業界トレンド

Partnership Through A Programmatic Lens: Part II

April 4, 2016
Kathleen Comer – クライアント・サービス部門担当ゼネラル・マネージャー

With more sophisticated expectations from marketers, how does an agency best adapt? Some agencies have developed their own technology solutions. The Trade Desk has seen many of our clients build their own proprietary technology on top of TTD’s own tech stack (through an API), creating both efficiencies in buying media at scale, as well as effectiveness in campaign performance.

しかし、代理店はやはりサービスベースのビジネスです。プログラマティックバイイングは常にマシンに限らず人間によって管理されます。では、代理店チームはどのように価値を生み出すのでしょうか?それには、次の3つの領域を提案したいと思います。まず、現実的な目標設定、第二に、業績を向上させる新たな手段の発見、そして第三に、より優れた、意味のある測定方法の開発です。

One of the most critical things an agency can do is help advertisers set realistic goals. Because they are buying across many different verticals, agencies have access to pricing and performance data that they can use to ensure campaigns are performing at maximum efficiency. Why set an unrealistic or arbitrary goal, when we have access to the tools that determine what drives real performance? If your goal is to drive incremental hotel room bookings from rewards-card members, for example, let’s set ROI expectations based on historical trends instead of shooting in the dark.

Programmatic buying used to cater heavily to direct-response KPIs, but that’s changed tremendously. More Fortune 500 advertisers are realizing that data driven buying can help them target potential customers on all of their devices, and moreover, control for variables like frequency across desktop, mobile, TV and more. Data-driven, omnichannel buying is helping marketers reach an audience that has become more fragmented. Marketers are spending in many media channels, and customers are consuming media in more fractured ways. How do you hold your budget accountable for driving consumers down the purchase funnel across all of the various media channels you’re buying in? Marketers need agencies with tech prowess, who can plan and optimize omnichannel buys, and who can attribute success across devices.

技術によって私たちの業界により有意義な測定方法が提供されてきました。言い換えれば、Wanamakerの有名なフレーズ「広告に費やしたお金の半分が無駄になった。問題は、どの半分が無駄になったのかがわからないことだ」がもはや見当違いであるべきなのです。シンプルなCPA目標を超えて、私たちは今、モバイルアプリ環境内で起こっていることを測定することができます。これがなぜ重要なのかというと、今年末までプログラマティック広告に使用できるインプレッションの約半分がモバイルインプレッションだからです。最終的には、私たちはTV支出に関係する属性を掘り下げ、オフラインコンバージョンをオンラインメディア支出により有効につなげられるようになるでしょう。

But for the way the industry is changing, more than ever marketers need to leverage opportunities to optimize. They need the right agency partners to steward this; they need agencies who act as technology consultants, who build their offering on data-driven, omnichannel technology partners. It’s this type of service offering and partnership that can help push the entire ecosystem to better, more sustainable, more effective advertising altogether.

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