Case Study – Gaming Advertiser In-Housing Strategy
This multi-market gaming advertiser was in the process of in-housing their media planning and buying. They tasked The Programmatic Advisory to review their programmatic activity and identify areas where they could improve. They were looking for both strategic and tactical recommendations to drive more efficient customer acquisition.
To ensure that our recommendations were as closely aligned with the business, we interviewed key stakeholders to identify their objectives and challenges within programmatic.
During our research phase, we also analysed key platforms such as the DSP and documents such as plans and reports. We reviewed the planning and buying of programmatic advertising against best practices before finally providing our recommendations.
The Programmatic Advisory delivered over 25 strategic and tactical recommendations across data, technology, activation, measurement, talent and commercials.
There was a particular focus on DSP activation where we recommended a restructuring of the activity. We also recognised the need to build specific requirements for the entire marketing tech stack.
The deep-dive audit also benchmarked current activity against brand safety, campaign structure and measurement best-practices.
Contact us if you are an advertiser that would like to understand how to implement and also measure a best practice in housing strategy.