At ProcureCon Marketing, Adstream were joined for a panel session by four senior procurement experts from global brand partners:
- Rachel Wentzel, Senior Manager, Marketing Procurement, Adidas
- Nicolás Fernández Laporte, Procurement Global Category Manager, Nestlé
- Ziad Husseini, Purchasing Global Manager, Brand and Business Services, P&G
- Ross Necessary, Vice President, Worldwide Marketing Services, Warner Brothers
We discussed the key themes of visibility, control and productivity at a time when a supply chain revolution is taking place in our industry, with clients demanding trust, transparency and maximised ROI.
Understanding the marketing world
The panel looked at the essential requirements a global brand has in looking for an ad tech partner. It was emphasised that understanding how brand people operate and think is key. A panelist pointed out that procurement departments must never forget the biggest users of their ad tech platform – agencies, at around 80%. The rest are client staff. Any partner must also be able to grasp innovation in a rapidly changing digital world, adapting to significant developments as they arrive.
“What we’re looking for in an ad tech partner is a company that really understands the marketing world”
In talking about issues faced daily in the global market supply chain, there was a clear main issue – visibility.
A brand team builds a toolkit to deliver their major assets. But once distributed, there is no way of knowing whether they are actually going to be used. Because without visibility, there is no control. Indeed, at Adstream we know that between 17% and 48% of assets never run. This is where the Adstream platform helps brands. By allowing visibility of assets moving through the platform, waste can be identified and ultimately eliminated.
The issue is getting visibility on assets produced down to local market level and understanding the quality of data held.
“The problem really is visibility. That’s the number one problem we have today”
Establishing end-to-end control
With visibility comes the ability to have what one person called “one version of the truth”, with all stakeholders seeing the same data and making decisions based on it. Procurement departments have historically seen ad production as the impenetrable ‘black box’ of the industry; what is required is an ad tech solution that offers transparency and control.
Using the Adstream platform allows relationships between brands and local offices to be monitored centrally, providing data that can guarantee control of quality.
“(We can) see where things are going, who’s using, who’s downloading, who’s transforming and localising”
Ease of Implementation
Brands that partner with Adstream can adopt a hub and spoke approach that lets people work with familiar systems, adding an ‘abstraction layer’ that allows the business to mine data. Meaning that behaviour can be understood and a true picture formed of the kind of wastage that is happening in the marketing pipeline. The Adstream platform has a great attraction in allowing partners to be added and connected via API.
“What we look for is a partner who can provide implementation and training support for stakeholders, so that everything runs smoothly”
Measuring and delivering marketing ROI
By using an advanced ad tech platform, brands gain end-to-end market analytic capabilities, from creative development through production and into media, giving a solid definition for the marketing ROI of content. In this way, they are able to track what is really going on with assets and investments, ensuring spend can be optimised and content controlled. Along with the support and training that such a transformation requires.
“An ad tech partner needs to have a solution that delivers complete, end to end marketing analytics capabilities”
Ensuring compliance and security
Introducing such a platform creates a requirement for state-of-the-art security and complete compliance with all relevant legislation, because the amount of sensitive data being hosted is extensive. With Adstream, companies are assured of confidentiality and compliance to secure their information.
“It’s just critical. We cannot afford any leakage, any problem.”
By building ad tech solutions that are designed by marketers for marketers, Adstream helps move the supply chain on from “sending assets and praying they will be used” to providing the metrics that drive “the golden equation” of marketing – effectiveness and efficiency. Connecting data sources to understand the cost of creative, production and media processes to get to an end value, the cost of content. And unlocking savings that can be reinvested in more campaigns, with higher production budgets and delivering more nationally aligned communications. A digital transformation journey of real power for any global brand.