Digital media specialist, Infectious Media, this week launched a dedicated consultancy advising clients how to activate, manage and control programmatic media buying in-house.
Infectious Media’s consultancy practice will bridge the gap between the design of new media operating models and the complex implementational challenges, to allow advertisers to take full control of programmatic media investment.
With a proliferation of businesses in Europe and the US now actively looking at in-housing programmes, the new unit will bring together strategy, execution and engineering knowledge to enable the wide variety of in-housing scenarios being developed by brands to function effectively.
Operating alongside Infectious Media’s programmatic campaign delivery teams and working with existing and new clients the consultancy team will be led by James Coulson, Infectious Media’s Strategy Director.
With the average implementation period of an in-house programmatic operating model at around two to three years, Infectious Media’s consultancy practice will facilitate project development and activation across a wide variety of disciplines and technology investment and implementation including:
- Campaign planning and activation teams
- Measurement and analytics
- Programmatic operations
- Skills and recruitment
- Creative technology
- First-party data strategy
- Technology investment and partnerships
James Coulson, Strategy Director: “In-housing any marketing function is complicated but given that programmatic accounts for more than 80% of digital ad spending (including display mobile, social and search), the ecosystem is inevitably more complex than most. There are a huge range of issues that brands must confront in the delivery phase of any in-house programmatic operating model, our consultancy practice will provide deep expertise to achieve the very different goals businesses have.”
Martin Kelly, CEO at Infectious Media, commented: “Infectious Media was the first true programmatic agency built to take advantage of the digital transformation of media buying. Our team has a vast amount of experience in managing programmatic infrastructure and implementing effective operating models. Brands are seeking more control and the launch of our consultancy practice marks another pioneering step in helping them achieve that in a rapidly changing market.”