Reliable Digital Publishers Save Agencies Time and Money
The rise of digital advertising, in all forms, has forced advertising agencies to build up internal resources to handle the non-traditional and increasingly diverse workload with which they are faced. Ad Operations, a department that didn’t exist twenty years ago, requires traffickers and analysts at the very least, not to mention inventory managers and billing and reporting specialists. In an economy where advertisers and, consequently, agencies look to maximize profit by consistently streamlining operations, maintaining in-house ad operations staff is becoming less favorable than outsourcing.
Several companies that specialize in ad operations exist to allow agencies to outsource work when they are busy and not worry about being overstaffed when they are slow. While they solve the agency problem of staffing, they also provide problems of their own. Problems with insertion orders and incorrect ad tags, delayed turnaround and disconnect with advertiser and agency objectives (especially with reporting) proliferate with outsourced ad operations.
To retain and win customers, agencies need a reliable source for ad operations work. In a recent Brandweek survey, CMOs expressed disappointment with their company’s current digital skillset, as well as that of their agency. “Respondents to the survey found their current ability to access ROI and metrics on their digital marketing lacking and rated their companies behind the curve. Many said they would have to look outside the company for help, whether that means hiring new employees or relying on ad agencies-though the marketers said they weren’t happy with their current agencies either.”
Instead, advertisers and agencies should look to the online publishers serving their campaign to provide ad operations support. Publishers provide several benefits to agencies without in house ad operations departments. They are close to the campaign and the advertiser’s objectives, understand the tech and data behind digital advertising, have the resources to provide timely trafficking, reporting, contract management and billing support, and share in the common goal of optimizing performance with limited waste. In addition, some publishers, like MyWebGrocer, provide graphic design, creative optimization, real-time reporting and constant campaign support that are invaluable to the success of online advertising campaigns.
My suggestion to advertisers and agencies looking to streamline ad operations is go to the source. Ask your online publishers what they can do for you. You may be surprised.
Rachel
Tags: Ad Operations, Digital Media, Online Publishers, Outsourcing, Trafficking
