Digital Advertising Invoice

Transcription

1 An IAB Advertising Technology Group Initiative Digital Advertising Invoice Getting Paid Faster BCCA Media Credit Seminar November 6, McGraw-Hill Presenter: Ramona Gonzales [email protected]

2 The Interactive Advertising Bureau (IAB) Operates as a: 501(c6) Trade Association Established in 1996 Mission Grow the interactive advertising marketplace, its share of total marketing spend, and of our members share of total marketing spend. 1

3 IAB Members 500+ leading media companies responsible for selling 86% of US online advertising 2

4 Our Mission is Growth Removing Friction Promoting Digital Making it Safe Best Practices Standards & Guidelines Measurement Guidelines Audit Criteria Events Professional Development Thought Leadership Public Policy Self-Regulation Brand Safety Members Make It Happen Advisory Boards 3 Councils Committees Working Groups

5 Member Segments IAB Committees & Councils are comprised of some of the brightest minds in the digital advertising space and help drive the industry forward by developing measurement and best practice guidelines, whitepapers, thought leadership, and audit criteria, as well as programs and services. COMMITTEES Audio Committee B2B Committee Digital Video Committee Games Committee Interactive Television Committee Lead Gen, and Search Committee Local Committee Mobile Advertising Committee Networks and Exchanges Committee Social Media Committee Tablet Committee COUNCILS Ad Ops Council Ad Technology Council CFO Council Data Council Legal Affairs Council Multicultural Council Public Policy Council Research Council Sales Executive Council 4

6 5 Digital vs Traditional Market Share

7 Digital vs Traditional Complexity Digital Multiple sites, ad placements, formats (rich media, video, mobile) and ad sizes per campaign Mid-campaign optimization Late creative Outsourced distribution Complex trafficking process Increased contractual formality Post-campaign discrepancy resolution Human error in ad placements and/or inflight ad adjustments Manual discrepancies reconciliation Traditional Limited outlets One spot per channel Fixed formats Limited discrepancies Controlled distribution Standardized trafficking process Deals made with handshake Archaic communication systems Faxes and s 6

8 Operational Cost 16% 14% 12% 10% 8% 6% 4% 2% 0% % of Spend Interactive Traditional Source: Rishad Tobaccowala CEO, Denuo, Chief Innovation Officer, Publicis Groupe Media 7

9 The Digital Marketplace Advertisers Counts Agency Agency Ad Server Invoice Dispute Reconcile Publisher Publisher Ad Server Counts 90 Days or More! 8

10 Digital Advertising s Evolutionary Gap RFP Insertion Order Invoice If we can dynamically deliver rich, hypertargeted advertising experiences, why are we stuck in the dark ages when it come to buying, selling, and billing digital advertising campaigns? 9

11 Digital DNA = Does Not Apply Look familiar? Why are we still transacting business via phone, fax, and ? Why are we still printing insertion orders and invoices and scanning signatures? What do we have to do so an invoice is approved in days, not weeks or months? Where s the digital in digital advertising? Where s the digital in digital advertising? PUBLISHER AGENCY 10

12 (Re-)Evolutionary Progress Just like the evolutionary process itself, we need a process that creates and preserves traits that are suited for the functional and business roles it performs. SYNC SYNC PUBLISHER AGENCY 11

13 Evolution via ebusiness Business Document Standardization RFPs Insertion Orders Invoices XML Schema Updates Cross Industry Pilots Industry Adoption 12

14 How Can You Get Involved? 1 If your company is an IAB member, join the IAB s Digital Advertising Invoice Taskforce and participate in standardized dataset reviews Colleen [email protected] 2 Collaborate with internal company stakeholders to standardize insertion orders and invoices for manual use prior to electronic delivery Ramona [email protected] Uniformity AGENCY PUBLISHER 13