How Agencies Can Streamline Their Media Strategy
Pathlabs is your modern media team. We are a one-stop shop for agencies looking to streamline digital media execution. As a technology-enabled media services company, our goal is to act as a single point of entry into every tool that is needed to drive results for advertisers.
We focus on developing technology that frees up your team’s time so that we can provide lower costs, better services, and ultimately better results. We envision a world where results are simple, media and services are cost-effective and performance-oriented, but most importantly, a world where accountability, transparency, and confidence in media exist.
We sat down with our VP of Media, Cortland Fondon, to answer some FAQs about the logistics of partnering with agencies.
What is the biggest challenge that agencies are dealing with in the modern digital media space?
Mid-market agencies are asked to be everything to everyone. Creative, design, web, digital media, traditional media, email, analytics. You name it, agencies have to supply it in order to score clients.
Media execution should be profit center, not be a loss leader. This is where Pathlabs come in.
Pathlabs is here to support agencies with digital media services. Our in-house team will make media execution a profit center while letting agency partners get back to focusing on what is important - their business and their clients.
Now, let’s dig a bit deeper.
What is a problem agencies are facing when constructing media plans?
One of the biggest issues we see when constructing media plans is centered around the objectives for the campaigns. Many agencies focus too much on the KPIs and forget about the overall goal of the campaign. What is the point of having low CPAs when the business is not growing or developing the brand’s customer base? Sure, a CPA goal is fantastic, but just that concept is not scalable. There needs to be a broader view, not just benchmarks, that we are basing our campaigns around.
At the end of the day, it is about the overall business development and driving a new batch of customers into the brand.
How does Pathlabs help agencies build more effective media plans?
Our team identifies potholes that agencies can run into when setting up strategies. These nuances can occur in a number of places (web design, connections between multiple APIs, etc.) and are difficult to track.
Our job is to pinpoint and resolve these issues so our partner agencies can build more effective media plans and strategies so our partners can hit their client's end goals.
How does Pathlabs measure success when working with agency partners?
We measure success by looking at the growth of our company as well as the growth of our partner agencies. Not just through the success of one campaign, but by building a long-standing relationship with our agency partners. It is all about how we move forward and bring agency’s digital media strategies to life.
