41% of media buyers have invested in AdTech and are reaping the benefits: improved audience targeting, integration of messaging across platforms, data sharing—all geared to get the most out of each ad campaign.
However, the highly anticipated cookie-less future is predicted to be plagued with market regulations on data collection and consumer privacy, along with domineering competition (Amazon, Meta and Alphabet accounting for 64% of total digital ad spend). How can AdTech firms gain market share and provide a competitive ROI for advertisers and agencies?
Alexander Group can help.
To stay relevant and profitable in today’s environment, AdTech firms are reevaluating their go-to-market models and how they deliver solutions.
An increasingly complex product set and support structure require a stronger understanding of agency and advertiser needs across the buyer journey and best practices as to how they want to be served.
Scaled and effective customer success teams are of the utmost importance as they focus more of their time on sales motions of client adoption, sales expansion and renewals while not losing sight of customer health, service and support.
Successful sales, marketing and service teams will work together to increase customer lifetime value (CLV) through sales motions focused on opportunity modeling, solution usage and value realization; sales incentive plans will be properly aligned with teaming models.
With the increased usage of Connected TV, Digital Out of Home and Household IDs in advertising, AdTech will scale functionality around new specialist roles, pricing models (e.g., percent of spend to actively managed service), quotas, training and development programs all aligned with supporting compensation practices.
Dedicated roles will be created to drive advertiser and agency ROI across three valences: