ADvendio Growth Course PDF

What is ADvendio? ADvendio is a Salesforce Native software solution that helps users manage all aspects of their advertising buying and selling activities on one complete platform. This means it is designed to support any company that makes money through selling advertising space on any type of medi...

What is ADvendio? ADvendio is a Salesforce Native software solution that helps users manage all aspects of their advertising buying and selling activities on one complete platform. This means it is designed to support any company that makes money through selling advertising space on any type of media platform that they own, for example, their website, in their magazines, on their social media platforms on outdoor screens, or billboards that they own. ADvendio helps these companies to manage every step in the deal from keeping track of customer information, managing the available advertising inventory they can offer for sale, tools to help book & launch advertising campaigns, all the way through to accounting (such as creating invoices) and reporting. Our reporting and analytics tools then use the data from all of the inventory, booking, and accounting sections to allow them to analyze how all aspects of their businesses are performing. ADvendio is also in the process of creating an offering to help advertisers manage how they buy advertising space. This solution is still in development, some customers such as BestBuy are currently trialling the features that are available for media buying activities. In the initial stages, this product would be aimed at advertisers who purchase small amounts of ad inventory as well as agencies. Once further developed this would be further rolled out to large advertisers once a full feature set is available. ADvendio & Salesforce Salesforce is a customer relationship management solution that brings companies and customers together. It's one integrated CRM platform that gives all your departments — including marketing, sales, commerce, and service — a single, shared view of every customer. ADvendio is built on the Salesforce platform, using its technology to create extra features that are not available within Salesforce as standard. However, as ADvendio is built on Salesforce that means ADvendio customers must also pay for the use of Salesforce CRM as part of ADvendio. This is logical for our users as CRM functionality is a core part of advertising buying and selling as records of all interactions, customer details, contracts, etc. are key to efficient ad management. Customer Types Publisher - A company that creates (publishes) content and in turn generates a lot of traffic to their website or large numbers of people buying their magazines or listening in to their radio shows etc. (i.e. Large broadcasters such as BBC or CBS in America, or News publications such as the New York Times etc.)(Important note: This is not the same as a book publisher) Agency - A company that works on behalf of advertisers who may not have the time or resources to manage their Marketing. They would advise their customers on what type of marketing campaigns to run, help them to choose what type of campaign to run and what media channels may be involved as well as forecast how a planned campaign would go, and execute the campaign on their behalf. Advertiser - A company that has a product (brand) or service that they wish to promote. These companies would buy advertising space from publishers to promote what they are selling. ADvendio ONE ADvendio ONE unifies the previous ADvendio offering (AMS)* into a single end-to-end industry solution for advertising management. It enables ad specialists to manage the sale and execution of omnichannel advertising inventory, as well as assist media buyers in the execution, reconciliation, and reporting of omnichannel campaigns. One solution is to provide comprehensive support for either side of the market, as well as media buying and selling in the same system for those who require both capabilities. This new pricing includes: Campaigns Finance Connections Applications Media Buying Overview The purchase of media space for the placement of advertisements. Often carried out by an agency or placement firm on behalf of the advertiser. Understanding Media Buying Media buying is essentially the act of acquiring real estate (or inventory) where advertisements may be placed. In television buying, a variety of factors must be considered, such as time, space, rates, lead demand, and more. The price of a television media buy will depend on the specifics of the advertising campaign, such as whether it will appear in a single city, regionally, or nationwide. On a website, the price would be determined by factors such as where the ad will be placed on the page, how many pages of the website the ad will appear on, how large the ad will be, how many days the ad will run for, how much traffic the website receives, and the website's user demographics. The more exposure (views) the advertiser is expected to receive, the more expensive the media buy will usually be. Media buying is time-based, meaning the buyer is paying for "renting" all possible placements on all possible platforms. So they must be available for the timeslot when it is convenient for the advertiser to place the ad. Media Buy and Programmatic Buying A big trend in media buying (or ad buying) on the internet or mobile devices is the use of technology to automate the advertising buying process. Programmatic advertising happens in