The media environment is changing quickly, and in order to remain competitive, publishers need to stay up to date with digital innovation. A significant obstacle faced by Tagesspiegel, a reputable German news outlet renowned for its excellent journalism and wide variety of digital products, was that their classified advertising business was being hindered by antiquated self-service portals. Here’s how their adoption of Ad2Order and collaboration with Lineup changed their strategy, increased sales, and established a new benchmark for customer satisfaction.
The Problem: Antiquated Portals Impeding Development
Due to outdated technology, such as Flash Player, Tagesspiegel’s legacy self-service portals had high customer drop-off rates and browser warnings. Advertisers were irritated by the user interface’s awkwardness and incompatibility with contemporary devices, which also raised the possibility of data entry errors. Different portals were needed for different classified categories in fragmented systems, which resulted in disorganized data, unclear workflows, and increased maintenance expenses. Furthermore, potential advertisers were discouraged from completing their orders because the outdated portals were unable to accept contemporary payment methods like PayPal, Apple Pay, or credit cards.
The outcome? Instead of concentrating on bigger, more profitable advertising campaigns, sales teams were buried in administrative duties. There was a consistent drop in classifieds revenue, particularly from memorials.
The Solution: Using Ad2Order to improve efficiency
Tagesspiegel selected Lineup’s Ad2Order, a feature-rich self-service portal made to streamline the ad booking process for both advertisers and employees, in search of a more effective and user-friendly solution. Important enhancements included:
- Unified Portal: Users could now book all classified categories in all editions through a single, efficient portal, simplifying the process and lowering sales funnel friction.
- Payment Flexibility: Advertisers now have the option to pay using a variety of contemporary methods, which improves accessibility and convenience.
- Contemporary User Interface: The new UI aligned with Tagesspiegel’s clean, straightforward aesthetic, making the experience more inviting.
- Self-Service Ease: Advertisers could configure ads without entering personal details upfront, encouraging them to proceed further in the booking process.
- No Data Duplication: The streamlined workflow eliminated repetitive data entry and operational bottlenecks.
Read the full Case study here to know the other solutions provided by ad2order
Looking Ahead: Expanding Success
Tagesspiegel observed a significant decrease in orders that were abandoned and an increase in bookings that were completed after removing obstacles and updating the experience. After Ad2Order was put into place, memorial revenue, which had been dropping for years, started to soar.
Tagesspiegel’s classified ad revenue increased by an astounding 93%
Sales teams are now free to focus on larger campaigns, while customers enjoy a seamless, efficient booking experience. As Philipp Nadler, Tagesspiegel’s Chief Sales Officer, put it:
“Ad2Order has transformed our approach to classified advertising, making the process seamless and more efficient for both our advertisers and sales team. In turn, this has enabled us to focus on larger ad campaigns, making it a game-changer in our advertising strategy as well as increasing customer satisfaction and revenue.”
Tagesspiegel is eager to increase the portal’s functionality and spur additional revenue growth in light of the impressive outcomes. The case illustrates how making the appropriate digital tool investments can improve customer experiences, increase revenue, and revitalize outdated business models.
Tagesspiegel’s experience with Ad2Order provides an inspiring model for change and expansion if your media company is facing comparable difficulties.
