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An order management system (OMS) like Lineup’s Adpoint OMS automates and optimizes your media business’s sales delivery, resulting in faster, more efficient publisher operations. This means a higher customer satisfaction rate and, ultimately, happier advertisers. And all of this can have a significant impact on your bottom line. 

As a media business, you know how important it is to have an OMS that keeps your advertising sales humming along smoothly. But OMS are not all created equally. 

You want to choose an OMS that will be the right fit for your media organization. The following  list takes you through the seven things you should know about OMS. Use this list to help finetune your OMS selection process and pick the OMS tool that will best meet your needs.

1. Your OMS doesn’t need to be a standalone system

You might have been hesitant to sign on to a new OMS because you’re not ready for yet another system. But the beauty of an OMS tool is that it doesn’t need to be a standalone system. 

Lineup’s Adpoint media sales solution, for example, provides its OMS functionality through its OMS module. This means you get the following, all delivered through the same platform:

  • Streamlined multi-channel media sales

  • Simplified booking and delivery processes
  • Seamless pricing control across all your media channels

2. Agnostic integration is a must

A system that’s integration agnostic is one that can interact with the other systems your media business uses. The last thing you want your OMS to do is restrict the other software and apps your business relies on to operate effectively.

When shopping for an OMS, look for a truly system-agnostic solution. Adpoint, for example, enables you to coordinate your OMS seamlessly with the product, planning, and delivery systems that are essential to the smooth running of your media business. Additionally, you get bi-directional adserver integration with systems like Google Ad Manager, Smart AdServer, and Xandr, as well as other digital deal types, like Digital Audio with integrations to market leading delivery systems like Adswizz.

3. Your OMS should streamline your workflows, not replace them 

Your OMS platform should be complementary to your current media business practices. If a system requires you to significantly change your practices to function optimally, you should be looking for a different one.

If you’re contemplating improving your existing business strategies to accommodate a new OMS, look for an enabler instead of a disrupter. With Adpoint OMS, you can streamline your workflows, enabling you to remain aligned with your core business rules.

4. User-friendliness is critical 

You want an OMS that your end users can learn quickly and easily. Efficient digital adoption is a challenge for every company, and the last thing you need is an OMS that’s difficult to use. 

The ideal OMS is one that reduces your end users’ resistance to digital adoption by being easy to configure and use. For example, with Adpoint OMS you can support multiple rate cards and pricing rules, with a focus on advertisers and agencies or on publications… or both. As well, because of Adpoint’s agnostic approach to integrations, your Adserver targeting will be imported to fulfill your product catalogs and packages. The ability to effortlessly set up, expand on, and amend anything and everything in the Adpoint system translates into a seamless user experience for your team.

5. Your OMS should be a dedicated, industry-specific tool

As a media professional, you know your business has very specific needs that are unique to your industry. An OMS that’s designed to meet general business requirements lacks the type of functionality you want from your ideal OMS. 

Your OMS shouldn’t be a jack-of-all-trades. You want an industry-specific OMS like Adpoint OMS. Built by media specialists, for media users, Adpoint bases its functionality on a specialized knowledge of publishers’ sector-specific order management needs. 

6. Mobile access is vital

Think about everything your ad ops team does, and you’ll realize quickly that they don’t spend all their time glued to their screens. While their work does include tasks like scheduling and reporting on campaigns, they’re also frequently meeting with vendors and ad partners.

This means you need an OMS that’s accessible from anywhere, and not just via desktop. The last thing you want is for your OMS system to keep your ad ops team members tied to their desks. For an OMS to meet your ad ops team’s needs, you need one like Adpoint OMS that provides not only desktop functionality but mobile access as well.

7. Your OMS system should facilitate your sales processes

The right OMS needs to help your ad ops team meet their goals more efficiently. One benefit of an OMS that automates and optimizes a media organization’s sales delivery is an acceleration of the lead-to-cash sales cycle. 

With Adpoint OMS, for example, your team can expect faster approvals because the system takes the admin out of the approval process. Adpoint’s OMS module notifies the right people to get the necessary approvals, and then automatically progresses the order when it’s approved. 

Find the right OMS for your media company’s needs

As a media organization, you have certain sector-specific needs. The optimal OMS will be one that’s specifically designed to meet those needs. Adpoint OMS is a fully integrated omnichannel ad management system, designed with your needs in mind. Talk to Lineup today to learn more about how Adpoint OMS can benefit your media business.

Neil Rigby

Neil has been with Lineup since 2011, where he worked in the deployment team and as digital SME, before becoming the OMS & Digital Product Manager, bringing his considerable experience to the role.