We talk to Gregor Smith, Head of Global Advertising Sales at SmartFrame Technologies, to learn about his background, get his tips and advice for sales professionals, and discuss future trends in the digital advertising industry
We begin by asking Gregor how long he’s been in the ad sales industry. “Too long,” he chuckles. “Twenty-two years, man and boy!”
Gregor’s first role was at the BBC, working on the Radio Times TV listings magazine. “It was the most profitable magazine in the whole of the UK at the time, with a circulation of around 1.3 million a week. And the Christmas issue would sell around 2.8-2.9 million copies,” he remembers.
Today, however, it is the Radio Times website that attracts the most attention. The publisher reports 15 million unique monthly web users and 54 million monthly page impressions, which is a stark reminder of just how much the industry can change in a short period of time.
Staying agile in a digital world
Having experienced the dot-com bubble and subsequent crash firsthand, Gregor knows all too well the importance of adaptability.
He tells us that, while it was a challenge making the move from print to digital, he knew he needed to push himself. “It was a bit of an upheaval because I was coming out of my comfort zone into selling something that was completely foreign to me. It was certainly exciting, but a little bit scary at the same time,” he smiles.
Fifteen years later, Gregor looks back with no regrets – in fact, he has developed a love for the very same fast-moving digital industry he was once reluctant to embrace.
During his career, he has worked with some of the biggest technology players, but his passion lies with the excitement of the ever-evolving new technology and split-second agility of the startup environment.
“You’re not just another number, you’re the one responsible for driving the revenue, so you play a key role in the success of the business”
“What I like about it is that you can really make a difference. You’re not just another number, you’re the one responsible for driving the revenue, so you play a key role in the success of the business,” says Gregor.
He goes on to explain that being part of such a close-knit team is another huge benefit of working for a startup because it speeds up the decision-making process, significantly improving reaction times when compared to larger organizations.
“With bigger companies, there is often a lot of red tape and countless hoops to jump through when it comes to gaining sign-off on decisions,” says Gregor. “But one of the things that really is great about SmartFrame is that you’re only a call away from the CEO, who can make urgent decisions within minutes.”
Communication is key
Gregor also speaks of the importance of company-wide communication. He highlights the value of collaboration for success as a sales director, especially with the marketing team.
“Without one, you can’t have the other,” says Gregor. “There is an extensive marketing plan in place that involves events, lead generation, CRM tools, and everything in between. It’s really important that I’m on board with that, and that the marketing team gets the feedback to understand when things are working and when they’re not.”
He goes on to explain the importance of collaboration with other departments, such as operations and development, to ensure complete confidence in the product he’s selling.
“Ultimately, you don’t have a viable ad tech product if you don’t have someone that can deliver the campaigns,” he says. “I don’t necessarily need to get deep into the technology, I just need to make sure the product is viable in the market, that it stands out, and that it stacks up well against the main competitors.”
Possibly the most critical collaboration, however, is with data analysts. “Data is king, so having unique proprietary data as we do at SmartFrame adds enormous value for our advertisers because it helps them to find – and also better understand – their target audience.
“So I think it’s really important that the sales team works with the data team in any organization to really understand how data can add to the sales proposition.”
Gregor’s tips for success in ad sales
2. Collaborate with other departments
3. Always listen to your customer
4. Learn from more experienced colleagues
5. Never forget to ask for the business!
Industry challenges
The most obvious challenge for the digital advertising industry right now is, of course, the demise of the third-party cookie.
“Many advertisers have been working with legacy players who are relying on cookies to hit target audiences,” explains Gregor.
“That option is going to disappear. It’s already disappeared on Safari and Firefox, and it’s going to disappear on Chrome in 2023. Once it’s gone, these companies are going to have to fundamentally change their business model.”
He goes on to talk about how the privacy issues surrounding cookies go hand-in-hand with an industry-wide transparency problem.
“More and more advertisers are pushing their agencies for transparency”
“Since GDPR was implemented in 2018, companies have had to take the issue of privacy far more seriously than before. There have been many examples of high-profile organizations being hit with hefty fines, so more and more advertisers are pushing their agencies for transparency,” he says.
And this desire for transparency is not just focused on user data – it’s also around where ads are running. With the possibility of brands inadvertently appearing alongside offensive or malicious content, this lack of visibility can pose a serious threat.
“That’s why we’ve seen a rise over the last four or five years of brand safety players and ad verification companies such as Integral Ad Science,” says Gregor. “These companies are working directly with agencies and advertisers to ensure that any activity they’re booking is fully brand-safe, appears front and center, and ultimately is a viewable impression.”
The future of the digital advertising industry
So what lies ahead in the digital advertising industry? Gregor believes that the increasing move towards transparency will ultimately improve quality throughout the industry.
“Offering a publisher complete visibility will become standard for every campaign, so I would expect any blind networks that have thrived on buying low-quality inventory to start dying off,” he says.
“Ultimately, all these issues will lead to a rise of contextual targeting,” he continues. “This is key, because if businesses are not able to have retargeting solutions in place, they need an alternative. Contextual targeting is the perfect answer, so I would expect the contextual industry to grow considerably.”
Furthermore, while big tech players take the majority of overall revenue, Gregor feels there is still plenty of opportunity for smaller outfits.
“If you’ve got a smart enough team and you’ve got some unique proprietary technology, then ultimately there’s still money to be made. We’re talking about an industry worth several hundred billion dollars a year. So even though the Silicon Valley giants take a big slice of the pie, there’s an awful lot of money left to be played for.”
Secrets to success in digital advertising sales
Gregor’s first and most important piece of advice for anyone in digital ad sales comes with no hesitation: “Make sure you listen properly! You can form a much better judgment on a sales strategy – and indeed win more business – if you first take the time to listen to a prospect’s needs.”
His second tip for sales success is to study, learn from, and even mimic more experienced colleagues. “By following their behaviors, you can learn tricks that would otherwise take years to master on your own,” he says.
And last but by no means least is to always ask for the business. “You’d be surprised how many people forget,” he smiles. “You make an amazing pitch, then you walk out with a big grin thinking ‘that was amazing’ but you’ve actually forgotten to do the critical thing, which is to close the deal!”
The importance of clear leadership and a unique product
The approachability and dedication of the SmartFrame leadership team, along with its clear vision for the company, was a big attraction for Gregor. He describes this infectious passion as a real motivator and, when mixed with SmartFrame’s obvious USP over its competitors, creates the perfect combination for success.
“I really bought into the company vision. The SmartFrame team believes in the technology and believes in the power it has to truly make a change.
“Many agencies and advertisers that previously relied on retargeting are now looking for a plan B. We have direct relationships with content owners and image libraries, which gives us unrivaled metadata, positioning us perfectly in the cookie-less world.
“Using this detailed metadata, our in-image advertising system allows us to understand without any ambiguity the context of every image, ensuring relevant, considerate, and brand-safe ad placements.
“With such strong potential we’re thinking big – and that’s why our goal is for every embedded image online to be a SmartFrame, creating an inventory that is second to none.”
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