For enterprise media companies with local radio and TV stations, your sales teams often sell both ads to customers. In most cases, the proposals and orders happen in separate systems. Sellers can struggle with using disparate platforms as a result, causing inefficiencies and limited visibility. However, with new technology that integrates and consolidates, your organization can create radio and TV ad proposals in one place by adopting Marketron REV.
How Do Sellers Create Radio and TV Proposals in REV?
The life of sellers working on converged orders for radio and TV is often frustrating as they experience the swivel chair. They may have to use one system for avails, another for the proposal and a third for the order.
REV eliminates this by integrating with radio and TV traffic platforms. This capability gives many sellers their first accurate view of inventory availability by programming. It’s pulling directly from traffic in real time. As a result, the task of creating an avail is fast and efficient.
Generating the Avail
The process starts with the advertiser or agency information chosen from a list of contacts pulled from traffic. They enter the request’s parameters, including CPM (cost per thousand), total flight time and duration.
From there, media sellers have a list of available markets and programming with ratings, demographics and the average CPM. This view assists with adoption, as it gives the account executive the information they need on one screen. They would normally have to build out radio and TV separately.
Sellers can look at all the inventory and how much is available by daypart to evaluate the best options to meet the CPM and budget. After the seller makes those selections and saves the avail, they can see it on their pipeline dashboard. They can also export it to send out to the agency or advertiser.
Avails to Proposals to Orders
REV allows an avail to move to a proposal and then an order from the same screen. One additional tool available is an optimizer that balances cost-effectiveness and even placement to assist sellers in building a schedule. Upon the customer’s approval of the proposal, it can then move to traffic as an order. It all happens in a single transaction, with options to have the order approved.
Sellers and Advertisers Want a Converged Ad Sales Landscape
REV is a powerful tool for delivering seamless converged orders. Its design focuses on eliminating inefficiencies and blindness from the process. It’s how your sellers want to sell, as they are exasperated by using multiple systems to create avails and proposals. They also appreciate converged selling because it’s how their customers want to buy. Adapting to how your advertisers want to buy will be pivotal in retaining them long term.
Using REV, you can give them and your sales team transparency. It’s technology that streamlines selling and integrates systems to power the future of radio and TV media sales.
