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A year ago, I was appointed as the leader of Xaxis Korea which is an outcome media company in WPP group. We already had two well-trained traders, Sieun and Dahye, as our team crew.
Xaxis Korea was established in 2013, but most planners in GroupM Korea had no knowledge of the role and position of Xaxis. Furthermore, I heard negative reputations regarding Xaxis from some of internal planners.
I arranged a meeting with my team immediately and tried to find out how we break through this barriers. We came to the conclusion that all the negativeness of Xaxis caused by the misconception in programmatic buying. For example, one of our previous video campaigns’ goal was direct sales. The result? CPA was over $1k, so that planners believed that programmatic buying won’t work. In addition, planners and marketers didn’t understand what the cold start was. It was cause of frequent cancel of campaigns at the early stages.
Supporting by top management in GroupM Korea, we could gather planners and gave them better knowledge on programmatic buying. At least 5 times, we opened Programmatic 101 classes for our internal planners. Almost 200 of planners participated the classes.
The other effort required by ourselves was to reprioritize service and product. When the Xaxis launched in Korea, we focused on technics which represent the feature of programmatic buying well. But I believed that it was too far from planners’ demands. They needed better performance via display Ads, and they were still investing in YouTube and Teads.TV more. We had capabilities to manage those kinds of the products, but planners didn’t know. So we made decision that Video Ads was the top priority for us.
Despite our efforts, the distrust on programmatic buying still remained. We need local cases. In case of this, we need local heroes.
To be continue...