HOW A SINGLE PARTNER STRATEGY DROVE TRIPLE DIGIT GROWTH
STRATEGY We proposed a single partner strategy to support and streamline their digital capabilities. We worked closely with their team to implement these five key strategies:
OVERVIEW Our regional agency client was burned out and overwhelmed by the sheer number of vendors it was managing to execute its digital strategy. With over $50 million in digital ad spend spread out across 20+ specialty vendors, even the most basic administrative tasks, like reporting and billing, were stumbling blocks each month. Adding to their frustration, our client had vast broadcast buying experience, but had a limited in-house digital media team. This made it more difficult to handle the high-volume digital requests coming in and the pressing need to be more sophisticated with their approach. As a result, new business wins eluded them and digital growth became stagnant. Managing these headaches became a full-time job for their team, stealing manpower from what they do best: media strategy. They needed a partner solution that would minimize their administrative burden and help win new business. 17G ©2017 Goodway Group. All rights reserved.
UNIFIED DIGITAL OFFERING
1
Most vendors specialize in one or two niche solutions, but our client needed a single partner that could do it all — display, paid social, search, and advanced TV. So, we consolidated all their programmatic media buys onto a single DSP, which streamlined reporting, improved frequency control, generated more insightful attribution, and produced a single invoice at the end of each month.
REFINED RFP STRATEGY
2
Researching and incorporating integrated digital strategies into new business pitches was time-consuming for our client’s small digital media team. Now when an RFP comes in, our team works side by side with theirs to build the proposal without draining their team’s bandwidth. We share access to the latest industry benchmarks, analysis of the newest digital products, and an expert support team to help them build winning data-driven media plans.
VENDOR VETTING & ANALYSIS
3
Meeting with countless vendors who came through their doors and keeping tabs on which vendor does what took up hours of our client’s time every week. That’s when we stepped in to help vet vendor options, weeding out duplicate sellers and identifying innovative partners with solutions to existing needs and an advanced understanding of the programmatic landscape.
ON-SITE BENCH STRENGTH
4
Competition is fierce in digital marketing. To land the biggest brands, you need to bring a team of experts able to manage complex campaigns end to end — from trafficking and spec checks through optimization and analysis. Because we integrated our digital media specialists directly into our client’s offices, they can show off a combined bench strength in new business pitches that rivals even their largest competitors.
AMPLIFIED INDUSTRY EXPERTISE
5
Keeping clients up-to-date with the latest trends and technologies is just table stakes in this industry. Right around the time we formed this partnership, every advertiser was asking how to solve the industry’s biggest problems, including ad fraud and viewability. We empowered our agency partners with data, best practices, and competitive media intelligence to answer their clients’ toughest questions and put their leaders at the forefront of the industry’s hottest conversations.
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SUCCESS When one of the nation’s top amusement parks issued a digital media RFP, our client’s new strategy was put to the test. Bringing in almost $10 million in revenue and instant credibility in the industry, the win generated a momentum that doubled their digital ad spend within two years.
$10MM
Since the start of the strategic partnership, Goodway’s relationship has deepened from a handful of team members supporting the agency to over 10 on-site resources. The move translated into real cost savings for our client as well. By bringing all digital media onto a single platform and leveraging Goodway’s unique PMP deals, they saw more than 30% overall CPM savings.
100%
Due to the new approach, their reporting capabilities also improved — enabling post-impression analysis and insights on which tactics drove the most conversions, allowing them to refine their media strategy and optimize future campaigns.
30%
Goodway Group is the programmatic partner agencies and advertisers trust to drive campaign performance and media efficiency. Proud to be completely independently owned and operated, Goodway provides programmatic expertise that meets its clients’ needs — and no one else’s. Through managed planning and buying services across all paid digital media, Goodway delivers trustworthy marketing expertise and authentic results because Goodway knows the truth is what matters most. Find Goodway Group online at goodwaygroup.com. Goodway Group. Honestly Smart Digital.
17G ©2017 Goodway Group. All rights reserved.
NEW BUSINESS WIN IN FIRST SIX MONTHS
INCREASE IN DIGITAL AD SPEND IN UNDER TWO YEARS
OVERALL CPM SAVINGS
Join agencies like this across the country who’ve discovered what having a single partner can mean. Contact us at info@goodwaygroup.com. goodwaygroup.com