It’s an understatement to say that there’s a lot of noise in the digital video ad sales market. It seems as though every day, a new media company or marketing technology provider is springing up. New consumer targeting and tracking capabilities are developing every few months, along with opportunities around original content and creativity. As we take in everything that happened around the 2016 Digital Content NewFronts, we pose the question: How can ad sales reps keep their pitches current and continue to on-board new clients?
That question represents the fundamental challenge in digital video ad sales today. From a business perspective, it’s a topic worth exploring: In 2015, digital video advertising spending was up 30 percent year-over-year, according to the Internet Advertising Revenue Report (April 2016). Additionally, spending on original digital video was up 114% since 2014. The future certainly looks promising for companies with the right products and value propositions. Here are some tips that can help digital video ad sellers gain a competitive edge in the market:
1. Help Buyers Envision Digital Video as Part of a Successful Media Strategy
Conservative organizations might be slow to fully embrace digital video. Why not continue to focus the majority of your spend on what’s worked for decades? The short answer: What was successful in the past may not work as well today because of the way the media ecosystem in this tech-driven age is changing.
“It’s just a simple fact of evolution,” says Victor Silva, Director of Video, IAB. “At the outset, traditional video only appeared on the TV screen, before eventually moving to digital screens in the form of desktop computers, and now it’s on mobile devices such as smartphones and tablets.”
Among key consumer groups, on-demand digital video and à la carte streaming are simply booming. Media buyers and brands who are activating advanced strategies are reaping the benefits of exploration and testing within this relatively new advertising playground. Even the unsuccessful testing of new channels and campaigns will ultimately lead to the development of well-oiled, self-sustaining digital strategies into the future.
The bottom line: Don’t let advertisers new to digital video fall prey to assumptions that they’re taking an inordinate risk by trying something new with digital video; they’re simply evolving with the times. It’s up to ad sales reps to make that connection by offering clear case examples and best practices that show the learnings of similar advertisers.
2. Anticipate Buyers’ Challenges
By now advertisers increasingly understand that digital video and traditional video channels are equally important, but the digital video channel also introduces new challenges that inevitably come with technological innovation.
“I think every time you have evolution in the space, there are more concerns, more issues, more granularity to the problems that need to be addressed,” says Silva. “Cross-platform measurement is a challenge. And then you’ve got new issues like ad blocking, debates around viewability, and concerns about advertising fraud. These are issues that every seller needs to be well versed in order to make their clients feel comfortable.”
The ability to consistently measure and navigate new variables is ahead of where many companies currently are. In spite of these obstacles, as a digital ad sales rep, it’s up to you to be a step ahead of the curve in helping advertisers understand how to address these new challenges in the context of their own business in order to continue moving forward. As an example, be prepared to explain your company’s protocols and policies when it comes to video advertising fraud. Do you offer refunds or credits if your reporting indicates fraudulent fake ad views?
The bottom line: Look a step beyond the technology itself to understand the new challenges that emerge as a result of that evolution—and how they impact buyers’ pain points. Know what your product or company is doing to mitigate some of the technological pitfalls.
3. Don’t Let the Video Algorithms Do the Talking
In an industry dominated by reports and data, relationships and a personal touch are even more important for companies eager to capitalize on the explosive growth in video advertising.
“I think service, accountability, and responsiveness are all still key, even in an increasingly programmatic world,” says Silva. “Being able, as a seller, to speak to the data and the supporting research, and be ready to address the buyer’s doubts and questions are all really valuable skills.”
The bottom line: Cutting through the noise in the video ad market requires going back to selling basics: Person-to-person communication and authentic relationships matter.
4. Go Beyond Just Having the Answers—Become a Consultant
Because of this evolving video ad sales ecosystem, sales reps need to invest even more in their own knowledge and continuing education. The market needs smart consultants who can provide thoughtful, strategic guidance—not just answers to immediate questions.
From targeting and planning to measuring the success of and managing the reliability of campaigns, the complexity of these moving parts demands expertise that can help chart a path to success. Not only does that provide more value, but it’s also the best way to stand out in the crowd.
One program that sets you apart from your colleagues and has become the benchmark for digital advertising sales across all channels, including digital video, is IAB Digital Media Sales Certification. Industry leaders including AOL, NBCUniversal, and Time Warner Cable Media 
have committed to the program. Training for the exam can provide the education that your sales team members need to position themselves as digital media experts.
The bottom line: When it comes to the new terrain of digital video, learning is half the battle. And when it comes to testing these new waters, it’s critical that sales reps position themselves as consultants and leaders to help media brands find the right path forward.
Learn more about the IAB Digital Media Sales Certification, Exam and Training here.
