Setting up eRP for advertising industry

In 2021, the worldwide market for advertising companies’ software exploded. The analysis indicates that by 2031, the market size would have grown significantly. The COVID-19 pandemic has been unpredictable and surprising, resulting in a decrease in the demand for ERP software among advertising firms when compared to pre-pandemic levels.

ERP is a type of software that assists businesses in managing their daily operations as well as core activities including finance, supply chain management, human resources, and others. ERP software assists advertising firms in obtaining all client data, including ad spending, real-time sales analytics, and revenue tracking based on business requirements.

Why do Advertising firms need ERP?

Advertising firms are searching for methods to improve the efficiency of their resource management and operational efficiency as the advertising sector grows more complex. Advertising firms may accomplish their objectives with the aid of enterprise resource planning (ERP) software, which offers a comprehensive solution for managing their budgets, projects, resources, and other crucial company activities

Challenges faced by Advertising Industry

Appropriate marketing channel budget

This represents one of the biggest challenges the industry will face going forward. Without a doubt, a budget is an important consideration in marketing and advertising for companies of all sizes.

Industries need to create a proper budget in order for them to be able to run ads on different social media platforms such as Instagram, LinkedIn, Google Ads, and more. Since companies use ads to reach clients and make money, the expenditure should be justified.

Not Enough Creative Discipline

Digital business-to-business (B2B) advertising sometimes lacks creativity or looks like print advertising. Both fail to inspire others to pick up a book. The hardest task is to apply the same creative discipline to an online digital advertisement as you would to a full-page one. In the B2B sector, there’s still a lot of space for you to use your thought leadership as a call to action.

Delivery and Reporting

The primary issue with digital advertising is the lack of openness in reporting and delivery, coupled with the belief held by marketers that there is little they can do to push for change. Now that third-party cookies are not being used, this is especially true. However, this need not be the case for digital obscurity when using a first-party cookie proxy. It creates clarity and gives brands the ability to manage their own traffic.

Keeping an eye on Digital Trends

Considering how quickly the marketing and advertising industry is expanding, it should come as no surprise that keeping up with the latest trends can be difficult. Nonetheless, this is essential for companies who provide their customers with distinctive solutions.

While being up to date with trends is important, your target audience should always come first. Not every trend is worth jeopardising the standing of your client or your agency, nor will every trend be appropriate or fit for the target market of your client!

Reach target audience

It will always be necessary for media and advertising to reach the appropriate audience at the appropriate moment. However, media and advertising organisations have a number of technological challenges to overcome before they can reach the intended audience.

Nowadays, brands are shifting their goals, and they can help build complex audience funnels. Businesses should, nevertheless, closely monitor any changes in the domains in which customers can ignore advertising.

The proverb states that speaking to the right audience at the right time is the key to good advertising and marketing in general. However, advertising is finding it more and harder to reach the right audience.

Even while marketers employ sophisticated audience funnel development techniques like retargeting, they still need to be mindful of the changes that allow consumers to choose not to view advertisements. The choice to refuse advertising is available to owners of Apple devices, therefore business results may vary from those of previous months or years.

It’s important to remember that the advertising business will adapt to this challenge even though it may have an impact on the effectiveness of certain campaigns. Indeed, it may suggest that companies may leverage more native advertising opportunities or focus on marketing to loyal clients. These are just a few ideas; as it becomes harder to target the right population, advertising strategies will need to adapt.

Furthermore, you can integrate your CRM with your advertising.

Challenges in Digital Advertising: Saturation, Fluctuating Traffic, and ROI Tracking

The number of companies utilising digital advertising will rise in 2024. Receivers will get tired of this, which will cause enterprises to employ more creative tactics and result in the loss of the early benefits. When it comes to thought leadership, article placements, earned media placements, and company-owned content channels, the secret will be to think beyond the box.

Market competition

Because of the intense competition in the online media space, it can be challenging for companies to reach potential customers. There is no doubt that the amount of competition in the internet advertising market will rise annually due to the large number of organisations entering it.

Staff Turnover

The recent recession has had a major effect on the personnel at advertising companies. Many agencies cut staff or let go of employees because they were unsure about their career paths, while some employees moved to different sectors of the business.

Many of the staff members who clients had developed relationships with were either no longer employed by the firm or would leave it tomorrow as a result of the significant turnover that many firms suffered as a result of these developments. Without dependable relationships, it is easier for a client to take their business to a competitor down the block.


Media & ad businesses need to tackle another challenge in advertising, scalability, by implementing online campaigns that suit their business. Undoubtedly, scalability is yet another challenge in advertising that businesses have to face. You’ll need to make online marketing initiatives that grow with your company.

The largest problem facing advertising agencies is creating campaigns that allow them to grow and prosper.

  • Experts suggest that landing pages are the most crucial platform for conversion.
  • Furthermore, they have a harder time understanding which city would be the best to start each campaign.
  • Then, what do you do? “Brands must put in a lot of effort to develop, test, and operate effective landing pages, tailored to various target audiences and marketing channels,” Determining the effectiveness of a campaign is probably one of the most challenging parts of advertising.
  • This becomes more difficult if the business is airing several adverts at once. Launching the advertisement without first making sure it works could be the worst thing to do.
  • It is a waste of money to invest in a little newspaper ad space that could pay for an outdoor poster. A social media ad that doesn’t get enough clicks is another possibility.
  • Give a particular advertisement a time limit and monitor its impact on sales to determine whether it’s effective.

Whether you run a digital business, advertising company, or marketing agency, these ERP features can make a big difference in the lives of you and your colleagues.

