PaperG Ad Sales Executive Survey
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Transcript of PaperG Ad Sales Executive Survey
PaperG Adver+sing Sales Execu+ve Survey October 2012
SURVEY METHODOLOGY
In September of 2012 PaperG conducted a survey consis;ng of 15 ques;ons about the future of sales, the integra;on of tablets in the workplace, and the use of third party ad inventory. Ques;ons were sent to a sample of 516 sales execu;ves at broadcast sta;ons and publishers who hold posi;ons at the manger, VP and director level, and are eligible to make decisions concerning digital campaigns, workplace IT and processes.
Are your prospec;ve clients interested in mobile adver;sing?
Adver;sers and local businesses are very interested in mobile adver;sing.
MOBILE ADVERTISING
Over half of sales execu;ves have a posi;ve outlook on the future of mobile display adver;sing.
MOBILE SALES OUTLOOK
How op;mis;c are you that Q4 2012 sales numbers for mobile display adver;sing will be up year over year?
As an es;mate, how much of each of your clients' marke;ng budget do you receive?
SHARE OF AD SPEND
85% of publishers receive less than half of their adver;ser's total marke;ng budget. They could be capturing much more.
What would help sell more digital adver;sing? (Check all that apply)
SELLING MORE DIGITAL ADS
The top two ways to sell more digital adver;sing and effec;vely capture larger por;ons of ad spend are beVer educa;on on digital ad value and having spec ads to show clients.
a.) Have you ever lost money because an online ad campaign did not start on ;me?
AD CAMPAIGNS
Ad crea;ve is the leading reason that respondents have lost money due to an ad campaign not star;ng on ;me.
b.) Why didn’t the ad campaign start on ;me? (Check all that apply)
Which digital ad products do you plan to offer adver;sers in the next 3 months? (Check all that apply)
Display ads remain to be the most popular form of adver;sing.
PRODUCT OFFERING
THE MOBILE SALES WORKFORCE
a.) Are you considering buying a tablet for your sales reps?
Majority of ad sales execu;ves are planning to buy, or have already bought, tablets for their sales representa;ves; the tablet of choice is the Apple iPad.
b.) If you are considering, what type of tablet did you/are you buying for them? (Check all that apply)
WORKFORCE MANAGEMENT
How do you track leads / sales? (Check all that apply)
Ad sales teams haven’t all moved to the cloud. Most respondents u;lize an internal system or tradi;onal so_ware such as Microso_ Excel to manage and track sales.
a.) Do you ever sell out of online ad inventory and could use more to sell?
Due to a lack of ad inventory to sell, at least 1 out of 3 sales execu;ves are missing out on capturing a larger por;on of their clients’ marke;ng budget.
RESELLING THIRD PARTY INVENTORY
b.) Have you sold 3rd party inventory (not directly owned by your company) before?
Which 3rd party’s ad inventory have you sold before? (Check all that apply)
Yahoo/RightMedia is the most popular inventory to resell among respondents.
RESELLING THIRD PARTY INVENTORY