Ad Sales Business Analysis

Strategic Analysis of digital ad sales business for a large publisher

Challenge

The digital ad-sales division of a market leading German publisher has shown number of operational and strategic deficits, which led to unclear priorities and insufficient results. Foremost, these deficits resulted from the Programmatic/AdTech setup, a lack of innovativeness, and structural inefficiencies.

Approach

vonwerschpartner carried out a holistic analysis of key data from sales, publishing, technology, partner management departments and fulfillment.

We conducted intensive structured Interviews with relevant team members, top management, and experts from other areas of the organization. This has been accompanied by an intensive review of all KPIs/ revenue results in comparison to market benchmarks, and the processural setup.

A management workshop completed the process – and lead to an in-depth report to the management board, containing detailed recommendations for improvement.

Results

Development of a new sales strategy, proposals for optimization of organizational setup, recommendation for improved team organization, and interfaces between the sales organization and the publishing divisions.