From Quote to Cash - Optimal Ad Operations Workflow for SME Publishers
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From Quote to €A$H Tips for Optimal Workflow (SME Publishers) AdMonsters Technical Forum 8 th December 2010, London Than Khine
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Optimal Ad Operations Workflow for SME Publishers with a focus in Revenues and Company finances
Transcript of From Quote to Cash - Optimal Ad Operations Workflow for SME Publishers
From Quote to €A$H
Tips for Optimal Workflow (SME Publishers)
AdMonsters Technical Forum 8th December 2010, LondonThan Khine
Request for Proposal (RFP)
Insertion Order (IO)
Creative Delivery
Delivery, Optimisation & Reporting
Billing & Collections
Interactive Advertising Workflow
- Aristotle
We are what we repeatedly do. Excellence, then, is not an act, but a habit.
“”
Request for Proposal (RFP)
- Credit & Background Checks
- Credit applications- Agency of Record Letter- Pro forma invoicing
Oh, he doesn’t need a background check. Will just keep my fingers crossed...
Request for Proposal (RFP)
- Detailed Checks
- Product- Pricing- Inventory
Request for Proposal (RFP)
- Check Advertiser’s T&Cs
e.g. What if your airline advertiser wants you to stop running their campaigns whenever there’re any major aviation disasters? Could it affect your business?
- IO Particulars
- Contact Information- Billing Methods- PO/DDS Numbers- Placements, Targeting
Request for Proposal (RFP)
Insertion Order (IO)
- Approval Process- Legal- Finance- Sales- Operations
Request for Proposal (RFP)
Insertion Order (IO)
- Signatures
- BOTH parties
Request for Proposal (RFP)
Insertion Order (IO)
Creative Delivery
- Late Creative Policy
- Managing a good but efficient relationship with agencies whilst minimising your losses
Request for Proposal (RFP)
Insertion Order (IO)
- Sales Timeline Adjustment
- Targets - Commission payments
Creative Delivery
Request for Proposal (RFP)
Insertion Order (IO)
Delivery, Optimisation & Reporting
- Post-Launch QA Checks
- Check everything against the IO- Impression discrepancy monitoring
Spot the difference!
Creative Delivery
Request for Proposal (RFP)
Insertion Order (IO)
- Change Documentation
- Anything that affects CPM, Payment Terms, Total Values- Added value/Make Good items- A revised IO, if required
Delivery, Optimisation & Reporting
Creative Delivery
Request for Proposal (RFP)
Insertion Order (IO)
- Regular Reporting
- Weekly Reports- Ad-hoc reports- Monthly Reconciliation Reports- End of Campaign Report
Delivery, Optimisation & Reporting
Creative Delivery
Request for Proposal (RFP)
Insertion Order (IO)
Billing & Collections
- Billing Support Documents
- IOs- Trading Systems/PO Numbers- Contact Details- PoP (Proof of Performance)
Delivery, Optimisation & Reporting
Creative Delivery
Request for Proposal (RFP)
Insertion Order (IO)
- Collections
- DSO 30, 60, 90...- Develop a process to CHASE
- Relationship building- Reminder notices- Final notices
Hello, hello...
Billing & Collections
Delivery, Optimisation & Reporting
Creative Delivery
Request for Proposal (RFP)
Insertion Order (IO)
- Financial Reviews
- Bad Debt Reserves
- Company level- Client level
Billing & Collections
Delivery, Optimisation & Reporting
Creative Delivery
Request for Proposal (RFP)
Insertion Order (IO)
- Training on Workflow & Tools
- Finance - Sales- Client Services- Operations
Billing & Collections
Delivery, Optimisation & Reporting
Creative Delivery
Request for Proposal (RFP)
Insertion Order (IO)
I can tell you where every screw, nut
and bolt is in my company. I know
everything [in my business]. Never, ever,
underestimate me.
- Lord Sugar
“
”
Than Khine@theoinlondon
http://uk.linkedin.com/in/thankhine
Slide 1. Layoutsparks.comSlide 3. Telegraph UKSlide 4. LIFE.comSlide 5. See It or NotSlide 7. Findroom 219Slide 9. Channel 4Slide 10. Seattle TimesSlide 11. EXTRA, Warner BrosSlide 12. Mirror UKSlide 13. Guardian UKSlide 17. Zimbo.com
Image Credits
