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    When RFP Means Restrain from Productivity

    If you could devote 1,600 hours to any one aspect of your ad business each month, you’d likely choose to allocate all of that time to RFP response, right? Absolutely… not! The notion of having to respond to an increasing amount of RFPs is certainly a good “problem” to have, but good can turn sour […]

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    The New Age of Ad Ops: Key Takeaways from IAB’s Ad Operations Summit 2013

    I recently had the privilege of moderating a session at the IAB Ad Operations Summit. The topic of discussion: The New Age of Ad Operations. To get the conversation started, I highlighted three new realities in ad operations: New competition is forcing publishers to create new business models Publishers continue to lag in the ad […]

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    5 Tips for Scaling Your Ad Operations

    From new product offerings to the adoption of new technology solutions, there are many ways that digital publishers can grow their businesses. However, the introduction of additional offerings and solutions (not to mention seasonality and variable spikes in demand) undoubtedly carries with it a series of implications for ad operations. Enter the importance of scalability. […]

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    What Has Happened to Content & Context in Digital Advertising?

    The good news: both content and context are still present in digital advertising. The bad news: the quest for efficiency and automation has stifled the focus on these elements. Marketers and advertisers spend thousands of dollars to share their messages in the hopes of establishing a connection with their audience. But is using automation to […]

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MobileCPMsFC

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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 […]

PANDORA_02062013_Medium

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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 […]

PrintOrDigitalFC

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Print Or Digital Ads? Consumers Choose Print

Posted by on January 29, 2013

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 […]

BuildvsBuyFC

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You’ve Built Your Ad Server and Optimization System – Time To Move to An Order Management System?

Posted by on January 28, 2013

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 […]

Mobile CPM

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Why Are Mobile CPMs So Low? Because the Party’s Just Getting Started

Posted by on January 23, 2013

If mobile’s so hot, why are CPMs for mobile ads so low? This is a question we at Operative hear frequently from publishers. And it points to a bigger question they’re asking, which is: Do we even need to implement a mobile strategy, and if so, when? While Operative is certainly ad format agnostic, we […]

MediaLandscapeFC

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Media Landscape Trends: What You Need to Consider As You Plan Your Business

Posted by on January 16, 2013

One hardly needs reminding of how much our industry is in flux. In 2007, RTB didn’t exist; today it’s all the rage, with many pundits predicting that all inventory will be sold via programmatic buying in the not-too-distant future. In 2010, Apple introduced the first iPad; today tablet sales outrank PCs. Below is our recap […]

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