Advertising agency vs Advertising technology: Who is more useful to advertisers?

If you are working in an advertising agency, you may sound familiar with the following: You have a http://www.aliyun.com/zixun/aggregation/6278.html "> Advertiser, You are responsible for providing him with network media planning services. Then there will be a Web publisher or technology company coming up with some novel online advertising solutions to sell to your advertisers. They already know your client in situations where they may know or don't know you, but in any case they skip you and sell their products directly to your advertisers. Now, they have attracted the attention of advertisers. However, this new technology may not be consistent with the strategy you are making for your clients, let alone other issues of integration, budgeting, and scheduling. So what do you do then? Can you avoid this happening in the future?

The reality is: the outside company will always stare at your advertisers and sell them products. If you do not, then the sales staff will not have to do. You have to teach your clients how to deal with these sales and why it is important for them to be in the process. Here are a few things to note:

Save the customer's valuable time although some advertising technology company's marketing content is a waste of everyone's time, but you can only listen to know, or you have at least some preliminary information to make judgments. So you can encourage your clients to make a selection. Since they have hired your agency as their special consultant in this field, why not let you rule out their interference? You can tell your customers that if you run into this kind of marketing, you can tell publishers or tech companies to contact you first.

You should also be interested in these promotional content if not you, but your advertisers see the content of these sales, it does not mean that you must not be interested in these content. I have always thought that our industry is developing so quickly that we should all be open-minded and ready to learn new things. New advertising technology sales, not only to the small number of advertisers to see the promotional content benefits, but also can help us learn more things, to provide customers with new promotional opportunities.

Great new technology, but the test time does not have a tendency to advertisers, hoping to arouse public noise. But even the latest and best solution, if not integrated with an advertiser's already active strategy, will follow. If this new technology is adopted in the current strategy, what should be done next? Is it necessary to revise the strategy and proceed further? What if this new technology is integrated into the plan, and there is no plan or budget for this integration? How does this affect the timetable that has been arranged? If the new plan does not achieve the desired results, then who should be responsible?

Bad or unproven technology may reduce the level of branding your advertisers are interested in a new technology, which is already a bit of a bad thing; what's worse is that your client is interested in a bad technology. Not all new technologies have proven to be good or reliable. Some technologies invade privacy, which is a hot topic of recent discussion. If these problems are distorted in public, it could hurt the image of the brand. To protect the customer's brand, you should encourage the brand owner to involve you in the process of evaluating the technology.

To be forward-looking I have always supported the development of positive, mutually beneficial relationships with publishers and technology providers. I have been encouraging my publishers and technology providers, if possible, to let me know about their product development and participate in the test. To do this, you can get in touch with them from time to time and ask them what they've been up to lately. In this way, in order to be able to deal with the customer's problem, you can learn a little more knowledge first.

The views of publishers and technology providers before writing this column, I contacted more than 10 or more publishers and advertising technology providers to see how they were dealing with the "advertising agency as a splint." The response I received was consistent with the expectations of the advertising agency for publishers or technology providers. For example: 1, when advertisers already have an advertising agency, how do you manage the marketing content of advertisers, especially the new advertising opportunities or technologies that the company has?

Most respondents said, "we will approach each side." Some publishers say they will first engage with advertising agencies. Because if both sides are able to unite, they can better convince advertisers and create better advertising solutions. In interviews, publishers and technology companies ' belief in and respect for the relationship between advertisers and advertising agencies can often be reflected.

2, if you do not know that advertisers have an agency relationship with an advertising agency, you will ask advertisers this relationship? Or will the new advertising opportunity be presented to advertisers anyway?

Some companies will pay special attention to asking advertisers this question, or to show their products in advance, try to do their job, although sometimes eventually will be informed by advertisers, they have found advertising agencies as agents.

I am sure that some readers will certainly have some other valuable views on the subject. You are welcome to comment after reading the article.

Finally, I thank Comcast, Kontera, IExplore and Adbrite for their interviews and thanks to the faithful reader Ken Nicholas for giving me the inspiration for this column.

(Original: June 15, 2010; compilation: Zeng Cui)