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Ad Operations Scalable Strategies

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Scalable strategies for management of an online advertising operations team. Accomplished online professional with extensive web application, online traffic management, and social media communication …

Scalable strategies for management of an online advertising operations team. Accomplished online professional with extensive web application, online traffic management, and social media communication expertise.
Connect with Marc Joffe on LinkedIn: http://ca.linkedin.com/in/marcjoffe

Published in Business , Technology
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  • I appreciate you downloading my presentation 'Ad Operations Scalable Strategies '. Pls remember that I created this around 3 years ago (in London, UK) for an interview / LinkedIn and some information may be dated. the bit about ... 'Ad Hoc [informal ad operations management] informal process not being a long term solution still holds weight. A common snapshot of delivery and expectations every day - is something to be earned.
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  • These Ad Operational Strategies are still useful for high traffic sites. If you have the website traffic, and the right Internet Marketing strategy then monetization will follow. Do You agree? Let Us know at Mass Media Marketing and take our poll. http://massmediamarketing.ca/optimize-visibility/increase-traffic-with-online-articles/
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  • 1. Ad Operations: Scaleable Strategies www.playfaironline.com Ad Ops Workflow Management - Copyright Marc Joffe 1 7/2/2008
  • 2. Vision Statement To develop, improve Ad Ops process, by implementing standards for the support of a fast growing sales team Ad Ops Workflow Management - Copyright Marc Joffe 2 7/2/2008
  • 3. Goal and Objective Goal Identify where we are now, what needs to be done, and where we are going. Objective Scalable processes and standards which support the entire Ad Ops workflow, from proposal to billing. Supporting Sales team through continual workflow improvements and transparency. Ad Ops Workflow Management - Copyright Marc Joffe 3 7/2/2008
  • 4. Today’s Situation In London office no Ad Ops standards or processes in place and a small sales team. Growing Sales Team Expected timeframe 6 months. Lack of standardized process for inventory reservation, reporting, internal and external communications. Ad Ops Workflow Management - Copyright Marc Joffe 4 7/2/2008
  • 5. How Did We Get Here? Ad Hoc Informal process is not a long term solution. Reactive approach or time spent on known activities. Selling advertising inventory seems to be overly complicated Assumption that the Ad Ops team can support a growing sales team w/o a process. Ad Ops Workflow Management - Copyright Marc Joffe 5 7/2/2008
  • 6. Available Options Procure all existing company current and available documents on Ad Operations. What works now. Implement IAB/ IASH standards (http://www.iash.org.uk ), Adopt a CMM to Ad Ops processes Requires executive support from inception, for ongoing support and maintenance, and improvement. Ad Ops Workflow Management - Copyright Marc Joffe 6 7/2/2008
  • 7. More Available Options Augmented – Identify key processes Centralized automation of key processes Communication Controls Sales – Ad Ops - Finance Manage and enforce process improvement Establish Stakeholder buy in. All recommendations reviewed. Continuous Reassessment of processes improvement in Ad Ops process Ad Ops Workflow Management - Copyright Marc Joffe 7 7/2/2008
  • 8. Short Term: Recommendations Develop timetable with milestones and Ad Ops departmental objectives. (WBS) Technical & administrative support options in place? DART Configuration required? COTS Solutions DART Sales Force implementation ? Develop Communication Strategies for: Inventory Avail checks Reporting and Monitoring Standardized IO Sheets Billing reconciliation Ad Ops Workflow Management - Copyright Marc Joffe 8 7/2/2008
  • 9. Long Term: What to do next Sales collateral development. Revenue analysis of ad products and recommendations for improved performance Advertising product development Creative solutions to inventory problems Change Management: policing change Discipline and effectiveness measures. Trade seminars. Ex. Ad Monsters, IAB workshops, etc. Ad Ops Workflow Management - Copyright Marc Joffe 9 7/2/2008
  • 10. Summary If things go as planned, optimized full control over Ad Sales, Ad Operations and Finance and Billing, as demands for Advertising Operations grow past 6 months. Ad Ops Workflow Management - Copyright Marc Joffe 10 7/2/2008
  • 11. Resources IASH.org Linked In IAB Doubleclick NewsandTech.com Ad Ops Workflow Management - Copyright Marc Joffe 11 7/2/2008