Leading Operations Online
Patricia Kill, Sales Support Director, News International, presented a session called Operations for the Future last week and OPS London. Patricia has been Director of News International Sales Support for the past three years, leading the strategic and operational development of both digital and print workflows, media planning and ad serving capability. We spoke with her about new opportunities for ad operations.
Q: How important is it that operations are ready to take on new opportunities?
This is one of the core deliverables, now more than ever. If being first to market counts for anything and let's be clear - it counts for a great deal. If innovation and creativity are increasingly the norm then being able to mobilise an operation and indeed scale it is of ever increasing importance.
Q: One could argue that ‘traditional’ online advertising is far from efficient now. Shouldn’t we address those issues before taking on new challenges like mobile and video.
What would we be waiting for? I would certainly prefer...
Tim Hussain, Head of Platform Development & Partnerships, Sky Digital, presented the session: iPad & Tablet PC Devices: Challenges, Opportunities and Operational Readiness at last week's OPS event in London. Tim joined Sky as Head of Mobile Advertising in October 2008 to develop and drive Sky’s mobile advertising sales strategy. He has over eight years of commercial and product experience within digital companies across European and global markets. We asked him a few questions about mobile advertising.
Q: Does the significance of the popularity of the iPad extend beyond just being another platform to traffic ads on?
The iPad has done for tablet devices what the iPhone did for mobiles; it turned them into a desired product by the average consumer. Tablets have been around for some years now but it was only when Apple turned its sights to this class of device that it has really taken off. And just like the iPhone, we have now seen numerous other companies quickly jump on the band wagon.
The iPad and tablet...
Recently Intergi Entertainment announced their partnership with advertising technology provider ADTECH. ADTECH is powering the ad management for Playwire, an online video platform. Read the release. We spoke with Jayson Dubin, CEO of Intergi Entertainment for further details on this unique product offering and video ad serving standards.
Q: Please tell us a little bit about Intergi Entertainment and about your role there.
A: Intergi brings online game publishers that want to generate revenue from advertising together with advertisers that want to reach consumers that engage in online gaming. We work closely with both the game publisher/Web site and the advertiser to create specific advertising campaigns that meet the...
Editor's note: Ben Humphry is Head of AdMonsters Professional Services in the UK. Recently he wrote two posts for the APS blog Here to Help. We wanted to share them with you in case you missed them.
LinkedIn is the latest publisher to move to a self-serve ad model. Like Facebook, it has found this model to be the solution to the advertising dilemma facing social networks; how do you control the advertising environment when the content is user generated? The answer for both publishers has been "you don't" - instead, they've reworked their offering to appeal to those customers who are unconcerned about brand. Self serve ads don't appeal to brands or their agencies, but that's okay, because... read full post
In a prior AdMonsters article (http://www.admonsters.com/blog/back-basics-or-mobile-advertisers-dilemma), I spoke about gut reaction changes implemented to impact goals for mobile display campaigns, and how the basis for change must instead be a solid foundation of data and analysis over time.
Let’s consider this for a moment with respect to mobile display advertising. Tools at the advertiser’s disposal often go unused. Given that methodical analysis for change is generally missing, oft times the outcome of the campaign and what may be done to influence the results are left to the Supply side.
I am very familiar with the story, myself, as an ex-Ad Ops fellow in mobile. Someone on the Supply side gets a call from a media buyer, one that is rife with disappointment, anger, and frustration, regarding the performance of their media:
‘Our ROI isn’t where it needs to be’, they say.
‘Increase our click-through rate and get us more conversions.’
‘Change the sites we’re on.’