Page 10 - Adnews magazine Sep-Oct 2022

Driving business value with integrated media partnerships
Why partnerships are essential to create great outcomes in modern media
Genevieve Faulkner-Firth, Director for B2B Acquisitions at American Express, and Adam Krass, Chief Data
and Technology officer at UM Australia, discuss their integrated partnership with Quantcast, and shared their insights into how businesses can work together with their tech providers to navigate key challenges we’re facing as an industry.
marketing strategy. To ensure performance stays at its best, UM also facilitates optimisation across AmEx’s live campaigns, which includes regular reporting and insights for future strategic analysis.
Ad tech providers also play a key role in helping agencies and brands use the right technology to move forward, particularly as the lumascape continues to expand in size and complexity.
For example, UM’s way of ensuring that clients get off on the right foot to success includes a ‘futureproof digital transformation audit’ which helps both AmEx and the agency identify strengths and opportunities, and align focus areas. This includes an innovation test-and- learn roadmap which hones in on select projects, and through this process they tap into audience targeting solutions with Quantcast to identify core consumer tribes that bring incremental value to AmEx.
This includes digital transformation roadmaps, data strategies, finding the right technology for brands which helps UM innovate on campaigns and find incremental opportunities to increase ROI for AmEx.
Filling skills and resourcing gaps with the right knowledge and expertise
With resourcing and skill shortages topping the list
of 2022 challenges for marketers and agencies
alike, having a collaborative triangular relationship
with a brand, agency and ad tech vendor can foster transparency, accountability and ultimately create more effective advertising outcomes.
The rapid evolution of digital advertising means it is challenging for brands to stay ahead of the curve and understand how customer interactions with advertising are changing. The triangular relationship allows brands like AmEx to bolster its understanding in the audience, data and measurement spaces with an external lens.
A successful tri-party advertising relationship is
also about knowing when to open up the doors in conversation. Traditionally, we often see agencies hold their client partners and vendors at arm’s length, not wanting to connect the two.. The key is to recognise when the opportunity calls for external expertise to be brought in, and to act on that accordingly.
Today, some 60% of the world’s population is online, with research suggesting that there are more than 900,000 users added per day, or 10.5 new users every second.
With a rapidly growing and evolving addressable market, brands have their work cut out for them. They need to navigate challenges, including the deprecation of third-party cookies, new ways of measurement, post-COVID skills shortages and more. Agencies, as an extension of brands, can add value by keeping abreast of these challenges and keep their clients informed of opportunities to achieve better cohesion, and therefore improved results.
American Express and its partnership with agency UM is one example of how this works well.
UM is responsible for all paid media, programmatic and social activities for American Express and partners with AmEx’s team closely to formulate its annual
sponsored by Quantcast