Introduction
A recent study by Frequence indicates that professionals in ad sales are experiencing increased pressure from management and clients to achieve better results in omnichannel campaigns while navigating the complex and constantly-evolving digital marketing environment. The research sheds light on the challenges and opportunities for those employed in media companies or digital advertising agencies. As a result, these professionals are expected to constantly upskill and adapt to the ever-changing landscape in order to deliver effective and targeted ad campaigns across various platforms. This not only drives the demand for specialized expertise in ad sales but also encourages continuous learning and collaboration among industry professionals to stay ahead in the digital marketing game.
Demands and Pressure
As the demand for ad expenditure and inventory performance grows, 72% of participants said their companies expect them to do more with limited resources. Sixty-five percent experienced moderate to severe stress to increase digital ad revenue, and 60% faced similar pressure from brands to enhance ad efficiency. In response to these challenges, advertising professionals are actively seeking innovative solutions and strategies to optimize their resources without compromising on quality and efficiency. This heightened focus on maximizing ad revenue and efficiency has led to the adoption of advanced tools and technologies, which not only streamline the advertising process but also deliver targeted outcomes for both brands and companies.
Monitoring and Reporting Challenges
The most difficult aspect of their job was monitoring and reporting campaign results. Thirty-seven percent pointed to campaign performance or outcomes as the toughest part of their work, while 27% mentioned tracking performance during the campaign. This data highlights the significant challenges marketers face in keeping up with the ever-changing landscape of digital campaigns. To overcome these obstacles, it is crucial for them to adopt advanced analytics tools and prioritize data-driven strategies in order to effectively measure and optimize their performance.
Manual Proposal Generation
Despite technological progress, numerous participants noted that their methods for generating proposals were still manual. Fifty-nine percent employed manual proposal-generation processes, and 51% spent at least an extra hour evaluating data to showcase ROI to customers. This reliance on manual processes indicates that there is still a significant gap between the potential of advanced technology and its practical implementation in the proposal generation field. Moreover, the extra time spent on evaluating data for ROI demonstrations could potentially be utilized more efficiently in other aspects of customer relations, further emphasizing the need to adopt technology-driven solutions in this area.
Client Loss and Frustration
Meanwhile, 78% lost clients due to insufficient presentation of campaign performance data. Moreover, 69% encountered frustration when trying to convince clients to incorporate omnichannel approaches. This highlights the importance of providing clear and comprehensive campaign analytics to maintain client trust and satisfaction. Additionally, agencies must develop effective strategies and persuasive communication techniques to convey the benefits of adopting an omnichannel approach in the ever-evolving digital marketing landscape.
Artificial Intelligence Adoption
The study also disclosed a sluggish adoption of artificial intelligence (AI) in automating digital media management, with a mere 75% of participants stating their organization utilized AI for this function.This relatively low percentage suggests that many companies have yet to harness the full potential of AI for streamlining their digital media management processes, which could lead to improved efficiency and cost savings. As the technology continues to advance, it is expected that more organizations will recognize the benefits of incorporating AI into their digital media management strategies, ultimately leading to wider adoption across various industries.
First Reported on: spiceworks.com
FAQs
What are the main challenges faced by professionals in ad sales?
The main challenges include increased pressure from management and clients to achieve better results in omnichannel campaigns, constantly evolving digital marketing environment, delivering effective and targeted ad campaigns across multiple platforms, and meeting the demands for specialized expertise in ad sales.
What is the most difficult aspect of their job in ad sales?
Monitoring and reporting campaign results is considered the most difficult aspect. Campaign performance or outcomes and tracking performance during the campaign are particularly challenging for these professionals.
Do advertising professionals still rely on manual processes for proposal generation?
Yes, many participants still rely on manual processes for proposal generation despite technological advancements. This indicates a gap between the potential of advanced technology and its practical implementation in the proposal generation field.
What are some issues faced by professionals in presenting campaign performance data to clients?
Insufficient presentation of campaign performance data has led to client losses, accounting for 78% of lost clients. Additionally, 69% of professionals encountered frustration when trying to convince clients to incorporate omnichannel approaches.
What is the current state of AI adoption in automating digital media management?
The adoption of AI in automating digital media management is still sluggish, with only 75% of participants stating their organization utilized AI for this function. This suggests that many companies have yet to fully exploit the potential of AI for streamlining their digital media management processes.
