeners use the service from their mobile devices, it’s fair to say that Pandora has become the nation’s mobile powerhouse. Learning how to monetize mobile – and monetize it effectively – is obviously a top priority for Pandora. Don’t let the title of this article fool you into believing [...]
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Can RFP Turnaround be Reduced by 50%?
For many publishers, responding to RFPs is an enormously manual effort. To make matters worse, each proposal touches a wide swath of people within the organization, from the sales reps and sales planner, to the trafficker who must look up inventory availability and the executive who may need to sign-off on the end deal [...]
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Shore-Up Your CPMs with Ruled-Enforced Floor Pricing
Inventory for digital ads is a highly perishable commodity. Its short shelf life means that publishers and ad networks must maintain the right balance between selling inventory at CPMs that reflect its true value, and missing the opportunity to monetize it at all. For sales teams tasked with moving inventory, the temptation to lower CPMs [...]
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Selling Local: Easier Said Than Done
Putting feet on the street to sell to local business is one of the hardest things for a company to succeed at. We’re lucky enough to work with a few companies who have managed to KILL IT in local sales (think local car dealership commercials). Their challenge now is teaching their sales people a new [...]
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Print Or Digital Ads? Consumers Choose Print
In a recent study, The State of Online Advertising, Adobe asked 1,000 consumers and 250 marketers to describe their beliefs and attitudes with regards to both online and print advertising. The results are eye opening. On one hand, the results clearly indicate that print advertising is still very critical to building brand loyalty and to [...]
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You’ve Built Your Ad Server and Optimization System – Time To Move to An Order Management System?
As a unique digital media business, you’ve put together a strong product team, one that designed the ad server that differentiates you in the market, as well as the revenue optimizer that drives significant value for your clients. So does that mean you should take on the order management system you need to process your [...]