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Not All Ad Sales Prospecting Tools Are Created Equal: The True Value of Data

Not All Ad Sales Prospecting Tools Are Created Equal: The True Value of Data

Ad sales prospecting tools are incredibly useful in the rapidly shifting and growing world of ad buys. With the right tool, you can quickly connect with the right brands, offering them what they want and when they want it.

But how can you find the right ad sales prospecting tool? 

Most prospecting tools worth their salt offer a friendly means of interfacing with brands’ ad spend and media buyer content information. But only ad sales tools worth their weight in gold offer quality, consistent and accurate data to back up sales opportunities. 

Read More: 5 Questions Ad Sales Intelligence Tools Should Answer

There are at least seven different areas that affect the true value of data. Good data:   

  • Has a high quality source
  • Is consistent 
  • Boasts a review process
  • Has a human touch 
  • Sees audits and updates
  • Features depth
  • Is granular and customizable 

All of these areas are critical for winning ad sales opportunities. 

What Makes Good Data Good? 

For starters, the source of the data for ad sales affects quality at the deepest level. Some ad sales intelligence tools rely on third party partners for their data, translating into either outdated or inaccurate data. This is doubly true when these ad sales intelligence platforms switch data partners often. 

Others — MediaRadar included — source their own information. The result is twofold: high quality insight on everything from current ad campaigns to contact information and more consistency across brands and industries.     

Consistency is critical. It means as you jump from advertiser to advertiser and industry to industry, you can accurately compare the data points you are presented with. Distribution of ad spend will come from the same period, ranking your leads is more timely, and competitive analysis is reflective of who your competitors are really working with. 

To maintain that consistency, the sales prospecting tool you run with should follow through with a rigorous data review process. It’s not enough to rely solely on automated scripts and updates. A good ad sales prospecting platform will have their team review contact information and advertising data every few months. Better yet, this review should be available immediately if you need up-to-date contact information ahead of a typical review window. 

At MediaRadar, we verify all of our contact information every 90 days. Other services don’t proactively review contacts or they review every 6 months. Since there is high turnover among marketing and agency professionals this practice leads to outdated data and a struggle to connect with decision-makers. 

MediaRadar also updates their advertising data daily, while other solutions have a 3-month lag because they are waiting on their data supplier to provide the data. Having timely data is vital to understanding a brand’s advertising strategy – a lot can change in 90 days! MediaRadar ensures you have the most accurate, relevant, and recent data possible, so you can make informed decisions regarding your prospects.

It can be tempting to see data as just a set of numbers, but a human touch to ad sales data can make a big difference. Advertiser profiles feature recent ad creatives, new product launches and media spend across specific ad formats. With expert insight from those with in-depth industry knowledge, you can better piece together the whole puzzle. In other words, a good ad sales intelligence platform will provide the strategic advice needed to increase your revenue. 

And, of course, quality data must be subject to regular audits and updates to be truly accurate — or even helpful for your publication. 

How Can Quality Data Be Used? 

Quality data is more than just an ad spend number and a phone number. Truly valuable data in ad sales has a depth of information. With more depth to the advertising activity of your prospects, you can:

  • Stack rank your leads — who are the leaders by region or product category? 
  • Get verified contacts — who is the best to contact? 
  • See ad spend distribution — does your lead focus on digital, print, TV or social?  
  • View spend by product — are some product lines more likely to be advertised programmatically? 
  • Identify an MSA — are they available to work with? 
  • Engage in competitive analysis — who are they already working with? 
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Finally, high quality data is granular and customizable. For example, with deeper and more granular data you can see how brands are working with programmatic advertising. Some brands work only on DSPs — with quality data you’ll be able to see that and tailor your pitch accordingly. You’ll also able to identify which platforms brands are already partnering to determine whether working together makes sense. It’s a new level of granularity with the data — and with more granularity comes more customization.  

Long story short: the ad intelligence tool you use should be both backed by quality, consistent and accurate data and customizable to your specific needs. A good ad sales prospecting tool means a better pitch and a deeper relationship with your prospects. 

For more context on choosing the right platform, check out our post on the five questions ad sales intelligence tools should answer for their ad tech users. Or feel free to contact us today — we’re ready with the answers.