Which Anagram Service Model is Right For You?

We offer three service models that range from a fully outsourced solution on the one hand, to a fully insourced structure on the other.

To help you determine which option is right for your organization we’ve detailed below what you can expect in each of our three options.

Defining the Body of Work

Before we describe each service level, let’s start by defining the core components of programmatic media planning and buying so that you can identify the elements of programmatic your organization is best equipped to manage independently.

We think of the programmatic process as being comprised of five phases:

1. Strategy/Media Planning

This is the process of translating your marketing goals into an actionable programmatic media plan. To somewhat oversimplify, we think about a handful of targeting and buying approaches that can be executed programmatically, including:

Audience Targeting: Using first party (CRM), second party (co-op), or third party (outside vendor) data.

Contextual Targeting: Advertising within content that aligns with your brand, your messaging, or your audience’s interests.

Lookalike Modeling: Reaching audiences that are modeled from a known seed data set, such as CRM data, site visitors, or past converters.

Whitelists: Establishing a specific list of sites to advertise opportunistically, on a non-guaranteed basis.

Premium/Guaranteed: Transacting programmatically but through direct relationships with publishers, accessing supply not available to all marketers

Retargeting: Serving ads to people who have recently visited your site.

Within each of these categories there will be multiple tactics and approaches to define, and budget allocations to be determined.

2. Campaign Build

Once the plan has been developed, it needs to be translated into an actual campaign. This is where we move from the conceptual to the very, very specific. Each idea on the media plan is translated into a set of directions the buying platform can execute and learn from. For example, the inputs to a contextual line item might look like this:

Note some of the decisions that need to be made for this tactic:

  • Goal type
  • Bidding strategy
  • Frequency
  • Pacing
  • Supply

This process is repeated for each line item on the plan, which can easily be in the dozens for even a campaign of modest size and complexity.

3. Ad Ops/Trafficking

It’s no fun, but it still needs to get done:

  • Creative upload and scheduling
  • Pixel creation and distribution
  • Media QA
  • 3rd Party Vendor integration

4. Optimization

The daily cycle of improvement: adjusting the levers at the line item level, and adjusting budgets across line items based on performance. We think of optimization in two ways: reductive (eliminating things that aren’t working) and expansive (adding new tactics to the plan based on the marketplace signals we’re receiving).

5. Reporting/Insights

Understanding what worked, what didn’t, and why.

Our Three Service Models:

Managed Service

For all intents and purposes, this means having an agency partner handling the five phases above, from start to finish.

What we do:

Strategy/Media Planning. Campaign Build. Trafficking/Ad Ops. Daily Optimization. Reporting.

What you do:

Provide the brief. Provide plan feedback and approval. Provide ongoing input and direction based on reporting.

Managed Service is right for you if…

  • You are new to programmatic and want to see if it works for your objectives before investing in internal resources.
  • You like the agency model, and are most comfortable providing input and direction to a partner that executes on your behalf.

Guided Self Service

This is a self-service offering, with a critical bit of assistance from the Anagram team in the area of campaign build. It lets you take advantage of our experience managing hundreds of millions of spend on the T1 platform, and ensures that your campaigns are built with established best practices in mind, and also that the latest features of T1 are being incorporated into your campaigns.

What we do:

Campaign Build. Ongoing Training. Best Practices Recommendations. Troubleshooting Support

What you do:

Strategy/Media Planning. Trafficking/Ad Ops. Daily Optimization. Reporting.

Guided Self Service is right for you if…

  • You have experience managing platform-based campaigns (eg. Adwords or Facebook) but have not worked in T1 before, or have not explored many features within the platform.
  • Your ambition is to build out an internal programmatic operation

Supported Self Service

Our most hands-off option. Your team has access to T1, and is managing campaigns from start to finish. We’re here as a resource as needed.

What we do:

Ongoing Training. Best Practices Recommendations. Troubleshooting Support.

What you do:

Strategy/Media Planning. Campaign Build. Trafficking/Ad Ops. Daily Optimization. Reporting.

Supported Self Service is right for you if…

  • You have a team experienced with programmatic
  • Resources to manage campaigns on a daily basis

Bear in mind that nothing is written in stone.

Our goal is for you to get the most out of programmatic, in whatever engagement model makes the most sense for your organization, and that can change over time.

We have clients that begin with Managed Service and move toward one of our Self Service options, and others that move in the opposite direction. Whatever works for you, works for us.

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