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Apr 12, 2018 7:00:00 AM

Publisher Sales Team: How to capture PMP opportunities

Programmatic sales teams spend a lot of time chasing information from agencies and trading desks to keep track of current and upcoming campaigns... Information is limited to the data buyers are willing to share making the marketplace even murkier.

Although industry syndicates give you access to programmatic market studies, you can’t drill down to granular data to understand what’s happening in real time. Also, the data is often declarative, so not fully reliable.

However, if you find yourself  asking questions like “what campaigns are active on the market” or “what content are those buyers trying to reach? and at what price?“, then you are on the right track to growing your PMP business!!

In this article, we’ll give you a few tips on how to spot active programmatic campaigns and concentrate your sales efforts towards the biggest opportunities. This is a 2-step process:

1- Finding out about opportunities in your market

2- Actually capturing them

 

DISCOVERING opportunities in your market

If you’re looking to grow your PMP business, then the first question you need to answer is "what brands are spending through deals?".

For some brands, you know the answer, they're your clients. The real question is "is there any way I can upsell them?” or “am I charging them enough vs. what they pay on the market"? For others, you don't know yet. And we want to help you find out.

Using MarketWatch answering these questions is very easy.

Simply select ‘Deals” in the transaction type breakdown to see the list of top brands in your market.

Screen Shot 2018-04-12 at 10.13.10

Source: Adomik MarketWatch App

 

Exploring this view, you can:

  • Spot brands whose deal spend weighs less on your inventory than in the market (share of revenue column). In the example above, it looks like McDonald’s is under represented on the publisher’s inventory: in the French market, it represents 2.2% of the deal spend.
  • See which brands are ramping up their deal spend (revenue growth column). On the example above, McDonald’s has more than doubled its deal spend between February and March, but on the publisher’s inventory the spend has decreased by 10.7%.
  • Compare the CPMs top brands give you vs. what they usually pay on the market, and make sure you’re in line (or even better, above). From the example above, you can see that McDonald’s is paying high CPMs for deals in the market. If they’re only paying you 1.42€ CPM, then you might need to rethink your pricing, or increase the value of your deals with McDonald’s, by including higher-value inventory or targeted user data.

 

CAPTURING opportunities

At this point you know where to focus your sales efforts. To capture the additional revenue, you need to know:

  1. Which buyer is managing the budget for this brand?
  2. Is there a preferred SSP to set up deals with this buyer?
  3. Which formats does this campaign feature?
  4. What is the CPM range for this campaign?

For some of your historical brand clients, you might have an idea already, but for new leads, it’s critical to understand their strategy so that you can make a compelling offer.

Best case scenario, your network allows you to get the right info - but it might be a little late. Otherwise, you need a tool to give you this info fast and autonomously, relying on real-time data.

With MarketWatch, this is a very simple 4-step process (estimated time, 10min).

Let’s look at the McDonald’s example above.

STEP 1: Identify what buyer(s) are managing the budget for this brand

You can run a report on the brand you’re interested in, and filter by buyers. In our example, it looks like Accuen OMG is managing most of McDonald’s budget:

Screen Shot 2018-04-12 at 10.15.21

Source: Adomik MarketWatch App

 

STEP 2 - Identify the preferred SSPs to set up deals with this buyer

Now, you can run a report on the chosen buyer-brand couple, and looking at the partner breakdown, it’s easy to see how the budget is distributed and where the highest CPMs are. In this case, their deal spend is divided between Google AdX and AppNexus.

Screen Shot 2018-04-12 at 10.15.34

Source: Adomik MarketWatch App

STEP 3  - Identify the formats

Now it gets tricky: you know what buyer to reach out to, on which platform, but you still need to know what format they’re interested in. To crack this, you can simply run a report on the buyer-brand couple, on the chosen SSP to identify the formats they buy most.

For this campaign, Accuen OMG buys Video on Google AdX and Display on AppNexus. Their top format is Video.

 Screen Shot 2018-04-12 at 10.15.44

Source: Adomik MarketWatch App Screen Shot 2018-04-12 at 10.52.23

STEP 4 - Identify the CPM range for this campaign

Last, but not least… the one question that really matters: how much should you price this deal? Looking at the market data for the chosen format, partner, buyer and brand, you can get a pretty good idea of what the market price is. Obviously, you need to adapt this CPM to take into consideration the unique features of your deal.  For example, specific user data or exclusive media content will help you achieve higher CPMs.

Looking back at our example, the CPM range is 4€ for display and 10€ for video. Congrats, you’re good to go! You can reach out to Accuen OMG with a video deal on AdX and/or a display deal on AppNexus.

Screen Shot 2018-04-12 at 10.19.11

As a conclusion…

When you’re part of a programmatic sales team, reaching out to demand partners and preparing meeting/business reviews with insightful market data is crucial.

To detect and capture deal opportunities, you need the right tool to filter by brand, buyer, partner etc., with a clean and actionable dataset. This is what MarketWatch is for.

If you find this use case part of your day to day routine, request a test!. We would love to make your life easier, by saving you time and letting you focus on closing deal using this insightful market data.

Topics: Sales Teams, marketwatch, publisher sales, programmatic sales

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