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Client Pain Points               Sales                                           Media Approvals and                      ...
Creative Agency Pain Points               Sales                                                        Media Approvals and...
Media Agency Pain Points                     Sales                                                                  Media ...
Media Owner Pain Points                 Sales                                                          Media Approvals and...
Contact InformationLeo Scullin – lscullin@arkoseconsulting.com• New York +1 (917) 439 5059   New York +1 (917) 439‐5059Wil...
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Arkose Consulting LLC: Digital Advertising Pain Points

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This is more detailed look at the pain points encountered by all the constituents in the digital advertising workflow.

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Arkose Consulting LLC: Digital Advertising Pain Points

  1. 1. Client Pain Points  Sales Media Approvals and Client-site Tracking Analytics Client Marketing Strategy I/O Authorization T EN Driven Funding - Factors Approvals Creative Creative LI Decisions Gnl Ledger C Approvals Approvals EN E Creative Creative G IV Y C CreativeA AT Research Specs E RC QA Creative Changes Camp Post-buy - Y RFP / Buy - Mngmnt - Agency Billing - A DIA C Planning Reporting Analytics - EN Proposals Negotiate Trafficking - Delivery Reconcile E G Optimization M Ad Ops Change Orders Camp Media IOs - Ad Mngmnt - Media Media Invoices - ER O IA Optimization ED N Inventory Sales Trafficking - Delivery Reporting Billing W M Ad Ops Research Numerous media  Periodic Creative  Client‐ Client‐side metrics  Objective analytics are  OK’s via fax Reviews disagree with 3PAS costly, hard to find 1
  2. 2. Creative Agency Pain Points  Sales Media Approvals and Client-site Tracking Analytics Client Marketing Strategy I/O Authorization T EN Driven Funding - Factors Approvals Creative Creative LI Decisions Gnl Ledger C Approvals Approvals EN E Creative Creative G IV Y C CreativeA AT Research Specs E RC QA Creative Changes Camp Post-buy - Y RFP / Buy - Mngmnt - Agency Billing - A DIA C Planning Reporting Analytics - EN Proposals Negotiate Trafficking - Delivery Reconcile E G Optimization M Ad Ops Change Orders Camp Media IOs - Ad Mngmnt - Media Media Invoices - ER O IA Optimization ED N Inventory Sales Trafficking - Delivery Reporting Billing W M Ad Ops Research No central creative  Testing creative  Periodic Creative  Creative out‐of‐the‐ Creative out‐of‐the‐ spec Db too late (QA) Reviews loop w/Analytics 2
  3. 3. Media Agency Pain Points  Sales Media Approvals and Client-site Tracking Analytics Client Marketing Strategy I/O Authorization T EN Driven Funding - Factors Approvals Creative Creative LI Decisions Gnl Ledger C Approvals Approvals EN E Creative Creative G IV Y C CreativeA AT Research Specs E RC QA Creative Changes Camp Post-buy - Y RFP / Buy - Mngmnt - Agency Billing - A DIA C Planning Reporting Analytics - EN Proposals Negotiate Trafficking - Delivery Reconcile E G Optimization M Ad Ops Change Orders Camp Media IOs - Ad Mngmnt - Media Media Invoices - ER O IA Optimization ED N Inventory Sales Trafficking - Delivery Reporting Billing W M Ad Ops Research Reporting and  With 2 sets of #’s, billing is  gLack of Cost  …needs manual   I/O needs signed  Production and QA  P d i d QA tracking, manual always discrepant Db… RFP process authorization, fax by Media Agency Discrepancies b/w  Constant optimization is  Billing is often late,  Inventory selection but  T&C  Manual re‐ Manual re‐key Camp  agency/pub 3PAS costly but with high ROI under‐ under‐detailed unable to hold Negotiation Management system 3
  4. 4. Media Owner Pain Points Sales Media Approvals and Client-site Tracking Analytics Client Marketing Strategy I/O Authorization T EN Driven Funding - Factors Approvals Creative Creative LI Decisions Gnl Ledger C Approvals Approvals EN E Creative Creative G IV Y C CreativeA AT Research Specs E RC QA Creative Changes Camp Post-buy - Y RFP / Buy - Mngmnt - Agency Billing - A DIA C Planning Reporting Analytics - EN Proposals Negotiate Trafficking - Delivery Reconcile E G Optimization M Ad Ops Change Orders Camp Media IOs - Ad Mngmnt - Media Media Invoices - ER O IA Optimization ED N Inventory Sales Trafficking - Delivery Reporting Billing W M Ad Ops Research Late Creative costs  With 2 sets of #’s, billing is  g No consistent RFP  Holding inventory  Double entry for I/O  FTE and Inventory always discrepant process/forms costly and inefficient and Traffic To offset under delivery,  Billing  and Ad  Discrepancies b/w  Inventory management  T&C  always over deliver servers don’t talk agency/pub 3PAS difficult, needs networks Negotiation 4
  5. 5. Contact InformationLeo Scullin – lscullin@arkoseconsulting.com• New York +1 (917) 439 5059 New York +1 (917) 439‐5059William Kane – bkane@arkoseconsulting.com• New York  +1 (917) 363‐3621 Proprietary and Confidential 5

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