Homer’s Guide To Online Ad Sales

Online Advertising or Gibberish?

• Form of Promotion• Uses Internet / WWW• Deliver Marketing Messages to attract customers• Examples include contextual ads on search engine page results, banner ads, Rich media Ads, Social Network Advertising, Interstitial Ads, Online Classified Advertising, Email Marketing including email spam.

ijb

O really?So how does it score over Print or TV Adv?Any recent e.g.?

Major Benefit• Immediate Publishing of

Information & Content• Not limited by Geography

& Time• Interactive Advertising (interruptive advertising)• Efficiency of advertiser’s

investment• Allows customization of

advertisements• E.g. Yahoo! Search Marketing, Adwords,

Adsense, Facebook Adverts

Online Advertising

Marketing Plans &

Campaigns

Marketing Plan & Budget

Websites

Vendor Selection ROI

Copywriting & Graphic

Design

Floating, Expanding, Polite, Wallpaper,

Trick Banner, Pop Up, Pop-Under, Video

Ad, Map Ad, Mobile Ad, Interstitial Ad

But how do Online Sales companies

generate revenue?

CPM CPC

CPV

CPE

CPL

CPO

CPA

Types of Ads

Life as an Online Ad Sales Person

Manage display and audio avails & trafficking to generate maximum revenue

Recommend proper types, quantities & web adv impressions mix

Select & manage online media reps & vendors

Prepare & present marketing materials/sales proposals for media buys/client promotions

Create new market offerings with existing capabilities

Maintain updated media kit with offering & price structures

Develop Media Campaign plans for company’s clients & internal product teams

Manage r/l with 3rd party adv sales rep firms & direct ad clients

Respond to RFPs along with prospecting & direct sales

Forecast revenue, orders on the books, and ad leads and avail reporting

Generate Ad campaign ROI reports and affidavits

Oversee billing and collection activity

Ideal Candidate• A background in media planning/buying or trafficking

• A degree in business or related field

• Foundation of ad revenues and tracking tools as Dart, Zedo, Atlas, etc.

• Familiarity with leading web analytics and audience measurement offerings such

as

Google, comScore, Arbitron.

• Knowledge of ad formats, typical rate cards and campaign elements & budgets

• Experience with various campaign strategies , CPM, CPC, CPL and CPA

• Strong analytic, database, spreadsheet and word processing skills

• Attention to details, ability to multitask

• Optimistic attitude, versatile team player, self starter

• Knowledge/Employment of MIS , for e.g. SugarCRM, Oracle, etc.

• Does FOLLOW UP (essentially) on all current/prospective sales.

• Be “Jugadoo” to forecast sales (intuitive) and adapt ever changing trending tools.

At the end of the day, Work HardParty Hard

(that’s what my Boss says)