The Telegraph Campaign Planning And Operations Team
Category:
Team Excellence Awards
Advertising Operations Team of the Year
The jury were impressed by the approach taken to a brand safety review and also by the strong results shown in this entry from a very small team.
This is a story of innovation and automation as a result of unexpected advertiser demand and growth. As a department, The Telegraph Campaign Planning and Operations Team supported bigger and more complex campaigns (+27%), increased availability, sell-through rates, yield and revenue. They gave the stakeholders dashboards and kept brands and readers safe around an unprecedented news cycle of geopolitical unrest and the sad loss of our Queen.
As a team working at half capacity through most of the year, they survived and are super
proud of what they have achieved – but did not that they wish they could have had a couple of extra bodies to share the load.
In 2021, they expected Ozone to do much of their digital selling, and the team halved in size to reflect this. In 2022, however, this proved not to be the case as brands increasingly wanted first-party data insights and targeting, transparency around where their ads were appearing, and proof that their campaigns were actually working. As a result, direct business was booming, but with this came many challenges. Lots of brand-safe, high audience news content was being blocked, putting pressure on other channels. Many stakeholders were relying on AdOps for data, audience targeting, and performance analysis.
To focus on business growth, the team needed data democratisation. A few real time dashboards were launched, allowing stakeholders to make informed decisions, access, and share information independently. Removing interruptions allowed the team to:
As well as increasing inventory and revenue, they finished 2022 with a full team.