{"id":7853,"date":"2022-10-10T21:35:19","date_gmt":"2022-10-10T21:35:19","guid":{"rendered":"https:\/\/xpon.ai\/?p=7853"},"modified":"2026-03-23T05:06:34","modified_gmt":"2026-03-23T05:06:34","slug":"maximising-adtech-roi-for-agencies","status":"publish","type":"post","link":"https:\/\/xpon.ai\/nz\/resources\/maximising-adtech-roi-for-agencies\/","title":{"rendered":"Keys to maximising AdTech ROI for Agencies"},"content":{"rendered":"<p>[et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.16&#8243; custom_padding=&#8221;2px|||||&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_row _builder_version=&#8221;4.16&#8243; background_size=&#8221;initial&#8221; background_position=&#8221;top_left&#8221; background_repeat=&#8221;repeat&#8221; min_height=&#8221;939.7px&#8221; custom_padding=&#8221;40px||0px|||&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.16&#8243; custom_padding=&#8221;|||&#8221; global_colors_info=&#8221;{}&#8221; custom_padding__hover=&#8221;|||&#8221;][et_pb_text admin_label=&#8221;Text&#8221; _builder_version=&#8221;4.20.2&#8243; text_font_size=&#8221;16px&#8221; text_line_height=&#8221;2em&#8221; header_4_font_size=&#8221;22px&#8221; background_size=&#8221;initial&#8221; background_position=&#8221;top_left&#8221; background_repeat=&#8221;repeat&#8221; min_height=&#8221;171.7px&#8221; text_font_size_tablet=&#8221;16px&#8221; text_font_size_phone=&#8221;20px&#8221; text_font_size_last_edited=&#8221;on|desktop&#8221; header_font_size_tablet=&#8221;&#8221; header_font_size_phone=&#8221;&#8221; header_font_size_last_edited=&#8221;on|phone&#8221; header_4_font_size_tablet=&#8221;&#8221; header_4_font_size_phone=&#8221;24px&#8221; header_4_font_size_last_edited=&#8221;on|desktop&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p>With significant changes to data, privacy, and advertising technologies, there is immense pressure on Media Agencies to be able to recognise a greater adtech ROI for their clients consistently. As a <a href=\"https:\/\/xpon.ai\/nz\/?page_id=2687#advertising-intelligently\">Media Agency Technology Partner<\/a>, we recognise the great difficulties these changes can bring upon media advertising activation, execution, and reporting. Below we have highlighted four key areas that we believe to be essential when trying to navigate your Media Agency through the transforming digital landscape.<\/p>\n<h4>Consolidation of media buying within one or a few key platforms<\/h4>\n<p>Multi-channel media plans bought in silos create repetition, overlap, and inconsistencies. By centralising buying of multi-channel media previously bought across multiple channels or media buying platforms, agencies can realise a tonne of efficiencies, recognise greater adtech ROI, streamline workflows and gain unique campaign insights.<\/p>\n<p>Consolidated media buying can be performed through integrated adtech platforms such as the <a href=\"https:\/\/marketingplatform.google.com\/about\/\">Google Marketing Platform,<\/a> giving agencies the ability to access and buy inventory across an abundance of mediums and publishers from one central location. Managing multi-channel digital campaigns from a centralised location doesn\u2019t just make buying easier, it also enables complete frequency and audience management to ensure advertising does not overlap and media spend is not wasted.<\/p>\n<p>A recent Nielsen report found that centralised multi-channel media buying can lead to up to:<\/p>\n<ul>\n<li>+39% increase in unique reach<\/li>\n<li>+29% operational efficiency<\/li>\n<li>10% better frequency control<\/li>\n<li>-19% cost per user<\/li>\n<\/ul>\n<h4>Configure automated reporting to save valuable staffing hours<\/h4>\n<p>Campaign reporting to brands can be tiresome and time-consuming. It\u2019s far too common for agencies to utilise key staff resources to complete mundane tasks such as campaign reporting; tasks that can be automated with the right data and technology expertise.<\/p>\n<p>With automated reports connected to an agency&#8217;s adtech stack, campaign reporting can be instant and continuous, enabling quicker insights, more innovative operations, and better proof-of-value to your clients.<\/p>\n<p>An example of an automated report package is XPON\u2019s Agency Toolkit which enables automated reporting on the following core metrics:<\/p>\n<ul>\n<li>Transparency Reports<\/li>\n<li>Bulk Trafficking<\/li>\n<li>Identity &amp; Access Management<\/li>\n<li>Audience Analysis<\/li>\n<li>ITP Audits<\/li>\n<li>Floodlight Monitoring<\/li>\n<\/ul>\n<h4>Connecting first-party data to improve audience targeting in client campaigns.<\/h4>\n<p>With the deprecation of third-party cookies, audience targeting and campaign attribution are becoming more difficult. For agencies, this means it\u2019s harder to find the right audiences to target with your client\u2019s message, and harder to prove the value of the campaigns that you\u2019re running.<\/p>\n<p>By promoting the inclusion of audience first-party data within your client campaigns, you can enrich your campaign targeting to reach the right audience. AdTech platforms are making it easier to include first-party data in targeting, such as Google\u2019s Customer Match.<\/p>\n<p>As third-party cookie deprecation continues to come into effect, brands can feel the following costs of inaction:<\/p>\n<ul>\n<li>2.9x missed revenue uplift<\/li>\n<li>+10-20% ad spend increases<\/li>\n<li>2-3x longer time-to-value<\/li>\n<\/ul>\n<p>As an agency, you\u2019re a client partner and can help all of your brands dodge the negative impacts by promoting the implementation of first-party data &#8211; now that\u2019s a win-win situation.<\/p>\n<h4>Find a true partner that will drive technology enablement across your agency.<\/h4>\n<p>As media agencies are forced to adapt to an evolving digital landscape, there is an increased need for data and technology skills and capability. It can be difficult for agencies to develop these skills independently, and hence, finding the right technology partner that can help drive digital best practices throughout your business heavily impacts your agency&#8217;s ability to support clients.