The Next Wave of Advertising: Investing In Customer Success

This post is sponsored by Xandr.

As the fragmentation of media viewing habits continues unabated, technology platforms must help evolve buying practices to reach interested consumers however they access content. In order to ensure buyers’ unique objectives are met across screens, customization and flexibility are paramount.

This summer, AT&T’s Xandr unit introduced Xandr Invest, a strategic buying platform, to meet the needs of buyers today and in the future. Here’s a look into the platform’s optimized workflow and customization capabilities, and how it is driving better business results for advertisers.

What Xandr Invest is solving for

As they evaluate efficient and effective workflows, traders wonder: What if they didn’t have to worry about basic assignments like set-up, monitoring, and reporting? Instead, could they shift their focus to campaign optimization on customized KPIs?

With traders spending up to 90 minutes a day monitoring line items, 60 minutes pulling reports and editing those line items and 45 minutes managing creatives, automation has become a solution of choice in advertising, viewed as the path forward for augmented campaigns.

With Xandr Invest, Xandr incorporated components which enable traders to move beyond rote processes and instead focus on what matters to their business and clients. A test conducted in Q1 2019 showed Xandr Invest’s set-up workflow would have saved traders over 500,000 clicks.

How Xandr does it

A key component to buyer success is machine learning, which enables the tailoring of algorithms to meet individual campaign goals. Application of custom algorithms through Xandr Invest is already making an impact on CPMs, CTRs, CPCs, and viewability for buyers, with line items seeing a dramatic decrease in spend and increase in engagement.

Results

Focusing on providing customers with the tools they need to succeed has already proven to achieve results. In some cases, Xandr Invest improved customers' ROI by over 37% and cut cost per order by 50%.

Finally, while investment in technology is important, so too is an investment in people. Xandr has set a road map to hire across global trading and services teams. Dedicating the time and resources necessary to properly educate and train buyers is an essential step in forging productive relationships and ultimately setting its clients up for success.

 

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