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Bowen Dwelle October 28, 2008
 
 
 
 
 
The only professional association exclusively dedicated to online advertising operations and technology “ The most valuable career experience I've had in the last five years.” “ The benefit AdMonsters provides for the ad operations world is unparalleled.”
“ The most valuable educational and networking event I attend, hands down.” “ AdMonsters is the only event on my ‘must attend’ list. The information and networking benefits are invaluable to growing an Ad Operations team.”
A few of our members…
Ad Operations in 2008
 
Actually, that’s the World in 2008
 
“ display advertising, which accounted for 45% of interactive ad spend in 2007, is expected to fall over the coming years” New Media Age, July 3, 2008
 
 
Ad Operations in 2008
What you already know ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
 
But… is ad ops all about problems?
What is the “ad ops success story”? Client value (external) Business value (internal)
Client value Heskett, Sasser, Schlesinger: The Service Profit Chain results + quality _______________________ price + hidden costs
What do clients pay for? Ad space… ? Results Quality
From IO to results ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What do clients want? Booz | Allen | Hamilton – Marketing & Media Ecosystem 2010 “ publishers, to win, must compete on the basis of analytics” James Sandoval, CEO, Invizua
How do we get from IO to results? Operational excellence How do we deliver value for clients?
Business intelligence
Tactical Intelligence ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Tactical Intelligence ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Strategic Intelligence ,[object Object],[object Object],[object Object]
Where do we get the business intelligence to make rational economic decisions and maximize profits? Operational excellence
What you should know now ,[object Object],[object Object],[object Object],[object Object],[object Object]
What can you do? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Again, why is this important? “ We need to get our act together… we need to get more efficient” David Cohen – Universal McCann “ Gross inefficiencies in our industry are the #1 thing plaguing us…” Jonathan Adams – Digitas #1 on marketers’ wish list? “ Greater knowledge of the digital space”
Operations is the guts of our business Exceptional operations is everyone’s job
Thanks! ,[object Object],[object Object],[object Object]

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Bowen Dwelle

  • 2.  
  • 3.  
  • 4.  
  • 5.  
  • 6.  
  • 7. The only professional association exclusively dedicated to online advertising operations and technology “ The most valuable career experience I've had in the last five years.” “ The benefit AdMonsters provides for the ad operations world is unparalleled.”
  • 8. “ The most valuable educational and networking event I attend, hands down.” “ AdMonsters is the only event on my ‘must attend’ list. The information and networking benefits are invaluable to growing an Ad Operations team.”
  • 9. A few of our members…
  • 11.  
  • 12. Actually, that’s the World in 2008
  • 13.  
  • 14. “ display advertising, which accounted for 45% of interactive ad spend in 2007, is expected to fall over the coming years” New Media Age, July 3, 2008
  • 15.  
  • 16.  
  • 18.
  • 19.  
  • 20.  
  • 21. But… is ad ops all about problems?
  • 22. What is the “ad ops success story”? Client value (external) Business value (internal)
  • 23. Client value Heskett, Sasser, Schlesinger: The Service Profit Chain results + quality _______________________ price + hidden costs
  • 24. What do clients pay for? Ad space… ? Results Quality
  • 25.
  • 26. What do clients want? Booz | Allen | Hamilton – Marketing & Media Ecosystem 2010 “ publishers, to win, must compete on the basis of analytics” James Sandoval, CEO, Invizua
  • 27. How do we get from IO to results? Operational excellence How do we deliver value for clients?
  • 29.
  • 30.
  • 31.
  • 32. Where do we get the business intelligence to make rational economic decisions and maximize profits? Operational excellence
  • 33.
  • 34.
  • 35. Again, why is this important? “ We need to get our act together… we need to get more efficient” David Cohen – Universal McCann “ Gross inefficiencies in our industry are the #1 thing plaguing us…” Jonathan Adams – Digitas #1 on marketers’ wish list? “ Greater knowledge of the digital space”
  • 36. Operations is the guts of our business Exceptional operations is everyone’s job
  • 37.