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The 7 things you need from your ad delivery platform

30th April 2019
Photo by Marc Sendra Martorell on Unsplash

What do clients want from the advertising delivery process today? Where and how do they need to be supported? What would serve their brands better and make their lives easier? We’ve compiled the seven fundamentals that ad delivery services must provide.  

Speed to market

Getting files to their destination in the fastest time possible is vital. Brands and agencies demand speed to market and the ability, at the click of a mouse, to get their assets to any global destination and in front of any audience. Anywhere, anytime across TV, digital and social.

Reacting in real time

Being quick means being quick throughout the whole lifecycle of the campaign. In today’s high-speed, multi-connected world, brands want to be able to respond in real-time to real-world events, to instant feedback from consumers and their campaign performance analytics. The capacity to adapt and refine campaigns immediately and as they’re playing out is crucial.

A simpler process 

With more destinations to deliver ads to than ever before, advertising delivery is an increasingly complex process – but this complexity shouldn’t be passed on to clients. Technology should be developed and harnessed to streamline and simplify the user experience wherever and however possible.

Complete content control

There has been an explosion in content across platforms. Brands now have more messages, ads and assets than ever before – in multiple destinations, languages and formats. They need an intelligent way of managing and controlling it at every point in the process – creation, production, quality control, approval, distribution and ongoing refinement of the content. They want an overview that ensures consistency across countries and joins the dots between brands, consumers, advertisements, how and when they are delivered, and on which platforms.

Data on demand

They also want to make this overview work for them. The way to do this is with data. When up to 40% of ads are used only once and in only one market, tracking, measuring and extracting the right information is the difference between a powerful, targeted campaign and ‘spraying and praying’. With the correct data, companies can instantly analyse their effectiveness in terms of sales, awareness levels and conversion rates. This drives smarter and shrewder planning in real time and in future and creates a powerful, single source of truth for the advertising industry.

Reliability on RoI

We all need to be accountable for our spending and we operate in a climate where everything spent on every campaign counts. It’s explaining where the money goes and being able to demonstrate a return on it too. With the data and analytics on hand to back it up, your marketing investment doesn’t need to be a leap into the unknown, and you can plan your campaign with confidence.

A joined-up solution  

Each of these factors is important in their own right but they need to be brought together in one place to be truly effective. An advertising delivery solution that meets these demands and consolidates every element into a coherent whole creates the most powerful platform for clients and brands.

Our new ad distribution tool, ONE Delivery provides everything you need and more to get your ads to market. Read more about ONE Delivery here – our new advertising delivery platform designed for modern-day advertising workflows. If you’d like to discuss your ad delivery needs with us in more detail, please get in touch, we’d love to speak to you.

 

 

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