Feeling a little squeezed by technology? DSPs got you down? Want to exchange the exchange-driven marketplace for something a bit more hospitable? You're not alone. On Tuesday November 2nd at Manhattan's Javits Center I'll be presenting a brand new sales workshop in conjunction with Ad:tech: "Life in a Post-RFP World: The Digital Seller in the Age of Automation." I'm taking this project on because of a persistent question I'm asked: 'Is there a place for the media seller in a marketplace based on automated trading of impressions for dollars? The answer is an emphatic "Yes."
There's no question, however, that those sellers who stand still -- who run the sames plays and offer the same value proposition they always have -- will get crushed. What the automated corps of servers, trading desks, DSPs, publisher optimizers and targeting solutions do well is the commodity side of our business: trading impressions ('holes in pages") for dollars. And as I said four years ago, any high- or even moderately-priced humans who are manually handling that commodity work are likely to be roadkill. What the Ad:tech workshop will focus on are those valuable, strategic roles that machines can't play. I'll be ultimately breaking the discussion down to a handful of "plays" that a successful post-RFP sales organization and its reps can run to create marketer value. I'll be focusing on each of these in upcoming Drift posts, but here's the starter list.
- Reattaching inventory and creative.
- Reversing the flow of messaging through the ad pipeline.
- Context to-go.
- Become an audience aggregator.
- Crossover promotion: Online, Offline, Terrestrial.
- Members only.
- Elevating Insights.
Want to know more? Interested in signing up for the seminar? Think my premise is flawed? Put your thoughts in the comment boxes below.