A Large Horizontal E-Commerce Platform With USD15+ Bn. In GMV
Our customer had built a small but growing advertising third party advertising business on their platform, catering solely to their own sellers, and solving 2 problems:
1 - For the sellers, placing advertisements in the form of banners or sponsored listings led to a demonstrable lift in sales on the platform
2 - For the platform itself, advertising could keep a premium set of sellers happy, while adding a revenue stream to their own business
Adding advertising required our customer to add new components to their tech stack and make changes to their platform
Creating this business also created several new and complicated workflows, many of them run manually via email chains, excel sheets, or other offline documents
Our customer experienced a steep learning curve in setting up this business, primarily because advertising was so different from their core e-commerce business
As a consequence, our customer was held back from growing as fast as they wanted. New technology added complexity to their business, made worse because each component was disconnected from others. For example, their ad server did not talk to their booking system, or to their downstream revenue and invoicing systems.
Additionally, because teams were disconnected from each other, even simple tasks like booking and flighting ad campaigns became painful. Sales teams double-booked limited inventory, resulting in revenue losses. Finally, with advertising being such a dynamic business, the business team was constantly looking for improvements, enhancements, experiments, or changes to their technology and ways of working. But with most of our customers’ engineers focused on their core platform, the ads business was often sidelined.
Grow the third party ads business with no day-to-day operational disruption
Never be without data: Voiro aggregates and syncs data from all your ad servers in real-time.
Manage your entire ad creative lifecycle in one place—from design to publishing with Voiro’s ticketing system.
Monitor campaign risk in real-time and leverage historical data to make the best pricing and sales strategies during sales events
Defined process of Discovery, Planning, Implementation, Rollout, and Maintenance
Combination of consulting, services, and the final product configuration - spearheaded by a dedicated Delivery team
Discovery sessions with the Sales, Ops, Finance, IT, and Project teams to determine the As-is and To-be scenarios, and finalise workflows, customisations, integrations, and phases
Our customer chose to implement Voiro’s full platform, from sales to ad operations to finance. Our product gave them the following benefits:
In summary, as a consequence of the benefits that we’ve described above, our customer has been able to effectively scale. Their teams are data-driven and higher performing. They are able to run events with 500-1000% spikes in ad volumes without worrying about workflow overloads. And they have achieved this without massive investments in time or resources. The end result: ever since they started using Voiro about 2 years ago, this customer has grown their ads business 4X.
Are you an e-commerce platform thinking of leveraging advertising?
Do you have an ads business that you’re looking to scale up?
Do you identify with any of the challenges we’ve discussed here?