<\/p>\n<p>When looking for a technology partner to support your agency, consider the following questions:<\/p>\n<ul>\n<li>Are they competitive in the media space at all?<\/li>\n<li>Do they have experience with privacy-first measurement and first-party digital advertising practices?<\/li>\n<li>Do they offer a true partnership and enablement offering centralised around your core business objectives?<\/li>\n<\/ul>\n<p>By acting on these key recommendations, in tandem with a technology partner, your Media Agency will be ale to adapt and scale to these significant changes across data, privacy, and advertising technology.<\/p>\n<h5>About XPON Technologies<\/h5>\n<p>At XPON Technologies, we partner with agencies with the aim to support growing their business and extracting more value from their Adtech investment. Our collaborative partnership model focuses on training, enablement, and ongoing support if required, ensuring your team is upskilled accordingly and using the adtech efficiently to drive more value for your clients and maximise adtech ROI.<\/p>\n<p>As a technology and data leader, we also help agencies and their clients to navigate the ever-changing media landscape with the growing impact of third-party cookie deprecation, privacy and data governance.<\/p>\n<p>Want to learn more? <a href=\"https:\/\/xpon.ai\/nz\/?page_id=2700\">Contact us<\/a><\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>With significant changes to data, privacy, and advertising technologies, there is immense pressure on Media Agencies to be able to recognise a greater adtech ROI for their clients consistently. As a Media Agency Technology Partner, we recognise the great difficulties these changes can bring upon media advertising activation, execution, and reporting. Below we have highlighted [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":7789,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_yoast_wpseo_focuskw":"adtech ROI","_yoast_wpseo_title":"How Agencies can maximise their Adtech ROI","_yoast_wpseo_metadesc":"Discover proven methods to make the most of advertising technology investments & drive exceptional results for clients.","_yoast_wpseo_meta-robots-noindex":"","_yoast_wpseo_meta-robots-nofollow":"","_yoast_wpseo_canonical":"","_et_pb_use_builder":"on","_et_pb_old_content":"<p>The customer experience is one of the most critical factors determining any business's success. In today's digital age, customers expect a seamless and personalised experience, and companies constantly look for new ways to enhance it. One of the most exciting and innovative ways to achieve this is through augmented reality (AR).<\/p><p>AR technology allows businesses to superimpose digital information on the real world, creating a more immersive and interactive customer experience. This technology has the potential to revolutionise the way businesses interact with their customers, and companies are already using it to improve customer engagement and satisfaction.<\/p><p>One of the most popular ways that companies are using AR to enhance the customer experience is through the use of virtual try-ons. In the retail industry, this technology allows customers to virtually try on clothes, accessories, and makeup without needing to visit a store physically. This not only improves the shopping experience but also helps to reduce the number of returns. Companies like Sephora and L'Or\u00e9al have implemented virtual try-on technology in their mobile apps, allowing customers to see how different makeup looks on them before making a purchase.<\/p><p>Another way that companies are using AR to enhance the customer experience is through virtual tours. This technology allows customers to virtually explore a property, product, or event before making a decision to visit or purchase. Companies like Wayfair and IKEA have implemented virtual tours in their mobile apps, allowing customers to see how furniture looks in their homes before purchasing.<\/p><p>Similarly, real estate companies are using virtual tours to allow potential buyers to explore properties from the comfort of their own homes. AR is also being used to enhance the customer service experience. Companies like Lowe's and Home Depot have implemented AR technology in their mobile apps, allowing customers to view detailed product information, see how products look in different settings and even get virtual assistance from experts.<\/p><p>This not only improves the customer service experience but also helps to reduce the amount of time customers spend in the store searching for the right product. Lastly, AR is also being used to enhance the customer experience by creating more interactive and engaging advertising.<\/p><p>Companies like McDonald's and Coca-Cola have created AR-enabled ads that allow customers to interact with their products in a fun and exciting way. This improves brand awareness and encourages customers to visit their stores or websites to learn more about their products.<\/p><p>In conclusion, augmented reality technology has the potential to revolutionise the way businesses interact with their customers. From virtual try-ons to virtual tours, companies already use AR to improve customer engagement and brand loyalty.<\/p><p>As AR continues to evolve, so will the benefits. XPON futurist, Marcus Callon, suggests that \u201cAR and VR are only scratching the surface of its future capabilities, with easy-to-use XR storytelling technologies such as Holoscribe bridging the gap between content creators and marketers and immersive XR content.\u201d<\/p>","_et_gb_content_width":"","footnotes":""},"categories":[391],"tags":[457],"class_list":["post-7853","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-nz","tag-advertising-technology-nz"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v21.2 (Yoast SEO v21.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>AdTech ROI for Agencies\u2028| XPON Technologies | XPON New Zealand<\/title>\n<meta name=\"description\" content=\"With significant changes to advertising technologies, there is pressure on Media Agencies to create more ROI. | XPON New Zealand\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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