Grandma, I am a digital consultant in paid media in an advertising agency

Having a job in the digital industry is a source of fun situations. Especially when we have to explain what we do to our friends and family – florists, cooks, nurses. Mix digital and marketing and you have a winning combo. So what is a digital paid media consultant in an advertising agency?

programmatique blog

Campaign manager

The job can be divided into two parts. The first one would be the campaign manager who has a more global vision, of strategy. The second part would be the mission of the media trader, more technical.

Mission 1 of the campaign manager: Develop a publication strategy for an ad

He must get the right message across at the right time to the right person. And for this, programmatic is a tool of choice.
The campaign manager must establish a plan, working directly with programmatic platforms, social network platforms, but also through intermediaries: advertising agencies that offer advertising space or different customer targeting.

Mission 2 of the campaign manager: Compare the different partners

The advertising agencies that offer advertising space sometimes have very different offers. One can be effective if the objective is to make the Internet user click, while the other will allow a longer visibility. The campaign manager must judge for each of his campaigns which actors are interesting.
He must also make sure that all the legal aspects are respected, on security, that data protection is respected (RGPD law).

Mission 3 of the campaign manager: Make statistics and reporting

Often, several campaigns are programmed, so that they improve over time it is necessary to make tests, to identify the good and bad points of a strategy. At the end of a campaign, it is necessary to identify which partners to prioritize and/or eliminate for the next one.
During a campaign, it is also necessary to set up and follow optimizations in real time.

Media trader

The media trader’s job is the more technical part of the digital paid media consultant’s job. In some agencies these two parts are separated between two people.

Mission 1 of the media trader: Installation of programmatic campaigns

The programmatic characterizes the automation of advertising campaigns. This automation uses algorithms, RTB (real time building) ad exchanges and is based on bidding systems. The advertiser (the brand or the agency that deals with the brand) proposes a bid to display its advertisement, which wins or not and is published in real time. This is done via DSP (demand side platform)
To follow the journey of his ad, the media trader must create and send tracking elements. For example, a conversion pixel embedded in the image of the advertisement will provide a large amount of data on its impact.

Mission 2 of the media trader: Track and optimize live

Here again, the media trader pushes more technically the missions of the campaign manager. He takes stock of the campaigns and implements optimizations in real time. He has to solve the technical problems related to the rules of the different programmatic platforms. :
The performances are followed according to objectives (KPI: key performance indicator) established before the publication of the advertising campaign.

Mission 3 of the media trader: Continuous testing to constantly improve

A/B testing means making “competitions” between two strategies by modifying only the formats of the advertisements or the segmentations that target the Internet users who will see the advertisement. It can also vary the platforms of the publishers, platforms, …
Once accustomed, the objective is to establish benchmarks: reference data that will quickly evaluate the proper functioning of a campaign.

It is these different strategic, commercial and technical missions that make this a rich, changing and stimulating job!

Applications Business COVID-19 Digital Business Marketing

Tinder & lockdown : the possible (limits) of digital

This past year, social applications and networks have enabled everyone to get closer and stay in touch. Our social ties have been put to the test and digital has been a perfect tool to compensate for our lack of interaction. However, meeting new people is even more difficult than maintaining relationships. In this article we will discuss the strengths and limitations that have allowed Tinder in its quest to meet love in its 16m2. What exactly does the Tinder dating scene look like at the time of the coronavirus?

Tinder on a phone

Tinder, the comeback

Tinder is a meeting application present since 2012 in the digital ecosystem. The application has more than 340 million downloads worldwide. 

Today, 6 million users are registered and active

The number was down before the lockdown but is now growing again. 

According to its latest quarterly report, its registration growth is 28% – and its revenues have increased by 31% compared to last year.

And the application doesn’t intend to stop there by continuing to innovate for the benefit of its users.


