Mobile Video Platform
Myths About Mobile Video Advertising Keeps You From Growing
For many years, I've preached the gospel of ad operations as a stand-alone division encompassing trafficking, inventory management, pricing, Mobile Video Advertising management, and business systems. There are many reasons why this makes sense. First, all of these functions are interconnected like links in a string, and, to be able to come together effectively, they should exist in close proximity from an organizational perspective. Second, having an individual ad operations group led by an executive who is a peer of both sales and technology helps maintain proper checks and balances between the necessity for any publisher to sell aggressively, but to take action under guidelines which make the achievement of budget (based on inventory and pricing) achievable. Finally, a consolidated ad operations division takes a lead executive who has the capability and authority to become a sponsor of major initiatives.
I recently attended two meetings where participants exemplified this is and spirit of the word "commitment." For one publisher, the project team was facing a really aggressive deadline and was cautioned by external vendors that it should reassess the project plan. The answer back was, "We've a date to make, we're committed, and it's all on the job deck before project is completed." One other example was the absence of what was not said that has been remarkable. In a discussion on an extremely complex integration, the project team was totally focused on the best way to implement, who had been assigned responsibility, and when to perform the tasks. After leaving the meeting, I remarked, "Where is the dissention, where would be the complaints?"
For these two examples, there was an organizational structure that brought people together, strong executive sponsorship that helped guide the project, and commitment of the individuals to help make the dates.
Organization, sponsorship, and commitment have nothing related to technology, but everything related to determining whether a complex project is approached with an "all on the job deck" attitude or a "no on the job deck" sense of resignation. Having a consolidated, stand-alone ad operations group with an executive who is a peer leader at the organization and committed to timely completion of a project stands a much better chance at guiding the organization through successful change management related to Mobile Video Platform.