Media Companies Fulfill Traditional Agency Roles
During the Association of National Advertisers’ annual conference, executives sounded off on advertising agencies’ archaic workflow processes, which hinder simple approvals and overall speed to market. To increase efficiency and promote new initiatives, many said they would bypass agencies altogether in favor of working directly with media companies.
“We’re going to pilot a number of different relationships where we go direct with media companies,” said Gary Elliott, VP of corporate marketing at Hewlett-Packard.
“If I were an agency, I would be really worried about being disintermediated,” said Becky Saeger, CMO of Charles Schwab. “More and more the agencies are almost in the way sometimes…we know that [media companies] understand what we’re trying to do with our brand so we get higher quality input and not have to rely on our media agency to be in the middle all the time.”
Marketer’s relationships with publishers have begun to create consistency out of continuous media, and corporate, fragmentation. The following are some benefits of using MyWebGrocer for marketing and advertising initiatives:
- Direct client-to-publisher communication means MyWebGrocer understands the bottom line objectives and action plan for achieving them.
- With over ninety retailers, MyWebGrocer is the largest online publisher of grocery advertising, reaching millions of unique grocery shoppers monthly.
- Each advertiser has a team of dedicated employees to assist with everything from set-up and graphic design, to quality assurance and reporting.
- Online campaign lead times can be as short as 48 hours.
- Because MyWebGrocer developed its network from the bottom up, advertisers know exactly where, when, how and at what point in the purchase path their advertising will appear.
Rachel
To learn more about MyWebGrocer, click here.
To read more about the ANA annual conference, click here.
Tags: Association of National Advertisers, Charles Schwab, Hewlett-Packard, MyWebGrocer, Online Advertising, Online Media
