This advertising technology client is a pioneer in offering its clients a unique digital advertising platform that customized display ads by using a technology called Dynamic Creative Optimization (DCO). Using DCO, content and messaging in ads are customized to various unique characteristics of the viewer (e.g., pricing based on geography).
The multi-channel, data driven platform allowed their clients – brands, agencies, publishers and Fortune 500 companies – to evaluate campaign outcomes in real time, allowing ad ops managers to fine-tune those campaigns to optimize outcomes.
The company faced significant challenges in its efforts to scale, including plateauing growth as internal team members struggled to maintain back-office tasks related to ad operations, creative production and QA. Numerous outsourcing vendors failed to provide the digital advertising expertise and bandwidth necessary. Instead, the company experienced missteps that slowed delivery and eroded client relationships.
Continuing their search for the right outsourcing partner, one that understood the specific challenges of ad operations and creative production, the company was introduced to SEBPO. Heading into the holiday season, they needed a partner that understood digital advertising technology and could learn their DCO platform rapidly. The ideal partner would then free the company’s internal teams to focus on their core competencies, thus allowing them to be more customer-facing and strategically focused in an effort to drive growth.
SEBPO evaluated the company’s needs and proposed a team of 11 resources across two teams that would provide coverage from 3:00 AM – 12:00 PM (EST), Monday – Friday. The SEBPO Ad Operations Team was trained and quickly inserted into the new client’s existing workflow. Tasks were distributed, prioritized and tracked using Salesforce. Once operational, the SEBPO team functioned as internal “campaign managers” capable to completing any ad trafficking tasks. This, as planned, freed the company’s client-facing campaign managers to be more “high touch,” better able to enhance and expand each relationship.
With its broad experience in digital advertising technology, the SEBPO teams were able to rapidly learn the client’s technology stack – project management, ad trafficking and creative production – quickly making a positive impact that accelerated the client’s growth. SEBPO also discovered other areas for improvement that could free the client’s team to focus more on client-facing needs. One small, but notable, enhancement was the addition of a QA resource employed on Sundays to free the company’s project managers from having to complete this routine task on their weekends.
“Our project managers were able to be more customer-facing and strategic with clients because they were confident the SEBPO team would deliver.”—Director of Operations, Ad Technology Company