Published on March 7, 2014
About Us New York London Sydney Stockholm Sao Paolo Austin Seattle Bangalore Driving Yield Client base of more than 200 media industry leaders $6 Billion in global ad revenue running through Operative solutions Driving Sales We empower sales teams to thrive in today’s market by equipping them with the tools required to effectively package products according to buyer needs and access available inventory in a timely manner. We provide infrastructure flexibility that enables crosschannel, multi-platform integration and aggregates system and inventory data into one architecture – placing our clients in a better position to maximize yield and achieve higher CPMs for their inventory. Driving Efficiency We build efficiency into our offerings to mitigate operational complexity, ensure seamless execution and minimize the costs associated with running a digital ad business. Automation should not be synonymous with giving up In Pursuit control of your business. With automation comes greater of Automation business control.
Clients and Customer Advisory Board
Chaotic Digital Process
RFP SALES PROCESS CAMPAIGN EXECUTION BILLING Get IO and creatives from agency Send invoice to agency Is there Inventory? Reserve inventory Yes Enter campaign information Confirm which delivery maps to original campaigns Complete spreadsheet with Sale details Enter campaign information Enter delivery for billing Send completed spreadsheet to Ad Ops EXCEL Monitor performance and send updates upon request Agency AD SERVER Sales Pull delivery, and prepare reports to send to the agency and the Finance team Ad Ops Finance BILLING SYSTEM
RFP SALES PROCESS Completes RFP with inaccurate information CAMPAIGN EXECUTION Get IO and creatives from agency Is there Inventory? Yes Complete spreadsheet with Sale details Reserve inventory BILLING Dissatisfied client Send invoice to agency Over-books inventory Confirm which delivery maps to original campaigns Reports inaccurate inventory Enter delivery for billing Enter campaign information Send completed spreadsheet to Ad Ops Enter campaign information Campaign under-delivers EXCEL Monitor performance and send updates upon request Agency AD SERVER Sales Pull delivery, and prepare reports to send to the agency and the Finance team Ad Ops Finance BILLING SYSTEM
RFP SALES PROCESS CAMPAIGN EXECUTION BILLING Billing error Get IO and creatives from agency Is there Inventory? Reserve inventory Yes Issues makegood Check error with Ad Ops Confirm which delivery maps to original campaigns Complete spreadsheet with Sale details Send invoice to agency Enter campaign information Identifies error and sends updated numbers Enter delivery for billing Enter campaign information Send completed spreadsheet to Ad Ops Updates billing system EXCEL Monitor performance and send updates upon request Agency AD SERVER Sales Pull delivery, and prepare reports to send to the agency and the Finance team Ad Ops Finance BILLING SYSTEM
Advertising. Yesterday, Difficult. Today, Overwhelming... Display Display Display Display Ad server Display Ad Server Display Ad Server 3rd Party Ad Server Display Display Display Display Display Mobile Display Ad Server Mobile Video Video Ad Server Owned & Operated Mobile Ad server Video Ad Server Owned and Operated Inventory Acquired Inventory Acquired Inventory Multiple Sales Channels Multiple Buyer Types
Digital Advertising: What is Needed?
