Transitioning your agency from the traditional form of digital advertising can seem challenging and complicated. But, have no fear! Choozle is here to help guide you through the change and welcome you into the programmatic advertising fold. To make your transition to programmatic a little simpler, we’ve put together the four practices your agency should implement when making the change.
Work with Leadership
The first step when bringing programmatic in-house is to work with all leadership at your agency. Working with your leadership from the very beginning ensures that RTB will take root not just within the operators, digital, and media teams but all the way up to those pitching and selling a new business or those making the critical decisions. Everyone should be on the same page and aware of what is happening during this transition so clients can be informed correctly and, if needed, leadership can help “fan the flame.”
The next step when bringing programmatic in-house is to identify who the operators of the platform will be. Start by taking a look at the media and digital teams, as they will most likely have more interest. Keep in mind that no one went to school for programmatic advertising, so the operator(s) doesn’t need to have years of experience to run a campaign through the platform. Additionally, it can be helpful to find an employee who has already worked with system tools like Facebook or Google AdWords, as those systems can easily be translated into RTB operations. Look for aptitude, curiosity or simply someone who wants to learn new expertise, gain a point of job differentiation, and upward opportunity. Once the operator is chosen, make sure they are documenting and practicing task redundancy with other team members. This helps in the case of turnover, so your agency doesn’t lose as much ground if that occurs.
Once leadership is made aware of the adoption, and your operators are in place, it’s time to determine what types of campaigns you will be running for the various budget levels of your clients. This will help align sales with realistic operations and can help focus the operators for effectiveness and profitability. To avoid spending too much time on a campaign or making it too complicated, determine your RTB offering with a tiered system for different budget ranges. This can help guide not only the operator but also the client in what and how many tactics make the most sense for the campaign. Take a look at Choozle’s Campaign Planner Guide to help you with determining the tiers.
Give It Time
Finally, once all the pieces are in place, and you start running programmatic, remember to give it time. It can take an operator some time to not only get comfortable with the platform itself but get things rolling with campaigns. Each campaign is going to be different and knowing exactly how to run and what to run for a campaign can take anywhere from a couple of weeks to a couple of months to get the hang of. But, once the basic understanding is in place, the operator will soon be able to see the optimizations and adjustments that can and will be made for each campaign.
The transition to programmatic shouldn’t live with just the operator. It will take multiple people within the agency to make the adoption a complete success. However, with these four practices, the adoption of programmatic will be as easy as pie.