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InPublishing TopTipsWebinarSeries
Growing ad sales through better use of yourtechnology
Yourpresenter
Duncan Smith - VP Media &Social
BrightGen
Salesforce implementation partner
Service Management
IP Accelerators
brightgen.com
InPublishingTopTipsWebinarSeries
Agenda
Introduction – current trends in advertising sales
5 top tips for growing ad sales through better use of your technology
- Use your data, sell audience
- Empower sales to sell
- Optimise Inventory
- Enhance self service
- Prioritise efficiency
Q & A
InPublishingTopTipsWebinarSeries
2016 globalad expenditure
up by
4.6% to over £400bn
ForecastbyZenithOptimedia
InPublishingTopTipsWebinarSeries
2015 UK ad expenditure
Alone over£20bn
WARCExpenditureReport
InPublishingTopTipsWebinarSeries
2016 UK ad expenditureforecasted
5.5% growth
WARCExpenditureReport
InPublishingTopTipsWebinarSeries
InPublishingTopTipsWebinarSeries
Tip1 USE YOUR DATA –sell your audience
InsightfulData
InPublishingTopTipsWebinarSeries
1st Party Data 2nd Party Data 3rd Party Data
You Are Here
Scale
differentiation
Currently unstructured
Limited populations
Basis for look-a-likes
Highest quality source
Takes work to negotiate
Extends reach
No loss of 1st party data
Great reach
Less accuracy
Available to everyone
GainInsight–informationiscurrency
InPublishingTopTipsWebinarSeries
Analyse your data
Act on the information
Uncover trends in consumer behaviour
EmpowerMarketing
InPublishingTopTipsWebinarSeries
Match information for potential advertisers
Send marcomms to prospects informing them of deals
Pass leads to sales team
Sales prioritse outbound sales activity based on marketing insight
Tip2
InPublishingTopTipsWebinarSeries
Single
CustomerView
Targeted Data
Driven Leads
Drive
Productivity
EMPOWER SALES TOSELL
SingleCustomerView
InPublishingTopTipsWebinarSeries
Insightfulopportunities
InPublishingTopTipsWebinarSeries
DriveProductivity
InPublishingTopTipsWebinarSeries
Salescanonlybeas goodas yourdata
InPublishingTopTipsWebinarSeries
Make CRM part of your overall solution
Hold data in a single place
Score leads
Know where your Sales Team are in the funnel
Create buyer profiles
InPublishingTopTipsWebinarSeries
Tip3 OPTIMISE
INVENTORY
Knowingyour inventory is key
With
regardsto programmatic
InPublishingTopTipsWebinarSeries
ProgramMaticadvertising
InPublishingTopTipsWebinarSeries
AMIR MALIK,
PROGRAMATTIC DIRECTOR, TRINITY
MIRROR
“….. agencies are essentially setting their own prices as
investment isn’t simply inventory-driven, it is in fact
audience-driven”
“Unless you’ve been living on the moon for the last
three years, you would have heard of programmatic,
which is a macroeconomic shift in how digital media is
bought by advertisers”
“Programmatic is highly profitable for ad agencies”
“Investment across digital inventory via programmatic
technology is rocketing”
InPublishingTopTipsWebinarSeries
Tip4 DEVELOP& ENHANCE SELF SERVICE
B2B Selfservice
InPublishingTopTipsWebinarSeries
InPublishingTopTipsWebinarSeries
Tip5 EFFICIENCY –sell quicker –sell smarter
Salesteam workloadbreakdown
18%
saidthatmoreefficient
workprocesseswould
solvetheirproblems
InPublishingTopTipsWebinarSeries
Source:AtTaskandHarris
45%
41%
14%
Primaryrole
Meetings,admin& ‘Interruptions’
Email
Ensuringcleanandaccuratedata
InPublishingTopTipsWebinarSeries
Good UI
Good UX
Visibility
“The world of ad sales is goingto
change exponentiallyover the next
fewyears”
RobertAvery
HeadofEnterprise&
GroupSalesSupport
Northern& Shell
InPublishingTopTipsWebinarSeries
In summary
InPublishingTopTipsWebinarSeries
It’s all about your data
Sell targeted audience
Manage inventory centrally to save time and open up new sales channels
Get more out of self-serve
Ensure your technology enables you to adapt
Benefits
InPublishingTopTipsWebinarSeries
Increased ad sales
More effective teams
Seamless booking experience
Reduced administration time
Better visibility
Closer customer engagement
Improved customer experience
Duncan Smith
info@brightgen.com
0207 1834 390
Questions?
InPublishingTopTipsWebinarSeries
Brightgen.com/BrightMedia

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