How important is service in ad distribution?
As the technology and business models for ad distribution continue to evolve, there’s a growing trend toward self-service. The convenience makes sense; you can upload your assets, manage your orders and traffic, and review spots any time, from anywhere. It’s convenient for you, the advertiser, and for the distribution vendor. What it lacks, though, is personal service, the opportunity for hands-on troubleshooting, and the sense of accountability that comes with a full-service approach. That’s why many advertisers are looking for more than a distribution vendor. They’re looking for a distribution partner.
With a full-service distribution partner, you will be assigned an Account Manager who orchestrates all of the moving parts, from post house coordination and attending to any final production needs, to order insertion and understanding the billing details. Full-service partners also understand the nuances and complexity of order insertion and can interpret and implement your traffic instructions. For example, given its proximity, many advertisers wish to distribute ads in the Canadian market. A trusted partner will be able to navigate the crossover in a timely manner, whereas self-service models may be limited in this capacity.
Personal service is always valuable, but especially in situations where deadlines are tight and time is of the essence. A distribution partner works in tandem with you and your needs. For instance, a full-service partner may ramp up staffing to accommodate your needs during a significant ad campaign that coordinates with a new product launch. The extra hands can help ensure that deadlines are met without sacrificing quality. Even under imposing deadlines and high spot volume, a reliable partner will see your order to the end accurately and on time.
Distribution partners that provide a personalized service model offer a distinct advantage over the self-service model simply because experienced people are handling the details. In contrast to a fully automated process, account managers can coordinate last-minute production needs, quickly manage the delivery of physical assets to outlets that require them, and offer solutions along the way that can cut costs and save time.
Ad distribution is the last critical step in the execution of a well-planned campaign. Given the time and expense involved in developing advertising strategy and creative, you don’t want to leave this stage to chance. Even as ad distribution continues to rely on technology and automation, advertisers still value personal relationships with their partner of choice. It is this personal touch in ad delivery that provides security in knowing that your content and traffic instructions are in capable, experienced hands.