Media Tech Planning: Agency function or outsource?

© Mediasmith 2012

Hype

Media planning & buying will be automated!

We will need fewer people as a result of this!

Corollary

The algorithm trumps all!

Machine learning will eliminate the need for media planning and buying!

Some TruthsThere is no panacea media technology

Google, Microsoft, WPP, MediaOcean & others have been trying for years

Most “proprietary” tech are white labeled solutions (e.g., DSP’s used by holding companies)

It takes a lot of work to sort through the various tech options

Where Agencies StandTen years ago, adserving companies were either the exclusive or vast majority of agency tech budgets

Innovation came slowly to this category while pricing dropped

Standalone companies began to crop up that should have been ad serving features

“Features” That Became Companies

Rich media AttributionTag

ManagementOptimizationVerificationDSP

Targeting/Data AggregatorsRetargetingR/F and GRP metricsRFP/workflowContent

Pain Points• RFP’s• Lack of inventory hold mechanism• Manual and fax handling of Orders• Ts & Cs negotiations• Production QA by media• Rekeying of info all through the

process• Discrepancies• Reporting not automated• Optimization constant• Two sets of numbers• Billing late, inconsistent, under

detailed

Marketing Tech Complexity

“By 2017, a CMO will spend more on IT than the CIO.” -

Enter a New Job: Media Tech Planner

Evaluates new media tech for inclusion in agency Tech Stack

Considers various options from the Tech Stack for campaigns

Drives integration of various components to create a bespoke tech stack for each campaign

Job DescriptionThe Media Tech Planner:Identifies pain pointsEvaluates potential solutionsUnderstands what solutions to integrate to provide the right tech stack for the clientTalks to engineers and direct them in tweaking their developmentMotivates the disparate solution companies to work together

Buy or Build?It is better to buy than buildInvesting in infrastructure that continues to change is a waste of time & resourcesAs new media are introduced, we will need new media metrics and solutionsThere must be fluidity in this process - ability to add new technologies to the stack without tearing everything down

What’s Next?Will the DSP take over as the primary agency tech partner?

Will the need for ad serving disappear & is cookie management and trafficking their only function today?

What will a roll up of services look like & Who will drive it?

When should you handle in house?

When should you outsource?

DSP? DMP? Park money with Google for all in one solution?

David L. Smithsmith@mediasmith.com@mediadls