When you pick a company to handle the digital side of your business, you’re trusting that the firm can help your business grow, understand the image your brand is trying to convey, and handle your company’s digital campaigns to reach the people your clients are trying to reach online. A poor fit between a media company and an ad tech company can lead to miscommunication, different goals, and a lot of confusion.
So, what should media agencies and advertisers look for in an ad tech partner?
There are key attributes that a media agency should focus on when selecting technology partners that can result in better performance for their clients, improved team morale, and a more profitable business. Sticking to companies with these traits as your foundation will help you quickly thin the herd.
We at ZypMedia suggest you look for the following four traits:
Industry Knowledge and Experience
Finding a digital partner with the kind of background you are looking for may seem like a jumping off point, but increasingly, clients are looking for partners that provide a differentiated but effective service offering that matches their objective of adding digital products to their existing advertising products.
According to SoDA, a growing number of clients are turning to smaller ad tech companies or specialized digital partners that offer strong technical capabilities, can deliver against specific digital advertising initiatives, and can equip them with a competitive edge. As outlined in the SoDA report 2014, nearly 70% of brands believe “being seen as an early adopter of new technologies in their marketing efforts is key or important to their brand position.”
This makes digital enterprise software companies, which have a finger on the pulse of emerging digital advertising trends and have an in-house team ready and able to respond to those trends and pass them onto their clients, a highly favorable option.
In addition, client-side advertisers are increasingly looking for ad tech companies with experience that reflects their advertising sector and can bring the experience they need for complementing their existing media products with the offered digital products.
Make sure your partner has the expertise to guide you to the best opportunity for today by capturing the market trend and thereby adding value to your business.
In the current ad tech space, over-the-top (OTT) advertising is the emerging trend that has caught the eye of your consumers.
“OTT is growing by leaps and bounds. To gain substantial penetration among TV households and people with a functional spending capacity, it’s essential for your media mix.”
Erin Hagood, Director, Sales & Partner Growth, ZypMedia
Regular communication and scheduled check-ins are essential to ensure your business’s success.
Your digital partner should have a good understanding of your business by taking the time to research about it and have similar industry networks. Adding a personal touch to the process always helps. If a company customizes its solutions for you or listens to your needs, it’s the one you should opt for.
Take time to meet with your ad tech partner to discuss all the relevant items of the campaign, including everything from performance metrics to organization structure. This will ensure that your ad tech partner has a strong understanding of your business and goals and can help make adjustments to drive success.
“It’s important to partner with someone who cares and will take the time to understand your business objectives. This is not a time for a one-size-fits-all approach; each business is unique and should be treated as such.”
Tiffany Flores, Senior Vice President, Ad Operations, ZypMedia
At the end of the day, an ad tech firm is in business to create value for its clients. Clients want a team they can rely on, and they need a digital partner that is confident in its own abilities, digital product, and value proposition.
Media agencies and advertisers should look for a digital partner that is results-oriented, runs operations with integrity and professionalism, and has defined and disciplined business and creative processes.
It is also vital for both sides to pin down a budget before it is spent. This certainly helps teams avoid nasty surprises along the way.
Your ad tech partner should want to provide support for all your digital advertising needs. It should provide you with tools like custom reporting or suggest features that your client or brand may be interested in to help strengthen your relationship.
The more transparent the relationship is between you and your ad tech partner, the more you can expect to receive tailored specific solutions for your digital needs.
Sales Training Support
As programmatic technology becomes more widespread, it will become more urgent for media agencies and advertisers to re-imagine how they service clients.
By focusing on their current services and personnel, media agencies will need to discover new opportunities for strategic partnerships with ad tech partners who can impart new skills and help train their sales workforce to sell digital.
Your digital partner must have the capability to enable your sales workforce to understand and sell digital products to your clients. Choose a partner who you will be comfortable sharing your business needs with and easily communicate your goals and requirements.
The days of simply buying and selling media are quickly coming to an end. Vetting your next digital partner to make sure it has a deep expertise in data, strategy, technology, and digital sales support is essential for media companies that want to see success in the digital future.
When it comes to choosing a technology partner, it’s important to consider these four attributes. Are you looking to add an ad tech partner for your business in 2018?
SpotX has ranked ZypMedia as one of the top 5 DSPs to help it reach 18x year-over-year growth in advertiser dollars spent on OTT in 2017. We help professionals like you execute more digital advertising campaigns every day.
You have questions about choosing your ad tech partner. We have answers. Learn more about how ZypMedia can support your business growth.