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Ocean Medias Jay Langan on what data fueled this independent agencys long-term strategy

Like many new independent agencies, Ocean Media began with just a couple accounts. But during the last 2 decades, it evolved right into a data-driven firm thats helped to transform popular makes like Mint Mobile and Rakuten into household names.

Jay Langan, CEO of Ocean Media, originates from a thorough background in advertising and technology. He started his career in advertising at Bloomberg, at the same time once the companys media business was limited. Magazines and radio were a focus, however the television network didnt yet exist in the 90s.

Eventually, Langan oversaw the Midwest business and the West Coast, that is how he got introduced to Ocean Media, located in Huntington Beach, California. The agency had 10 employees when he joined in 2002, but today this is a workforce greater than 180. During the last decade, Langan has overseen its growth in developing proprietary data platforms, automated measurement systems and AI planning tools for media investments.

Its been a significant stepped on these 19 years, Langan said. It had been a helpful perspective to come quickly to the agency side to check out a few of the items that I must say i liked about different agencies plus some of things that I felt like could possibly be done differently and better.

Ocean Medias first big account in its start was Priceline, and its own still handling media for your client 25 years later. Throughout that time, the agency has added major brands from Etsy to, leveraging its usage of data analytics to allocate some $700 million in clients media spend.

Langan spoke with Digiday about how exactly independent agencies are unique from holding companies, in addition to how Ocean Media uses data and performance metrics to provide clients an advantage.

This interview has been edited for space and clarity.

What now ? differently being an independent agency in comparison to holding companies?

Among the things with Ocean Media was there is always type of a concentrate on being very mixed up in negotiation, looking to get the perfect pricing and performing a amount of things. I simply didnt see just as much of it with a number of the bigger agencies, that was a bit surprising. Sometimes whenever a holding company or agency is indeed large, they consider it as because theyre so large they need to be obtaining the best pricing. We actually often find thats false. Just how well can be found in and make an effort to negotiate is actually looking at obtaining the greatest media rates and really pushing maybe going multiple rounds with this media partners in an exceedingly productive way.

So how exactly does data factor into your strategy?

What were really attempting to do is take a lot of first-party data directly from our clients, and pair that with the various media activity whether that be linear television [or] digital. We build out really sophisticated dashboards that clients can access on what digital is performing, how their talent is performing in pretty near real-time. Often well see maybe one creative outperform another dramatically, and [we will] make that data actionable and make optimizations.

How is that not the same as before, when data werent in real-time?

Before we’d always be looking forward to the post logs if it had been it side of it. We will often have a one-week lag. Now we are able to get yourself a signal the very next day. Theres occasionally times where even 2% or 3% of the spots dont fall into line using what actually happened, but its pretty accurate also it we can get yourself a quicker look at performance. Ultimately those optimizations and really understanding whats performing and how that is working together we can build stronger, better-performing media strategies and plans.

Whats been the trick to sustaining relationships together with your clients?

A very important factor that sets us apart is we do have a few of these really long-term partnerships with this clients, and thats sort of unusual because of this industry. I believe section of it would go to the info and analytics. When youre building out these dashboards, were plugging in plenty of their information, it might be challenging to go and re-create. That certainly supports longevity.

Were measuring across a variety of brands. Lets say Etsy or Rakuten, they’re both often seeking some similar targets. While their business models will vary, a few of the tactics we might be doing for Etsy finished up being valuable for others that maybe may also be going after a lady target. You sort of have a head start when launching a campaign because we have been really data-driven being an agency and so are constantly using that to attempt to help from the planning, buying and ultimately, performance standpoint.

What can you see because the biggest change in the media business in the coming years?

The streaming wars and seeing how a few of thats likely to shake out. Many individuals are wrestling with just how many different subscriptions you need to these different streaming services, so you realize just how much content is driving some of these decisions. It type of feels as though rebuilding almost what cable was at one point. I believe you will have more consolidation there. Im also curious to check out how these next couple years with Amazon and the Thursday night football investment they made that was an enormous one and what type of adoption rate youre likely to see.

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