Digital Advertising: What is Needed? To profitably run digital an Ad Business Management platform is needed: > Advertising Sales/Ops is increasingly complex > > > > Customers are more sophisticated, so is their buying Media companies must innovate to compete Scaling without disrupting everyday business It is harder than ever to understand how your business is really performing
Solutions Ad Serving Technologies Software Platform ad business management Managed Services ad Serving ad trafficking End-to-end platform for managing the entire digital advertising lifecycle. Technical training, support and resale. Trafficking ads on-time with <1% error rates. > Simplify > Bringing together people, processes and > Ad server set up and configuration > Training Ad Ops teams > General trafficking best practices > Publisher and agency ad servers > Troubleshooting specific technical issues > Entering campaigns into the ad server > Generating tracking pixels for technologies for end-to-end business transparency > Capturing new revenue opportunities without disrupting everyday business. > Increase the efficiency across the organization to reduce operational costs implementation > Creative acquisition > Testing and uploading creative (standard and rich media) > Creative modifications
Why Operative? is a cloud-based ABM platform that interconnects Sales, Operations, Reporting and Technology/Systems. To maximize the yield of your business, you must integrate people and systems across Sales (Demand), Operations (Workflow), Systems (Technology) and Insights/Data (Reporting). DEMAND > Collect and Package all your media products in one system > Create high-yield packages > Enable sellers to quickly create and manage integrated proposals WORKFLOW > Routing appropriate instructions / alerts > Strong internal controls and approvals > Create single source of truth for creating, trafficking and managing orders TECHNOLOGY > Support of wide range of technologies across functions - ad serving, billing, CRM, reporting, dynamic data exchange and automated pushes REPORTING > One system of record / one single source of truth > Powerful data processing to maximize insights > Flexible Data Feed for 3rd party reporting systems > Ability to warehouse data for security
DEMAND AD BUSINESS MANAGEMENT INVENTORY SUPPLY (Impressions) Automate Direct Owned and Operated Inventory Sales Channels National Advertiser National Sellers Product Packaging Key Accounts Teams Rep Firm Ad Network Self-Serve Programmatic – Fixed Price Private Marketplace Video Sponsorship Position Custom Content Cost Methods Context Geo Agency Display Demo Audience Audience Programmatic - Auction DIGITA L PRODUCTION SYSTEMS SALES PLANNING DIRECT SALES OTHER SALES CHANN ELS Non-Supported FI N A N C E CLIEN T AD OPERATIONS OTHER INVENTORY Display Ad Server(s) Ad Decioning Engines Local Sellers Supply Enablement Local Advertiser DMP/Third-Party Data Buyers Mobile Ad Server(s) Video Ad Server(s) Addressable TV VOD Acquired Inventory Rep Relationships Private Auction Exchanges Real Time Bidding Social Platforms
Benefits > Operative clients’ CPM growth outpaced the industry by more than 14 times the industrial average in 2012 > Decrease the amount of time devoted to RFP response by 75% > Reduce billing time by more than 50% > 28% time savings from eliminating double entry via multiple systems > 15% efficiency gain from error reduction > Automate reporting across multiple systems to reduce time spent on manual retrieval by up to 70%
Digital Ad Flow: Sales, AdOps, Finance, Execs - Sales Module Order List New Edit Build an Offer Delete ▲ Walt Disney – World Cup Brazil ‘14 Johnson & Johnson Dove Winter Coca-Cola Xmas Promotion 2013 Id: 67499154 Check Inventory ▼ Order Details Submit for Approval Version: 1.0 Stage: 100% Closed/Won Advertiser: Johnson & Johnson Confirm an Order Start Date: 01-Nov-13 Buying Agency: OMD End Date: 31-Mar-14 Plan Net Value: 357K EUR Sales Representative: Céline Lefebvre Media Plan Remove Add Line Items Start Date End Date Cost Qty. Display MPU 300x225 01-Nov-13 31-Mar-14 CPC 1,500K Pre-Roll Video 15s 01-Nov-13 31-Mar-14 CPM 800 Mobile Homepage Takeover 01-Nov-13 31-Mar-14 CPM 30,000 Product List Traffic an Order Price Discount Avails €10 20% ▲ €97 Cross Platform Catalogue 20% €50 20% Add ▼ ▲ Display MPU 300x255 Reconcile an Order Pre-Roll Video 15s Player Skin Background Package List Exclusive Sponsorship ▼ Add ▲ Mobile Homepage Takeover Roadblock ▼ Measure Performance
