As Director of Media Operations, I’m responsible for the entire process involved in running digital campaigns. I support our teams when they have questions or are facing challenges. We focus on optimizing processes in order to counter the increasing pressure to manage costs, in part through efficient implementation. I also help prepare pitches and work on other client projects.
It’s true, at pilot we used to use excel-based macros to create media plans. We would manually compile campaign results, analytics and benchmark lists. That took a lot of time and was extremely prone to error. Agencies that don’t use a media management platform like Mercury have to deal with a long list of problems:
- Editing media plans with the risk of not being able to clearly identify which version is the most up to date
- Access to media plans via VPN only, which makes working from home difficult
- Not having a way to create revision logs
- Running and evaluating analytics takes a lot of time
- Multiple users cannot edit a document at the same time
- Slow document access and loading times
- Files are hard to find, sometimes requiring time-consuming searches of the file server
That’s right. In general, we and the industry have relied too much on manual workflows. That takes up valuable time and can also lead to mistakes, which is only human. Agencies work with large media budgets and want to deliver high-quality service to their clients. At pilot, that’s our top priority! And Mercury helps us achieve that goal.
First of all, the platform should address the workflow weaknesses we have already discussed. We also needed the platform to be browser-based and to provide secure access from anywhere. It’s important that our staff can work from home or when they are visiting a client without having to make any compromises. In general, we were hoping to become more efficient by automizing some of our workflows. That is definitely a goal that all agencies should pursue.
Implementation was very smooth and fast. Our staff were able to use the platform within just two weeks. With the MVP approach, we didn’t initially have all of the features that we at pilot specifically need, but we were still able to respond agilely to meet new demands. Thanks to internal training courses, good customer support and a knowledge base integrated into the tool, it was very easy to onboard new staff.
Most of the weaknesses that our previous system had have now been addressed. Mercury has been able to meet our requirements. I use Mercury every day. The platform forms the basis for the planning and implementation stages of our digital campaigns. Mercury allows me to run analytics on price developments as well as budget and KPI targets across all clients and campaigns. Dashboards offer automated reporting features. And Mercury is really fast.
We now spend half the amount of time on manual processes, which has also caused our error rate to drop significantly. Both impact the time required by our media planners. I would put our time savings at between 30% and 50%. We can use that freed-up time to offer our clients more comprehensive consulting services. As data is readily available and integrated into our reports and dashboards, we also save an additional 70% in time spent creating media plans. This data transparency and the additional resources available allow us to focus more on streamlining our campaigns.
Yes, my clients also use Mercury. We’ve used Mercury to digitalize the entire planning and implementation process. The media management platform forms the basis of our campaign-based collaboration, which has become very smooth and beneficial for everyone involved.
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