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    The Perfectionist’s Guide To Ad Operations: Part 2

    Nobody ever said that managing hundreds of campaigns across dozens of systems is easy.  We’re not saying that either. In fact, guaranteeing successful delivery across all of your campaigns is so difficult and cumbersome, that publishers who simply hit their impression goals are often at a significant advantage over those that don’t.  But we’re here […]

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    The Perfectionist’s Guide to Ad Operations: Part 1

    Imagine you run an ad ops team at your organization (if you already do, this will be easy). You arrive at work to find a slew of trafficking requests that have come to you via email, excel, shared docs, or maybe even a sticky note strategically placed on your computer screen. You’re handed a report […]

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    Publishers, Don’t Let RFPs Drain Your Profits

    This is the story of how we developed our newest product offering: RFP Completion Services. About eight months ago, we had a conversation with one of the leading sports media publishers that receives over 100 RFPs per month. After a deep-dive evaluation of their ad ops processes, we discovered that their biggest bottleneck lied in […]

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    Agency Ad Ops is a Product, Not a Delivery System

      There’s ad ops, and then there’s premium ad ops. The former is a service. The latter is a monetizable product. The difference? Delivery. Agency ad operations is an intricate business, dependent on variable factors like client relationships, strokes of creative genius, and insight into consumer behaviors. But the business of advertising is rooted in […]

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The Cross Screen Evolution

Posted by on February 26, 2013

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

Posted by on February 22, 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

Posted by on February 18, 2013

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 […]

5:30 Epidemic The Unhappy Hour

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The Unhappy Hour for Publishers

Posted by on February 18, 2013

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

Posted by on February 15, 2013

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 […]

Revenue Forcasting Operative

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Reporting & Analytics: The Science Behind Revenue Forecasts

Posted by on February 12, 2013

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 […]

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Audio Ads Give Pandora Mobile Lift

Posted by on February 6, 2013

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 […]

RFP Process Advertising

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Can RFP Turnaround be Reduced by 50%?

Posted by on February 6, 2013

  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 […]

Floor Pricing CPMs

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Shore-Up Your CPMs with Ruled-Enforced Floor Pricing

Posted by on February 4, 2013

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 […]

Sell Local Easier Said Than Done

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Selling Local: Easier Said Than Done

Posted by on January 31, 2013

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 […]