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Operative and The Media Kitchen’s Darren Herman illustrate new ways to reduce costs, increase efficiencies and improve client satisfaction to launch a digital advertising agency into the future. Mr. Herman shares how ad technology has allowed The Media Kitchen to improve margins and become more strategic and client focused.
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Agency of the FutureDigitally ‘De-Averaging’
Lorne Brown, [email protected]
Darren Herman, Chief Digital Media OfficerThe Media [email protected]
Operative Agency Breakfast Seminar| 9.21.11
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Where We’ve Been
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The Old Way Top down
approach Blanket
message No audience
distinction
AVERAGE
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Traditional Media Buying Channels
① Site Direct
② Ad Networks
③ Rep Firms
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Where We’re Going Bottom up approach Leverage new digital
technologies Provide cutting edge
digital solutions
DE-AVERAGE
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How Are We Doing It?
TRADING DESKAPI
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API-Driven Buying• Audience profiles• Billions of media opportunities• Algorithmic optimization• Advanced analytics
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Delivering a “Bottom Up” Plan• Audience insights• Billions of websites• Data warehouse• API-driven & custom integrations
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The Challenge
ERROR
Digital ad technologies add complexity to agencies’ operational processes.
• Manually intensive
• Distracting from core jobs
• Requires ongoing technical expertise
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We Needed Help
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The SolutionWhy
More than 10 years of Ad Operations experience
Easily scalable team
Technology-enabled services provide critical transparency
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Partnering with• Established best-practice trafficking processes• Managed staff training • Flexibly scaled team to meet fluctuating volumes
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Scaling Cost-Effectively
04/12/2023 Proprietary and Confidential.
The Problem
Maintaining Expertise
Managing Peaks & Valleys
Providing Proactive Service
Average Work Volume
BELOW AVERAGE EMPLOYEE LOAD
- Poor utilization (as low as 20%)- High opportunity cost- Unchallenged employees
ABOVE AVERAGE EMPLOYEE LOAD
- Burn-out- Poor service- High errors rates- Gap-fill resource expense
- Employee attrition- Unhappy Clients
Typical StaffLevel
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Results• Increased operational efficiency• Minimized campaign errors• Freed up 20% of our staff’s time, enabling us to focus on:
• New revenue opportunities• Strategic planning• Clients
• Lower employee attrition rates• Higher client satisfaction
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Ad Operations Services for Agencies• Ad Serving Support• Ad Trafficking
• Campaign Management
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QUESTIONS?
