Digital Media technology

“Most technology is already available to solve any business needs, let’s just use it in the right way and focus on implementation and optimization versus trying to find something new.”

Publishers and marketers engaged with digital media face a challenging task to ensure great cooperation between their communication objectives and the technology to deliver the right communication to the right person at the right time in the right environment.

In the area of digital media technology the following competencies are developed available to share with our clients:

Order management

With experience from order management processes in Dell Computer 201 have developed a deep understanding of the order management process within digital media and focuses on three core areas within order management:

Drive operational excellence: despite the complex structure of digital media the focus has to be on operational excellence where teams are measured on concrete key performance indicators and clear improvement processes are established.
Structure exceptions: digital media is continuous changing and to foster creativity exceptions are part of the way we do business, but exceptions need to be supported in a flexible but structured process to ensure it does not create complexity in the execution phase;
Simplify order handling: despite the fact that the is a fast depth and reach in digital media products the focus should be on a simplified order process to ensure that the objectives and expectations are clear for all stakeholders involved to ensure that the insights gained and conclusions taken from the campaign are transparent and valuable;

Experience with software applications from Salesforce.com, SAP, Exact and other ERP systems from previous projects ensures a fast and insightful approach to improve order management process.

After the order management has been executed, the focus shifts towards campaign management.

Campaign management

The objective for campaign management is to drive customer satisfaction through a correct execution of the requested services whilst balancing various parallel campaigns in a structured way. Focussing on the balance between automated trading, guaranteed campaigns and content based campaigns leads to the following focus areas:

Managing the balance between automated and guaranteed processes: since Digital media is for a growing part driven by automated trading processes the balance between this and the guaranteed campaigns is a continuous area of focus and daily management. The focus should not only be optimizing the highest revenue for the publisher or the most impression for the advertiser but the highest customer satisfaction based on sustainable results;
Automating the process: many companies still manual manage transfers from information form one system to another, especially from ERP systems to the ad servers like Google’s Dart, Open X, Atlas, Real Media OAS and other systems. Experience indicates that automating this process has to benefits: it forces a process focused on simplification to manage the integration and it frees up time to focus on the quality versus the pure play launch of the campaigns. A financial related benefit of automating these processes is the ability for structured financial controls on to support the accounting principles.

During and after the campaign the focus shifts towards campaign reporting to understand the impact of the campaign above and beyond click rates and reach, to drive key learning’s for next campaigns and foster a high customer satisfaction.

Campaign reporting

Many advertisers receive after the campaign has ended a short presentation with screenshots of the average ad server, with impressions, clicks and costs. Driving improvements in this process is expected to drive a more engaging cooperation between publisher and advertiser and will also bring to light the value above and beyond the click. Areas to consider in campaign reporting are:

Benchmarking: the number itself has limited relevance if not compared to an external benchmark. Insights are driven by comparing key performance indicators to previous campaigns, objectives and the vertical the advertiser belongs to. Comparing a telecom campaign towards the average of the telecom market drives value;
People versus systems: by combining audience data, aggregated and validated, with the technical data of impressions and clicks drives insights in the profiles of people who engage with the ad, click the ad or just ignore the ad. It makes the campaign reports relevant to compare to other media types and moves it from a ‘technical’ analysis to an insightful market analysis;
Long term perspective: by combining campaigns from the same advertiser into a single report enables a more longer term view and enables focus on continuous improvement;
Conclusions and recommendations: finally, a good campaign report has to make concrete recommendation to continue or discontinue specific aspects of the campaign in next flights.

See also: Audience | Analytics

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