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‘Can it be done quickly?’: Publishers find speed essential as ad budgets pop up

Digiday 11 Jun 2020 04:04
June 11, 2020 by Lucinda Southern

Speed is of the essence when ad money appears. Publishers are finding that ad buyers are acting with increased urgency, as they move from set budgets to a more fluid approach in which available money can appear — and also disappear quickly.

Spending three months talking about an idea has been shortened into weeks as agencies and advertisers have moved budgets into social and programmatic ads. 

Publishers say that having more stakeholders on video calls makes decisions happen quicker. Publisher and agencies’ meetings with clients can often involve dozens of employees because clients have adopted the 360-degree marketing strategies that need collaboration across digital video, programmatic and paid social teams. 

“‘Can we do programmatic and can it be done quickly?'” said the executive. “We’re having those conversations much, much more now.”

Macro-market dynamics and the environment have forced this. If the last four months, and the subsequent events following George Floyd’s death, is anything to go by, brands are stuck in a rapid cycle of pausing, changing creative messages to support and reassure, before returning to selling products, helped by publishers.

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George FloydManning GottliebMG AcademyLewis Shaw
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