Join us to learn how top media companies are
using innovative technology to transform
their businesses.
As your advertising business grows, the manual processes and disparate systems used to support the business quickly become insufficient and cumbersome to maintain. When new technologies and processes are thrown into the mix, this continues to add complexity to selling, executing, and billing ads. How will you manage the complexity in a scalable way?
Learn how your company can streamline processes, increase profitability and better serve your customers with innovative technology that supports your whole business. In this interactive webinar, Manu Warikoo, Operative’s SVP of Solutions, shares learnings from top digital media companies, to help you learn:
The costly impact of running your business with manual processes and disparate systems
How an advertising business management platform can help you scale
The short and long-term ROI to adopting a business platform
Best practices for ensuring a successful enterprise-wide technology initiative
The webcast will be followed by a Q&A session.
CNIC Information System with Pakdata Cf In Pakistan
ABM Lead Your Company's Next Game Changer
1. LIVE Webcast
Lead Your Company’s
Next Game Changer
Manu Warikoo
Operative Senior Vice President, Solutions
January 12, 2012
2. 2
Who is Operative?
Provide software and services that help media companies run their advertising businesses
11 years deep digital domain expertise
250+ employees in New York, São Paulo, London, Melbourne, and Bangalore
Customers are 200+ media industry leaders
100,000 placements trafficked monthly
$6B in global ad revenue run through Operative solutions
4. 4
Product/Inventory
Main Functions of
a Digital Media
Company Finance Publisher Sales
Ad Ops
5. 5
SALES CAMPAIGN BILLING
RFP
PROCESS Get IO and creatives
EXECUTION
from agency
Send invoice
to agency
Is there Inventory? Reserve
inventory
Yes Enter campaign
Confirm which delivery maps to original campaigns
Complete information
spreadsheet with
Sale details Enter campaign
information Enter delivery
for billing
Send completed
spreadsheet to Ad Ops
EXCEL AD BILLING
Monitor performance SERVER Pull delivery, and prepare SYSTEM
and send updates reports to send to the agency
upon request and the Finance team
AGENCY SALES AD OPERATIONS FINANCE
6. 6
A Real Life Offline (Excel, Email, etc.)
Ad Server (Display)
Example Proposals Revenue Forecasting
Campaign Delivery
Ad Trafficking
Inventory Avails
• $30M digital ad revenue Media Plans Account Management Modifications
Campaign Details
3rd Party Data Signed IO’s
• 12 salespeople
Campaign Details Modifications Ad Server (Video)
• 100 campaigns per month
Campaign Delivery Sponsorship Calendar Campaign Delivery
Ad Trafficking
Reporting Creative Brief Inventory Avails
Modifications
Reservations Proof of Execution
Campaign Details
LEGEND
SYSTEM 3rd Party Ad Server
Data/Task 3rd Party Data
Duplicate Data CRM Finance App
Interface Accounts Campaign Details
Linked Workflow Account Receivables
Contacts Adjustments
Re-key
Disconnected Data Credit Limits
and/or Processes Opportunity Mgmt
Revenue Recognition
7. 7
Reality Check: What’s Really Happening
Data scattered in multiple places
and getting lost in translation
Duplicate, manual re-entry of data
Spaghetti processes
Departments operating in silos
Deals closing without the proper
checks and balances
9. 9
Key Business Requirements
Product Sales Ad Operations Finance
Flexible model for
creating products &
sellable products End-to-End
Consolidated view of all Integrate with all your ad
servers
Reconcile Sales’ contract
information with
packages Provide easy access to Automate trafficking campaign results
Associate inventory to
sellable products
CRM
Integrate with
Integratedall sources data
inventory availability Reconcile delivery
from
Prepare billing data for
invoicing
Tie products with Maintain accurate Integrate with your
trafficking instructions
for automation
revenue forecasts Agnostic financial application
Robust reporting & analytics Support various business models and
Executive Customizable workflow
new types of revenue opportunities
Support international business
Enterprise security
11. 11
Why Advertising Business Management?
Enterprise-wide discipline and compliance
Streamlined, automated processes
Elimination of duplicate data entry
Centralized data
Enterprise-wide transparency
Integrated reporting
12. 12
A Real Life OfflineONE SYSTEM etc.)
(Excel, Email, Ad Server (Display)
Example With Proposals
Advertising Business Management Revenue Forecasting
Campaign Delivery
Ad Trafficking
Ad Business Media Plans Account Management
Inventory Avails
Modifications
Product Packaging Trafficking Operations Campaign Details
Management 3rd Party Data
Accounts & Contact Mgmt
Campaign Details
Signed IO’s
Campaign Management
Modifications Ad Server (Video)
RFP Management Invoice Processing
Campaign Delivery Sponsorship Calendar Campaign Delivery
Reporting Ad Trafficking
Reporting Creative Brief
Inventory Avails
Inventory Management Modifications
Reservations Proof of Execution
Campaign Details
LEGEND Business Intelligence & Data Warehousing
SYSTEM 3rd Party Ad Server
Data/Task 3rd Party Data
Duplicate Data CRM Finance App
Interface Accounts Campaign Details
Linked Workflow Account Receivables
Re-key Contacts Adjustments
Disconnected Data Credit Limits
and/or Processes Opportunity Mgmt
Revenue Recognition
14. 14
The ROI.
Sales: Reduce RFP response time by 60%.
Ad Operations: Increase operational efficiency
by 30%.
Finance: Reduce billing cycle times by 50%.
Executive: Reduce operational costs by 50%.
16. 16
Five Key Drivers to Success
1. Clear goals & objectives
2. Executive sponsorship
3. Participation from key stakeholders across the organization
4. Clear approach and commitment to adoption
5. Strong partner aligned with your goals & objectives
18. 18
Three Questions To Ask Yourself
1. Are we currently operating efficiently and
effectively?
To help you uncover the health of your business and identify potential areas
of improvement, complete this COMPANY EVALUATION WORKSHEET.
2. How do I start socializing this idea?
Read this quick 1-page overview on HOW TO GET INTERNAL BUY-IN to learn
who needs to get involved and how to get them engaged.
3. How do I make this a reality?
To help mobilize your organization, create a Plan of Action which identifies
milestones and key owners.
20. 20
Thank You
Manu Warikoo | mwarikoo@operative.com
Notas do Editor
Typical process
So what’s actually happening?
Let me make sure I understand the requirements now…We need to do these things…in order to accomplish these things, linkages …
So what are the benefits when you accrue a system like that….
Original list:Sales: Increase revenue up to 25%. Decreases revenue losses by 20%.Ad Operations: Increase operational efficiency by 30%.Finance: Reduce billing cycle times by 50%.Executive: Increase margins by x%. Reduce operational costs by 20%.
Screenshot of Evaluation WorksheetHow long does it take to _____How many times entering dataHow many people touch orderHow much YOY growthetc.