Keynote Address

Ad Ops Role in Growing Revenue for Publishers

It certainly is an exciting time for online advertising. Overall it looks like online has quickly emerged from the recession and is poised for growth in 2010. That’s great news, but many publishers continue to be challenged with making an advertising model generate sustainable revenue.  The competition for ad dollars isn’t just other publishers. In fact, the biggest competition comes from non-publishers who continue to grab a larger share of advertiser buys.
 
The reasons behind this struggle stem from how the online ad space has evolved and the response – and lack thereof – from publishers to industry changes. But publishers are starting to respond and create strategies that put them in line to create new revenue opportunities and to become bigger players in shaping how the industry moves forward. Publishers are starting to right the ship.
 
Our keynote presenter, Jason Kelly, is going to talk about the landscape of the online advertising space and how publishers need to respond today to the challenges that face them and the opportunities that are available. He’ll outline how Ad Operations can lead the charge to capture revenue and transform the company from within. Jason will also offer his recommendations to ad operations professionals of tactics they can employ now to make sure that 2010 is a year of growth for their publishers.

Jason Kelly is Vice President of Strategy & Revenue Management at Time Inc. Digital.  His primary focus in this role is building out and managing the digital network of Time Inc. sites launched in 2009: Time Axcess.

Kelly joined Time Inc. from Rapt, a part of Microsoft Advertising’s Publisher Solutions, where he was manager, advisory services.  He managed numerous strategic consulting engagements and enterprise software implementations for large publishers driving incremental revenue through best practice media monetization.  While at Rapt, he also developed the strategic partnership and course curriculum on behalf of Microsoft Advertising and the IAB for the Professional Development Seminar on yield management for publishers.

Prior to working at Rapt, Kelly was director, revenue management, sales and online distribution for Virgin America.

His involvement included building out the sales, yield management and online distribution teams in addition to driving the overall commercial strategy of the airline. In addition, Kelly created and executed the largest viral marketing campaign in the history of the airline industry with letvafly.com contributing to the successful approval by the US DOT for Virgin America to begin operations in the United States. Before working at Virgin America, Kelly held posts at Independence Air, Frontier Airlines, and Kiehl Hendrickson Group (Sabre).