real-time by utilizing algorithms to allow advertisers to bid for the right to place an ad on a web page. Because the ‘middle man’ has been cut out of the equation and the transaction is done from machine to machine, it means that buying is more efficient and advertising costs have been reduced. The benefit of programmatic media buying is that it enables extreme targeting and that advertising agencies can focus on media creative instead of media buying. Automation also means the opportunity for fraud or error is reduced. Self-Service Advertising Overview What is self-service advertising? Self-service advertising refers to any channel that allows an advertiser to purchase ad inventory and publish a campaign without needing assistance from a sales representative or a publisher. Self-service in the ad tech industry is provided on a variety of platforms, you may be most familiar with the platforms offered by the likes of Google and Facebook. Self-serve technologies for advertising enable the quick, easy purchase of advertising inventory and also support faster campaign launches while lowering total costs and giving advertisers high flexibility in the placement of their ads. Moreover, self-service platforms can offer programmatic purchasing capabilities, which means they can automatically determine when and where a specific advertisement should be displayed depending on the selected campaign criteria. What is a self-service advertising platform and what does it offer? Self-service advertising platforms allow the placement of ads without waiting for a sales rep or ad ops specialist. Creating an ad campaign is simply a matter of selecting the campaign objectives, target audience, placements, budget, and campaign activation period. Once approved, advertisers are ready to show their ads to the right people in real-time and adjust as needed to optimize the running campaign at any point. This also allows media buyers to have their own bidding tool and manage their audience data in-house to maximize campaign effectiveness. What are the benefits of self-service advertising for publishers? As publishers have implemented digital throughout their businesses in order to reduce costs and improve service efficiency, this transition has been highly appreciated, particularly considering all of the benefits that this form of advertisement brings, such as: Time and cost-saving Publishers have traditionally built a sales advertising infrastructure around a salesperson who is responsible for selling to the advertiser. Scaling up using this manual sales model implies a multiple of both the number of salespeople and the infrastructure support needed to manage the advertising they sell. This is where automated self-service comes into play. A self-service advertising platform, in general, is a low-cost solution capable of reducing the time required to meet customer needs while replacing manual tasks in the ad booking process. This means it can lead to increased market share by offering a more time-efficient, lower cost, and scalable approach than traditional sales departments. Optimized processes Self-service can help upgrade the advertising process to make it more internally integrated, faster and efficient through the use of automated technology. Streamlining ad operations processes that include: Ad distribution: self-service platforms can integrate with a publisher's ad server to create a seamless flow from booking to ad distribution, without the need for human intervention to ensure the ad is being displayed in the right place at the right time. Payment and billing: publishers can issue their own invoices and simplify their billing processes by the use of a self-service, prepayment model through a "shopping cart" e-commerce platform. Reporting & analytics: thanks to data collection capabilities, self-service platforms enable users to instantly access up-to-date analytics and historic comparisons of advertising data with customized online dashboards and graphs that can be exported or integrated into external reporting systems. Ad sales efficiency Ad sales teams have historically had to work alongside the ad operations team to guarantee that a booked advertisement is placed in the system seamlessly, which leads to multiple time-consuming processes to get approvals. These two aspects are automated to operate more efficiently by reducing the number of resources required. Allowing sales reps to focus on delivering complete service to bigger clients while the self-service platform handles small and medium-sized customers. What are the benefits of self-service advertising for advertisers? Self-service offers multiple advantages and can benefit all parties involved in the advertising sales equation, mainly because it allows to offer a standardized quality of service regardless of the size of the advertiser, who can take advantage of: Additional control Given that advertisers invest their own budgets, it is only reasonable that they want to know how they are being spent and what the outcomes are. Just as self-service platforms provide publishers with reporting and analytics capabilities, they give advertisers access to comprehensive dashboards and charts to keep them up to date on campaign performance at all times. This makes it easy to customize all aspects of the advertising strategy with a single click, from placement to targeting, without the need for external assistance to optimize campaign results throughout its entire active period. On-demand access Self-service advertising