Description
When it comes to product packaging and pricing, digital publishers tend not to think about what it is they are selling and why they are selling it, until it’s too late. This is very much a by-product of how rapidly our industry has developed and evolved over time. Many have built businesses from the back-end of the supply-chain forward, and with competition mounting, publishers must become ever more diligent about ensuring they have a strategic philosophy, structure and discipline in place around their product/solution set.
In the media industry, many publishers don’t have product-level P&Ls. When an automobile manufacturer brings a new vehicle to market, they consider buyer segments, needs and desires of those segments, the cost of goods, time and resources involved, and how it should be priced. The selling model is simple – baseline product with add-on options. Online publishers run into challenges because the market and sellers often want to put “the cars” together whichever way they choose.
Publishers need to be thinking about and managing products in the same strategic manner an automobile manufacturer does, but at a much faster go-to-market rate. In theory, building an ad slot is not so different than building a car – a base level product with options based on the needs and requirements of various buyer segments. However, too often in the online world, publishers are just selling car parts -- everything is custom. How should online publishers realize the true value of their inventory? Is it worth it to offer certain low-margin products for strategic reasons? When is the best time to put this targeting layer or that functionality in place? When to add a rich-media vendor? Is there an opportunity to bundle products together and what should the price be? To what level can certain products be discounted? The questions and challenges go on and on…
Publishers need a strategy for how to approach productization, and ensure these questions can be answered and acted upon at warp speed. The key is to have all of the necessary information at your figure tips so that online revenue potential can be maximized and innovation can happen at the speed of digital.
In this EXCLUSIVE webinar, Joanna Bloor, Vice President of Sales Operations for Pandora, will discuss her philosophical approach to productization and how publishers should be thinking about this area of their business in order to extract the true value of their online inventory.
The webinar will be followed by a Q&A session.
Presenter
About Joanna Bloor, Vice President of Sales Operations, Pandora.
Joanna Bloor is the Vice President of Sales Operations for Pandora. With close to two decades of business operations and sales experience, Joanna brings a valuable leadership perspective to Pandora. A seasoned veteran of operations and sales within both start-up and established organizations, she has worked within the technology, online media, restaurant and retail sectors to deliver top notch, strategically significant process system design and implementation for all levels of an organization from coordinator to executive.
Most recently, Joanna was AVP of Sales Operations with CBS Interactive, where Joanna drove the custom design and implementation of a +$800MM supply chain system for their digital and subscription businesses, and directed and drove strategy for the $18MM second tier revenue business. Joanna’s tenure also includes sales, operations and strategy at Opentable.com, Classified Ventures, Interactive Corp / Ticketmaster - Citysearch.
Joanna received her Bachelor of Science degree in 1990 from Goldsmith’s University, London.
Webinar hosted by Operative’s Senior Director of Product Management, Geoff Petkus
