High Value Ad Inventory Management App
High Value Ad Inventory Management App
The homepages planner manages AOL's highest value inventory placements. A highly competitive bidding ad space.
Intro
 
The Homepages Planner is a web application that manages the booking of exclusive inventory on aol.com and all of its cobrands. The ads on aol.com account for 1/8 of AOL’s overall ad revenue. Since the information the application contains is sensitive, there is a limit to what can be shown here.
 
Problem
 
The process for booking advertising on aol.com was quite a mess and became a full time job for one person. There’s the need to manage bids, provide transparency to all ops groups, track advertising executions (is the ad rich media?) and other important tidbits in this highly valued revenue space. Spreadsheets and emails were used to manage all this, and the single point of contact was in quite a bind. Lack of transparency made it difficult to quickly answer questions such as "is April 12 th available?”
 
Solution
 
After analyzing the business processes behind this high value inventory, I determined that the teams involved needed more transparency and a few levels of access control because of the sensitive pricing information. The result was a web application that presents availability on its homepage in a simple to understand manner. Color codes are used to represent different statuses. Information is controlled by access levels, operations/management being able to see most of it and sellers being able to just see statuses.
  
Results
 
The homepages planner is so successful that it has been used as a template for other applications that followed after it. Operations members got all kinds of new live reporting and planning tools. Sell-through rates, actual CPM’s, deal status reports and much more are readily available. The tool is also 100% administrated by ops personnel, no need for developer intervention. No more crashing or locked spreadsheets. Individual sellers cannot see what other clients are paying for competitive deals, significantly reducing the discounting of bookings on aol.com.
The planner's homepage displaying color coded dates indicating each days deal status, impression estimates, and other policy/process information. For more in depth information user's need to login and have the pertinent access level.
The in depth monthly view - this page displays some quick details for each day, even up-to-date financial data. Clicking on a day brings up a modal window overlay for displaying and editing all the day's data.
The reporting section - various reports are available to users. An availability report that can be display and exported, reports that highlight trends in CPM's, and sell-through rate reporting that can be segmented by month, quarter and advertiser segment.
The search page - offering complete query abilities. Users' can build any query on-screen, AND/OR'ing criteria together and then exporting if desired.
The admin section - the tool is also 100%administrated by ops personnel using these tools. There's not one part of the site that can't be administered here.
High Value Ad Inventory Management App
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Published:

High Value Ad Inventory Management App

The Homepages Planner is a web application that manages the booking of exclusive inventory on aol.com and all of its cobrands.
2
329
0
Published: