Doing more with less typically involves the hat trick of agency constraints—time, talent, and budget. These constraints go back before the days of Mad Men, but are taking on even greater urgency today as client loyalty is on the decline while expectations of performance are on the rise. Metrics matter, and clients are asking tougher questions about them. Of course, every digital agency committed to its clients’ success welcomes this kind of scrutiny. But today, agencies must achieve those metrics within these increasingly challenging constraints:
Time—that age-old nemesis of creatives and media buyers alike. Good, thoughtful work takes time. But the clock is ticking. Campaigns need to be launched as quickly as possible. These time constraints can sometimes create trade-offs—for example, the time required to develop a custom audience, curated from myriad data sources, must be weighed against the efficiency of selecting and activating a syndicated audience which may not be as precisely targeted.
Many agencies find themselves stretched thin on staffing, with people wearing multiple hats and working longer hours. It would be great to hire an army of data analysts. But since that’s not happening anytime soon, digital media teams must look for new tools and better technology to help them do more with less.
Media buyers face the dual challenges of: 1) not having sufficient budget to achieve campaign KPIs; or 2) not having a sufficiently large qualified audience to spend against. The sweet spot of a large, highly qualified audience that will deliver high ROI can be hard to hit.
So, is there a tool that can instantly turn a digital media buyer into a media targeting superhero? A Thor’s hammer of custom audience creation? A Captain America shield against wasted media spend?
There is such a tool. It’s called Wiland PersonaBuilder™.
PersonaBuilder is a self-serve application that offers the world’s most powerful persona creation toolset and then seamlessly converts those personas into large, custom digital audiences ready for immediate activation, all from within one user-friendly platform. Leveraging unmatched data sources and AI-driven predictive modeling, PersonaBuilder is a must-have resource for agencies that need to reach large, responsive audiences that look and spend like their clients’ best customers. It gives digital media buyers the confidence that they are targeting the right people in their campaigns, enabling them to verify—before spending ad dollars—that audiences include only consumers in their clients’ categories.