A quick-view on what will differentiate a digital media agency - An insiders view.

1. Ryan GovindanRyan Govindan
Consumer behavior is changing.
It is time for agenciesto change.
Agencies accept the change.
Else advertiserwill change you.

2. Ryan GovindanRyan Govindan
1. Media Planning and Buying
2. Platforms
3. Audience and Data Management
4. Audience and Campaign Insights
5. Media Buying and Optimization
6. Team Recommendations
Want to be No.1 Digital Media Buying Agency?
Below 6 points to be considered to achieve the goal

3. Ryan GovindanRyan Govindan
Digital Media Planning and Buying

4. Ryan GovindanRyan Govindan
1. Team should able to take-on every brief from the client and challenge it.
2. Data backed research tools, industry study and experience will support digital media planning.
3. If the brief is for a new client; be ready to be in client shoes to start planning.
4. Get a “differentiator” for the client in the planning stage and prepare for the delivery.
5. Always think as a consumer while pursuing as brief.
6. Make a plan that one can buy and not a “bookey”.
Digital Media Planning and Buying
Research Tools and Industry Studies backed with Experience and Insights
and More!

5. Ryan GovindanRyan Govindan
Digital Platforms

6. Ryan GovindanRyan Govindan
Platforms
Improve Digital Campaign Management and Optimization
Campaign
Manager
Analytics
Demand Side
Platforms
Bid Manager
Display
E-mail
Search
Social
Ad Exchanges
Owned & Earned
Remarketing
Tag
Management
Audience
Segmentation
Marketing
Analytics
Audience
Manager
(Team)
DMP
Client
(Brand +
Technology +
Marketing +
Channel +
Product)
ryangovindan.com
Platform
Expertise's
needed by
Agency

7. Ryan GovindanRyan Govindan
Audience and Data Management

8. Ryan GovindanRyan Govindan
Audience and Data Management
Audience Signals and Intent will drive digital planning and buying
1. Data was never small; Audience Data is always an asset to advertisers.
2. Platform required for customizable segmentation to drive advertisers goals.
3. Data management for advertisers, partners, 3rd party and unstructured data required.
4. Real-time Analytics and campaign data crunching is a must.

9. Ryan GovindanRyan Govindan
Audience and Campaign Insights

10. Ryan GovindanRyan Govindan
Audience and Campaign Insights
Advertisers Campaign. Advertisers Insights
1. Provide Full Transparency
2. Building or adapt detailed and granular reporting.
3. Close-loop Optimization for insights and future buying
Some Examples:
1. Impressions Vs Total Impressions / Frequency Cap
2. Total Search Traffic Vs Re-targetable Prospects
3. Filtered Placement / Keywords Vs Prospects
4. Performance over FBx Impressions Vs All-other Publishers
More!

11. Ryan GovindanRyan Govindan
Media Buying and Optimization

12. Ryan GovindanRyan Govindan
Media Buying and Optimization
It’s time to stop the waste
1. Full Transparency
2. Provide viewable data and true frequency cap with every media buy.
3. Closely monitor media waste and get technologies to deliver viewable impressions.
4. Integrate with analytics, DMP, etc to reduce the waste.

13. Ryan GovindanRyan Govindan
Team Recommendations

14. Ryan GovindanRyan Govindan
Digital Team
Platform expertise, clarity and optimization will drive New Digital Business
It is not easy to get out of
“silos” out of a digital
agencies, but it was never
impossible.
There is fair bit of “Account
Management” along with
“Audience Insight”
expertise required to sail
your customers for Digital
Success .

15. Ryan GovindanRyan Govindan
Please Note:
Why you should read it?
I could have used the term “Trading Desk” may be called as “ReallyMadDesk” for all programmatic buying and this
includes all real-time systems for digital marketing but instead thought to present something that Agencies decision
maker in India understands.
I am looking forward to hear from you. Thank you.
Ryan Govindan
+91.9821736550
www.ryangovindan.com
ryan.govindan@gmail.com