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For a rare look into how premium media organizations approach ad operations, please view our webcast panel discussion with Microsoft Digital Advertising Solution's Manager of Account Services, Heather Miranda, and Kelley Blue Book's VP of Advertising Operations, Melissa Bertram. Heather and Melissa discuss topics including the challenges facing ad operations today, which metrics are most important to track, how ad operations will evolve in the future, as well as examples of recent successful initiatives. http://www.operative.com
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LIVE Webcast
Panelists:
Moderator:
Winning Ad Operations Strategies
Heather Miranda, Manager Account Services
Melissa Bertram, VP Advertising Operations
John Briar, EVP Business Operations
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Attendees are in listen only mode
Post questions using the Go To Webinar Questions Panel. They will be covered in the Q&A Session at the end.
The session is being recorded and will be made available within 24 hours
4/24/2012 Proprietary and Confidential.
Webinar notes
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Provides software and services that help media companies run their advertising businesses from order to cash
More than 11 years deep digital domain expertise
300+ employees in New York, São Paulo, London, Melbourne, Bangalore and Hong Kong
Customers are 200+ media industry leaders, including half of Top 50 Publishers
More than 150,000 placements trafficked monthly
$6B in global ad revenue run through Operative solutions
4/24/2012 Proprietary and Confidential.
Who is Operative?
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4/24/2012 Proprietary and Confidential.
Today’s Panelists
Melissa Bertram VP Advertising Operations
Heather Miranda Manager Account Services
John Briar EVP Business Operations
Who we are
• Since 1926, Kelley Blue Book has been trusted by both
consumers and the automotive industry, helping millions
of in-market car shoppers make well-informed decisions
about the buying and selling of vehicles.
• Every month, kbb.com®― the #1 third party automotive
website¹ ― provides the most up-to-date vehicle
information, including new and used Kelley Blue Book®
Values, car reviews, videos, and consumer ratings.
• Kelley Blue Book creates opportunities for dealers, OEMs
and industry professionals to connect with more in-market
car shoppers through its trusted values, kbb.com, and
Internet marketing solutions.
KeyNote Systems 2011 Third Party Auto Sites Study
Company Profile
Founded 1926
Privately held; acquired by AutoTrader.com in December 2010
Headquartered in Irvine, California
Employees in 12 different states
Approx 500 total employees
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Can your Ad Ops team handle 50% more work?
2011
Global Digital Ad Spend 2011-2015
$80 B
2012
$94 B
2013
$132 B
Source: eMarketer 2011 Study: http://www.emarketer.com/Article.aspx?R=1008438&dsNav=Rpp:25,Ro:0,N:498&xsrc=TypesPanel
$120 B $106 B
2015 2014
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4/24/2012 Proprietary and Confidential.
What are the biggest pains and challenges you face today?
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4/24/2012 Proprietary and Confidential.
What solutions did you implement to address those pains?
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4/24/2012 Proprietary and Confidential.
What metrics and benchmarks are important to measuring the success of your business?
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4/24/2012 Proprietary and Confidential.
Key Takeaways
Constant change is making execution more challenging
New skill sets are required
Transformation to revenue operations is happening
Accuracy is critical to building credibility and earning revenue
Greater efficiency is a must to get ahead
Ad ops deserves a seat at the table
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4/24/2012 Proprietary and Confidential.
Action Items Automate wherever possible
Build your metrics infrastructure
Align with client success metrics
Develop a flexible team with a variety of experts so you can adapt to changing market demands
Partner so your team can perform higher value activities
Keep your eye on revenue and ROI
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4/24/2012 Proprietary and Confidential.
Questions?
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John Briar | [email protected]
• The recording will be available in 24 hours.
• Are You Ready for Revenue Operations? We’ll be sending a checklist you can fill out to help you determine if you are ready.
Thank You
