Leading Operations Online

December 1, 2010 mobile Eric Brown

Mobile AdvertisingJohn Wanamaker, oft considered the father of modern advertising, is attributed with saying, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half”.  Nearly a century later, the technologies and medium used for advertising have changed, but his observation is often still evident. The modern advertiser’s dilemma is made even more complex by the seemingly unlimited options available, particularly within the display advertising space.  That being said, the ability to understand what works is within grasp. 

Advertising is about one thing: enabling a consumer to do more of something (engage with a brand, convert, etc).  At its most effective, advertising achieves this goal by communicating to the right person at the right place and the right time.  Unfortunately, advertisers tend to shoot for this goal immediately post-implementation.  They utilize every possible optimization tool and technology at their disposal, making instantaneous decisions.  This...

We knew when developing the agenda for OPS that we couldn't just have operations people say that ops was sexy. We needed an icon in the industry to help drive that point home and end the day with everyone buzzing about all the great things operations is. We were extremely fortunate to be able to get Jack Myers, media economist and chairman of the Media Advisory Group to help us end a fantastic day and really drive the point home.

Jack Myers and Rob Beeler wrapped up the OPS NY event by discussing media, transparency, apps, paywalls and of course, why ops is sexy. This blog is the third in a five part series. Watch the video and read the transcript of the presentation.

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November 29, 2010 display advertising David Lane

SolutionsEditor's note - continued from Part One: Advertising Transformed: The Publisher's Dilemma

To solve this dilemma, publishers must transform their advertising operation. Publishers must integrate print, web, and all other advertising divisions into a single unified operating system. A complete advertising solution sells, packages, manages, traffics, optimizes, tracks, and bills advertising—all advertising—on a single consolidated platform.

A publisher must be able to handle an advertiser’s sales order that contains multiple ad types, multiple inventory queries, multiple insertion points, and aggregated feedback on campaign performance—all captured on a single invoice. To accomplish this, product, sales, logistic, and financial processes and systems must be unified across all advertising operations.

To begin the transformation...

We knew when developing the agenda for OPS that we couldn't just have operations people say that ops was sexy. We needed an icon in the industry to help drive that point home and end the day with everyone buzzing about all the great things operations is. We were extremely fortunate to be able to get Jack Myers, media economist and chairman of the Media Advisory Group to help us end a fantastic day and really drive the point home.

Below is the video of Rob Beeler interviewing Jack at OPS along with the transcript of the second part of the interview. The rest of the transcript will be made available over the coming weeks in a five part series.

View the first part of the interview transcript.

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November 22, 2010 display advertising David Lane

QuestionsEditor's note: This is part one of a two part post.

The expanding online advertising market presents publishers with substantial opportunities for dramatic revenue growth. It also presents significant challenges that will require publishers to transform their advertising operations in order to capture the full revenue potential. With the right strategy, however, publishers are in a position to radically increase advertising capabilities and revenue. To accomplish this, publishers must establish a single unified advertising platform to sell, package, create, schedule, manage, track, and invoice comprehensive advertising campaigns across the entire print and online spectrum.

As the online advertising market expands, it is also fragmenting into an increasingly diverse array of digital categories: mobile, display, video, social media, search, and more. Each category features its own unique requirements for ad formats, management, and delivery. This proliferation has made it difficult...

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