We talked to Mark Vella, founder, and CEO at Advertiise, about advertisement campaigns and this is what he said about it.
First of all, how are you and your family doing in these COVID-19 times?
Mark Vella: While COVID has been a difficult and challenging time for everyone around the world, my family and I are doing well and getting through the challenges of isolation – especially working from home through the continued shutdown of businesses and schools. We have become flexible and agile as a consequence, but it’s been more positive than negative in general.
Tell us about you, your career, and how you founded Advertiise.
Mark Vella: I’ve worked in the Marketing & Communications industry for 20 years in various roles from Sales to COO positions. And the one aspect of my career which spoke the loudest was the role of Strategy and Business Optimization within an organization. Whether I worked for a company or was building my own company I always had a passion for growing brands and communities. I started identifying ecosystem challenges within the Advertising industry in the late 2000s while online marketplaces were becoming prevalent and started to dominate the online space – Amazon, Airbnb, and Uber pioneered marketplace growth from 2010-2020 and Advertiise was quickly becoming ‘the Home of Advertising Space’. Advertiise officially launched in 2017 after many years of R&D and today hosts over 250,000+ advertising opportunities and over 85,000+ users from 75+ countries.
How does Advertiise innovate?
Mark Vella: Our company is built on innovation – from the launch of Advertiise and being one of the first global peer-to-peer marketplaces for the buying & selling of advertising space, to developing complex algorithms and platform features such as blockchain and AI technology designed to enhance the user experience and deliver the best service possible. Innovation is also hardwired into our survival – if you’re not innovating your dying, and we must continue to innovate as technology improves and our customers’ problems become more complex.
How the coronavirus pandemic affects your business and how are you coping?
Mark Vella: We’ve endured our share of challenges through 2020 as a direct consequence of COVID and as many businesses went out of business and simply did not consider spending any money on advertising or marketing. With the catastrophic impact on small business communities all over the world, we had to dramatically change our Sales strategy to address the new problems businesses were facing. We used the time through the first shutdown to focus on our business infrastructure and systems. We improved team development and communication – ensuring that all team members were healthy and positive and efficient while working from home. We refined our sales processes and repurposed our sales efforts towards digital and automated channels while developing a scalable inbound sales team. And we invested in the innovative projects that help Advertiise remain ahead of our competitors.
Did you have to make difficult choices and what are the lessons learned?
Mark Vella: Downsizing our team and losing quality staff through unforeseen circumstances such as COVID was a tough business decision to make but necessary for the survival of the company. We also made critical changes to our customer onboarding process – ensuring we were maximizing value for our target clients as opposed to trying to work with every client. This is an incredibly tough choice to make when so many businesses need all the help they can get.
What specific tools, software, and management skills are you using to navigate this crisis?
Mark Vella: We use a combination of 3rd party and proprietary tools within our technology stack. Some of which include:
– Microsoft Teams – for effective team development and communication
– Trello – for effective project and task management
– Proprietary ERP software – for effective supply chain management
Who are your competitors? And how do you plan to stay in the game?
Mark Vella: There are existing advertising platforms, however, these are mostly geared towards the professional industry positioning traditional advertising or programmatic Adtech. There is no supply & demand-driven pricing/availability model across traditional and digital inventory. There are also large numbers of vendors operating ‘silo’ inventory platforms where Buyers cannot create ad campaigns across multi-media platforms as they are requesting. Finally, there are no direct competitors currently incorporating geospatially-indexed advertising inventory via ledger-based blockchain or AI technology.
Your final thoughts?
Mark Vella: Advertiise® is an online advertising (adtech) network that connects Media Buyers and Media Suppliers across all advertising channels without the need for an intermediary (Ad Agency). It supports existing traditional advertising inventory, as well as new and emerging advertising opportunities. Advertiise is dedicated to the expansion and democratization of advertising opportunities on a local and global level.
Welcome to the Home of Advertising Space™ and we hope to work with you very soon.
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