Business Insider’s Jana Meron on getting salespeople to love programmatic
Subscribe: iTunes | Stitcher | RSS
The machines are not going to take over. That’s the message from Jana Meron, vp of programmatic and data strategy at Business Insider, who spoke at the Digiday Programmatic Media Summit last month. As publishers completely embrace programmatic, Meron talked about some important shifts an organization and team will have to make to let programmatic advertising change their world, as she shows with Business Insider’s example.
Below are the highlights, edited for clarity.
Incentivize everyone to be on board with programmatic
“How are going to align our incentives? Let’s make sure every single person is on board and participates. The best way to do that is to make sure you’re doing it with their wallets. We’re going to pay editors for driving pageviews that drive incremental revenue. We’re going to teach our sales force to not be afraid. When salespeople get paid for PMPs, they’re really psyched about it.”
Educate everyone about what this change really means
“How could we empower the sales force through education so that they could talk to customers and be comfortable because they are selling the right things? It’s not just our training, but also our customers. It’s all about knowledge-sharing. Everybody was afraid of the big, bad programmatic change. We educated internally and externally. Not just sales, but operations and newsroom teams.”
There doesn’t have to be a conflict in sales teams
“The idea of channel conflict of salespeople isn’t really a thing. Our buyers know who to call. We can also bring it full circle. We can connect direct advertising to programmatic advertising. We’re talking about optimization of processes, information-sharing and sales team. We created programmatic sellers and account managers. This was a shift for us. Programmatic is a product we sell, and it requires some expertise.”
Programmatic moves the conversation forward
“Now, we’re having a dialogue about how we can create content that will be interesting and a good user experience, but will also generate quality PMP for our vast number of advertisers.”
Check out other Digiday Live episodes. Our most recent speakers have included Turner’s David Levy, The New York Times’ Francesca Donner and Essence’s Christian Juhl. Subscribe to our podcast and get a notification for every new episode. We are on iTunes | Stitcher | RSS.
Why some publishers are giving their AI chatbots a personality
BuzzFeed and Ingenio are hoping giving their chatbots a unique voice and tone will differentiate their AI products but others are prioritizing utility over entertainment.
Publishers say the competition is steeper than expected for event sponsorship dollars this year
Selling events was harder than expected for some publishers in Q2, but having a niche helped win some of the coveted sponsorship dollars.
Digiday+ Research: Nearly two-thirds of publishers think they will lose when the third-party cookie dies
Publishers have been busy prepping for the end of the third-party cookie, but that doesn't mean they think they'll come out on top in the post-cookie era. In fact, publishers count themselves among those who stand to lose from the end of the cookie.
SponsoredWhat the measurement and currency discussion really means to TV advertisers
Ali Mack, head of TV and agency, Experian Major streaming video providers have recently made headlines by adopting new currencies for ad measurement, threatening Nielsen’s long-standing TV ratings monopoly. NBCUniversal, for example, has certified iSpot and VideoAmp as currencies for advanced audiences and formed the Joint Industry Committee with Paramount, TelevisaUnivision and Warner Bros. Discovery. […]
Media Briefing: Publisher execs fear lack of visibility for Q3, but feel steady year over year
Publisher execs share how Q2 shook out for their businesses as they brace for an equally murky second half.
As AI spreads across the marketing landscape, data’s role will be key to success or danger
There’s a growing awareness of the risks inherent in AI's ultra-powerful potential, but whether enough steps are being taken to mitigate them remains a huge question mark.