Which tasks should you outsource?
A lot of brands, platforms and agencies are wondering how they can drive efficiencies in their operations. The digital landscape is changing as new opportunities (CTV) and challenges (privacy, the death of the cookie) emerge. You need your Account Managers to be on the forefront of these developments, guiding your clients, growing the business, and demonstrating your agency’s leadership.
So what can you take off their plates in order to free up their time? Generally speaking, any work that’s mission critical – and therefore must be done with the utmost attention to detail and accuracy – is better served by a dedicated team that is 100% focused on the task. If you don’t have a dedicated team for that mission critical task, you may want to consider an outsourcing partner that can provide the expertise needed.
Ad ops is the perfect example. As a brand, platform or media agency, campaign setup, execution, ongoing optimization and reporting are certainly mission critical to your business. Too often, the ad ops tasks are assigned to the Account Manager who sold the campaign to the client. But here’s the challenge: ad ops is a function that falters when the trafficker must deal with too many distractions, like preparing for a new client presentation or responding to an RFP.
A dedicated ad ops team is a smart move for your organization, but if building and maintaining one is too costly or time consuming, outsourcing is a terrific option for your Account Managers, agency, and most importantly, your clients.
Account Managers want to focus on high-value work
It’s truly less than ideal to assign ad ops responsibilities to Account Managers. Setting up and managing a campaign is a time-consuming business. There are countless details to manage, and every single one of those details matter a great deal.
A campaign may come in missing a specific creative, say one that caters to a specific geography. Your Account Manager will need to track down that creative, do a pixel test to ensure it will display correctly on every single device on which it will be seen, and then load it into your ad server system.
This is tedious, high pressure work that they might not like doing. And let’s be clear: this work is indeed high pressure because the consequence of a missed detail is a campaign that misses its KPIs. Account Managers would rather do more strategic work, and if they’re not getting a sense of fulfillment, they may look for greener pastures.
Perfect campaign execution demands a process driven approach
You need to assure your clients that their campaigns are delivered as accurately as humanly possible. If not, you risk missing your KPIs, and if you are a media agency, you risk losing business.
Paragon Digital Services has designed a thoroughly processed-driven approach to ad ops, and it’s what we do all day. Our teams are staffed with people who like following processes, all of which are documented in our robust Standard Operating Procedures (SOP) roadmap that we develop for each client as part of our onboarding process.
All details are checked at the start of a campaign, enabling us to identify and resolve gaps or issues upfront. And, even in the event of staff turnover on our side, the machine continues running smoothly as our fully documented processes guide our daily activities.
Why partner with Paragon:
- We have an unwavering commitment to standardization
- We have a highly detailed onboarding process
- Our proprietary error prevention processes guarantee a high degree of accuracy
- We hire very experienced people who are certified in the systems used to deliver services
- Our Paragon Digital Academy ensures success, so you can confidently tell your clients their campaigns will be well managed
- Our performance management infuses every one of our processes.
Want to discuss how Paragon Digital Services can drive efficiencies in your ad operations? Get in touch.