Like every smart, stylish, sexy movie hero, a capable Ad Ops specialist requires tools that help them win the day in the Ad Tech world.
What are these cool gadgets that get us through the hellish warzone that is Q4?
1) Precise Targeting
Tools such as geo-boxing around specific areas of a city or landmarks, or utilizing Points of Interest can help clients reach a specific type of audience.
For example, a bank that’s offering a RESP savings account for new parents may only want to serve specific creative 500m around daycares or schools in Canada since this is where their audience may be waiting to pick up their children, with time to spare, on their phones, willing to learn more about what the product has to offer and how it may benefit their family.
2) Action-Packed Video
Video trailer ads are a no-brainer for theatrical releases. It’s a quick, attractive, timely experience that gets the point across. Furthermore, a lot can be measured for video interstitial units, including progression (25% viewed, 50% viewed, 75% viewed, 100% completed video view) and leave-behind image click throughs.
3) Data Science
Working with the data science team is a lot of fun, because they simply have a wealth of information and can analyze nearly anything. This makes understanding our audience so much easier, including features such as gender and age prediction, which expands our offering past the information given to us by exchanges.
4) Easy But Detailed Reporting
When Ad Ops pull reports for clients, we’re not simply showing total impressions and clicks. We can slice and dice to show by device, region, hourly, by creative version, the list goes on. This helps clients figure out what works for them and how to optimize their way of spending their budget based on when people respond well to the brand, or where.
5) Super Cool Creative
It’s never a dull day in Ad Ops when we go live with creative that stands out among the usual banners that go straight to a site. We’ve seen cool executions such as a swipe to reveal coupon, animated beers poured from screens, or Channing Tatum doing a sexy dance when you tilt your phone. When there’s a focused interaction, it yields great results which translates to a happy creative team, ad ops team and ultimately, the client.
These technologies that the Ad Ops team layers into executions are not only useful and relevant to the user, but yields great results for the brands compared to web display and mobile web which can sometimes be less engaging platforms for advertising. Thanks to advanced targeting, new video features, data, reporting and creative, surviving Q4 is a lot easier!