Automating Sponsorship Management Workflows for a Leading International Media Group

Coral Team leveraged .NET technology and its proprietary CoralCore framework to automate advertising workflows, streamline data entry and improve analytics.


Major media company
Media, advertising
Web development

Our client, one of the largest international media companies, delivers entertainment to audiences in over 180 countries through more than 300 channels.

Digital and traditional linear TV advertising is a primary source of revenue for this client. Their bottom line is defined by how efficiently and accurately they handle advertising sponsorships at every step of the way, from price calculation and billing to distributing air time and reporting.

In the past few years, technology has made a huge leap toward automated systems, promising new opportunities for leading media companies with complicated business workflows. A stellar web development partner was all that they needed to tap into the benefits of automation.


The media group was concerned that their ad management system was becoming outdated and failing to meet their expectations on efficiency. Assessing key metrics needed to enhance ad campaign performance was a challenging task. Additionally, the company wanted to enable collaboration between its subdivisions in areas like ad slot scheduling and marketing campaigns.

Many years ago, the company leveraged its in-house resources to develop a simplistic PHP application. This enabled ad management to a certain point and did the job for quite some time.

When they realized the system was not entirely sufficient, the company hired us to scale it up to a multipurpose Windows app. This enabled more complex functionality, addressing new business requirements. Developing the app was our first touchpoint with the prospective product.

Taking the system online was the natural next step. In 2016, the client sought to create The Sponsorship Portal, an ultimate base of advertiser, agency, and brand data available to the company's staff globally. As the product was designed to meet the needs of different user types, a multilevel access structure and specific tools had to be put in place.

The company needed a vendor who not only had proven expertise in .NET and other relevant technologies but a solid understanding of the media business as well. At that time, Coral Team had already obtained industry-specific knowledge by delivering to this client on several other projects.


Although we had experience with the media industry and had mastered the technology stack required at the time, advertising management was a relatively new domain for our team. We needed to set up an airing schedule management system allowing for the intelligent distribution of ads, and sync various sources of data needed.

Our approach

Creating and expanding The Sponsorship Portal was a long-term project that required a flexible approach based on the best Agile practices. Our dedicated team fluctuated in size depending on the scope, usually including around four developers, two QA engineers, and a project manager who kept in touch with the client's team through daily scrums.

We worked in 4-week iterations:

Week 1: technical assessment and discussions with the client's team to clarify requirements
Weeks 2-3: development
Week 4: quality assurance through functional and regression testing
Through this approach, we were able to adjust to the company's evolving requirements and requests for additional modules without losing pace.

From desktop to web

It took us nine months to migrate the application from desktop to web. This went far beyond uploading several pieces of code and configuring the application in a cloud. Basically, we had to develop The Sponsorship Portal as a new platform that drew upon the original version for Windows.

RFP module

We enabled the system to collect advertising requests for proposals (RFPs) for different TV channels across several sources. The RFP module allows platform administrators to manage and monitor the status of each RFP. Currently, the database covers about 17,000 contracts dating back to 2014. Our team nailed this complex part in four months.

Execution module

Once the client could handle their RFPs effortlessly, we needed to implement the same level of control and transparency with ad management. In nine months, we developed the Execution module that enabled tracking and editing commercial campaigns on the fly.

WIP Packages

Manually creating and editing multiple ad packages of the same type was a very mundane part of administrators' work at the time. We developed Work-in-Progress (WIP) Packages to deal with it once and for all. It enabled admins to create new commercial packages and edit the existing ones in bulk.

Managing high loads

We enabled The Sponsorship Portal to handle 5,000 users simultaneously in anticipation of the growth of the original user base of 150. The portal was hosted on multiple servers in an IIS Web Farm, employing its load balancing functionality to improve performance.

Optimization and enhancements

Since the day The Sponsorship Portal went online, we have carefully collected user feedback. By analyzing it we could identify blind spots in UX and take action accordingly, while proactively improving the system.


With The Sponsorship Portal, the client experiences an unprecedented level of ad management automation. No relevant RFP is left unattended anymore – no juicy deal is missed. Comprehensive reports on airtime and metrics allow advertisers to accurately calculate the ROI and test different approaches to make the most of working with our client.

Working toward the future

Since 2016, we have delivered work on every task within this project on time and within the fixed budget. Today, we continue to maintain and develop the platform, introducing new features and making tweaks in accordance with user experience.

The media company is in full control of the platform. They can manage user access levels and monitor operations with the system to prevent unauthorized activity. The airing process can be monitored in real time, so the supervising team can quickly identify possible issues, like ads displayed at the wrong time, and take action immediately.

In terms of numbers, the introduction of The Sponsorship Portal was followed by a 6% increase in the company's domestic ad sales revenue in Q3 2019.

Technology stack

Programming languages

C#, JavaScript, T-SQL

Servers and clouds

IIS 8, IIS 10, MSSQL Server 2014


.NET Framework, ADO.NET Entity Framework, ASP.NET MVC Framework



Back end

DevExpress MVC Extensions, OData, ELMAH, Razor, ASP.NET Web API, FluentValidation

Frond end

DevExpress MVC Extensions, DevExtreme ASP.NET MVC controls, HTML, CSS, Less, JQuery

Operating systems

MS Windows Server 2012 R2, MS Windows 7, 8, 8.1, 10


Google Chrome