6 min Read
Ad campaigns were/are managed by tracking & optimizing ad schedules. Rescheduling ads based on performance data. Managing estimated duplication in competing channel audiences. And making mid-campaign budget shifts between channels. All tracked on a single spreadsheet.
It all began with Television more than a couple of decades ago. TV viewership or program ratings data was a measure of the performance of the channel/program and was published multiple times a week. This performance data was diligently plotted by media planners with the help of a spreadsheet. And schedules & even channels were regularly changed as per relative performance.
Then came digital advertising where performance data was available in real time. Dedicated performance marketing planners would still use spreadsheets but on a far more frequent basis. They would track performance of buys & bids, initiate reschedules, cancellations, new buys, & switch budgets to alternate platforms.
Because of the fast-paced changes, only the concerned planner was privy to the latest campaign status at any given point of time. (The rest of the team was typically informed after the campaign period was over or during billing, whichever came first.)
All the above is fast becoming a relic of the past, because of three factors:
Just for an idea of the level of automation of today’s ad platforms like Google, Meta, X (to name the leaders), here are 5 standard offerings of most ad platforms:
The final ad can be selected & edited before launching the automated campaign.
Digital performance marketing is used to being operated by experts who monitor the performance & make minor & major tweaks, including switching budgets to alternative platforms. These switches are made to ensure that the brand’s desired outcomes are achieved at the lowest cost.
But given the fast-paced action, this team ends up operating so independently that the rest of the agency has no idea of the current campaign status. They are informed at the end of the period or during each billing cycle (whichever comes first).
This opacity in campaign execution could be multiplied because of the multiple automated ad campaign managers running asynchronously (no coordination with each other).
We hear from the pundits that “being present on multiple platforms gets the best outcomes.” Yes, but at what cost & inefficiencies? Going forward, what will be needed are automated options to quickly switch budgets between platforms based on real time inter-platform performance.
Welcome to the brave new world.
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