Agency of the Future
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Client logo goes here 1 Agency of the Future Digitally ‘De-Averaging’ Lorne Brown, Founder Operative [email protected] Darren Herman, Chief Digital Media Officer The Media Kitchen [email protected] Operative Agency Breakfast Seminar | 9.21.11
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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.
Transcript of Agency of the Future
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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?
