Deadlines are sacred commitments that often dictate the success or failure of a campaign.
But for anyone who has been around the publishing industry for more than a few minutes, getting advertisers to meet deadlines is no easy feat.
The process can be plagued with obstacles, miscommunications, and delays, ultimately causing a ripple effect on the overall success of a campaign and your business.
Fortunately, some easy strategies can help streamline the process and ensure everyone is aware of the deadlines and can easily meet them.
In this article, we’ll explore why these deadlines are missed and offer practical solutions to ensure timely deliveries, a topic of utmost importance for publishers, ad sales teams, and campaign managers.
The Importance of Meeting Deadlines
For anyone new to the advertising world, it may seem like meeting deadlines is simply a matter of completing tasks on time.
However, in reality, timely advertising deliveries are crucial for multiple reasons.
First and foremost, missed deadlines can result in financial penalties and loss of trust with clients.
This can damage the reputation of both the publisher and the advertiser, leading to lost business opportunities.
Moreover, timely deliveries ensure campaigns launch as scheduled, maximizing their effectiveness and impact.
Missing deadlines can lead to late or incomplete campaigns. This can lower performance, harm client relationships, and delay revenue for the publisher.
Meeting deadlines also sets a professional standard for your organization. It shows respect for the time and effort of everyone involved.
The Communication Conundrum
Do your customers know what to expect and when?
If your advertisers lack clear expectations, both from what you expect from them and what they can expect from you, the entire process falls apart.
This breakdown occurs for a number of reasons, but we see three over and over again:
- Relying on humans to remember everything.
- Not keeping track of deadlines and deliveries in a centralized system.
- Lack of clear communication between ad operations and other team members.
To avoid these problems, it is important to have a clear process for sharing key information and deadlines. This should include everyone involved in the advertising delivery process, including the advertiser.
This can include regular check-ins, task reminders, and the use of ad ops software like Ad Orbit to keep everyone on the same page.
The Power of Automation
One key solution to streamlining the delivery process is through advertising automation.
Automating tasks such as ad creative approvals, data transfers, and ad placements can significantly reduce the risk of human error and miscommunications.
Automation also helps ensure consistency in processes and allows for better tracking and reporting, making it easier to identify and address any issues that may arise.
At a minimum, you should use your advertising platform to automate key steps in the process like:
- Sending thank you emails that outline basic FAQs and expectations to customers after placing an order.
- Automating task assignments post-client campaign approval.
- Notifications to customers about the deliverables you expect from them and when. Think: “We need your ad materials by Date XYZ. Click here to submit them.”
- Notify your team about items that require immediate attention or if an ad isn’t performing as expected.
- Confirmations that the ad has been run successfully and the results it delivered.
But don’t be afraid to explore other areas where automation can save time and improve efficiency in your advertising delivery process.
The Right Tools for the Job
Advertisers need access to the right tools to prevent missed deadlines. With efficient software, teams can streamline workflows, improve communication, and enhance user experience. However, choosing the right tools requires understanding the specific needs of your team and clients.
Two popular approaches exist for managing advertising campaigns. The monolithic approach uses a single solution to handle the entire process, while the best-in-class approach employs multiple niche solutions that excel in specific areas. Both have their merits and drawbacks.
When considering which approach to take, it’s important to evaluate the unique challenges faced by your team. A monolithic advertising operations solution may offer simplicity but could lack flexibility. Conversely, a best-in-class approach provides tailored tools but may require additional integration efforts. Understanding these trade-offs can guide your decision-making process.
Exploring the Monolithic Approach
The monolithic approach involves using one comprehensive solution to manage advertising. This approach can simplify ad ops workflows by reducing the number of tools needed, making it easier for teams to stay organized and focused.
One example of a monolithic solution is Ad Orbit, which provides end-to-end management of ad campaigns. By integrating all necessary functions into one platform, teams can streamline processes and reduce the risk of errors caused by switching between tools.
However, this approach may lack the flexibility to accommodate unique needs or preferences. If a team requires specialized features that a monolithic solution doesn’t offer, they may face limitations. Careful consideration of the available features and potential trade-offs is essential.
The Best-in-Class Approach
In contrast, the best-in-class approach involves using multiple niche solutions that excel in specific areas. This approach allows teams to choose tools that best meet their needs, offering greater flexibility and customization.
While this method offers tailored functionality, integrating the various tools may require more effort. Teams need to ensure compatibility between systems to maintain efficiency and avoid disruptions. However, by leveraging specialized solutions, advertisers can often achieve superior results.
Careful planning and coordination are crucial when implementing a best-in-class strategy, and integrating a multitude of apps can quickly become complicated. Ensuring team members are familiar with each tool and understand how they work together can help prevent confusion and missed deadlines.
A Hybrid Approach
A third option is to combine elements of both approaches, creating a hybrid solution that balances simplicity and flexibility. By working with a partner who can customize solutions to your needs, teams can enjoy the best of both worlds.
This approach allows for greater adaptability, ensuring that teams can access the tools they need without being constrained by a single platform. By collaborating with a provider willing to tailor solutions, advertisers can overcome unique challenges and consistently meet deadlines.
When considering a hybrid strategy, it is important to choose a partner with expertise and a willingness to collaborate. By working together, teams can create a customized solution that optimizes workflows and enhances productivity.
The Importance of Flexibility
Regardless of the approach taken, flexibility is key to preventing missed deadlines. Advertising campaigns are dynamic and subject to change, requiring tools and processes that can adapt quickly.
By choosing customization and adaptability solutions, teams can respond to shifting priorities and client demands. Whether through a hybrid approach or a flexible platform like Ad Orbit, advertisers can enhance their ability to meet deadlines consistently.
Investing in flexible tools improves efficiency and positions teams to seize new opportunities. By remaining agile, publishers can maintain a competitive edge and deliver superior results.
Building a Culture of Accountability
Beyond tools and technology, fostering a culture of accountability is crucial to meeting deadlines. By encouraging team members to take responsibility for their work, advertisers can enhance productivity and reduce the risk of delays.
Setting clear expectations and holding team members accountable for meeting them is key. Regular check-ins and performance reviews help identify areas for improvement and ensure that everyone stays on track.
Additionally, recognizing and rewarding team members for their contributions can boost morale and motivation. Advertisers can inspire their teams to achieve their best work by creating a positive and supportive environment.
The Role of Continuous Improvement
Finally, continuous improvement is essential to preventing missed deadlines. Media operators can optimize their workflows and enhance productivity by regularly evaluating processes and identifying areas for enhancement.
Soliciting feedback from team members and clients can provide valuable insights into areas for improvement. By staying open to new ideas and approaches, advertisers can adapt to changing conditions and maintain efficiency.
Implementing regular training and development programs can also enhance team performance. By investing in their skills and knowledge, advertisers can equip their teams to meet deadlines more consistently.
The Secret to Never Missing a Deadline Again
Is there a secret to never missing a deadline again? While no single solution guarantees success, combining the right tools and processes with a culture of accountability, continuous improvement, and flexibility can significantly reduce the risk of missed deadlines.
By carefully evaluating available options and tailoring solutions to fit your team’s unique needs, you can create a comprehensive strategy that positions your team for success. With the right approach, publishers can consistently meet deadlines and deliver exceptional results for their clients.
So take the time to consider your options and make an informed decision – your team’s productivity and success depend on it. Keep exploring new techniques and technologies in ad management to stay ahead of the curve.
By remaining flexible and open to new ways of working, you can stay ahead of the competition and achieve your goals.
