Media buying today is no easy task – it has to be simple, effective, and relevant. Ask any buyer and they will tell you there are seemingly infinite choices available to them in selecting media for their clients.
How do they reach a final decision? Price? Relationship? Brand? Environment? Big idea?
All of these are good reasons, but I’d postulate that information or insights that can be learned from the partner are increasingly an important part of the final buying process.
Buyers want and need to learn more about what is and isn’t working for their clients across all media channels in order to best optimise existing and future campaigns.
Many vendors and start-ups are trying to apply new technology to media in an effort to make inventory more valuable and effective for publishers and advertisers alike.
And, ideally, they are trying to use technology to fuse data with inventory, not only to differentiate themselves from the crowd pre-sale but also to generate post-campaign “learnings” to share with the client.
Top media and technology companies have long been optimising campaigns from the start (the day the campaign goes live) to ensure clients get the results they are looking for.
Additionally, they are working with an array of technologies and partners, such as Compete and Dimestore, to provide actionable “learnings” during the campaign and afterwards.
By integrating post-buy reports with most branding programs, these companies are able to give marketers a view of their audience they rarely see and, more importantly, work hand and hand with them to build repeatable programs that work for clients.
Using data and technology to improve media effectiveness can be very rewarding – often clients see a tremendous lift in key brand measures.
But the application of technology takes patience, experience and a bit of art to find the right mix of capabilities to work for each client. When media meets technology the impact can be impressive, but don’t assume just because you apply data or technology to media that you will get the desired result.
You need to work with a partner that has the people, platform and knowledge to apply technology appropriately and deliver the insights and results you expect.
What do you think?
The views expressed here reflect the views of the author alone, and do not necessarily reflect the views of 24/7 Real Media, its affiliates, subsidiaries or its parent company, WPP plc.
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