DMS restructures to focus on cross-media sales

Digital Media Sales is restructuring its sales operations to capitalise on cross-media opportunities. The sales house, whose clients include digital TV channels, outdoor and mobile media companies, says it follows a successful pilot earlier this year.

Digital Media Sales (DMS) is restructuring its sales operations to capitalise on cross-media opportunities. The sales house, whose clients include digital TV channels, outdoor and mobile media companies, says it follows a successful pilot earlier this year.

It is disbanding silo-based sales teams and restructuring to sell across media disciplines by agency or client sales portfolio. It will allow agencies to have a single point of contact at DMS.

Managing director John De Napoli (pictured) says: “Cross-media sales are the future. When you have a channel mix that allows advertisers to combine TV, broadband and digital out of home on their schedule, and get the maximum return and exposure from their creative assets, then you need a structure to make sure it is as easy as possible to buy from you.”

The test phase rolled out in May and June this year using credit card brand Tuxedo, anti-mosquito product Arnywear and Bingo.com and ran across digital TV, outdoor and broadband channels.

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