BEYOND 9-to-5 👉 CREATING 24/7: BUILDING A GLOBAL AD OPS HUB
Transitioning a 75-FTE Ad Ops Team for 24/5 Global CoverageA global consumer electronics leader, facing fragmented ad operations after an acquisition, transitioned a 75-FTE North America Ad Ops team from a near-shore center to a 24/5 global hub in India. This unified operations, reduced costs, and established a scalable backbone to support the brand's $30B Smart TV revenue ambition for 2030.
This is a classic Lift and Shift Project that involved Transition of a North America Ad Operations near shore Process which was working during standard Business hours to a 24x7 Ad Operations team that will not only support USA but also all Global Time Zones. The Capacity Center was supposed to elavate from a Back Office support center to a full fledged Central Delivery Hub
BACKGROUND
A global leader in consumer electronics, ventured into the Connected TV (CTV) advertising space by leveraging its Smart TV ecosystem. To enhance advertising capabilities, it acquired a Canadian ad tech company. However, due to contractual limitations, the ad tech company continued operating independently — causing fragmentation across operations, reporting, and service delivery.
THE CHALLENGE
The North America Ad Operations were running from a Near Onshore Delivery Center with 75 FTEs since 2016. Key operational bottlenecks included: ⚙️ Disconnected billing and revenue tracking (under the AdTech company instead of the Parent Brand) ⚙️ Lack of process standardization and global coverage (limited to EST) ⚙️ Siloed operations and no unified quality framework
TRANSFORMATION OBJECTIVES
1️⃣ Reduce AdTech company-associated operational costs 2️⃣ Create centralized and standardized ad operations 3️⃣ Introduce 24x5 global support 4️⃣ Build a quality-focused accountability framework 5️⃣ Enable scalable, future-ready infrastructure supporting the Brand’s $30B Smart TV revenue ambition for 2030
TRANSITION STRATEGIES
The transition involved relocating the business from Canada to India while maintaining uninterrupted service. A daily-monitored transition plan ensured operational stability. Key milestones included: 🎯 Recruitment and onboarding of talent in India 🎯 Process documentation and standardization 🎯 Progressive knowledge transfer from Montreal 🎯 Establishing 24x5 global support coverage
AUTOMATION INITIATIVES
🧩 Cost Optimization: Successfully transitioned 75 FTE operations from Canada to India, significantly reducing operational costs. 🧩 Global Support Model: Enabled 24x5 global support coverage aligning with advertiser and partner time zones. 🧩 Standardized Operations: Established centralized, streamlined workflows across campaign setup, QA, and client servicing. 🧩 Quality Framework: Introduced a performance accountability system with KPIs, SLAs, and error-tracking. 🧩 Scalability Readiness: Created an operational backbone capable of supporting Samsung’s future ad revenue growth goals (30x by 2030).
AUTOMATION INITIATIVES
1. Campaign QA Automation 🧩 Automatically validated campaign data across platforms 🧩 Reduced setup time and error rates significantly 2. Creative QA Automation 🌍 Validated creative specs across devices and geographies 🌍 Automated screenshot generation for client approvals 🌍 Replaced manual validation process with faster, error-free checks
KEY TAKEAWAYS
🎯 Operational transitions succeed with detailed planning and daily monitoring. 🎯 Centralizing global operations unlocked cost efficiencies and consistent service delivery. 🎯 Process standardization is a precursor to automation and innovation. 🎯 Building with scale in mind enables readiness for future growth and market expansion.