FULL-SERVICE AGENCY
those audiences at scale, we can go greater client investment as we move down the line.” So is programmatic, as the
marketing press likes to proclaim, really the future of online advertising? “Well, that’s a massive statement!
We’ve got Clarks as a client. With them we’ll have a two pronged approach. We’ll test with real-time bidding and see how we get on. But we’ll also test with a direct buy. When you book programmatic direct with a publisher, 90 per cent of the time you’ll get better results when facilitating a ‘walled garden’. That’s because the publishers are smart and are withholding certain data sets: there are audiences that they don’t open up to ordinary RTB integrations. “My view is that yes, things are moving towards programmatic and
there’ll always be a large chunk of spend on that. But there’s always going to be a case for direct buy as well, because the publisher is key. The publisher holds the data and will always be able to enhance direct buys over programmatic.”
Vision thing
With over a decade’s experience in publisher, network, DSP, exchange and ad serving technologies behind him, as well as stints as UK Director of Trading at MediaMind, Head of Trading EMEA at OpenX and Head of Digital and Strategy at DataXu, what other factors does Kettleborough see as shaping the current digital marketing landscape? “Tracking can be a tricky and
frustrating issue, particularly in instances where a client doesn’t operate their own site. If it takes six
months to get tracking set up, which it shouldn’t but sometimes does, that’s a real challenge. Another issue is how agencies hold on to clients’ data and who owns it afterwards. Our stance is that clients own their own data and have their own DMP. As an agency, we simply plug buying tools in and out.” So, for Chalk Social it’s all about innovation, transparency and working with like-minded people. “We’re not the biggest agency,”
says Kettleborough. “But we are the best at what we do. We want to work with people who share our vision of what digital can achieve, of where it’s going and how to get there. There are still those out there who don’t make to work with people who are passionate about digital, who want to push the industry forward and test new things.”
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CASE STUDIES IN BRIEF
ROI INCREASE 1.1K% - Radley -
- The Children’s Society -
57 annual sourc e guide 2016
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