Team Overview

Advertising Operations Team Overview

The Advertising Operations (Ad Ops) team plays a critical role in the execution and delivery of advertising campaigns across multiple channels. Working closely with the Sales team, Ad Ops ensures that client-specific needs are met by developing tailored audience strategies, product bundles, and accurate inventory counts. Their core responsibilities include creative asset management, campaign trafficking, and performance monitoring for the following products: email, display banners, direct mail, programmatic ads, and social media ads.

Key Responsibilities:

1. Collaboration with Sales:

   • Work hand-in-hand with the Sales team to understand client objectives and goals.

   • Assist in identifying and establishing custom audiences, ensuring accurate targeting based on client specifications.

   • Recommend product bundles that align with the client’s marketing strategy, including cross-channel solutions.

   • Provide precise inventory and audience count forecasts to support sales efforts.

2. Creative Asset Management:

   • Serve as the intake hub for all creative materials, ensuring that ads comply with specifications and are ready for launch.

   • Manage timelines and workflows for receiving and reviewing creative assets, coordinating with clients and internal teams as needed.

   • Troubleshoot creative issues and ensure assets are optimized for each platform (email, display banners, programmatic etc.).

3. Campaign Trafficking:

   • Set up and manage advertising campaigns across multiple platforms, ensuring that ads are served to the right audiences at the right times.

   • Traffick all creative assets to the appropriate channels (email, programmatic, social media, etc.), ensuring seamless and timely delivery.

   • Monitor delivery to ensure campaigns are meeting impressions, engagement, and other KPIs, and adjust as necessary.

4. Reporting and Optimization:

   • Provide reporting on campaign performance and deliver insights to optimize future campaigns.

   • Partner with Sales and Account Management teams to analyze results and make recommendations for campaign improvements.

   • Track the effectiveness of different creative formats and product bundles to refine strategy and offerings.

Supported Advertising Channels:

• Email Marketing: Campaign management and optimization of email-based ads.

  • Platform:  Iterable

  • KPIs:  Opens / open rate, clicks / CTR

• Display Banners: Trafficking and monitoring across websites, apps, and other digital properties.

  • Platform:  AdRoll & Compulse (programmatic)

  • KPIs:  Impressions, clicks, CTR

• Direct Mail: Coordination of physical mail campaigns in conjunction with digital efforts.

  • Vendor used:  Thysse

  • KPIs:  None on our side.  If it is Direct Mail plus, we use Thysse's dashboard to track KPIs for the digital components, such as impressions, clicks, CTR (banners and social)

• Programmatic Ads: Managing automated ad placements, ensuring proper targeting and performance.

  • Platform:  Compulse

  • KPIs:  see email, display banners above - plus CTV KPIs of impressions, viewing hours, video completion rate

• Social Media Ads: Execution of social campaigns across platforms like Facebook and Instagram.

  • Impressions, reach, clicks, likes/comments/reactions