Alvaro Villa teaches us about Automating Direct Sales and Navigating Programmatic as a DOOH Publisher

"Automation is 100% the job to be done." - Alvaro Villa, FatTail

Summary

In this episode of OOH Insider, Tim Rowe and Alvaro Villa discuss the challenges facing DOOH advertising, focusing on the importance of maintaining premium inventory standards, the role of automation in direct sales, and the challenges faced by publishers navigating the Programmatic DOOH explosion. Join us as we explore how FatTail helps publishers like WebMD and The Financial Times with end-to-end ad ops, automating direct sales strategies, and enabling programmatic growth that maintains premium standards for brands, publishers, and partners. The conversation specifically highlights and emphasizes the need for direct relationships and an understanding of how and why media is transacted.

Takeaways

• Why direct advertising still generates the majority of revenue for publishers.
• What role does Automation serve in reducing friction and selling more?
• How Creativity in direct sales is a superpower and competitive advantage.
• The importance of integrations with existing systems to unlocking value.
• Embracing what makes your inventory unique and how to sell it without slowing down.

Chapters

• 01:24 Understanding Premium Content and Direct Advertising
• 03:17 The Role of Automation in Advertising
• 04:38 Defining 'Programmatic'
• 07:47 Balancing Direct Sales and Programmatic Efficiency
• 09:09 Addressing Common Publisher Pain Points
• 11:38 Case Study: GSTV and FatTail Collaboration
• 15:10 Integration Challenges in DOOH
• 19:07 Strategizing Sales Approaches for DOOH Publishers

Learn more about FatTail here: https://www.fattail.com/
Connect with Al here: https://www.linkedin.com/in/alvaro-villa-4034627/

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