Salesforce, a universal leader in CRM, announced Advertising Sales Management for Media Cloud today. It is an industry-specific application for managing cross-channel advertising sales.
With advertising sales management for the media cloud, the business said publishers could make the most of advertising revenue by amalgamating media planning across channels and analyzing campaign performance from multiple first- and third-party sources. The publishers can manage conventional and non-conventional advertising sales planning, implementation, and measurement together in a single platform to drive revenue.
Management of functions across 20+ systems is complex. There are several mistakes because of frequent switching and distributed capabilities. Publishers should streamline platforms that combine workflows to track campaign performance and see the available advertising sales inventory across different channels.
Salesforce predicted that revenue from digital advertising would double up that of TV by 2024. Hence, it announced an expansion to its media cloud through the advertising sales management tool. The challenges for the advertising ecosystem like erroneous sales forecasts, incoherent sales processes, workflows, lack of visibility for performance, inventory, avoidable manual processes, and more always result in reduced inventory utilization, high operational costs, and revenue leakage. Organizations can benefit from salesforce’s advertising sales management for the media cloud.
Advertising sales management lets publishers plan and control campaigns across different formats and platforms in a single application without jumping across different systems. Data can also consistently flow across advertising systems. You can configure automated approvals along workflows to give visibility at each stage of the campaign. The application’s dashboards and embedded analytics provide insights, in one view, to optimize campaign performance.
Advertising sales management is a pioneering platform that paves the way for innovation within the media process. It is one of the best solutions for contemporary publishers to streamline data and utilize a single platform that combines workflows and campaign reporting into a single view.
Media cloud remains an end-to-end solution for media groups to deal with advertising sales. It also supercharges sales teams to sell smartly, quickly and increase the media revenue powered by industry-specific workflows, processes, product catalog, and deep integrations, along with other unique features. Under the media cloud, advertising sales management acts as a pillar.
Salesforce expanded media cloud with advertising sales management also offers automated, transparent workflows, customer-centric data, a single pipeline along with a pacing view, AI media insight, automated billing, reconciliation process, and improved client presentations. This propagates improved revenue, a quick customer life cycle, and quicker results.
“With Advertising Sales Management, Media Cloud’s new industry-specific application built natively on top of the Salesforce Customer 360 platform, we’re giving publishers one simple platform to help their teams manage everything in one place,” said Christopher Dean, VP, and GM, Media Cloud. The organization also said that Sony Pictures Networks India would start implementing Advertising Sales Management for Media Cloud to unify data sets from multiple channels and modernize its systems.
Many salesforce partners can now handle and implement advertising sales management for the media cloud for publishers globally. This includes global strategic partners like Deloitte, Accenture, and PwC, along with partners like Shift CRM and Dentsu.
It might sound excellent on paper, but there are several new and rising formats in digital advertising. Most of these formats struggle for consumer attention with traditional BTL and ATL marketing, social media, and some other mainstream advertising. Now salesforce is relatively thin on the actual advertising formats that are combined in the advertising sales management for media cloud solutions.
There are several loose ends regarding this announcement. Moreover, we are still not clear about the role of media buying companies in the present environment. We don’t know if the brands still need the services of such organizations. However, now they have the pass to a platform that directs and automates the role and renders such brands irrelevant. Hence, it will be wise to wait for proof like the actual use case from Sony Pictures Networks India and more. We will have to wait and watch if salesforce’s new solution indeed presents businesses with a room with that beautiful view or maybe a dashboard with performance availability and real-time campaign metrics.
