From Quote to Cash - Optimal Ad Operations Workflow for SME Publishers

•

3 likes•1,128 views

Than Khine

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

Business Technology Economy & Finance

ote to €A$H
Fro m Qu

Tips for Optimal Workflow
(SME Publishers)

AdMonsters Technical Forum Than Khine 8th December 2010, London

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

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

Request for
Proposal (RFP)

- Detailed Checks

- Product
- Pricing
- Inventory

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?

Request for Insertion
Proposal (RFP) Order (IO)

- IO Particulars
- Contact Information
- Billing Methods
- PO/DDS Numbers
- Placements, Targeting

Request for Insertion
Proposal (RFP) Order (IO)

- Approval Process
- Legal
- Finance
- Sales
- Operations

Request for Insertion
Proposal (RFP) Order (IO)

- Signatures

- BOTH parties

Request for Insertion Creative
Proposal (RFP) Order (IO) Delivery

- Late Creative Policy

- Managing a good but efﬁcient
relationship with agencies whilst
minimising your losses

Request for Insertion Creative
Proposal (RFP) Order (IO) Delivery

- Sales Timeline Adjustment

- Targets
- Commission payments

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!

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

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

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)

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

Delivery,
Request for Insertion Creative Billing &
Optimisation &
Proposal (RFP) Order (IO) Delivery Reporting Collections

- Financial Reviews
- Bad Debt Reserves

- Company level
- Client level

Delivery,
Request for Insertion Creative Billing &
Optimisation &
Proposal (RFP) Order (IO) Delivery Reporting Collections

- Training on Workﬂow & Tools

- Finance
- Sales
- Client Services
- Operations

“
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

Than Khine
@theoinlondon

http://uk.linkedin.com/in/thankhine

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

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From Quote to Cash - Optimal Ad Operations Workflow for SME Publishers

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

From Quote to Cash - Optimal Ad Operations Workflow for SME Publishers

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