Please read the following case study about Y0uTube, the American online video sharing and social media platform, and answer ALL of the questions that come after it.

Y0uTube wants to turn your viewing habits into advert dollars. The video sharing platform now has full-fledged programmatic ad offerings, from display to video to most recently, audio. Programmatic advertising is the use of automated technology for the process of buying advertising space, as opposed to traditional (often manual) methods of digital advertising. Programmatic media buying utilizes data insights and algorithms to serve ads to the right user at the right time, and at the right price.

But to master the fast-changing and complex language of programmatic and be able to answer their clients queries in the best way possible, Y0uTubes 350-person global sales team has had to sharpen its technology skills through internal and external training. Y0uTube s internal training team provides programmatic workshops every Tuesday. This weeks training was a refresher on how to integrate third-party data into programmatic deals and how a brand can serve targeted programmatic video ads on Y0uTube.

Training Tuesday keeps our direct sales teams up to date on new capabilities, said Les Hollander, global head of digital video monetization for Y0uTube. Our programmatic experts are charged with working across direct sales with industry updates both internally and externally.

While programmatic is a growing business for Y0uTube, it doesnt compete with direct sales everyone sells everything and gets compensated based on the same formula, no matter how the deal comes in, to account for the fact that a salesperson who specializes in entertainment and fast-food industries typically lands more programmatic deals than one who is focused on telecommunications, for instance, according to Hollander.

But Y0uTube does have programmatic specialists who are not responsible for direct sales but work alongside individual sellers, Hollander added. For instance, when a Y0uTube salesperson discusses with a media agency on programmatic campaigns for JCPenney, a programmatic specialist will coordinate with all of them. Sales also works with the programmatic ad ops team on pre-deal consultation, deal set-up, real-time optimization, campaign reporting and post campaign analysis, said Hollander.

But as brands demand for programmatic increases, the Y0uTube sales team has to keep up with advertisers different reporting requirements. Some want ad reports based on gender, age and geography, while others need reports by devices and mobile phone carriers, for instance. Programmatic audio will be a big focus for Y0uTube going forward because the traditional process of buying audio ads is manual, which makes it harder to adapt to programmatic.

Part A (18 marks): A1/A2/A3/B1/ C1/C3

1. The case study above describes two categories of sales jobs. (a) List both of them, (b) explaining their meaning, based on the information in the case study and your own studies of the different categories of sales jobs (4 marks)

Categories of sales jobs	Explanation

2. From your understanding of the above case study and your studies of MAKT 322, (a) do you think that the case describes an example of leadership or management practices at Y0uTube? (b) explain your answer (3 marks)

Leadership or management?	Explanation

3. From your understanding of this case study, (a) what is the most appropriate market sales structure to follow when organizing Y0uTubes sales team? (b) Justify your answer (3 marks).

Best market sales structures to follow	Justification

4. From your understanding of this case study, (a) do you think it is best to hire specialist or generalist salespeople to sell programmatic ads at Y0uTube? (b) Justify your answers (2 marks).

Generalists or Specialists?	Justification

5. The above case study describes a few stages of the training process. (a) Highlight 2 of these stages, (b) explaining each with examples from the above case study (4 marks).

Stage of the training process	Explanation

6. Suggest two ways that Y0uTube can follow to determine the value of Training Tuesday to the individual salespeople and the company (2 marks).

Two ways to determine the value of training