Challenge:

• Monterey County Herald had a limited amount of server hosting space, and a limited budget for hiring & training new staff to create online display ads.
• With only a five-member creative team, the newspaper was seeking an easy and efficient tool to enable the newspaper’s sales team to create online spec ads and make quick edits to live ads.
• Transitioning to the Yahoo! APT serving system, Monterey County Herald needed a certified partner that met the new system’s specifications and guidelines.
• The newspaper needed a solution for advertiser self-service for specific clients.

Solution:

• The Monterey County Herald was able to shift 100% of their display ad hosting burden onto Impact Engine’s robust infrastructure.
• In less than 20 minutes, the Monterey County Herald was able to train its non-technical sales team on how to create and edit spec ads for their advertisers.
• Impact Engine’s Yahoo! certified ad creative ensured that deploying ads into the new APT platform would be seamless.
• Impact Engine enabled Monterey County Herald to support advertiser self-service content updates for specific advertisers, like JR Rouse Real Estate.

Results:

• Impact Engine increased The Monterey County Herald’s production of spec ads by 260% with no new hiring and minimal training.
• The Monterey County Herald’s turnaround time for display ad production and updates decreased from days to mere hours with Impact Engine.
• The simplicity of creating and editing spec ads within Impact Engine eliminated almost all customer sales objections, as the sales team was able to react and make real-time ad edits during client meetings.

Impact Engine offers rich, dynamic ads that are incredibly easy to use. The online library offers a variety of industry templates which get our client’s creative juices flowing. Our clients can visualize what their ads will look online, enabling the sales reps to close the deal.” Steve Bennett Advertising Manager, Monterey County Herald