For many agencies, adopting an ad tech solution is a daunting task. There are numerous options out there that all seem to offer similar advantages with minor differences. However, for agencies looking to level the playing field and drive success for their clients, finding the right ad tech partner is key.
This begs the question, how do you go about finding the tech partner who will give you the special advantage you’re looking for?
Generally speaking, advertising and marketing technology is built to make your job easier and increase your efficiency. However, if that’s all a solution does, it doesn’t really offer a special advantage. That’s what all technology is supposed to do. One solution may have access to a specific inventory, another might offer unique features, but they both serve your basic needs. But is the fulfillment of basic needs all you need to truly drive success? Probably not.
Then there are the big players in the industry—think the Facebooks and Googles of the world—who are akin to the popular kids in high school. Everyone wants to be their friend because they throw lavish parties and connect you to all the right people, but do they really listen when you’re in a time of need? Do they actually care? Who knows, they’ll never tell you.
In order to find the partner that can offer you more, help you drive your client’s success, and reach your key business goals, look for ad tech vendors who embody the three key qualities below.
3 key ad tech partner qualities
To bolster your success and help your clients meet their goals, there are three key qualities an ad tech partner should embody:
Service at the core
First and foremost, look at the level of service offered by your prospective ad tech partner. Are customer service representatives willing to go the extra mile to make sure that your campaigns are succeeding? Are they suggesting new methods, such as Advanced TV, to help you reach your client’s business goals? Do they take the time to understand your goals and work with you towards achieving them?
The right ad tech partners will make customer service (or dare we say, customer obsession?) a key piece of the solution. They will believe that their customers are their true partners who should disrupt and innovate together. These ad tech partners have your back, and measure their success by your success. This level of dedication will help you drive success for both your agency and your clients.
The ability to listen
Listening is often an underrated skill, but the right ad tech partners will listen to your needs and then work to address them. To find partners who listen, think about the calls or meetings you’ve had with prospective vendors. Do they wait for silence before pushing their own agenda? Do conversations come across as a one-way sales pitch? These types of vendors are probably not the one you’re looking for.
Partners who listen will offer sage advice that meets your needs and has you feeling optimistic and hopeful and the end of your discussion. Finding these partners will help enable joint success as your ad tech partner knows what you want to achieve and be able to suggest pragmatic methods for getting there.
There when you need them
One of the more important qualities in an ad tech partner is one who is there when you need them. Finding a partner who has service at the core and listens well is not very beneficial if you can never reach them. You should feel that your ad tech partner makes an effort to contact you as well as being available when you inevitably reach out for help. The right ad tech partner makes the relationship feel seamless. It won’t be someone you have to chase down for help, they’re readily available when you need them.
You’ve got this.
Armed with this knowledge, you’ll be prepared to find that partner who enables your success. Whether it’s a digital transformation or adding new formats to your client’s media buys, ad tech partners who embody these three key qualities will be there to help; giving you that special advantage to help delight your client’s and move your agency forward.