Having an appropriate Order Management System (OMS) is essential when it comes to scaling branded content at scale. The correct OMS can revolutionize how publishers manage their branded content workflow, facilitating effective growth and improved monetization in addition to streamlining operations. If you’re interested in learning more about the rise of branded content, we invite you to explore this article.
To effectively scale branded content, your OMS must do these five crucial tasks:
1: Support Multichannel Content Operations
Broad multichannel capabilities that support both digital and traditional media, such as print, are essential; publishers frequently diversify their offerings and media landscapes are constantly changing, which makes flexibility crucial. Avoiding silos and minimizing human error are two benefits of managing and forecasting inventory across centralized channels – You can read more about this on our own article, “Choosing the Right Adtech for OMS”.
2: Automate and Streamline Branded Content Workflow
To truly scale branded content workflow, automation is key.
By combining segment management, pricing modifications, and campaign management into a single system, your OMS should reduce manual labor.
Automation lowers the possibility of mistakes and frees up teams to concentrate on activities that generate income and foster creative growth, as stated by Boostr. By maximizing operational efficiency, a well-automated workflow is in line with best practices for scaling branded content.
3: Integrate Seamlessly with Third-Party Tools
An effective OMS needs to work well with many third-party platforms, such as ad servers and analytics tools. This interoperability ensures that data flows smoothly for forecasting, tracking deliveries, and reporting, giving advertisers and publishers clear, up-to-date information. Integration capabilities prevent costly and cumbersome manual reconciliation and support continued growth without disruption, as stated by the article mentioned above.
4: Give users fine-grained controls to maximize revenue
Revenue optimization is an important part. An OMS should offer dynamic yield management tools, allowing publishers to set granular rules on inventory selling and pricing deviations without risking inventory devaluation. This feature makes sure that publishers get the most money possible, even when they are scaling up, which protects their overall yield as they add more branded content, as stated by FatTail.
5: Give publishers features and visibility that matter to them
Lastly, your OMS should be specifically designed for publishers and should have seamless workflows and full visibility into campaign sales, delivery, and financials. So you’re not left handling the chaos of spreadsheets and siloed data in one platform. That provides clarity, lowers risks, and allows for data-driven decisions, everything publishers need to successfully scale branded content, as mentioned by boostr.
Conclusion
By implementing these five capabilities into your OMS strategy, you can elevate your branded content operations from siloed and manual to integrated, nimble and scalable. By investing in an OMS tailored to the unique needs of your media business, you will make scaling branded content workflows as efficient, cost-effective and revenue-friendly as possible.