platforms allow advertisers to control all aspects of an advertising campaign 24 hours a day, without the need to interact with a salesperson. This freedom is what makes self-service advertising so popular. Advertisers can access their ads and campaigns to make changes, place new orders or adjust ad group settings as needed, which can limit both time and effort to easily update and launch new campaigns without relying on the availability of campaign execution partners' busy schedules. Maximized campaign effectiveness Thanks to automation, maximizing return on ad spend has become easier than ever by reaching relevant audiences that are most likely to convert to customers. As advertisers begin to understand the importance of demographic targeting and purchase behavior, chances of buying ads that could actually make a difference in profit margins increase. Self-service allows advertisers to manage all of these targeting options according to their individual budgets to ensure they are maximizing the effectiveness and profitability of their campaigns. Benefits of ADvendio's Salesforce Native Ad Platform Fully integrated Salesforce native cloud solution requiring no further integration. Customers can avail of out-of-the-box functionality and avoid costly consulting & implementation time. Start utilizing your customer portal the very next day. A simple user interface based on a drag & drop template helps you to create your uniquely customized workspace to best match the needs of your clients. Clients can create and review orders, download invoices, upload their ad material, proof of performance, and much more. Enables self-service to request fulfilment for services such as creating offers, independently buying media campaigns, downloading invoices, and uploading advertising material i.e. guided self-selling. Regional sales reps can also use this system on the road via the Salesforce One mobile app. The ADvendio self-service portal is capable of managing all aspects of your complete multi-channel business process including all ADvendio system functionality. Allow your partners to check the fulfilment status of commitment, at any time allowing publishers and other third-party contractors to track how well their orders match the agreed commitment. Who can benefit from using our self-service ad platform? Agencies & Publishers: Enable their clients to create and review orders and to buy media campaigns on their own. Publishers: Encourage advertisers & agencies to upload their ad material, creatives, and motifs directly to ADvendio or download invoices or actuals for active or delivered campaigns (Proof of performance) COO and CRO: Manage operational efficiency and try to control costs/expenses ADvendio Customers Typical ADvendio Customers The cross-organizational nature of ADvendio's offering means that there are many functions and job types that will use and benefit from having ADvendio as their company ad management system. However, there are 5 core functions that for Marketing are most important to the early stages of deals. These functions are generally the initiators when a company decides to implement a new advertising management solution. These functions are: Ad Operations: Ad operations teams are responsible for the day-to-day management and execution of advertising campaigns. They need a robust platform like ADvendio to streamline campaign planning, trafficking, targeting, creative management, and reporting. The system should provide tools to optimize ad delivery, monitor performance, and troubleshoot any issues that arise during the campaign lifecycle. Automation and efficiency are crucial for ad operations teams to ensure seamless campaign execution. Sales Operations: Sales operations teams play a vital role in aligning sales strategies with overall business goals. ADvendio should offer features that help sales teams streamline the sales process, manage leads, proposals, and orders, and provide insights into inventory availability and pricing. Integration with customer relationship management (CRM) systems is essential to ensure a cohesive sales workflow, enabling sales operations to respond promptly to client requests and collaborate effectively with ad operations. Revenue Operations: Revenue operations teams focus on maximizing revenue and ensuring accurate financial reporting. ADvendio needs to provide tools for tracking and managing billing, invoicing, and revenue recognition. The system should support complex pricing models, handle contract terms, and integrate seamlessly with accounting and finance systems. Accurate and timely revenue data is crucial for making informed business decisions and optimizing revenue streams. Salesforce/System Managers: Salesforce or system managers are the initiators of implementing new solutions. ADvendio should cater to their needs by offering a robust and customizable platform. Core functionalities include system configuration, user management, security settings, and integration capabilities. These managers need to trust that ADvendio can seamlessly integrate with existing systems, support their business processes, and be easily adaptable to their company's requirements. Other Important Functions: C-Level & Management Legal IT & Development Marketing 1st Party Data Information compiled about visitors’ relationships with a particular site, which can be shared explicitly (i.e., signing up for an email list, filling out a form or survey, etc.) or implicitly (i.e., information about past web surfing habits, site visits, etc.). 