Ad Ops Cafe

I hear time and time again from folks in Ad Ops that they are often the last ones to know about new corporate initiatives.  The decision makers are sometimes in a different department or even a different office and the news of new initiatives doesn't always make it to the Ad Ops team early on in the process.  Ad Ops is unfortunately notified when there is a new ad technology to implement right away, a new platform to integrate with immediately or a new ad format to adopt with an ad campaign that already has been sold and must go live "yesterday!". 
 
Online video has become a must for most media publishers. And most media publishers monetize their video content through advertising.  Video is also becoming an important means of communicating for non-media publishers who are using it to market their products, educate staff or consumers, and distribute information.  Although, most non-media publishers do not sell advertising space to the open market they use the same ad delivery mechanisms (ad products, ad servers, etc.) to promote their own products. 
 
What does this mean for Ad Ops?  If you haven't already, you may soon be faced with adding video advertising into your current Sales and Ad Operations' workflows with only a few short weeks or maybe even days (hopefully not!) before your video content is scheduled to make its online debut!
 
Let's make sure this doesn't happen to you!  I encourage all the Ad Operations' teams out there to actively seek out what your company's video strategy is or might be in the near future and get involved BEFORE the business decisions are made. Go out and proactively ask the right questions so that you can prepare appropriately.
 
* How does the video platform we will use support advertising? 
* What advertising technologies and video ad formats are supported?
* What will our video publishing model look like?  Will the player design impact the ability to sell advertising campaigns?
* What is your expected video stream volume and how will that initially impact our available inventory?
 
These questions and many more should be addressed as early on in the process as possible and their answers will allow you to plan accordingly.  So don't be left high and dry, get out there and make your entry into the exciting world of video advertising a good one!
 
To find out more about the advertising formats and technologies that Brightcove supports, check out our live ad format demos or the ad technology partners in our partner program.
 
--Erica

Comments (1), Tags:

Welcome to the Ad Ops Cafe! A blog about the black art, otherwise known as Advertising Operations. Whether you are in Ad Ops or not, I am sure many of you can appreciate the analogy.

Within the last 14 years or so, Ad Ops has become a critical but often mysterious function of all online publishing organizations who monetize through advertising. Those that don't live in the world of Ad Ops sometimes have a difficult time grasping the "magic" that is performed to deliver ads to the web.

With 6 years of Ad Ops experience on the publishing side and 3 additional years of experience on the software side here at Brightcove, I have my fair share of tidbits and best practices to share about monetizing your video content and creating efficiencies for adopting video ads into your existing ad product suite. This blog will cover a wide-variety of video Ad Ops' topics, notable trends and specific techniques to help you succeed and more importantly avoid failure.

The first order of business - Brightcove 3's Advertising Module. If you are still using the original Brightcove console I'd strongly encourage you to speak with your company's primary administrator for your account and ask for access. Log in and take a look at the new incredible time-saving and automated features available! If you'd prefer a guided tour, you can visit our Help Center. I'd pay particular attention to the new batch edit feature. You can now select up to 100 videos or players and change ad policies instantly! A definite time-saver.

I'll leave you with that for now, but be sure to check back here often. A true Ad Ops' person knows that time is precious and caffeine is necessary. So grab a non-fat Vanilla Latte, no whip (or whatever is your preference!) and make the "Ad Ops Cafe" your next favorite hot spot.

-- Erica

Comments (1), Tags: