Image Source: Unsplash
Image Source: Unsplash
In today’s digital advertising landscape, local sellers are facing mounting pressure to deliver more results with fewer solutions, according to a recent study conducted by ad software company Frequence. The study, which surveyed 471 digital advertising and marketing professionals working at media companies or digital ad agencies, sheds light on the challenges faced by local-market media professionals and the need for additional support and resources. In this article, we will explore the key findings of the study and discuss the implications for local ad sellers. Let’s explore Pressure Growing on Local Digital Ad Sellers: A Study Reveals New Challenges.
1. The Increasing Pressure on Local Sellers
The study reveals that 72% of sellers reported feeling the pressure from their organization to deliver more results with fewer solutions. As technology continues to evolve, keeping up with the changes poses a significant challenge for 70% of those surveyed. In fact, 82% expressed the desire for their organization to provide them with more software to effectively carry out their job responsibilities. The lack of technical support has become so burdensome that 72% of respondents admitted considering leaving their current job for a competitor who offers better support.
“As the industry navigates this period of rapid change, one thing is clear: local-market media professionals need support to meet mounting challenges,” says Tom Cheli, CEO of Frequence.
2. The Role of Technological Tools and Automation
According to Cheli, technological tools and greater automation can alleviate the pressure faced by local ad sellers. By investing in the right strategies and providing employees with the necessary tools and resources, media companies can thrive in the evolving landscape. Automation can streamline processes, enhance efficiency, and empower sellers to focus on delivering better results.
3. Stress Points for Local Sellers
The study highlights several stress points for local sellers. Gathering and analyzing campaign performance data was a significant cause of stress for 33% of respondents. Managing and adjusting campaigns in real-time was also a pain point for 19% of those surveyed. Additionally, 18% cited difficulties in determining the optimal mix of omnichannel campaign tactics.
4. The Pressure to Sell Third-Party Ad Inventory
With new advertisers entering the local market and barriers to entry falling, sellers are feeling the pressure to sell more third-party ad inventory. The excitement and growth in the industry have led to higher expectations for performance. As a result, sellers need to adapt and find effective ways to meet these heightened demands.
5. The Future of Local-Market Advertising
Despite the challenges, the study emphasizes that local-market advertising is a resilient and adaptive industry. With the right strategies and support, media companies can continue to thrive in the future. Projections for future ad spend are optimistic, and companies that invest in their employees and provide them with the necessary tools and resources will be well-positioned for success.
“Local-market advertising is a resilient, adaptive industry, and with the right strategies, the future for media companies will remain bright,” adds Cheli.
6. Implications for Local Ad Sellers
The findings of this study have significant implications for local ad sellers. To thrive in the evolving landscape, sellers must prioritize staying updated with the latest technological advancements. They need to embrace automation and leverage technological tools to streamline their processes, enhance efficiency, and deliver better results. Furthermore, sellers should seek out organizations that provide the necessary support and resources to navigate these challenges successfully.
7. The Role of Omnichannel Campaign Tactics
Determining the optimal mix of omnichannel campaign tactics is another key consideration for local ad sellers. With 18% of respondents struggling in this area, it is essential to experiment with different channels and analyze performance data to identify the most effective strategies. By leveraging the power of multiple channels, sellers can reach a wider audience and maximize their advertising impact.
8. The Importance of Data Analysis
In the digital advertising landscape, data analysis plays a crucial role in measuring campaign performance and making informed decisions. Local sellers must develop the skills and capabilities to gather, analyze, and interpret campaign data effectively. This will enable them to identify areas for improvement, make data-driven optimizations, and ultimately drive better results for their clients.
9. The Need for Continuous Learning and Adaptation
As technology continues to evolve, local ad sellers must commit to continuous learning and adaptation. Staying updated with the latest trends, tools, and strategies is essential to remain competitive in the industry. By investing in training programs, attending industry conferences, and collaborating with peers, sellers can enhance their skills and stay ahead of the curve.
10. Collaboration between Media Companies and Sellers
The study highlights the importance of collaboration between media companies and sellers. Media companies must listen to the needs and challenges faced by their sellers and provide the necessary support to help them overcome these obstacles. By fostering an environment of collaboration and open communication, media companies can empower their sellers to deliver exceptional results.
11. The Future of Local Digital Advertising
Looking ahead, local digital advertising holds immense potential for growth and success. As more advertisers enter the market and barriers to entry continue to fall, sellers must be prepared to meet the increasing demands. By embracing technological advancements, leveraging automation, and investing in their sellers’ professional development, media companies can position themselves for a bright future in the local digital advertising landscape.
12. Conclusion
The study conducted by Frequence sheds light on the growing pressure faced by local ad sellers. As technology evolves and expectations for performance increase, sellers need support and resources to navigate these challenges successfully. By embracing technological tools, automation, and data analysis, sellers can enhance their capabilities and deliver better results. Collaboration between media companies and sellers is crucial for fostering a supportive environment that enables sellers to thrive. With the right strategies and investments, the future of local digital advertising remains promising.