Episode 91: Time to Rethink Re-Selling Commoditized SEM, Banners, & OTT?
Mon, 27 Feb 2023
Seems like everybody is selling the same digital marketing products. And that makes them low-margin commodities. Gordon & Corey wonder if it's time for media companies to go back to doing what they do best -- selling higher-margin O&O inventory. They get some insight from omnichannel marketing expert Oliver Jacob, president of Frequence.
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Frequence is the Future of Media – the only end-to-end platform for media companies to grow and automate their advertising sales and operations while integrating owned and operated media . Through its full-stack proposal, workflow and campaign-management software, Frequence drives revenue with best-in-class tools to sell, optimize and report omnichannel advertising campaigns.
The Weather Company, an IBM Business delivers the most accurate, personalized and actionable weather and traffic data and visualizations to keep audiences safe, build a loyal viewer base and ensure operational efficiency. Broadcasters rely on The Weather Company for the solutions they need to stay competitive, better engage their audiences and fully monetize every screen. Email weather@us.ibm.com to learn more.
This is great. I have had this same discussion with our team that selling our owned and operated assets must be in every client campaign. Our online and offline assets are our secret sauce to reach the perfect audience for our advertisers. We fortunately have our own integrated technology that keeps improving to offer small advertisers with small budgets multiple channels to capture more business. It is scalable and profitable but only when we make our owned assets the core of the campaign.