With a saturated market, media publishers are looking to wow their advertisers more than ever and face fierce competition in selling their ad space. Advertisers want clear data and ROI insights when connecting to the publisher’s audiences. To differentiate themselves, publishers need to optimize their sales teams and arm them with visibility to data analytics and actionable insights to support significant findings, like at-risk relationships, and allow them to provide value to their clients.
Unfortunately, key data is often siloed or outdated. Disparate data sources force sales teams to rely on ad operations and analytics teams for campaign insights, which leads to a slower sales cycle, less transparency, and inefficient sales processes.
By surfacing campaign performance insights within Salesforce, sales teams can see their advertiser campaign lifecycle from pipeline to delivery — allowing them to have data-infused conversations with their clients. Ad sales teams can help their clients optimize their spend as well as cut down on response times. Insights into contextual targeting for advertisers will put the publisher at the forefront of advertiser spend and ahead of the competition.
Atrium’s Advertising Sales Management solution accelerates ad sales by providing a single platform from pipeline to delivery. Whether you sell upfronts, scatter market, or both, you can understand booking comparisons YoY and advertiser spend comparisons, and shed light on the key insights you need to increase efficiency, collaborate effectively, and maximize ROI.
By integrating with an Order Management System and other data sources, you can provide sales with visibility into pipeline, the pacing of their customers’ spend, and how much they need to close to beat their quota.
Track, monitor, and coach ad sellers based on current achievement to sales goals across buying and planning agencies and advertiser splits.
Proactively track predicted achievement based on customer buying patterns, upfront commitments, and close ratio.
Understand the advertiser’s industry and business size to compare what similarly sized advertisers within that industry are spending with the publisher. Provide competitive insights during the conversation to drive additional ad spend.
Provide your account teams with visibility into buying patterns and other relationship health insights such as CSAT, make-goods and under-delivery, advertiser health score, likelihood to fulfill upfront commitments, and overall client touchpoints.
Proactively manage advertiser and agency relationship risk and get ahead of potential spend diminishment.
With visibility into key campaign execution and performance, ad operations can effectively optimize campaign performance based on pacing insights.
Improve collaboration with account executives with visibility into underperformance and potentially make-good situations.
Gain visibility into forecasted revenue based on when placements will be active, bookings, upfronts, campaign performance, make-goods, and past advertiser and agency buying patterns.
Enable Revenue Yield Management to maximize fill rate and price by forecasting demand across channels.
Atrium worked with a major subscription streaming service to centralize ad orders, bookings, and goal information. The solution provided an intelligent experience via embedded dashboards within existing ad sales executives’ workflow.
The new system gives insight to ad sales executives on current pacing and enables individuals to drill down and find problem accounts quickly and easily. Also, predictive models using external data sources now prioritize seller activities — making sure the right deals get attention at the right time.