4 Strategies for Increasing Your Media Team’s Capacity
Managing modern digital advertising campaigns is a lot of work. That’s just the reality of this complex, fragmented industry.
The result is overworked often underappreciated teams of ad ops and media professionals doing the best they can to keep everything humming along.
We know because we’ve seen it in our teams and we developed some strategies that not only increase our team’s capacity, but make our lives a little better.
Implement these four strategies and your team will run consistently successful campaigns and actually head home by five.
Rushing to get campaigns up as fast as possible will mean much more work down the line.
We find that taking time to perform proper setup — campaign architecture, dialing in the KPI, making sure all stakeholders are on the same page — saves a ton of time and effort.
A good way to start is to think about how you want
that first round of reporting to look.
What is the story you want the campaign to tell? Ensure every prelaunch step lines up with that story and its desired end result.
This takes time. It requires you to step out of your “always busy” bubble. Just completing tasks to get them off your plate will only create more tasks later.
A favorite saying with our media services team these days is, “You need to go slow to go fast.”
Carve out plenty of time to think specifically about how each platform’s architecture translates to a successful campaign.
While often overlooked, having a plan for gathering, ingesting and communicating data is one of the most important aspects of a successful campaign.
When done wrong, your reporting can be full of errors and data that’s missing context. This potential for miscommunication can make mountains out of molehills, gumming up the whole process.
A good way to address this is to make sure the
way you pull reports is repeatable.
Consistency is key to campaign storytelling. It ensures the data gets the context it needs by providing a smooth transition from one report to the other.
Also, don’t just hope everything is correct. You need to implement a firm protocol for verifying data ingestion, normalization, conversion events, landing pages, and creative before a single impression is served.
So, make a plan and process that works for your team and stick to it.
As you can probably guess, we go through this process a lot. Give us a shout if you want us to go deeper, or subscribe because we’ll be following up with a few blog articles.
Based on the scale and scope of your campaign, you will need to decide how frequently to optimize.
Sometimes weekly optimizations are what you need, other times it’s multiple per day. Either way, it’s important to schedule time for optimizations in advance.
Yes, you should put it on the calendar.
A few things that inform your optimization schedule are:
Make sure you have statistically relevant data to work with. Otherwise, you’re taking stabs in the dark.
Depending on your volume, you can do daily, weekly or monthly optimizations. And with LumenAd, you can do them whenever you need to.
Always take length into account. For instance, do not leave a two-week campaign alone. You need to check on it every day, sometimes multiple times a day. Because a couple hours is all that’s needed for it to go astray.
A three-month campaign has more buffer room. You can still hit your goals if you optimize weekly or every couple of days.
You don’t necessarily need to tweak one variable at a time, but you do need to be intentional about which knobs you’re turning.
It’s important to know what has an affect and what doesn’t. Otherwise, you’re wasting time and money.
So plan out which variables to adjust first — whitelist updates, creative A/B testing, targeting tweaks — and work incrementally from there towards your KPI.
We’d be more than happy to show you how we plan out our optimization schedules (hint: it has to do with LumenAd’s real-time visibility).
This is crucial and will help you keep your sanity. If you communicate what is going well, everyone will be a little happier.
In a services-oriented field, it’s easy to shift into a mode where you only share the problems and their solutions. It’s human nature. But if that’s all your team talks about, you’re in for a bad time.
Learn from your successes as much as you learn from your failures.
Go outside of the box and shout it from the mountaintops when your experiments work. Then share those lessons with all the stakeholders.
It shows you’re invested in the success of the campaign. With LumenAd’s reporting functions, we make sure to plug in positive insights every time we can.
We hope you found this helpful! Subscribe below or drop us a line if you’d like more insight on how to make increase your team’s capacity
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