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PaperG Ad Sales Executive Survey

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  • 1. PaperG  Adver+sing  Sales  Execu+ve  Survey  October  2012  
  • 2. SURVEY  METHODOLOGY  In  September  of  2012  PaperG  conducted  a  survey  consis;ng  of  15  ques;ons  about  the  future  of  sales,  the  integra;on  of  tablets  in  the  workplace,  and  the  use  of  third  party  ad  inventory.    Ques;ons  were  sent  to  a  sample  of  516  sales  execu;ves  at  broadcast  sta;ons  and  publishers  who  hold  posi;ons  at  the  manger,  VP  and  director  level,  and  are  eligible  to  make  decisions  concerning  digital  campaigns,  workplace  IT  and  processes.    
  • 3. MOBILE  ADVERTISING  Are  your  prospec;ve  clients  interested  in  mobile  adver;sing?    Adver;sers  and  local  businesses  are  very  interested  in  mobile  adver;sing.    
  • 4. MOBILE  SALES  OUTLOOK  How  op;mis;c  are  you  that  Q4  2012  sales  numbers  for  mobile  display  adver;sing  will  be  up  year  over  year?  Over  half  of  sales  execu;ves  have  a  posi;ve  outlook  on  the  future  of  mobile  display  adver;sing.  
  • 5. SHARE  OF  AD  SPEND  As  an  es;mate,  how  much  of  each  of  your  clients  marke;ng  budget  do  you  receive?  85%  of  publishers  receive  less  than  half  of  their  adver;sers  total  marke;ng  budget.  They  could  be  capturing  much  more.    
  • 6. SELLING  MORE  DIGITAL  ADS  What  would  help  sell  more  digital  adver;sing?  (Check  all  that  apply)  The  top  two  ways  to  sell  more  digital  adver;sing  and  effec;vely  capture  larger  por;ons  of  ad  spend  are  beVer  educa;on  on  digital  ad  value  and  having  spec  ads  to  show  clients.  
  • 7. AD  CAMPAIGNS  a.)  Have  you  ever  lost  money   b.)  Why  didn’t  the  ad  campaign  start  on  ;me?  (Check  all  that  because  an  online  ad  campaign   apply)  did  not  start  on  ;me?      Ad  crea;ve  is  the  leading  reason  that  respondents  have  lost  money  due  to  an  ad  campaign  not  star;ng  on  ;me.    
  • 8. PRODUCT  OFFERING  Which  digital  ad  products  do  you  plan  to  offer  adver;sers  in  the  next  3  months?  (Check  all  that  apply)    Display  ads  remain  to  be  the  most  popular  form  of  adver;sing.    
  • 9. THE  MOBILE  SALES  WORKFORCE  a.)  Are  you  considering  buying  a  tablet  for   b.)  If  you  are  considering,  what  type  of  tablet  your  sales  reps?   did  you/are  you  buying  for  them?  (Check  all   that  apply)  Majority  of  ad  sales  execu;ves  are  planning  to  buy,  or  have  already  bought,  tablets  for  their  sales  representa;ves;  the  tablet  of  choice  is  the  Apple  iPad.  
  • 10. WORKFORCE  MANAGEMENT  How  do  you  track  leads  /  sales?  (Check  all  that  apply)  Ad  sales  teams  haven’t  all  moved  to  the  cloud.  Most  respondents  u;lize  an  internal  system  or  tradi;onal  so_ware  such  as  Microso_  Excel  to  manage  and  track  sales.    
  • 11. RESELLING  THIRD  PARTY  INVENTORY  a.)  Do  you  ever  sell  out  of  online  ad   b.)  Have  you  sold  3rd  party  inventory  (not  inventory  and  could  use  more  to  sell?   directly  owned  by  your  company)  before?  Due  to  a  lack  of  ad  inventory  to  sell,  at  least  1  out  of  3  sales  execu;ves  are  missing  out  on  capturing  a  larger  por;on  of  their  clients’  marke;ng  budget.    
  • 12. RESELLING  THIRD  PARTY  INVENTORY  Which  3rd  party’s  ad  inventory  have  you  sold  before?  (Check  all  that  apply)  Yahoo/RightMedia  is  the  most  popular  inventory  to  resell  among  respondents.