If you’re a digital media agency, you don’t need to hear that agencies are having a rough go of it recently. You see it every day.
With rebate scandals, zero-margin contracts and brand safety concerns, digital media agencies are under intense revenue pressure. And as such, they’re expected to do more with less.
But doing more with less can do more harm than good. Stop me if you’ve heard this one before:
- An agency takes on a big client, but offers low to no margin on the execution, maybe relying exclusively on a ROI model.
- Because there’s a lower margin (and less money), junior agencies planners and buyers are assigned to the account.
- Since junior agency planners are by definition less experienced, mistakes get made and performance suffers.
- Because performance suffers, the agency loses money, the client’s business, or the staffers themselves to overwork.
- Then the client signs on a new client, and the cycle begins again.
In addition, agencies also have to be nimble, able to seamlessly assign staffing to the problem areas that need it most, and that’s hard to do when junior agency workers are so inexperienced.
Programmatic Intelligence can help. With Programmatic Intelligence, agencies have access to how-to guides, case-studies and best practices on how the best agencies in the world do their thing. This brings junior level staffers up to speed, able to take on the big tasks, minimizing the mistakes, and keeping the big clients happy. And since there’s so much much information related to media planning, audience buying and execution across mobile, search, social, video; agency staffers can train-up on the fly, making it easy to shift resources to where they’re needed most.
Program Intelligence helps agencies invest in their teams to navigate the uncertainty of the digital ad ecosystem, unlocking the potential of the next generation of digital media leaders.