The world of advertising has evolved significantly over the past 10 years. Agencies no longer just execute strategic marketing plans for their clients, they are now expected to be full-spectrum marketing services companies that can execute on a variety of digital and print campaigns for their clients. There is no denying that in this fast-paced environment, agencies need to spend less time on manual processes and more time on strategic thinking. This is why ancillary technology has become an essential component of virtually every advertising agency’s success.
What Is Ancillary Technology?
Ancillary technology is, at its core, technologies that are ancillary to the core processes of digital advertising. In other words, it’s technology that supports the most critical functions of digital advertising with or without human intervention. Ancillary technologies are the digital marketing and advertising tools that help improve digital advertising workflows by automating, optimizing and enhancing key parts of the process. These tools can be anything from an automated data feed to a content management system that’s integrated with an ad server to a campaign management software.
Why Is Ancillary Technology Important for Advertising Agencies?
The world of advertising has evolved significantly over the past 10 years. Agencies no longer just execute strategic marketing plans for their clients, they are now expected to be full-spectrum marketing services companies that can execute on a variety of digital and print campaigns for their clients. There is no denying that in this fast-paced environment, agencies need to spend less time on manual processes and more time on strategic thinking. This is why ancillary technology has become an essential component of virtually every advertising agency’s success. Computer-Based Advertising Services Are No Longer Optional Computer-based advertising services are now a must-have for advertising agencies. This is especially important as software-as-a-service (SaaS) technologies have become commonplace within the industry. Now more than ever, agencies need to be equipped with technologies that can process and analyze large amounts of data. For example, an agency specializing in eCommerce marketing services may be tasked with increasing their client’s online sales by 15%. To accomplish this goal, agencies need to be able to access and analyze data from a variety of sources. For instance, they must be able to measure the impact of their client’s online advertising campaigns, evaluate the effectiveness of their client’s online product listings and monitor their client’s website traffic and conversion rates.
Communication monetization is the Most Important Piece of Ancillary Technology
Communication monetization is the ability for a company to publish and deliver bespoke marketing content to their clients’ audiences. For example, an agency may be hired to manage their client’s social media accounts. If the agency is using communication monetization, they will be able to automatically create and publish unique social media posts that are relevant to their client’s audience without the client’s input. Communication monetization is a key piece of ancillary technology that can save significant time for agencies by making them more efficient. Communication monetization is primarily achieved through the use of artificial intelligence technology.
Video Production is also Crucial to Successful Advertising Agencies
It is no secret that video has become a key component in every successful marketing campaign. It is also no secret that manually producing high-quality video can be an extremely time-consuming process. For example, manually producing 5 short videos for a client’s social media campaign can take upwards of 150 hours. This is a massive amount of time that could be better spent on strategic thinking or working with additional clients. To meet the needs of their clients, many advertising agencies are now investing in automated video production technology. Automated video production technologies allow agencies to quickly and strategically produce engaging and high-quality videos for their clients.
Adtech Platforms Are Now Also Part of the Ancillary Technology Equation
Adtech platforms are the latest ancillary technology that agencies must have if they want to be successful. Adtech platforms are user-friendly software that allows agencies to quickly and easily launch marketing campaigns on the various ad networks. Adtech platforms allow agencies to launch campaign across display, video, Facebook, Twitter and other social networks without having to log in and out of numerous ad management interfaces. Adtech platforms also feature built-in integrations with customer relationship management (CRM) software as well as other ancillary technologies like communication monetization platforms.
There is no doubt that in the modern era, technology is essential to the success of every company. In particular, advertising agencies will find it difficult to thrive if they do not have the necessary ancillary technology in place. Investing in ancillary technology will allow your agency to save time, increase campaign ROI and strive to be the best advertising agency in your city.