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TRANSCRIPT
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Welcome to the Future of Ad Management.
Digital Innovators‘ Summit 2017
Michael Fischer & Duncan Smith
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Your Presenters
2
Duncan Smith Michael Fischer
VP Media & Social BrightGen Managing Director AdTech Factory
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The evolution of advertising
The revolution: The AdTech Factory
The benefits for publishers
Q & A
Agenda
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The Evolution of Advertising: Mega Industry Trends
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But: fundamental challenges in digital advertising.
Viewability
5
Source: PWC German Media and Entertainment Outlook 2016
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But: fundamental challenges in digital advertising.
Ad blocking
Source: PWC German Media and Entertainment Outlook 2016
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Let’s hear a customer’s perspective.
7
Robert Avery Head of Commercial Operations at Northern & Shell
Robert Avery
Head of Commercial Operations at Northern & Shell
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Let’s hear a customer’s perspective.
8
Robert Avery Head of Commercial Operations at Northern & Shell
Robert Avery
Head of Commercial Operations at Northern & Shell
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The revolution: We have reinvented Ad Management.
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How? Let’s have a look.
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Premium. International. Successful.
Our tech-partners.
11
Worldwide most successful
publisher adserver solution
Most capable solution for
display, video and native in
desktop and mobile
Holistic tech stack with
integrated AdX
Worldwide only „Full
Force“, certified media
and advertising app
„Service Unlimited“:
Sales-, Marketing-
and Service-Clouds
„Analytics Unlimited“:
maximum data analytics
possibilities
System integration
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Client ready. Innovative. Futureproof.
Our cloud-based CRM- and booking tool.
Publisher
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How does it work, in practice?
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Start in the Sales Cloud.
The customer in focus.
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Account
Opportunity
Creation
Contact
Management
Order
Management
Creative
Services
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Account Management.
All in a single view, at your fingertips.
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Account
Management
Opportunity
Creation
Contact
Management
Creative
Services
Masterfile data
Sales data
Reporting data
Client contract/
pricing data
Order
Management
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Contact Management.
Data based. Closure focused.
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Account
Management
Opportunity
Creation
Creative
Services
Contact
preparation
with reports,
dashboards
Contact
Management
Order
Management
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The features:
Dashboards.
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Opportunity Creation.
Create quotes in the system. Manage the pipeline.
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Account
Management
Opportunity
Creation
Contact
Management
Creative
Services
Opportunity
Management
Quote creation
with or without
individual
customer deal
Proposal
transmission
Assessment of
sales pipeline
Order
Management
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The features:
Opportunities.
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Order Management.
Order vs. quote. Confirmation and invoice. Settlement.
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Account
Management
Opportunity
Creation
Contact
Management
Creative
Services
Incoming orders
(OBS)
Placement
(JD, CenShare)
Order confirmation
Invoicing
Voucher copies,
archive
Order
Management
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Creative Services.
Picture handling. Title planning. Prepress.
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Account
Management
Opportunity
Creation
Contact
Management
Creative
Services
Picture
handling
Prepress
services
Order
Management
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High five: The Benefits
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1. Solution-focused! Fully integrated
across entire ad sales value chain, from lead identification and
CRM via quotation creation to order management, fulfilment and
invoicing
across all media genres (print, digital display, mobile, video, in-
app, native…)
across all ad sales channels (direct sales, telesales, programmatic
sales)
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Integration3:
All systems, all media genres, all channels.
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Direct sales
Telesales
Programmatic advertising
3. All sales channels
Efficient inventory and yield
management
2. All media genres
Magazines
Ad specials
Online display
Mobile
Video
In-app
Native
Integration of all ad types
and media channels in one
booking system
1. Ad sales from A to Z
Lead identification
Advertiser/ agency contact
Quote creation
Order management
Scheduling
Inventory management and
placement
Production management/ pre-press
Invoicing
For the first time, full
transparency across the entire
sales pipeline
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2. Feel free! Totally mobile
Entire CRM, quotation and fulfilment tool on your iPhone
at your fingertips.
Portable.
Everywhere you are.
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Are you mobile?
We are!
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3. Be independent! Location agnostic
All data stored safely in the cloud, all data omnipresent available
regardless of a publisher’s or sales manager’s geographic
location.
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4. More Bang for the Buck! Revenue-maximizing for publishers
Full integration of the worldwide most powerful holistic full stack
digital ad technology by Google Doubleclick and Google Ad
Exchange, maximizing CPMs and fill rates.
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Holistic full stack
Better campaign delivery, higher eCPMs
with
+800% increase in
revenue
+21% growth in
mobile inventory
through integration
of DFP with AdX
with
>+50% improved
eCPMs
+126% increase in
revenue
through integration
of DFP with AdX
Fill rate increased
to 95%
>+100% uplift in
eCPMs
through
prioritization of AdX
with
+96% in program-
matic revenues
+60% improved
eCPMs
through premium
inventory sales in AdX
with
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Are you ready for the future? We are!
Our platform is able to manage, and hence report on, all the
“hottest shit“ in advertising: programmatic print, native, video,
influencer marketing, content marketing ...
It scales with whatever the market requirements are.
5. What’s next? Futureproof
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The Future of Advertising.
Substantially ephemeral.
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Selling audiences, not products!
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The Future of Advertising is bright!
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Michael Fischer
Any questions?
34
Managing Director
AdTech Factory
Duncan Smith
VP Media & Social
BrightGen
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