Vasilios is CMO and Co-Founder of Lambos Feeling, Connected advertising platform for agencies and brands.
In today’s ever-changing technology environment, it is becoming more challenging for advertising agencies to keep pace with new media channels and technology. Hiring the right team with both the experiences to stay ahead can be very challenging. Advertising agencies, as key drivers for client brand visibility and digital marketing performance, face increasing challenges to maximize their efforts in a constantly changing ecosystem. Let’s explore ten ways ad agencies can become more tech-enabled by connecting with available technology to unlock operational efficiency, workflow automation and effective ad performance.
1. Integrated view of active campaigns
A unified view of active client accounts is the cornerstone of streamlined ad agency performance. By consolidating account data and insights into a single dashboard, agencies gain a holistic understanding of client campaigns, eliminate data silos and foster collaboration. This integrated approach facilitates real-time monitoring, data-driven decision making, and optimized resource allocation. With a comprehensive overview of active accounts, agencies can fine-tune strategies, identify cross-selling opportunities, and identify areas for improvement. Result? Increased efficiency, stronger client relationships and the ability to deliver targeted campaigns that drive better results.
2. Faster campaign creation
An advertising platform revolutionizes campaign launches by speeding up processes that would otherwise be time-consuming through manual implementation. Automated workflows, streamlined ad creation and predefined templates allow for rapid campaign setup. Leveraging data-driven insights, target audience selection becomes precise. Real-time monitoring enables quick optimization. A centralized dashboard provides a holistic view of campaigns, saving hours of manual tracking. Unlike the complexities of manual execution, an ad platform ensures that campaigns are launched faster, giving marketers more time to focus on strategy, creativity and maximizing campaign impact.
3. Strong integration and API
The modern ad agency is packed with marketing channels, reporting tools, and SaaS platforms. Ensuring that you have a centralized source for connectivity will be paramount as marketers look to unify their ad reporting.
4. Strong measurement capabilities
Advertising platforms empower advertising agencies with robust measurement capabilities that go beyond traditional methods. Advanced analytics provide real-time insight into campaign performance, audience engagement and conversion rates. This data-driven approach enables agencies to make informed decisions, optimize strategies, and prove ROI, strengthening their role as effective marketing partners.
5. Personalization at scale
Marketers are increasingly focused on providing the strongest ad campaign personalization. More personalized ad targeting and ad creative results in better overall engagement and performance. There are workflow automation and dynamic creative tools for agencies to manage this at scale. To become a tech-enabled advertising agency it is important to partner with a martech solution that enables better ad personalization.
6. Future Proofing Marketing Strategies
As the advertising ecosystem changes with consumer intent, having a connected advertising platform that iterates rapidly will future-proof ad agency strategies. Platforms that are well integrated, cross channel, and open source will adapt quickly to emerging trends and technology.
7. Operational Efficiency
It is clear that during the last few years, inflation has greatly increased the wage and salary costs. Advertising agency resources are becoming more expensive and overall margins are decreasing for businesses looking to scale. Ensuring that you can optimize your team’s resource costs through workflow automation and ad hoc technology will not only help deliver better overall performance but also keep resource costs in check.
8. Better Customer Success
Advertising agencies are known for chaos when it comes to reporting on ad performance. Inconsistent call performance, reports, and weak follow-up are all part of the business that marketers fear. Leveraging productivity tools and advertising platforms that enable better customer success in a unified and consistent template ensures that performance management is delivered effectively.
9. Ad Targeting and Audience Segmentation
Audience targeting continues along with a more stringent privacy agenda. Ensuring that agencies have a privacy-safe environment for uploading and targeting first-party customer data will be vital. Ad tech platforms that support clean room activation will provide marketers with the tools to more easily and safely deploy audience segmentation.
10. Co-marketing Opportunities
Connected advertising platforms provide great co-marketing opportunities for the advertising agencies they partner with. Given more ad tech platforms integrated with multiple channels and media providers, this exposure enables ad agency partners to gain better opportunities for future business.
Advertising agencies can benefit significantly from the right mix of connected advertising tools and platforms. Making sure you have the right marketing platform in place for your customer’s success is key to building better workflow automation, creative personalization, and operational efficiency.
The Forbes Technology Council is an invitation-only community for world-class CIOs, CTOs, and technology executives. Am I eligible?
