The Human Touch

By Niki Morock

At Kingsdale Media, we use top shelf technology to execute our digital campaigns. One example is programmatic media buying — which means a media buyer sets parameters in buying software for a campaign, and lets the software do the minute-by-minute work.

Some media companies will stop there and use a “set it and forget it” approach. We believe that approach is a huge mistake. While the technology has improved greatly over recent years, it is not perfect. Understanding that fact and having a basic understanding of how the software should work really should be prerequisites for running a programmatic campaign.

As the Digital Media Director for Kingsdale Media, I understand how the software I use should work, and I look at the campaigns we run daily to make sure things are running smoothly. I tweak the campaigns as needed, and I question the software vendor when something doesn’t look right. Doing so has given me a reputation — good or bad, I’m not sure — for being one to catch bugs in the system. What surprises me in those cases is that I seem to either be the first to catch the bugs, or the only one to catch them. Surely, there must be someone else who can spot anomalies when they arise, or are there really that many people using the technology who just aren’t paying close attention?

If you want the human touch in your digital campaigns in addition to advanced technology, please give us a call. We would love to meet with you, learn about your business, and discuss how we can help you reach your audience.