Effective Sales Strategy – Programmatic Guideline for Publishers

Building upon the experience of cooperating and coordinating with both Publishers and Advertisers, we want to present the challenges faced by both newcomers and veterans of selling space via Programmatic channels. We believe that this mix of data and experiences will be helpful as a guideline for Publishers when it comes to building an effective programmatic sales strategy. Equally so, Advertisers will find here a great deal of other-side-of-the-coin insight.

Our experience shows that to attract Advertisers’ attention for longer, you should consider these four conditions:

1. Programmatic should have access to all page views

It is essential that, for example, Direct Campaigns with low rates do not have too high a priority in the AdServer, which cannot prevent offers from the Programmatic market from being able to break through and win a pageview. A focused development sales strategy should involve honing higher levels of viewability, i.e., the user pausing over the impression, and that there should be a short ad loading time.

2. Work with all platforms that are popular with buyers

On the Polish market, this means, in particular, making pageviews available on the markets served by Google and Adform. Pageviews must be available where customers want to buy them, i.e., customers have accounts on purchasing platforms. In addition, these platforms must have equal access to the ad space for each bid to have an equal chance of winning the auction.

3. Make available all possible formats – not just display

Rich media formats or interstitial ads (displayed when navigating between subpages on the website) have better rates and are very eagerly bought. The fact that there is also a significant demand on the Polish market for quality places for video advertising (where the advertisement will be played with sound, visible all the time on the screen, and will be watched until the end) we do not even mention!

4. Do not forget in the maze of indicators, metrics and goals that the process does not end with the selling and launching of a deal

It is always necessary to carefully understand the Client’s needs, expectations, and capabilities. To this end, it is a good idea to track the campaign results and proactively contact the Client to make sure that these assumptions are being met. Troubleshooting is sometimes necessary, and indeed, it is worth investing time and resources in this, because after all, long-term relationships are one of the foundational pillars of business development.

Creating an effective programmatic sales strategy is a complex process that consists of human, technological, and business factors. We hope you will find a few tips based on our experience useful in developing it further.