Commentary

How Much Would You Bid?

Advertising.com director of sales strategy Greg Skipper demonstrated is strategic selling skills during his opening remarks as conference sponsor at OMMA Ad Nets in New York. Disclosing some behind the scenes negotiating and strategizing leading up to the OMMA sponsorship, Skipper said that after agreeing to "terms" on the deal, the Advertising.com team considered taking his 120-seconds worth of opening remarks time and putting it up for bid on the Right Media exchange.

"Possibly a DSP would come in and bid it up," Skipper quipped, suggesting Advertising.com might actually get a higher yield by going to real-time bidding route than simply delivering a sponsor plug at the show. In the end, Skipper said, the Advertising.com team decided the value of its brand message was greater than the potential ROI of a marketplace exchange.

Otherwise, I might not be blogging that quip to you right now.

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