A survey of 516 advertising sales executives found the following: - Over half were optimistic about mobile display advertising sales increasing in Q4 2012. - The top ways to sell more digital ads were better educating clients on value and having sample ads. - Most respondents track leads and sales using internal systems or Excel rather than cloud-based tools. - Tablets, especially iPads, were widely being adopted by sales teams.

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;ser's
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.