Following his 8 years spent in a media agency managing and coordinating We have All media buying for large groups, Florent joined Converteo in 2019 as Media Manager to develop leverage expertise within the firm and develop the practice. He offers us an analysis of the evolution of media agencies, a turbulent ecosystem in full mutation.
A few months ago, the Think Agency 2023 event was held at Google, aimed at bringing together all the media agencies on the market and sharing the vision of what (according to Google) the agency of the future should be. A first in the history of this series where Google assumes and provokes its ecosystem to make it evolve.
To remember:
- Growing automation: Google highlights the rise of automation and AI in the management of advertising campaigns, with algorithms taking over many tasks. This develops a form of opacity in the study of results and offers less control for operators and ultimately advertisers.
- New expectations for media agencies: Media agencies must finland phone number library reinvent themselves by diversifying into areas such as creation, data and testing methodologies. Consultants’ skills must become multidisciplinary and organizational silos between teams must be broken down to optimize performance.
- Business model shift: Automation is dramatically reducing account management time, challenging the traditional business model based on ad spend percentages. Advertisers and agencies need to consider how high-value tasks will be managed and compensated in the future.
Man vs. Machine:
In recent years, we have seen a very strong acceleration of automation in the ! broad sense (particularly on the SEA lever). At the level of campaign typologies (with Pmax and more recently Demand Gen, ..), on the mobile list massive ! adoption of smart bidding strategies or even with the simplification of campaign structures with the strong adoption of Broad targeting and the more ! significant equipment of DSA (Dynamic Search Ads). All these phenomena meet the same objectives: to make campaigns more ! efficient and to leave less and less control to operators to optimize results: the algorithm takes care of it for you! (save time)
Used to having less visibility, less control and ultimately less understanding vodafone italia takeover: swisscom prepares the feast! of campaign performance. But despite this, they seem to obtain better results in volume but also in value! ( our vision on Pmax )
On this side, we must admit that Google has succeeded in its coup ! making the market accept opacity in exchange for better figures in the Google Ads console.