What Beanstock Media Can Do for Publishers

“There are a number of companies that make the same promise Beanstock makes. But of all the vendors we’ve worked with, Beanstock alone has excelled at finding engaging, high-quality ad campaigns, monetizing our inventory and driving higher revenue.”

– Bart Myers, Director, Product Management, SideReel

The Challenge for Publishers

With many brand advertisers shifting to programmatic buys through ad exchanges and demand side platforms, publishers are finding it harder and harder to increase revenues, protect their brands, and control operating costs.

A rapidly growing portion of display ad inventory is now available via real time bidding, but many publishers are reluctant to place unsold inventory in bid-based buying platforms. They’re concerned about data leakage, technical glitches, and ad quality violations. And they worry about sales channel conflicts that arise through selling to brand buyers programmatically when these brands have been purchased historically through direct sales.

In addition, publishers’ exposure among brand buyers is frequently limited. Sales teams are often understaffed and therefore tend to focus on repeat buyers. The task of developing new relationships can be frustrating and time-consuming.

Finally, even though custom, high impact campaigns can yield more than twice the CPMs of standard display formats and appropriate placement is in demand among brand advertisers, programmatic buys do not support rich media. As a result, unless you’re lucky enough to be a top 5 web property that has sold all its inventory for months or years in advance, you have a boatload of unsold large-format rich media opportunities. Even when sold, high impact campaigns are labor intensive to execute due to non-standard formats and varying specifications.

“Within a few weeks of hiring Beanstock, we saw a 70 percent increase in ad rates. Their focus on high impact ads is unique. They have delivered profitable ads, quality brands and higher revenue.”

– Bill Alena, Chief Revenue Officer, myYearbook Media

The Beanstock Media Solution

Publishers need to follow buyer dollars and participate in biddable media platforms. But to grow revenue substantially, you need more than automation. Real growth requires the application of human intelligence to the development and execution of a plan that works across all inventory.

Operating on a performance basis that allows you to minimize risk and overhead, Beanstock Media specialists connect you directly with reps and buyers. We work with some of the largest and most established exchanges in the industry.

For many clients we create a private ad exchange that allows you to control every impression, advertiser, and campaign, enforcing business rules that protect your brand, keep data safe from third parties, and eliminate sales channel conflicts. You also stop the flow of revenue to middlemen. Forrester Research estimated that shifting to a private exchange can increase CPMs from $1 to as much as $5.

And we offer two key advantages that our competitors are unable to provide:

  • Experienced specialists, who are already connected with a wide range of brand buyers, to broaden your exposure overnight. Our specialists are already a known quantity, with solid relationships and a growing reputation for delivering well-targeted audiences in brand-safe environments. As a result, you get an early crack at brand buyer budgets instead of waiting for what’s left over.
  • A unique ability to facilitate custom high impact ad campaigns. Using proprietary technology that standardizes ad executions, we dramatically reduce the labor-intensive back and forth, enabling you to accept and serve specialized, high margin units with a high degree of success. You can accept ads on short notice, and buyers can now be confident that their ads will display properly. This unique workflow optimization capability, coupled with the proactive work of our specialists, opens up new realms of opportunity, improves efficiency, and drives higher revenue.

These are critical advantages, but we have the expertise to go even further. Whether we work as an extension of your sales team or take responsibility for an entire portfolio of inventory, our optimization specialists can help you develop an integrated plan for driving revenue, using smart decision technology and sophisticated analysis to look into the details of your inventory and sales processes – and, if you like, into page layout and the mechanics of how your ads display.

The result overall is substantially higher revenue along with lower operating costs due to more efficient selling processes and easier ad execution.