MEDIAMATH
Questions to Consider
to Set Up Your Agency
for Programmatic Success
The agency role
is shifting—but
that doesn’t mean
agencies will
become obsolete.
To take advantage
of the full power
of programmatic
and apply it to
your brand clients’
digital marketing
strategies, you’ll want
to ask yourself these
questions.
1.HOW MUCH PROGRAMMATIC
MEDIA BUYING DO YOU DO
TODAY?
Is it 10%, 20%, 50%? Establishing your
baseline of programmatic media buying
will help you determine where you might
be missing opportunities for your clients.
4.DO YOU HAVE A HIGH
RETENTION RATE OF
ADVERTISERS WHO HAVE
WORKED WITH YOU BEFORE?
2.ARE YOU PARTNERED WITH
A TRUE OMNICHANNEL
TECHNOLOGY PLATFORM OR
PARTNER?
Creating stickiness with your clients
requires their belief that you can help
them achieve both short-term and
long-term business goals beyond one
retargeting campaign. Convince your
clients that you are in lock-step with their
most important goals, and you will be
able to retain their loyalty.
Driving results across all digital
advertising channels requires technology
that can help you bid, optimize and shift
budget to rapidly capitalize on what’s
working and what’s not.
5.DO YOU THINK YOU HAVE
A GOOD UNDERSTANDING
OF HOW PROGRAMMATIC IS
EVOLVING IN THE INDUSTRY?
3.DO YOU HAVE THE RIGHT
SKILLSETS AND ROLES
IN PLACE TO DRIVE
PROGRAMMATIC STRATEGY
ACROSS TEAMS FOR YOUR
BRAND CLIENTS?
Agencies need both optimization
practitioners and more senior team
leaders with technical expertise. Make
sure to review our roles and skills matrix
to help identify gaps in talent.
Things change rapidly in the digital
marketing space, but having a command
of trends and emerging technologies and
approaches will help make your agency a
more strategic advisor.
6.HOW DO YOU PLAN FOR
PROGRAMMATIC? IS IT A LINE
ITEM ON YOUR MEDIA PLANS
OR DO YOU HAVE AN ALLENCOMPASSING STRATEGY?
Digital marketing is moving towards a
consumer-centric way of engagement
that glosses over the specific
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©2016 MediaMath, Inc.
QUESTIONS TO CONSIDER TO SET UP YOUR AGENCY FOR PROGRAMMATIC SUCCESS
channel and mode of activation in favor of having a
consistent, streamlined conversation across channels
with an end user. Consider this as your plan your
clients’ media strategies.
7.DO YOU INITIATE CONVERSATIONS ABOUT
PROGRAMMATIC MEDIA BUYING WITH
YOUR CLIENTS OR DO YOU WAIT FOR THEM
TO BRING THE CONVERSATION TO YOU?
Initiating more conversations about programmatic
can have a direct correlation with how you’re meeting
your clients’ goals. Your clients might not have all the
knowledge and, through educating them, you open
them up to considering how they can achieve their
business goals with programmatic media buying.
8.ARE YOUR CLIENTS STILL HAPPY WITH
NON-GOAL-BASED OPTIMIZATION METRICS
SUCH AS CTR?
Goals need optimizing too. Performance is one thing,
but growth is another. Push your clients to consider
if their goals need recalibrating and if they are truly
helping fuel their most important business aims, which
are often tied to revenue and ROI.
9.WHO’S RESPONSIBLE FOR ENSURING THE
CONSOLIDATED TECHNOLOGY STACK IS UP
AND RUNNING, AND WHO FUNCTIONS TO
MAINTAIN IT?
As additional supply, media or data partnerships are
identified and incorporated, there’s a need for constant
use case and KPI definition in addition to integration
testing and validation that it can fulfill the strategic
marketing goals and campaign goals.
To learn more about how MediaMath optimizes
partnerships for agency and brand clients, get in touch
with us at MediaMath.com/contact
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©2016 MediaMath, Inc.