If your station or station group is like so many others today, you are already selling some digital advertising across your owned and operated (O&O) platforms. As we have said before, the ideal digital advertising product suite is a carefully thought-out mix of your owned digital product inventory and products from third parties. Selecting a third-party digital partner that can complement your digital owned and operated inventory is an important part of launching your digital advertising program. However, before you proceed too far down the digital path, it is critical to perform a bottom-up analysis of your owned and operated inventory.
Common O&O inventory types include:
- Display ads on your website and apps for tablets and mobile phones
- Streaming pre-roll and impressions
- Podcast pre-roll and mid-roll
- Email newsletters
- Social media posts
- Content and event sponsorships
- Video, both pre-roll and sponsored content
- SMS (mobile messaging communication)
To value this inventory, you will need to know your products backward and forward — including availability and rates. At a 100% sell-out rate, do you know how much revenue your current digital owned and operated inventory is capable of generating? Do you know the overall value of your digital inventory today and how much of that inventory your staff currently sells?
Understanding your current digital products and their sell-through rates will help you figure out which third-party digital inventory will be complementary and add scale to the products your staff is currently selling successfully. At Marketron, we can help you get a handle on these factors to build an informed profile of your owned and operated inventory. Here is a good start — our inventory valuation worksheet.
To access this template in spreadsheet form, click here. If you can complete this worksheet for your entire inventory of owned and operated products, you will be well on your way to building a digital advertising product suite that makes sense for your business.