We at Accel Digital provide Ad Operations support to clients and have been focused on making a positive change to the Outsource Ad Operations function to yield desired results, to make this win-win for both sides. Ad Operations is critical function for publishers, agencies and ad tech platform companies & most often than not called as revenue delivery teams. Responsible for making sure that that the booked revenue is delivered & client KPI’s are met.
The big question for publisher and agencies is whether to outsource ad-operations – and to be really honest there are many factors to consider, but at the top of that list should be the continued satisfaction of clients. We have established extension of client teams on our side to ensure that we are not just an outsourced partner though working in parallel with the core teams.
When it comes to outsourcing most companies end up using a solution that is 100% either onshore or offshore. What is the difference between onshore and offshore?
Onshore ad-ops solutions would have all of the personnel working on that account in the same country as the company.
Offshore ad-ops solutions would have all the personnel located in a country outside of that company’s country. There are pros and cons for using 100% onshore or offshore support. In my opinion, the best way to outsource is to find the right combo of both onshore and offshore personnel.
It is important for an outsourced team to have real-world experience having worked for, at some point, a large publisher or agency. A large portion of offshore personnel are highly educated and have done work for multiple publishers and agencies. By using a combination of both onshore and offshore personnel, publishers can get a vast amount of experience and problem-solving skills.
Using a combo of onshore and offshore personnel can help publishers greatly reduce costs. If they balance it properly, they can cover more work at a reduced expense.
We have teams integrated to provide 24×7 hour coverage. With domain experts covering the client working hours and based on the need experts to cover all after hours work – they can work on future campaign setups and adjustments and build reports that are waiting in the publisher’s inbox the next morning.
When publishers use an onshore-offshore solution, they can deal with one or two contacts onshore who are in turn responsible for managing and dealing with the offshore personnel. That communication responsibility is best placed in the outsourced teams’ hands instead of the publisher’s in-house team having to communicate across multiple time zones and not getting timely responses.
With the right onshore-offshore balance, publishers can have the onshore team focus on tasks that include client communication if they so require it. The onshore team will know how to talk to clients about setup needs and optimization requests as many of them have owned that relationship and responsibility at previous companies. Though over the years Offshore teams have gained experience talking to the client and can manage the communication though this comes once the team has proved excellence in Ops tasks first.
Having the offshore team working overnight frees up the onshore team to assist the sales and account management teams to ensure clients are happy with their campaign results.
Another bonus of having both onshore and offshore personnel is that publishers do not have to train those working out of the country in which they are based.
In a typical onshore-offshore arrangement, the onshore team can train quickly and is responsible for handling all initial training with the offshore team and with any changes to the offshore team’s staffing.
Not all companies have the ability to offer a combination of onshore and offshore ad-ops support, which can make a publisher’s search more difficult. Other companies may have the capabilities but do not execute well due to poor internal communication and high turnover rates.
That’s why it is important to have an outsourced team with experienced personnel who have not only worked in a large variety of ad-ops situations but also have dealt with offshore ad-ops teams and know how to manage the overall workflow efficiently and effectively.
At the end of the day, publishers want to make sure they have the best coverage for their business to ensure happy clients and an in-house staff that is comfortable with the outsourced team.
The gains of the onshore-offshore balance give publishers that peace of mind by offering high-quality experience, top-notch communication, more coverage and reduced costs.