2nd Party Data Provided by advertisers or digital media companies, 2nd party data refers to the information previously aggregated (either by permission or anonymously) from both online and offline sources. This data is then segmented into targetable audience groups based on certain characteristics. 3rd Party Data Highly descriptive data that can be collected by an outside vendor to create broad sets of segments. Ultimately, 1st party data can be enriched by 2nd party data from advertisers, which in turn can be even more enriched by data aggregators or data management platforms. Activation Activation Is the execution of the marketing mix as part of the marketing process. The activation phase typically comes after the planning phase during which managers plan their marketing activities and is followed by a feedback phase in which results are evaluated with marketing analytics. Ad Effectiveness Advertising effectiveness pertains to how well a company’s advertising accomplishes the intended. Small companies use many different statistics or metrics to measure their advertising effectiveness. A company’s advertising effectiveness usually increases over time with many messages or exposures. But certain advertising objectives can be realized almost immediately using measuring techniques such as reach, sales and profits, brand awareness, and testing advertising effectiveness. Ad Exchange An intermediary in the process of digital media trading that connects buyers and sellers of ad inventory in an auction-based setting. The Ad Exchange provides a technology platform that functions in real-time – as the user loads the webpage, the publishers’ unsold inventory becomes available for purchase to advertisers on a single impression basis. The highest bidder wins the impression, at which point the advertiser’s creative is displayed on the webpage to the user. Ad Network An intermediary in the process of digital media trading that sells publisher inventory to advertisers on a pre-sale basis. On behalf of multiple independent websites, the Ad Network relies on 3rd party data to package the websites’ inventory based on certain characteristics. The packaged inventory, which is typically remnant rather than premium, is then sold to advertisers at a price determined by the network and/or negotiated between the buyer and seller. Ad Operations Ad ops is short for ad operations and usually refers to the many technical tasks needed for running online advertising campaigns. Ad ops ensure smooth delivery for insertion orders and good inventory management. Ad Sales "Ad sales" describes the sale of advertising space in various forms, such as on the Internet, on TV, and in print publications to businesses to promote their products and services. Ad Server The technology and service that places advertisements on websites. Ad-serving technology companies provide software to websites and advertisers to serve ads, count them, choose the ads that will make the website or advertiser the most money, and monitor the progress of different advertising campaigns. Advertiser An advertiser is the company, organization, or individual that pays for advertising space or time to present a persuasive advertisement or message to the public. Advertisers engage in media buying and can also be referred to as a ‘brand’ Agencies A media agency is a company or entity that applies its expertise and technology to help marketers buy advertising spots media sellers and marketplaces such as publishers, ad exchanges, ad networks, sales houses, etc. An advertising agency. Is an organization that creates advertising material, contracts for publication space, and sometimes undertakes market research on behalf of its clients. Audience Data Audience data is detailed information about your target audience’s online behavior. For advertisers, this is important information to have in terms of targeting campaigns. If the marketer (advertiser) knows, in detail, the type of people they want to view their ad. Then audience data is key to getting their ads on the screens of that group of people. The more they know about their ideal customer, the more relevant their offer/advertisement can be for him or her. For example, if you are selling ladies' shoes for formal occasions e.g. weddings. You may know that your target audience will be predominately women, between the ages of 20 & 60, interests may include fashion and wedding events, and their purchase behaviors may be that they like to browse online but prefer to buy in-store, etc. Audience data can include information such as: Demography Interests Purchase Intentions Popular brands With a profile of their target customer, this seller of formal shoes may go to an ad exchange or an SSP and purchase ad inventory/space which includes “Audience Data” for women aged 20-60 with interests including weddings and fashion. Or they may go directly to publishers to buy advertising inventory/space from a ‘publisher’ who runs a wedding expo. Thus increasing the chances of their advertisements reaching the correct audience and helping to increase their sales in the shoe shop. Audience Extension Audience extension is an application of behavioral targeting. Audience extension allows advertisers to target a premium site audience, which is often sold out, across other sites that belong to the same ad network. The ad buy is then made at a lower CPM than running ads on the premium site alone. Audience extension is used for premium site audiences which are especially sought