Digital Ad Portal Proves Effective for St. Joseph Media
INBOX: What are the challenges for publishers in setting up digital ad portal systems?
LATREILLE: Once you get around the feeling that, “Oh, maybe we don't need that,” and really start to grind down and look at what your needs are and how you could be spending your time or using your people a little bit differently, then it starts to become more attractive. For us, it really is that change management. No matter how forward-thinking people say they are, they really don't like to change things.
It's a matter of showing people how easy it is, then helping them realize that we're giving our advertiser lots of tools. We're not abandoning them and leaving them to their own devices to get an ad here. Once that happens, then it becomes a little easier. But initially it's just that education.
INBOX: How have advertisers responded to working with digital ad portals?
LATREILLE: We've had a varied response. We have some people who think that it's terrific. We've gotten correspondence back that they really love the tools. The Magazines Canada portal allows clients to submit their ads to multiple publications across many different publishers. They can scale their ads, do a number of things to their ads. It gives them this freedom to do one upload and send it to several publications.
We do get the occasional advertiser who thinks that it's a pain or they don't quite see their own benefits. For those people, we'll call them directly. The tools that are on the publisher's side of the portal allow us to view what our clients are doing on a dashboard. So we can see who's having a problem and call them. We'll talk them through it. That's usually enough to give them the kind of education that they need to navigate the portal, and then the next time they're fine.