Ad Tech Traction and Benefits
Ad tech has plenty of moving parts, which means there are countless opportunities for agencies to set themselves apart. The diversity of ad tech data allows for more granular and relevant targeting and integration. It also necessitates leaning upon trusted ad tech solutions and platforms to get the most out of every ad campaign.
One major effect for agencies and their clients is noticeable improvement in prospect interactions. Thanks to ad tech, brands can now connect all advertising channels. This means saying goodbye to clunky, unnatural advertising that irritates users and frustrates agencies and their clients. Instead, cross-platform uniformity ensures brands are reaching users consistently and logically.
Ad tech has also allowed retargeting to enjoy growing popularity -- so much that it represents about 90% of all advertising costs. In other words, it's not going away.
The problem is that it can be too intrusive, which leads to reduced effectiveness. By taking advantage of RTB options fueled by ad tech data, agencies can drill down and target only those audiences most likely to convert, without badgering those who aren’t.
Connecting the Dots Between Ad Tech Companies and Agencies
Knowing that they need each other to thrive, agencies and ad tech companies are on a joint mission to figure out how to forge long-lasting relationships. Deeper connections tend to occur naturally through regular communications, realistic expectations, and thoughtful customization.
Communication
Touching base regularly and working transparently between both parties is essential. There can no longer be a "set it and forget it" attitude in the online ad industry.
With new integrations between data, tech, and content, there needs to be consistent party involvement from start to finish. To this end, media publishers are having more discussions with their agency partners about content and other creative efforts than ever before. That makes it imperative for ad tech organizations and agencies to have an "open door" policy.
Expectations
Quick turnarounds are another key factor to keep an eye on in the relationship between agencies and ad tech pros. Everyone wants rapid turnarounds, but sometimes things can get lost when too much is happening at one time, and sometimes quality is compromised.
Do you want something mediocre that's finished tomorrow or something impressive you have at the end of the week? You likely want the latter. Project management helps smooth out the flow between ad tech and agencies and ensures more successful campaigns.
Customization
Imagine you're a consumer who just saw a mobile ad that piqued your interest. When you go to browse on your laptop, you see the same ad. Then you see the same next time you’re on YouTube, then again before your next Hulu binge session. Seeing the exact same content becomes annoying, and your interest inevitably lowers.
That said, there can't be a repurposing of content and strategy across all channels -- that’s a dinosaur-era approach destined to backfire. Agencies and brands are realizing that they need to customize creative for each channel and integration. It’s no longer acceptable to have a mentality of "matched luggage" when it comes to media. Agencies can work hand-in-hand with an ad tech partner to achieve exceptional outcomes through data interpretation.
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