Which ERP options are available for the advertising sector?

Management of Projects and Services

At practically every point of interaction, it ensures the highest calibre of performance from your project management, maintenance, and services activities.

helps you make judgements about customer service and assistance that go above and beyond what is required more quickly and intelligently.

Evaluate your projects’ state as soon as possible and compare it to the financing that is available.

Examine which tasks are doing better and allocate funds to data-driven client projects.

Planning System and Marketing Management

The analytical capabilities of certain ERP technologies may be used by the organisation’s management to understand the advantages of executing important strategic decisions and issues.

It will be simpler to better serve the target market’s and clients’ needs as a result.

Management of printing and publishing operations

Manually supervising publishing and printing processes is not required. Open source software can simplify the media industry’s printing and publishing division. Scheduling printing timings, page limits, and space allotted for different purposes can be done with ERP. This facilitates media management by automating the creation of alerts and deadline management.

Automated Marketing

With the help of an easy-to-use widget, you can track campaign performance by utilizing key performance indicators (KPIs) such as open rate, bounce rate, clicks, and more. With ERP software, you may programme delays in between workflow actions. Automate SMSs for a more customized feel.

Arrange the viewer or subscriber database: Media companies of all sizes can manage their diverse databases using the ERP platform. Enterprise resource planning solutions enable you to manage the subscriber database.

Print media can manage readers’ databases, but visual media can manage viewers’ databases. New media enterprises can use the ERP system to automatically update subscriber counts. Then, future developments can be suitably scheduled.

Ratings and broadcast time management

The vital signs for entertainment media are the rating and number of subscribers. Regardless of the type of entertainment being offered, customers are the readers or viewers. The ERP systems have the ability to increase customer satisfaction by scheduling the transmission time.

It can also help with programme prioritization. Using the ERP platform, the rating of each programme may also be used to decide prime time programming.

Management of time and space for advertisements

The source of income for the media and entertainment industries is advertising. Setting up times or places for advertising takes up a big chunk of the business. With ERP, a media and entertainment company may easily schedule time slots and space slots for advertising.

Using an electronic platform will reduce the possibility of duplicate slot allocation. The time and space slot that is available can be quickly checked. Furthermore, the price for different time slots might be decided based on the size and rating of the audience.


It keeps track of how much time is spent on different tasks. Users can enter the start and finish times that are involved. It includes a thorough analysis of how much time is spent on each task. This data is necessary for other processes, such as project pricing, client billing, payroll, time tracking, and job estimation.

Estimating and Sales Administration

The customer’s quotation is planned, created, and automated by the quotation management system. It incorporates customer inquiries by reducing the time typically needed to generate customer estimates and effectively manage queries.

Upkeep supervision

Coordination of maintenance work across multiple departments is made possible via ERP integration. It’s beneficial to stay on top of the repair schedule and finish all assignments on time. This lowers costly waste and increases output. It is also simpler to submit and approve requests for equipment repair thanks to the open-source software solution.

How to choose an ERP system for Advertising Firms?

Quote-to-Cash flow

40% of brands may be looking to work with new agencies this year. This is a strong reminder to use effective resource planning and forecasting to ensure you have the appropriate number of staff on hand so you can always be ready to take advantage of new opportunities.

This is not possible if you do not begin with a fully integrated Quote-to-Cash system. To give you a high-level view of resource scheduling and availability, it should include time-sheets, holiday schedules, resource planning, project planning, and resource availability. Furthermore, since forecasting is based on real data that starts at the proposal stage, it will always be accurate.

Budget and margin tracking in real-time

It’s difficult enough to keep ads and promotions running smoothly. Profitability can quickly drop when teams deal with altering project scopes brought on by incoming customer requirements on a range of different projects, as you probably know from experience.

  • You need to have access to current budget and margin figures so you can be aware when projects go above the estimates. If not, it will be challenging for you to quickly identify the perpetrators. Consider a retainer, for example.It’s fine to periodically go over budget for a reputable client. You’ll make up for it next month.
  • You need to know how much of your budget you burned through in the previous months, how it affected your margin for that month, that quarter, or that contract, and what kind of trajectory you are on going forward.
  • You might say, “In the first two weeks, we slightly exceeded our budget; how many hours have already been pre-booked; can we actually do this profitably, or do we need to renegotiate?” Not a particularly strange circumstance.
Monitoring client profitability

Can you tell right away which clients make money for your agency and which ones make it lose money? It will be evident from this type of data which relationships to keep or end if you want to increase the margin. Additionally, it can direct you towards the markets with the highest potential profit margins.


What is the most straightforward way to boost project revenue and predictability? Create items for services. For those who do not know, this basically means that you are transforming your services into pre-packaged, reusable “products.”

  • You must be able to use one or more delivery templates, or even an entire project template that already exists, to begin a new proposal or project in order to accomplish that goal.
  • Using previous data on high customer satisfaction and profit margins, your system should allow you to generate a list of services with precise budget estimates for both money and time.

By doing this, you may scale billable work while requiring less time and effort from your people.

Time logs

If you want to be strict about keeping track of your time, it’s imperative that you use software that has timesheets integrated in. If you don’t take due diligence, you will lose accuracy in resource planning, invoicing, and real-time budget and margin data.

However, ERP offers more benefits than only time sheets. In addition to automatically filling time and material bills with information from time sheets and billing, this programme can also automatically produce invoices from retainer projects. You may establish a billing schedule for retainer work and gain from overall faster, more accurate billing by doing this.