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

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From Juggling 3 Ad Servers To Standardizing on AdButler

About Pattison Media

Their Operational History Includes