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| Advertisers are now challenging their historic buys and reexamining their marketing planning practices. Increasingly, they are treating advertising like other bulk purchases of commodities: they're looking for global, one-stop deals that provide the best value for their buy. In response, successful sales organizations are rethinking everything from yield management to recasting compensation plans to drive desired outcomes. We advise clients on how to refocus their sales forces, differentiate their inventory and gain real leverage through group sales. |
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Promoting cross-platform sales
McKinsey helped a leading global media company to develop a business plan and sales organization to create, sell, and deliver cross-platform advertising sales packages. By increasing its understanding of advertiser needs, the client was able to structure attractive packages and has increased advertiser satisfaction with both the product and sales process. Increase in annual advertising sales from cross-platform sales was estimated at 10 to 15 percent.
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Redesigning advertising sales approach and redesigning sales organization
McKinsey redesigned advertising sales for a multiproperty cable network to take advantage of cross-network opportunities, increase focus on key accounts, and execute a more solutions-based sales approach. The team also increased sales team efficiency.
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Improving scheduling and advertising effectiveness
McKinsey was engaged by an emerging-market public broadcaster to examine programming and advertising effectiveness. With the client, the team rescheduled programs to balance supply and demand for advertising through the day and across audience segments. The recommendations attracted more high-value audiences at peak times resulting in a revenue increase of close to $100 million and $50 million in cost reductions in one year.
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