Optimal Ad Operations Workflow for SME Publishers with a focus in Revenues and Company finances

1. ote to €A$H
Fro m Qu
Tips for Optimal Workflow
(SME Publishers)
AdMonsters Technical Forum Than Khine 8th December 2010, London

2. Interactive Advertising Workflow
Delivery,
Request for Insertion Creative Billing &
Optimisation &
Proposal (RFP) Order (IO) Delivery Reporting Collections
“ We are what we repeatedly do. Excellence, then, is
not an act, but a habit. ”
- Aristotle

3. Request for
Proposal (RFP)
Oh, he doesn’t
need a background
check. Will just keep
- Credit & Background Checks
my fingers crossed...
- Credit applications
- Agency of Record Letter
- Pro forma invoicing

4. Request for
Proposal (RFP)
- Detailed Checks
- Product
- Pricing
- Inventory

5. Request for
Proposal (RFP)
- Check Advertiser’s T&Cs
e.g. What if your airline advertiser
wants you to stop running their
campaigns whenever there’re any
major aviation disasters? Could it
affect your business?

6. Request for Insertion
Proposal (RFP) Order (IO)
- IO Particulars
- Contact Information
- Billing Methods
- PO/DDS Numbers
- Placements, Targeting

7. Request for Insertion
Proposal (RFP) Order (IO)
- Approval Process
- Legal
- Finance
- Sales
- Operations

8. Request for Insertion
Proposal (RFP) Order (IO)
- Signatures
- BOTH parties

9. Request for Insertion Creative
Proposal (RFP) Order (IO) Delivery
- Late Creative Policy
- Managing a good but efficient
relationship with agencies whilst
minimising your losses

10. Request for Insertion Creative
Proposal (RFP) Order (IO) Delivery
- Sales Timeline Adjustment
- Targets
- Commission payments

11. Delivery,
Request for Insertion Creative
Optimisation &
Proposal (RFP) Order (IO) Delivery Reporting
- Post-Launch QA Checks
- Check everything against the IO
- Impression discrepancy monitoring
Spot the difference!

12. Delivery,
Request for Insertion Creative
Optimisation &
Proposal (RFP) Order (IO) Delivery Reporting
- Change Documentation
- Anything that affects CPM, Payment
Terms, Total Values
- Added value/Make Good items
- A revised IO, if required

13. Delivery,
Request for Insertion Creative
Optimisation &
Proposal (RFP) Order (IO) Delivery Reporting
- Regular Reporting
- Weekly Reports
- Ad-hoc reports
- Monthly Reconciliation Reports
- End of Campaign Report

14. Delivery,
Request for Insertion Creative Billing &
Optimisation &
Proposal (RFP) Order (IO) Delivery Reporting Collections
- Billing Support Documents
- IOs
- Trading Systems/PO Numbers
- Contact Details
- PoP (Proof of Performance)

15. Delivery,
Request for Insertion Creative Billing &
Optimisation &
Proposal (RFP) Order (IO) Delivery Reporting Collections
- Collections
- DSO 30, 60, 90...
ello..
. - Develop a process to CHASE
Hello, h
- Relationship building
- Reminder notices
- Final notices

16. Delivery,
Request for Insertion Creative Billing &
Optimisation &
Proposal (RFP) Order (IO) Delivery Reporting Collections
- Financial Reviews
- Bad Debt Reserves
- Company level
- Client level

17. Delivery,
Request for Insertion Creative Billing &
Optimisation &
Proposal (RFP) Order (IO) Delivery Reporting Collections
- Training on Workflow & Tools
- Finance
- Sales
- Client Services
- Operations

18. “
nut
I can tell you where every screw,
ow
and bolt is in my company. I kn
er,
every thing [in my business]. Never, ev
underestimate me.
”
- Lord Sugar

19. Than Khine
@theoinlondon
http://uk.linkedin.com/in/thankhine

20. Image Credits
Slide 1. Layoutsparks.com
Slide 3. Telegraph UK
Slide 4. LIFE.com
Slide 5. See It or Not
Slide 7. Findroom 219
Slide 9. Channel 4
Slide 10. Seattle Times
Slide 11. EXTRA, Warner Bros
Slide 12. Mirror UK
Slide 13. Guardian UK
Slide 17. Zimbo.com