Behavioral targeting provider Revenue Science has launched a practice to help agencies better understand and implement behavioral campaigns for their clients and ensure the offering becomes a recurring part of agencies’ overall media plan.
“When we go into an agency, we want to demystify the technology around behavioral targeting and show what results will look like,” said Nick Johnson, SVP of business development and GM of account strategy for Revenue Science. “We want to address the agency’s business challenges to develop and deliver an actionable plan using behavioral targeting.”
The new, five-step service program formalizes the existing processes Revenue Science has been using with agency clients. The two-week consulting session stresses setting realistic goals, defining metrics to measure success, understanding behavioral targeting’s constraints, and working with publishers to define segments.
On the agency side, the program needs to include representatives involved in buying and data analysis functions. So far, the meetings have drawn interest from all levels of the agencies, from chief strategy officers and managing directors to media buyers and planners and creatives, Johnson said.
Rather than being a purely educational exercise, the goal is to provide each agency with an actionable plan for its client’s campaign.
“More and more, agencies have been coming to us for help in devising plans and RFPs [request for proposals] they can take to their clients and our publishers. So we decided to formalize this process to make it easier for them to incorporate behavioral targeting into their media buy. At the same time, we believe that the simplification of our process will result in more business for our publisher partners, ” Johnson said.
Revenue Science created a revenue management team to work more closely with ad agencies last year. Though the practices in the five-step program were in use by many team members, the program formalizes those processes so they can be implemented uniformly for all agencies.
“We want to move away from being reactionary. It’s important to get and respond to RFPs, but the real strategic part of the business comes when you get out ahead of the process,” Johnson said.
The current process is agencies approach Revenue Science with an RFP for a client’s campaign. Revenue Science then contacts its client publishers to create a response to the request, with defined behavioral segments that are consistent across the board.
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