Digital Ad Flow: Sales, AdOps, Finance, Execs - Sales Module Order List New Edit Build an Offer Delete ▲ Walt Disney – World Cup Brazil ‘14 Johnson & Johnson Dove Winter Coca-Cola Xmas Promotion 2013 ▼ Order Details Id: 67499154 Submit for Approval Version: 1.0 Check Inventory Stage: 100% Closed/Won Advertiser: Johnson & Johnson Confirm an Order Start Date: 01-Nov-13 Buying Agency: OMD End Date: 31-Mar-14 Plan Net Value: 357K EUR Sales Representative: Céline Lefebvre Media Plan Add Remove Line Items Start Date End Date Cost Qty. Display MPU 300x225 01-Nov-13 31-Mar-14 CPC 1,500K €10 20% Pre-Roll Video 15s 01-Nov-13 31-Mar-14 CPM 800 €97 20% Mobile Homepage Takeover 01-Nov-13 31-Mar-14 CPM 30,000 €50 20% Targets Inventory Availability Traffic an Order Location: UK, Europe ▲ ▼ 200K Reconcile an Order 300K Sex: Female Price Discount Avails Age: 25-40 Status: Single, Married Measure Performance 100K 0K Nov-13 Dec-13 Jan-14 Feb-14 Mar-14
Digital Ad Flow: Sales, AdOps, Finance, Execs Build an Offer Check Inventory - Sales Module Order List ▲ Walt Disney – World Cup Brazil ‘14 Johnson & Johnson Dove Winter Coca-Cola Xmas Promotion 2013 Order Approvals Confirm an Order ▼ Approve Reject 2 Required Approval(s) Remaining In progress: assigned to Legal Approval Group. The billing account on this order does not have an approved credit status. Wait for approval from credit controls. Traffic an Order In progress: assigned to Digital Inventory Approval Group. This order requires a digital inventory approval. Automatically approved by System Automatically rejected by System: "Deal Minimum < $1000" Reconcile an Order Measure Performance
Digital Ad Flow: Sales, AdOps, Finance, Execs Build an Offer - Ad Operations Module Ticket Queue Push Id Assign To Split Ticket Ticket Name Line Items Push to Ad-Server Status Assigned To 155 155_Walt_Disney_World_Cup_Brazil_14 20 Pre-Production Kelly Preston 134 134_Johnson_&_Johnson_Dove_Winter 76 Production Melissa Adams 198 198_Coca_Cola_Xmas_Promotion_2013 254 Active Maria Athayde Check Inventory ▲ ▼ Confirm an Order Line Items Id Prefix Line Item Name Status Source Start Date End Date 1 134_1 Display MPU 300x225 Pushed OpenX 01-Nov-13 31-Mar-14 2 134_2 Pre-Roll Video 15s Pushed FreeWheel 01-Nov-13 31-Mar-14 3 134_3 Mobile Homepage Takeover Pushed DoubleClick 01-Nov-13 31-Mar-14 Traffic an Order ▲ ▼ Reconcile an Order Measure Performance Video Mobile Display
Digital Ad Flow: Sales, AdOps, Finance, Execs Build an Offer - Finance Module Invoice List Billing Period: Dec-13 Id Invoice Name Status 35 Nov 13 – Johnson & Johnson Winter 13 228 311 Company: Johnson & Johnson Amount Sold Impress. Deliv. Impress. Locked €178,562.0 543,500,000 555,600,000 Dec 13 – Johnson & Johnson Winter 13 Locked €178,562.0 543,500,000 562,100,000 Jan 14 – Johnson & Johnson Winter 13 Active €178,562.0 543,500,000 Payment List Lock Id Payment Name 186 15 Dec 13 – Johnson & Johnson Winter 13 31 Dec 13 – Johnson & Johnson Winter 13 544,800,000 Check Inventory ▼ Confirm an Order Push to Finance €89,281.0 187 Edit ▲ Amount €89,281.0 ▲ ▼ Traffic an Order Reconcile an Order Delivery Data Billing Data Measure Performance
Digital Ad Flow: Sales, AdOps, Finance, Execs Build an Offer - Reports Module Available Reports Report Sales Reports ▲ Data 1 Data 2 Data 3 Data 4 ▲ XXXXXXXXXXXXXXXX XXXXXX XXXXXX XXXXX XXXXX ▲ XXXXXXXXXXXXXXXX XXXXXX XXXXXX XXXXX XXXXX ▲ XXXXXXXXXXXXXXXX XXXXXX XXXXXX XXXXX XXXXX ▲ XXXXXXXXXXXXXXXX XXXXXX XXXXXX XXXXX XXXXX ▲ XXXXXXXXXXXXXXXX XXXXXX XXXXXX XXXXX XXXXX ▲ XXXXXXXXXXXXXXXX XXXXXX XXXXXX XXXXX XXXXX ▲ XXXXXXXXXXXXXXXX XXXXXX XXXXXX XXXXX XXXXX ▲ XXXXXXXXXXXXXXXX XXXXXX XXXXXX XXXXX XXXXX Media Property Reports Campaign Reports Partner Reports Ad Ops Reports Administrator Reports Inventory Reports Finance Reports Customer Reports Export Data 5 ▲ Check Inventory Confirm an Order ▼ Traffic an Order Reconcile an Order Report Data Measure Performance
About Our Culture
We run a pretty slick operation… Operative's office is a fun, dynamic space filled with amazing engineers, a passionate sales team, and all of the Silicon Alley musthaves: ping pong, foosball, bagel Wednesdays, company parties, and more.
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Operative is a solutions company helping digital media companies manage profitability, even as the complexity of running an ad business grows. Learn more.
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