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In the fast-moving world of online marketing

Change is the only constant, emerging technologies, tough competition and increased consumer expectations have created plenty of uncertainty. Many digital agencies are confused about how to deliver relevant ad experiences moving forward.

However, in that uncertainty there are also tremendous opportunities to leverage data and deliver the personalized ad experiences consumers prefer. Advertisers can make the most of this and position themselves for long-term success – if they’re willing to question some longstanding assumptions.

 

Executing ad campaigns today takes a different set of skills

Real-time bidding (a strategy search marketers have used for years) is now feasible for display, social, mobile, video, text, radio advertising and even TV. Executing search and display campaigns, for instance, used to require completely different skill sets. Now programmatic technologys merging them.

Search and display are uniting under a common theme: leveraging data to target consumers with the right message, in the right place, at the right time.

This creates huge opportunities (IDC estimates real-time advertising is growing 59 percent per year) only if agencies and marketers are willing to develop new skills and reassess how they’re delivering ad experiences. The media buyer and agencies that win today -and tomorrow – have started to look a lot different than successful media buyers from the past.

Here’s how:

 

An understanding (and ability) to buy in real time

Traditionally, display media buyers negotiated with sellers to run ads for a fixed number of impressions or amount of time. All the terms were worked out beforehand in a conversational, delayed executed setting.

Programmatic technologies allow advertisers to be more nimble. Instead of committing a significant chunk of their ad spend before seeing any results, advertisers can make small-scale buys, generate feedback and make adjustments in real time. Buying becomes an ongoing process. Kellogg’s used real-time targeting to increase its ROI between five and six times.

This creates enormous opportunities to maximize the ROI on every campaign. Buyers can use feedback to optimize campaigns on the fly – scaling successful ad buys and ceasing unsuccessful ones.

 

Analytical skills and a strong technical knowledge base

Analytical skills are becoming increasingly important in executing successful ad campaigns. Seventy-five percent of CMOs are already using customer analytics to mine data. Acquiring these skills might seem intimidating for some media experts, but it offers huge advantages as advertising technology evolves.

Going forward, successful media buyers will behave more like stock traders. They’ll analyze large sets of data, cross-reference them and run regression models. But they won’t stop there. It’ll be up to them to “translate” those numbers into actionable insights to best optimize ad campaigns.


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