Final lap focus on operations

The last quarter of the year may often feel like an endless sprint to the holidays. Only to take a few days off and start all over again. This year it's even more grilling with the current global economic uncertainties that is keeping everyone guessing, some are optimist, few pessimists and many are in the denial mode. No matter what we are thinking, everyone one of us is gearing up for the final quarter of the year("Q4" i call it the final lap)

In this final lap of the year in digital media space, everyone is trying to reach the right audience to get maximum ROI for their budgets. Sales teams are bring the revenue in and revenue delivery teams ( Ad operations ) are looking to ensure that every dime is protected and delivered to meet the KPI's. Operations processes build over the years are going to be tested to the core all over again - gaps will be identified and mitigated in real time and client expectations will be managed. teams will be working together like well oiled machine ( with build in learning to improve on the go).

We at Accel Digital provide Ad Operations support to clients and have been focused on making a positive change to the Outsource Ad Operations function to yield desired results, to make this win-win for both sides. Ad Operations is critical function for publishers, agencies and ad tech platform companies & most often than not called as revenue delivery teams. Responsible for making sure that that the booked revenue is delivered & client KPI’s are met. Our goal is to keep things simple and ensuring the final quarter is win-win for all stakeholders. Agencies, publishers & creative designing teams are rallying with clients to get get over the line.

Want to make this year different? Focus on Operations - Ad operations as a function at top-level look pretty straight forward though there are critical steps you have to keep in mind for the multiple campaigns you manage to meet KPI & yes, yield positive ROI on advertiser/agency spend.

1. Setting out your objectives – what do you really want to achieve?
2. The key steps in the trafficking chain – what you need to do and when - set up in server and tagging at the top level.
3. Segmentation and targeting – what’s on offer today and what’s coming (Planning for effective execution)
4. Formats and creative– what to look out for (understanding tags and creative delivery process)
5. Accountability and reporting – smart techniques?for effective optimizations.

Advertising trafficking is a critical link in every online campaign. The workflow is more complex than that of any other media and the pace of change continues to be rapid. Ad ops teams are being asked to deliver campaigns with incredible targeting, handle complex ad formats, forecast inventory, and build a workflow in companies where this is all entirely new. Our focus has been on providing operational support to publishers, agencies, and other Adtech companies. Over the years working with multiple clients we have learned that aligning the highly skilled campaign managers helps not only with the campaign execution but also helps the Ad sales executives to focus solely on selling. We have seen sales and ops synergy in achieving higher goals. Ad Operations Team are in true sense the revenue delivery teams a lot depends on them to protect the revenue that's booked.

Let's connect if you foresee an opportunity for us to help you - otherwise, too we can have the conversation, share experiences, and learn collectively.