As we’ve talked about in previous posts, AdHatchery offers two main benefits for our customers:
1) Gives buyers an easy way to share information with sellers
2) Gives sellers an easy way to share information with buyers
It's a two way street of information flow. Early data shows that the first part of the system is working brilliantly, but we were a bit surprised about the data for the second. Let me explain…
We’re live with accounts across several agencies (
Hill Holliday,
Mediasmith and
Black Bag Advertising). Each of the active accounts has created rich profiles about their brand responsibilities, target audiences, target publishers / content types, ROI goals and planning timelines. As sellers come into the system, they’re getting the information they need without taking the buyers’ time. Win win.
What we’re not seeing yet is sellers sending lots of ideas through AdHatchery. I spent time last week personally chatting with sellers and asking the question – why haven’t you sent a pitch yet? Are you going around the system to pitch the buyers directly? The answer, it turns out, was much simple than that. All the campaigns in the system begin the planning stage next month in April. I expected sellers to move quickly to submit ideas and get a leg up on competition, but early feedback is showing they’d prefer not to bother the buyers before planning starts. Fascinating. Again, buyers win.
Based on this learning, we’ll be adding an alert feature to the system to remind sellers when a planning period is approaching. For all ideas submitted through AdHatchery, we’ll also send the seller an alert when the idea is viewed.
Today we’re also launching a cool feature for buyers on AdHatchery – they can grant sellers immediate access to a profile. Until now, they’ve been sending emails to sellers letting them know about Adhatchery. The text of the email said something like…
“We’re using a service called AdHatchery to help us share information with our publisher partners….Go there and you’ll find out information.”
Going forward, they can just click the “Add” button in their account profile. Check it out a screenshot below:
