A look on the AI readiness among Swiss Ad Agencies
We come in contact with many Advertising Agencies and many advertising campaigns that have been set up by the leading agencies. As an attribution company and google partner our software analyses many campaigns run by top agencies globally and in Switzerland. In this post we take a quick look on how data-driven and ready for AI the Advertising agencies in Switzerland are.
For a long time there has been discussion about programmatic advertising and data driven marketing. Not to mention marketing automation. Now more recently that AI is going to personalise and automate the work of the agencies. Google took this one step further by announcing that they will by default automate their recommendations. Link here: https://support.google.com/google-ads/answer/7498488?hl=en
Is the Ad agency being in-housed or automated by AI?
For us this is interesting as we analyse and optimise so many campaigns for the most advanced and successful advertisers in the world. We also come across many quite poorly setup campaigns. If we generalise these are often campaigns that at some point, have been setup by an agency but have not really been maintained. And often the agency is not giving them the attention they would need.
Also if campaigns are managed without automation tools it is a huge amount of work to optimise campaigns. So to be able to see if the agency is doing a good job the client many times needs not only lots of knowledge but also proper tools to analyse the performance. Not easy.
Generally the best performing campaigns and advertising teams we see are run by in-house teams in e-commerce and online travel. Generally this is because the teams know not only the marketing so well but also know the business so well.
We ranked the agencies using three Criteria:
Does the advertising agency have the skills and capabilities for modern data-flow development. This is a requirement for automation and AI. Unfortunately in many cases data flows are still spreadsheets sent over email.
In capabilities section we also considered have the campaigns been setup well. Are there well structured, small ad-groups with narrow keywords or is most of the traffic caught by broad and expensive matches.
Is the agency open to transparency and performance analyses and optimisation opportunities. If the agency shuns transparency it is often a worrying sign.
Processes and performance
How much of the work is automated? Have the campaigns we have come across by them been well performing or unmaintained expensive broad campaigns.
Anyways, here is the ranking:
Maybe a bit surprising winner in our ranking. However when it comes to setting up great looking campaigns that also perform well Mediacom have been doing really well. This is mostly due to a great relationship with Google and Facebook and many of the platforms. Mediacom also has some great and forward looking people in the data-teams.
2. Dept ( Former yourposition )
The campaigns from Dept we have come across have been well managed and the platforms have been well setup. The campaigns set up by them generally have good quality scores, relevance scores and are well structured.
Generally the campaigns have been performing well and have been well structured and setup by them. However they are not as data-driven as they would like to seem and sometimes resort to buzzwords they know the clients wouldnt understand. In some instances they have been afraid of transparency.
Namics does a great job and is really forward looking towards becoming more data driven and also transparent. Yet unfortunately the data pipelines still many times consist of spreadsheets and email. Instead of realtime automated data-flows which would make it ready for AI….
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