PATTISON MEDIA'S STORY
From Juggling 3 Ad Servers To Standardizing on AdButler
About Pattison Media
Pattison Media is one of Canada's premier radio and television companies - serving the needs of listeners, viewers, advertisers, and communities throughout British Columbia, Alberta, Saskatchewan, and Manitoba.
Their Operational History Includes
90 Years of Broadcasting Experience
3 Television Stations
48 Radio Stations
18 News Sites
Inventory Details
Ad Formats
Audio, video, and display ads
Audience
Geo-specific local audience
Advertisers
Local businesses to large businesses
Goals
Prior to 2017, Pattison Media served ads to their various online properties, using 3 different ad servers.
"I quickly realized that we needed to standardize on one ad platform for the group. Since I was least familiar with AdButler, my initial assumption was that this would be one of the products we would drop. But after spending some time comparing the workflows across our different ad platforms, it quickly became clear that AdButler was easier to use, required fewer steps than the other products, and made our teams more efficient and less prone to error. My perspective quickly shifted, and I started thinking about how we could use AdButler to fulfill our audio and video needs as well."
Andrew Snook
Director of Digital, Pattison Media
Challenges
Juggling between different ad servers made it hard to manage inventory and report overall growth.
An ad server that supported multiple sales models, including CPM pricing and fixed weekly rates.
Other platforms were complicated and had little to no customer support.
Objectives
Standardize on one tool for all ad serving.
Leverage a platform that supports multiple pricing models.
Partner with an ad server with a simple UX and active support team.
How AdButler's Solutions Helped
A Simple Workflow
"My first exposure to the AdButler product was sitting down with one of our campaign traffickers. I watched him schedule ads, and it became obvious that it was quite a simple workflow. I watched him click around and insert everything and realized he was quite comfortable with the tool."
Andrew Snook
Director of Digital, Pattison Media
Diverse Ad Formats and Sizes
Since Pattison Media uses a combination of display, audio, and video ads on their various online properties, the AdButler team customized our tech to match their needs.
"Flexibility to run ads in multiple formats is important to us. Our news portals use ResponsiveAds that go beyond the traditional sizes to give our advertisers a bigger impact. Adbutler was able to do a custom integration to allow us to schedule these within the platform."
Andrew Snook
Director of Digital, Pattison Media
Easy To Learn and Train Others
Pattison Media found AdButler is straightforward and easy to use, making it easy to train their staff.
"Simplicity and ease of use for traffickers are the top reasons we selected AdButler. Preventing mistakes before they happen is important in our business, and AdButler helps with that."
Andrew Snook
Director of Digital, Pattison Media
Custom Features and Reliable Customer Support
Pattison Media believes in serving local users and local advertisers. This community approach has led them to build products that provide a high level of engagement for users and ads that create meaningful ad impressions for advertisers.
"Initially, we were not using AdButler for audio ads. Then Rob and I sat down and discussed that a little bit; we were able to put together a development timeline and completed it quickly. We have gone from zero audio ads to having all of our pre-roll audio ads in our radio streams served through AdButler."
Andrew Snook
Director of Digital, Pattison Media
