Simplify Media Planning and Boost Ad Revenue with a MicroStrategy Media Planning Report

Gaurav BhureApril 22, 2016

Today’s digitally-focused advertising world is complex and fast-paced. Decisions involve multiple entities—advertisers, publishers, agencies—and a variety of technologies to buy and sell ads. In addition, the fast-paced environment requires fast decision-making or there can be significant lost opportunity costs for everyone involved.

To further add to the complexity of managing digital ad campaigns, the creative ads that will be run—whether via search, social, or display—must be hyper-targeted to engage audiences. They must also be built as scalable ad experiences that can run on a variety of platforms, such as web, mobile, tablets, etc.

Managing the Creative Ad Process
For media planners, managing ad creative to ensure that they have the right ad ready to distribute to publishers at the right moment can be extremely challenging. Due to the need to accurately message audiences and build these messages in a scalable manner, ad creation can easily get behind schedule. But because late ad creative will likely result in revenue loss for the advertiser, media planners need to try to avoid late delivery of advertising materials as much as possible.

For example, in the Interactive Advertising Bureau’s (IAB) terms and conditions sheet, it states that if the advertising materials are late, the media company is not required to guarantee full delivery of the insertion order. The advertiser will still need to pay for their creative, but they will lose the opportunity to get their ad in front of their target audience for as long as they want. As a result, they’ll likely have fewer clicks or views, and less opportunity to sell their product.

Bringing All the Ad Campaign Pieces Into a Coherent Picture
To help one agency deal with these kinds of difficulties, InfoCepts worked with their media planning and business planning team to create a database-generated report to improve visibility into the ad placement process.

Using MicroStrategy to build the report, the InfoCepts team incorporated numerous fields of information related to tracking and measuring key performance indicators of a digital ad campaign. These fields included details such as:

  • Name of advertiser, sales team, agencies, and traffickers
  • Pricing method
  • Creative status, potential revenue loss due to late creative, late by days, etc.
  • KPIs (impressions, cost, duration of placement)

With all of this information now tracked and accessible, the media planning team could use the report to gain better insight into not just the status of the creation of ad creative, but also how well ad campaigns were performing.

Armed with this type of information, it is much easier for media planners to identify in advance when ad creative will be late. Allowing them to take proactive rather than reactive measures to solve the problem and avoid revenue losses. Meanwhile, the ability to easily see and track KPIs made it easier to make smart decisions about ad placement during campaigns and for future campaigns.

Interested in learning more about how InfoCepts can help you better plan and track your digital ad campaigns? Please contact us.