Digital Ad Portal Proves Effective for St. Joseph Media
INBOX: On average, how much time does a digital ad portal system save publishers?
LATREILLE: Prior to using an ad portal, I think everyone was getting some sort of prompt, such as an e-mail, saying that the advertiser is delivering their ad to either your FTP site or e-mailing it. We were accepting ads in all kinds of formats. And in some cases, we'd download an ad from an advertiser's FTP site. That all can be time consuming.
We had several clients where we would download from an FTP. And depending on the file size, we could be processing the download for 15 minutes. Then you open the ad, preflight it, and there's something wrong with it. So now you have to call the client, tell them there's something wrong. Then they fix it and upload it to their FTP again, and you have to download it again.
So if there's a problem with your file, you could sometimes be spending 40 minutes to an hour per ad. If you're a publisher that's doing 1,000 ads, that's a lot of time per ad. Having the ad portal makes a significant difference because if there's something wrong with the file, it never gets uploaded in the first place. That 40 to 60 minutes fixing ads has almost disappeared. We do still provide service to our clients that are having problems navigating the ad portal, but it's nowhere near the amount of time that we would've had to spend previously processing.
When you're looking at the amount of time that you spend, we're only looking at the good side of that equation. If an ad is good, it only takes five minutes for us to process. At St. Joseph Media, we open up the ad, look at it, make a proof of it, and that's all we have to do. We just move the file to where it has to go on our server and we're done.