View
96
Download
1
Category
Tags:
Preview:
DESCRIPTION
Talk about cloud computing… Gogo is literally serving ads and content through the clouds on more than 1,900 Gogo-equipped commercial aircraft. More than 200 million people fly on these aircrafts each year and Gogo has built an advertising and sponsorship business to reach this highly desirable audience of affluent, tech-savvy travelers. Mark Verone, Director of Ad Operations and Content Management, will detail how Gogo deployed its IAB-certified, real-time, in-flight ad serving solution, and how the company employed innovative technology to improve their process while increasing the overall output from their team.
Citation preview
Serving Ads at 35,000 FeetWhile Traveling at 600 MPH
MARK VERONE
• VIDEO SLIDE: Embed Video Here
1)People2)Process3)Technology
Why Gogo?
Sponsorships = 4-6 wksDisplay Ads = 2-4 wks
Avg. In-FlightCTR= 0.69%-20%
Whitelist = 10 days
•
“We are NOT moving mountains…just pushing pixels!”
--Mark Verone, 2012
Baby Steps
Step 1: People – Make it Easy
CHALLENGESa) Human Ad Serverb) 30 Person Meetingsc) Email & CR Forms (TPS
Report)
SOLUTIONS:a) Automationb) Kill Meetingsc) SSOT - Jira & Wiki
Step 1: People – Make it Easy
Example From JIRA
Sample from Wiki
Step 2: Process - Simplify
CHALLENGES:a) No “real-time” changesb) Limited Targetingc) 4-6 Week Turnaround
Step 2: Process - Simplify
SOLUTIONS:a) Daytime Publishingb) Ad Server RFPc) Introduced Agile Methods
1) Requests 2) Work 3) Team
From Waterfall…
…to Scrum
Basic Scrum Overview
• Time-Boxes: Sprints & Releases• Roles: Product Owner, ScrumMaster & Development Team• Rituals: Release / Sprint Planning / Review / Retrospective, Daily Stand Up • Backlogs: Product, Release & Sprint Backlogs
How we organize our work…REQUESTSRequire WORK by AGILE TEAM(S) DONE Launched
…to Scrumban• Best of both worlds…– SCRUM = Iterations / Standup / Retrospectives / Demos– KANBAN = WIP – Work In Progress Limits, Just In Time
Innovate
Step 3: Technology – Innovate
CHALLENGES:a) No Automationb) ATG Latencyc) Complex Environments
high % of iOS devices
Innovate
Step 3: Technology – Innovate
SOLUTIONS:a) Custom Ad Serverb) Custom CDN Cachingc) Simplified Deployment
Custom cNAME & iOS
Whitelisting
• Free Access to select websites• Captured URLs/IP addresses• Min 2 wk turn around
Analytics CDN Caching Whitelist
Ad Server Tag Management Content Management
Ad Technology Stack
RESULTS: (after 18 months)1)People:
75% fewer involved
2)Process:50% Reduction in Time
3)Technology:100% Improvement
*-)- Questions?
Recommended