after. Principles of audience extension are sometimes used by publishers to synthetically mimic the same or like audiences beyond owned and operated webs sites. That valuable audience is then partially “recovered” on other, sometimes less sought-after channels on the same or other publishers’ websites. Audience extension requires cookies or other audience identifiers as triggers for behavioral targeting techniques. Bid Management The component of the buying algorithm that faces the auction and places bids on impressions. Campaign Optimization Campaign optimization saves time and money while helping marketers achieve and improve upon business objectives. Efficiently collect the necessary data to analyze marketing campaigns and make informed data-driven business decisions. Campaign analysis not only helps marketers to reduce waste by making short-term fixes to the marketing campaign mix but can also provide the marketer with insight into maximizing the lifetime value of a customer over time. The campaign analysis and optimization process can be divided into two major categories: a) Harvesting Low Hanging Fruit: areas in need of improvement that are relatively easy to identify and provide quick and effective results; and, b) Long Term Optimization: the process of continual optimization over time and includes improving the customer’s overall lifetime value. Updated campaign management demo Channel Partner A channel partner is a third-party organization or individual that markets and sells products, services, or technologies for a manufacturer or service provider via a partnering relationship. Cookie Deprecation Cookie deprecation in the advertising space refers to the process of phasing out or limiting the use of third-party cookies, which are small pieces of data stored on users' web browsers to track their online behavior and serve targeted ads. With increasing concerns about user privacy and data protection, many web browsers and regulations are moving towards restricting the use of cookies, impacting how advertisers gather and utilize user data for personalized advertising. As a result, advertisers are seeking new strategies, technologies, and approaches to deliver effective and relevant ads while respecting user privacy preferences. Related webinar here Articles: ○ https://www.advendio.com/complete-guide-cookie-deprecation ○ https://www.advendio.com/googles-cookie-deprecation-update Data Management Platform (DMP) A data management platform (DMP) provides a marketer, agency, or trading desk with a single integrated view of all campaign and audience data, helping with the overall management and analysis of data. This enables the marketer or agency to best target their advertising in order to hit the right people at the right time with the right message. Demand-Side Platform (DSP) A demand-side platform (DSP) enables a marketer to utilize a single interface to perform programmatic and Real-Time Bidding media buying. A DSP allows the marketer to manage bidding on and buying ad inventory and data across multiple ad exchanges, ad marketplaces, and data provider accounts. Invitation-Only Auction Digital Media Inventory Invitation-Only Auction Digital Media Inventory is a type of inventory that is unreserved, has auction-based pricing, and incorporates a one seller-to-few buyers type of participation. Other terms used in the market to describe Invitation-Only Auction Digital Media Inventory are Private Marketplace, Private Auction, Closed Auction, and Private Access. Prioritization in the ad server, the Deal ID, Data usage, Transparency to buyers, and pricing floors are other things to consider as an impact on Invitation-Only Auction Digital Media Inventory. Insertion Order (IO) An insertion order (IO) is a legal agreement between an advertiser and a publisher. The agreement contains all the important details of the ad inventory to support the ad proposal process. Essentially, it guarantees that the advertiser can run their ads using the publisher's ad inventory. Media Buying Media buying is the process of purchasing ad space and time on digital and offline platforms, such as websites, YouTube, radio, and TV. A media buyer is also responsible for negotiating with publishers for ad inventory, managing budgets, and optimizing ads to improve campaign performance. Overview document here Demo (this is outdated to share with prospects, but it is still relevant to explain the core functionality) Updated solution article here Other relevant articles: ○ https://www.advendio.com/maximizing-roi-effective-media-buying-strategies ○ https://www.advendio.com/scaling-media-buying-agencies-unexpected-ways ○ https://www.advendio.com/unlocking-potential-media-buying-agencies-solution-c onnected-advertising-ecosystem Media Trading Desk A media trading desk is typically a service-based organization that provides a managed service layer overlaying or interfacing to one or a number of demand-side platforms (DSP) or trading platforms. Through the trading desk, the marketer or its representative media agency can programmatically obtain audience-based, bid-based, and guaranteed ad inventory. Open Auction Digital Media Inventory Open Auction Digital Media Inventory is a type of inventory that is unreserved, has auction-based pricing, and incorporates a one seller-to-all buyers type of participation. Other terms used in the market to describe Open Auction Digital Media Inventory are Real-time Bidding (RTB), Open Exchange, and Open Marketplace. Prioritization in the ad server, the Deal