An Easier Path to Media Transparency
This unfettered access to data gives brand organizations a granular view of activities, performance and spending across each media supply chain layer, helping them more easily pinpoint opportunities for efficiencies. By still relying on agency partners for media buying and execution, brands can maximize internal resources and focus efforts on strategic business endeavors.
Data ownership empowers organizations in three key areas:
- Media Visibility: Enhanced, real-time visibility helps brands see what is happening at each step of the supply chain. Granular, key performance indicators such as impressions, engagement, viewability, reach and frequency can be tracked by segment, publisher, campaign, geography, creative and device—empowering them to make better, faster decisions. Additionally, it allows them to truly understand the percentage of media spend going to actual media.
- Agile Reporting: By bringing together data from publishers, ad servers and third-party tracking services into one centralized place, organizations can more easily support ad-hoc reporting requests, dig deeper into campaign details, and reduce inaccuracies caused by manual reporting methods.
- Business Alignment: By holding the “keys to the data kingdom,” organizations can more easily align marketing performance with internal metrics, such as website traffic and ecommerce sales, prove business ROI on marketing activities, and produce audit data for governance purposes.
The brand/agency relationship continues to evolve, and the industry directive to enhance transparency is a key driver. The goal should be that 70 cents of every advertising dollar is spent on actual media.
To ensure a successful strategic partnership, it’s critical that organizations are crystal clear with potential agency partners about their transparency expectations, and that they put in the work to ensure a mutually successful partnership. By collectively embracing change, striving for higher standards, and implementing tools that enable data ownership, a hybrid partnership approach will help brands and agencies alike down the path to fuller media transparency.
Steven Wastie is the CMO of Origami Logic. He brings over 20 years of experience leading global marketing, product management and business development activities in highly competitive and high growth markets. Before joining Origami Logic, he was CMO at AppDynamics, the market leader in application intelligence and SaaS analytics solutions. He oversaw company messaging and positioning, as well as all outbound marketing and go-to-market activities during a period of explosive growth as the company grew from 250 to 1000 employees. Previously, Wastie served in executive roles in several category leaders and fast growth software innovators including Xirrus, Juniper Networks and Inktomi. He holds a BA in Business Studies and Marketing from London Metropolitan University in the UK.