Introduction to Media Execution Partners

Hey you! Yes, you. If you’re reading this, you’re probably a growing or mid-size advertising agency who provides media execution services that is seeking a way to stay ahead in a complex and competitive digital media ecosystem.

The Goal

You want to deliver great results for your clients, using the best technology and channels available, and ultimately run a successful digital agency.

The Challenge

There are so many tools, channels, and technology platforms out there, and you’re already strapped for time. Hiring an in-house team is costly and time consuming, but with outsourcing, you don’t feel like you have control over the outcome or full visibility into the process.

The Solution

Find a great Media Execution Partner to work with—this allows you to grow your team without outsourcing or sourcing your own in-house talent.

Some Quick Definitions

What is media execution?

Media execution (sometimes called media activation) is the process of developing a strategy for, creating, executing, optimizing, and measuring a media campaign. This term is usually used in reference to digital advertising, rather than marketing.

What is a media execution partner?

A media execution partner (MEP) is a company or agency that performs end-to-end services for other brands or agencies, performing the services of media execution for them or their clients. MEPs provide access to an experienced team and the best tools on the market, without the costs associated with building an in-house team.

In a study executed by AdExchanger and PathLab, some of the main challenges faced by ad agencies are: client budget limits and constraints; tying media investment back to business outcomes; and finding and retaining talent.

Media execution partners can provide a solution to the main challenges faced by agencies. They can be a cost effective way to handle more clients and accomplish more with a smaller budget. As a dedicated AdTech provider, they can help with attribution solutions. And they add headcount without adding to your in-house team.

MEPs are experienced in a variety of different channels, analytics tools, media creation platforms, DSPs, and SSPs, so they can provide a level of experience that might take longer to acquire with an in-house team.

This leaves your team free to do the work that is most within your expertise, while bringing in a partner to help with other tasks that your team may not specialize in.

And crucially, they have the time and expertise to discover new tools and processes, as they emerge, within the advertising, media, and marketing industries.

Since media execution partners work so closely with you on your campaigns, it doesn’t feel like outsourcing—but rather an extension of your team.

For example, at Version2, we build out custom service plans so you get the level of engagement and budget that is perfect for you, whether you need self-service access to technology like DSPs, or want a managed service experience.

How Can I Choose the Right Media Execution Partner?

Choosing the right media execution partner is crucial for ensuring the success of your marketing campaigns. Here are a few things to keep in mind while you are selecting your partner:

1. Alignment with Your Goals: The partner should understand your business goals and tailor their execution strategies to meet those objectives. Whether you’re looking to increase brand awareness, drive website traffic, or boost conversions, the media execution partner should align their tactics with your desired outcomes.
2. Experience in Your Industry: A media execution partner with experience in your industry will understand the unique challenges and opportunities you face. Whether you’re in e-commerce, finance, healthcare, tourism, or any other sector, having a partner who understands the nuances of your industry will ensure they execute campaigns more effectively.
3. Proven Track Record: Before choosing a media execution partner, check their portfolio, client list, and case studies. A solid track record of successful campaigns is a good indicator that the partner knows how to deliver results. If they have experience working with brands of similar size or scope, that’s an added bonus.
4. Transparency and Communication: The best media execution partners are transparent in their processes and provide regular reports on campaign performance. Clear communication is key to building a strong partnership and ensuring that expectations are met.
5. Adaptability to New Trends: The media landscape is constantly evolving. A good media execution partner stays up to date with the latest trends and technologies, from programmatic advertising to new social media platforms. Choose a partner who can adapt to emerging trends and integrate them into your media strategies.

What services does a Media Execution Partner provide?

The following are some key services that your Media Execution Partner might provide. When looking for and considering an MEP, ask your partner about these options and how they will be executed.

At Version2, these are just some of the items that we provide:

• Strategic Planning. Your MEP will work with you to determine a strategy for your campaign, including your KPIs and other goals. This strategy should incorporate data—either your own or third party, geographic targeting, optimization tactics, and what measurement and attribution solutions will be used.

• Creative and Media buying. Some MEPs will help you build creative for your clients, doing the boots-on-the-ground labor that makes the campaign happen. They can also provide buying services.

• Optimization. Your media execution partner can examine which channels and tactics are the most effective based on your goals, and quickly adjust to what is working—or not.

• Reporting. Media execution partners will provide up-to-date reports with a holistic examination of how the campaign went, informing spend for any future campaigns.
• Technology. Many media execution partners work with specialized channels and platforms like CTV, video, display, mobile, and audio. You can keep running certain channels in house, and tap in an experienced partner for assistance with those more advanced channels. MEPs can also gain access to DSPs, for advertising across the open internet.

Whether you’re just getting started with programmatic advertising or have a lot of experience, you can still benefit from a partnership if you’re looking for ways to expand bandwidth, control costs, or gain more experience with newer technologies and channels.

A media execution partner like Version2 can help you create, strategize, manage, analyze, and optimize your media campaigns.

Think you could benefit from a media execution partner? Reach out to us today to learn how our partnership could benefit your organization.