ID, Data usage, Transparency to buyers, and pricing floors are other things to consider as an impact to Invitation-Only Auction Digital Media Inventory. Private Ad Exchange A private ad exchange is an ad exchange through which a publisher can directly auction and sell its ad inventory retaining more control over bid selection, setting dynamic reserves, and limiting potential buyers including by-invitation-only auctions. A private ad exchange is an auction marketplace where a publisher can exclusively sell some or its entire ad inventory combined with its own proprietary data sets to obtain better bids and therefore improve revenues and yield using programmatic media channels. Programmatic Advertising Programmatic ad buying is the use of software to buy digital advertising. While the traditional method includes requests for proposals, tenders, quotes, and negotiation, programmatic buying uses algorithmic software to buy and sell online advertising space. A sophisticated way to place advertising, it uses audience data and online display targeting to drive impressions (Views) at scale which results in a better return on investment (ROI) for marketers. However, it’s not the complete automation of the ad-buying process. Traditionally, you manually prepare insertion orders or ad tags, which can be labor-intensive. With programmatic advertising, marketers have more time for the optimization and improvement of ads to drive campaign success. Overview articles that also include descriptions of other terms listed here: ○ Preparing for a Cookieless Future: The Evolution of Programmatic Advertising ○ 10 Answers to the Most Common Questions About Programmatic Advertising Publishers Publishers are organizations that deliver content or service to users. In many cases, publishers depend on selling advertising mixed in with their content in order to fund the development and delivery of the content or services. In some other cases, advertising is a source of additional revenue. Publishers have traditionally directly sold their best quality advertising spots or space, whereas those that can’t be sold directly are often sold through third-party resellers such as ad networks. More recently they are sold through supply-side platforms that place the publisher's advertising in electronic marketplaces on their behalf. As marketers move more and more toward automated or programmatic media buying, so are publishers as they are adapting and learning how to effectively list their ad inventory in programmatic channels. Real-Time Bidding (RTB) Real-Time Bidding is a technology that uses highly specific data, algorithms, and automation to enable marketers to bid on ad inventory in microsecond auctions. During the time in which a user’s web page loads—anywhere from 100 to 160 milliseconds—the marketer places a bid on a particular ad impression, which is then served to the user once the page is loaded. Using data related to the user’s cookie in addition to other sources, the marketer is able to track the user and match them with available ad impressions. This allows for the delivery of the marketer’s message directly to the consumer in a live setting. Remnant Ad Inventory Remnant ad inventory is advertising media (spots or space) that a publisher has failed to sell using its direct sales force or has decided not to use its direct sales force to sell this particular ad inventory or class of ad inventory. The publishers’ remnant ad inventory is then redirected to third parties to sell on their behalf. In many cases, the publisher requires the identity of the publisher or title for the ad inventory not to be disclosed so the marketer has to buy the ad inventory blind. This is done by publishers to avoid gaming by marketers that could adversely impact the pricing of direct-sold ad inventory. However, some publishers are experimenting with direct selling remnant ad inventory themselves through their own branded often by-invitation-only private ad exchanges. In a private ad exchange, the publisher has more control over what ad inventory gets sold to whom and decides which bids to accept. In addition, publishers are finding private ad exchanges are valuable sources of market intelligence allowing them to track and evaluate media buyers bidding behavior and ad inventory needs. Self-service Advertising Self-service advertising refers to any channel that allows an advertiser to purchase ad inventory and publish a campaign without needing assistance from a sales representative or a publisher. Self-service in the ad tech industry is provided on a variety of platforms, you may be most familiar with the platforms offered by the likes of Google and Facebook. Self-serve technologies for advertising enable the quick, easy purchase of advertising inventory and also support faster campaign launches while lowering total costs and giving advertisers high flexibility in the placement of their ads. Moreover, self-service platforms can offer programmatic purchasing capabilities, which means they can automatically determine when and where a specific advertisement should be displayed depending on the selected campaign criteria. Overview document here (includes links to relevant articles) Related webinar here SSP A Supply Side Platform (SSP) is a technology that enables web owners to manage their ad impressions inventory and maximize their income from digital media. SSPs gather many forms of advertising demand for publishers. Yield The percentage of clicks vs. impressions on an ad within a specific page.