Timing is everything, especially in the advertising world. In the blink of an eye, three more videos have gone viral since you last ate. So if keeping an ad relevant with timing is so important, why isn't anyone talking about ad delivery? It is an essential aspect of ad placement and can be the determining factor in the success of an advertising campaign. If managed correctly, advertisers can reap the benefits of a well-oiled ad delivery machine. Done poorly, advertisers risk their ads being irrelevant due to out-of-context placement or poor timing.
Advertisers and ad agencies know how difficult it can be to get an ad file from a creative house to the ad's final destination. The process involves many parties, which in turn means limited control over how the message is delivered to its final destination. Given all these moving parts throughout the entire life cycle of the ad, it should come as no surprise that the process becomes increasingly complicated toward the final stages of the campaign's timeline. But this doesn't have to be the case. Brands and agencies that want or need to plan campaigns months in advance can guarantee their ads will remain relevant within the content it is matched with, even in the earliest stages. Here's how:
- Know the process that your ad goes through in order to be placed. Do you know the journey your ad will take before it goes live? Once you've hired your ad agency every ad goes to a creative team within that agency that is then responsible for the development of your ad. This team will actually make that ad into multiple ads, as advertisers often create variations on ads from market to market. Then there's the media buyer—often working for a completely different agency—who decides where the ad will run. There is also the traffic department—sometimes within the creative agency, sometimes a third party—which coordinates the media buy with the commercial assets and the media outlets, sending letters of instruction and creative rotations, and ensuring delivery of the ad. And finally, there is the agency account team, which often has to check with the talent department to make sure each commercial actor's contracts are up-to-date and that it's OK for the ad to run. Quite a lot to wrap your head around, especially in the middle of a campaign.
- Consolidate the ad delivery process with digital. One way to improve ad delivery is to consolidate the process with digital. Otherwise, with so many moving parts, brands and agencies are left to cut and paste critical information, further increasing the likelihood of human error. When done manually, the steps required to get from creative brief to production to traffic and delivery are not only labor-intensive but involve different ad management processes for television spots and digital media advertising. With digital, this process can be streamlined so that all the moving parts can be integrated with wider agency operations. By consolidating all these moving parts in one place there is less room for error. This makes the process considerably faster and provides more assurance to advertisers that their ads are being accurately placed.
- Leverage the cloud. Agencies can execute advertising campaigns more efficiently and intelligently with a cloud-based solution. This gives everyone involved in the ad delivery process access to the information they need, like celebrity contract changes or current events that may have an impact on your campaign. Not only is the ad information stored in one place for all to see but any changes that need to be made can be made by all parties in real time from the cloud.
Work smarter, not harder
As the ad delivery process continues its rapid shift to digital, it is important for advertisers and agencies to be aware of how to meet their advertising needs. Leveraging the three tips above can ease the process, and both parties will be more prepared with tools they need in order to manage and complete a more streamlined, intelligent and efficient campaign. At the end of the day, who doesn't prefer efficiency and better results?
Michael Palmer is responsible for driving Mediaocean's revolutionary ad delivery product, Optica, to market. Optica is the world's first cloud-based, high-speed ad delivery network and trafficking management system that combines media, talent and ad delivery in real time. Michael joined Mediaocean from AdStream, the ad delivery provider in more than 70 countries. As managing director at AdStream, he was critical in driving the company's expansion across Europe and into the U.S. Prior to AdStream, Michael was a founding employee and joint managing director at Atelier, the print magazine workflow software used by Condé Nast and other top publishing groups in the U.K.; and an account director at Stibo Graphics, where he launched some of the first electronic and Web-based product catalogs in Europe for IBM and other clients. Michael studied printing theory and science at West Bridgford College, Nottinghamshire, U.K.
Mediaocean is the leading software platform provider for the marketing world. Its open traditional and digital media platforms empower businesses and professionals across the global marketing ecosystem with intelligent automation, efficiency and flexibility in their workflows, from planning and buying to analyzing and optimizing to invoicing and payments. With more than 80,000 advertising professionals conducting 7 million transactions daily across all media channels and managing $100 billion annually through its platforms, Mediaocean drives the marketing universe forward. Mediaocean is headquartered in New York with six offices worldwide. Learn more at www.Mediaocean.com or connect with Mediaocean on LinkedIn, Facebook or Twitter.