In this guest post, Michelle Chan (pictured below), TubeMogul’s head of training, says finding staff that ‘get’ programmatic can be a challenge but offers her five top tips to make the whole thing a lot smoother…
Whether it’s a brand looking to build an in-house programmatic buying function or a media agency enhancing and growing their existing team, there remains one important resource needed to achieve success – talent.
TIP ONE: Transparent and flexible
Every day is different in the field of programmatic ad buying. So, someone who likes structure and set patterns may not be a good fit for the role. Instead, look for people who appreciate flexibility and follow TubeMogul’s three codes of practice, namely FSO (figure shit out), MSH (make shit happen) and GSD (get shit done). Recruits need to be adaptable to change, be accepting of a certain level of uncertainty and appreciative of the bigger picture.
TIP TWO: Skills and experience
It goes without saying that hiring someone with a background in digital, programmatic, broadcast or media buying is ideal. But, given this is a new field, it’s not always possible.
If hiring for an entry-level position such as media trading, trafficking or campaign management, look for critical thinkers that are good at problem solving and have an uncanny attention to detail. Some of our best media traders and campaign managers come from a background in data, sciences and math.
If someone is applying with experience in advertising, but is new to programmatic, probe them on their perception of what programmatic means, test their knowledge on the elements of a campaign lifecycle and see how they do when given access to a programmatic platform. You could also take it one step further and ask them to watch a tutorial and try to set up a campaign.
If you’re hiring for account management roles, look for customer-facing experience, people with strong writing and speaking skills, and those who possess an innate ability to explain complex issues in simple terms. In the interview, see how the candidate would react to a particular client scenario and what steps they would take to try to solve the client’s concern or issue. Persistence is key.
TIP THREE: Sell them on growth potential
Programmatic positons are great for those who want to try something new yet already possess experience in the advertising sector, mainly because the opportunities are enormous. At TubeMogul we’ve had folks that moved from being media traders or campaign managers to positions in application engineering or product management. There are other team members who have moved from account management or media strategy into sales roles. Within the client services organisation, there are also sub department opportunities where you can expand your skill set and specialise in a different product such as going from digital to television, display, social, mobile or cross screen. The programmatic industry is growing at such a rapid rate that it’s the perfect field to go into for someone who doesn’t want to be pigeonholed and is constantly hungry to learn.
TIP FOUR: Be honest with training timelines
Getting someone up to speed on programmatic basics can’t be achieved overnight. Our experience shows us that it takes the typical programmatic specialist about 3-5 months to learn the platform they are working on to a decent level. It’s important not to judge a new recruit on their knowledge until after this time period has elapsed as they need this period to understand the industry, strategies and goals and get the hands on exposure to internalise their learnings.
TIP FIVE: What should be part of the training package?
There are two skill sets that all programmatic specialists will need to succeed: Soft and Technical skills. Soft skills include client-facing items such as presentation and public speaking skills, client communication, strategic thinking, data analysis, storytelling and objection handling. Technical skills will include Campaign Planning (e.g. understanding of ad formats, targeting strategies, brand safety, fraud, viewability, inventory sources, private inventory, DMPs, PMPs and planning best practices), Campaign execution (e.g. ad tags, tracking pixels, campaign building strategies and pacing strategies), optimisation strategies and troubleshooting, measurement and reporting.
Pinterest has introduced a new suite of creator and Pinner products and experiences globally, as the platform continues to evolve to become home for the next generation of creators. At its second annual Pinterest Creators Festival, featuring Megan Thee Stallion and Storm Reid. Pinterest creators Kerin Rose Gold, Wendy’s World, Henri Purnell, Carolina Gelen and […]
Agency Digitas ANZ has developed its own unique brew of beer, galvanizing the team to channel its expertise in data, technology, digital media and creative. The brainchild of senior creative at Digitas, Nick Duron – Digitas’ ‘Unicorn Punch’ comes in alcoholic and non-alcoholic varieties and was created as a means of making Australian and New […]
As Australia prepares to hit its 70 per cent nationwide double vaccination milestone, a new study from Afterpay reveals how Gen Z and Millennials are ready to Press Play on their lives, after 9 in 10 (88 per cent) missed key life events through lockdowns. From hitting restaurants, cafés and pubs and jetting off overseas, […]
New data from Hootsuite and We Are Social reveals that as of June, social media user numbers have jumped by 13 per cent since the same time last year, with the latest data showing an increase of more than half a billion users in just 12 months. The Digital 2021: July Global Statshot report revealed key findings […]
Producers Rodney Rigby and Junkyard Dog Productions have announced that the worldwide smash hit, Tony and Olivier award-winning musical COME FROM AWAY, has reopened at the Capitol Theatre in Sydney. The pandemic led to all theatre shows closing curtains in Sydney, however, with vaccinations rates soaring and restrictions easing, the theatre is back and Sydney […]
Former PMs, high-ranking politicians and climate experts blow the whistle on how Australia became an international climate change pariah in the new Guardian Australia podcast series, Australia v the climate. Guardian Australia will release a special investigative podcast series ahead of the Cop26 global climate summit, scrutinising Australia’s role in the climate crisis over more […]
TBWA\Sydney Group has announced two new key promotions of Nitsa Lotus to chief growth officer and Tanya Vragalis to managing director. In her new role, Lotus will be focused on leading growth initiatives and innovation across each of the agencies within the TBWA\Sydney Group – TBWA, Eleven, Fleishman Hillard, Fabric and Bolt – as well […]
The beauty industry needs to reflect greater diversity both in front and behind the camera, as consumers increasingly align with brands that share their values, according to a panel of leading experts speaking at Are Media’s latest insight series TRENDtalks: Beauty. Hosted by leading Australian beauty expert and presenter Michael Brown, TRENDtalks: Beauty also highlighted […]
Findings from the latest Podsights Benchmark Australian Report shows ARN’s iHeartPodcast Network is a market leader in advertising effectiveness and continues to perform well above global benchmarks. Through its partnership with Podsights, ARN is setting the standard for podcast advertising measurement, providing commercial partners with data-led insights to ensure maximum engagement and conversion with iHeartPodcast […]
Advertising revenue for metropolitan commercial radio stations reached $53.149 million in September, reflecting a year on year rise of 12.7 per cent, according to data compiled by Milton Data and released by industry body Commercial Radio Australia (CRA). September quarter ad revenue totalled $151.373 million, up 16.1 per cent from the corresponding period a year […]
GAMURS Group, the esports and entertainment media network that reaches more than 100 million passionate gamers globally per month, has announced the appointment of Alex Walker as its vice president of content for the Asia Pacific region. Walker joins GAMURS after more than six years at Allure Media and Nine’s Pedestrian Group, where he was […]