The #Digital Advertising is growing at 30% YoY, and with Online Vs TV equating in UK it's just an indication that this is going to be big. Smart TVs, IPTV, Tablets over taking PC, huge growth in Mobile, 3G & 4G becoming affordable in the coming year or so, Digital is the way to go. Gone are the days when people were scared of buying products online. Today, we see startUps coming up just to support the logistic requirements of eCommerce companies, such huge is the requirement. We can see new eCommerce companies coming up every other day and some acquired as fast as they began and grew. Clothes, Electronics, Health, Education, Movers and Packers everything is there on the Internet. Companies that have avoided Digital space for long have now realised that they are far behind in this Global Digital Revolution.
I have recently shifted to a new city and started comparing the situation with 10 Years back situation and I realize how easy it is to get accustomed to the new city simply because I have a 3G connection and I can literally find out anything I need through search; Google Maps guides me to the right place, no longer fooling by Autos by taking long routes and charging more. I can actually tell them how to go to a place and which route to take.
The growth pace of Digital brings us to a situation where revenue becomes the goal for every company investing in the digital field and even though a lot of companies are earning revenue by selling products, they will have to come in terms with the advertising opportunity that their sites provide them, how subtle these ads can be is another area of discussion. However, for companies that exist because of the single fact that they help Brands reach out to their Target audiences Digital Advertising is the core of the business model. In the center of this Core is the #AdOperations Team that manages and delivers the requirements.
Today the development of technology has enabled #RTBs, #AdExchanges, SSPs & DSPs which through automated system can help you deliver campaigns, yet Human interference is required since you can always create Smart & Intelligent systems but yet you cannot bring in the Brains of Human as well as their experiences. With over 10 Years of Digital Advertising experience starting from standard text ads and 468x60 banners to Rich Media HTML5 Mobile ads I have seen most of what exists in the digital space.
My experience in the #AdOperations has taught me how important this team is when it comes to planning the Goal and Growth of the business. A sales guy puts in huge effort to bring in a Brand onboard, but the belief and confidence of the Brand on the Business depends on how the first Campaign is executed. Once a Campaign is in, it is very important how the Campaign is executed and defines the future of the relationship with the Brand. AdOps plays an integral part in ensuring that Every Client is valued equally and efforts are made to make sure that we get repeat business. Repeat business from a Client, depicts the Faith a Brand has on the Company and this helps in acquiring new clients since the confidence attained by the Sales team gives them the power to stand tall in front of the Client and boast about the Company's achievements. I understand and respect the fact that there are other facts that help Business grow like Product, Efficient Sales Team, Area of Expertise etc., but here my discussion is on the Deal that is onboard. No matter what, for a Digital Advertising Company to succeed, it is the efficiency of the AdOperations team that decides the rate and Level of Success for all Signed deals.
Today, not enough attention and Value is given to this team when it comes to understanding the contribution of this team in the Growth of Business. Companies that have realized the Value of an efficient AdOps team have grown very fast. This is a team that cannot have a set line of action, there obviously will have set processes and Policies, but not on how the Optimization and delivery is done.
An AdOps Professional is someone who has an experience of the full Digital cycle. I have come across a lot of people who claim to have #AdOps experience but don't understand the complete cycle. The complete cycle is defined as below:
Companies like Google, Exponential, Yahoo etc. have split these into separate departments and there are now different people doing different jobs not knowing how their work affects the complete AdOps cycle. It is true that with huge requirements it has become necessary to split these jobs, but in the long run this will affect the business and surely the Brain part will be missed, and as soon as this happens technology will take over which means the job of 100 people can be done by a system in no time. We will them truly have complete automated AdOps system and no AdOps professional, but I doubt if this will help. Performance is what drives the Digital world since we can provide numbers UNLIKE any other advertising model. As organizations that are based on Business completely running on Advertising, it is very important that they realize this and get their AdOps team ready to be able to face an automated situation and come out of it with the help of the workforce.
Companies please Value your Adops team...
Moral: You can take out Human AdOps from your Advertising business but you can never successfully run your Business without Human Adops.