“Face to face”: the new containment functionality

A new feature has been developed in recent months. It may seem simple but it turns out to be a real problem for the application. Video calls will be implemented

Why not before? Because with the coronavirus the habits have changed, video calls have become a formality whether it is in the classroom, with friends, family, professionally… We have realized the importance of a face to capture more intimate information. And most importantly, when it is impossible to meet physically, video calls become much more interesting. 

To avoid overflows like on chatroulette, Match Group (owner Tinder) spoke about the addition of this feature which has been thought over at length, and the group ensures that security has been put first.

Rory Kozoll, Head of Trust and Safety Product Division at Tinder, said: “We are delighted to share with you the fact that our Face to Face functionality is being rolled out to our global community after receiving positive feedback from our members who accessed it early on. This is in addition to our growing list of features designed to keep members safe throughout their dating journey, such as photo verification, security center and our offensive message detection technology”.


How Tinder Ensures Security and Consent 

Tinder and Match Group ensure that security and consent are in place.

For this, the new “Face to Face” application will only be activated if both persons wish to do so. If only one of them clicks on the camera button, the other will not be alerted.

A document has been written in which all the deployed functions are revealed. It shows that Face to Face can easily be disabled, that those involved have to accept a set of basic rules, but also that it is possible to send a report to Tinder when a situation has made a user uncomfortable. Tinder has already started testing this feature in a few countries, but this time the deployment is official, and international.


Online date limits 

However, a paradox is to be raised

The goal of the application: that users spend as much time as possible on the application. The platform encourages them to stay there as long as possible because the presence of users is monetized. How then to understand the recommendation “Stay on the app” which has been displayed since the beginning of the coronavirus crisis. 

The goal of the users: to meet one or more partners. Although for a part of the users, the use of Tinder is only limited to online flirting, most of them want to meet in person, especially during a successful match! 

It’s interesting to wonder how the application will maintain its activity. There are a few things to consider, such as the free exchange with people from all over the world. A digital marketing challenge is offered to Tinder to link its development to the satisfaction of the user experience

COVID-19 Human Outils 2.0 platforms Services Solidarity

COVID-19: 10 digital services for solidarity

After several confinements, fixed orders and frustrating for all: the Christmas season is a time for a softer and more humane energy.

Today we are going to focus on French collaborative actions in which we can all get involved.

solidarity picto

1 – Home delivery: La Croix Rouge

Go to the dedicated interface to become a new kind of Uber.

You can provide the different relay points with foodstuffs, hygiene products, medicines, clothing…

Red Cross volunteers can be reached every day on 09 70 28 30 00 to listen to those who need them, to give information and solutions to the most destitute people. It is also possible with the service “Red Cross in your home” to call volunteers to deliver necessary products to your home.

2 – Listening to overcome loneliness: Les petits frères des pauvres

The Solitude’écoute line has become the flagship service of les petits frères des pauvres (0 800 47 47 88). During the confinement there has been an explosion of calls, the difficulty of the situation of isolated people is worrisome.

The teams have received the support of a large number of volunteers and former employees, but the doors remain wide open.

Listening is without geographical barriers and aims to support, to offer a sympathetic ear to overcome loneliness. Training will be given to you to be able to help in safety.

3 – Writing to elderly people in EHPAD: 1 letter, 1 smile

You couldn’t miss it, recently a large family launched a movement on Facebook “1 letter, 1 smile”. A loving and phygital idea: thousands of elderly people spend the holidays alone in EHPAD, young people around the world are encouraged to get in touch by letters.

Since mid-March some of them cannot receive visits from their relatives: too far away, too fragile. This is where networks become resolutely social and show their most beautiful face. The contact is made online, go to their Facebook page!

4 – Cooking for the homeless: #PourEux

To stay with the beautiful movements on social networks, do you know #PourEux

It is a citizen movement to help the homeless. It is possible to get involved on both sides.

By becoming a donor: all you have to do is compose a lunch basket and fill out a form explaining what it contains.

By becoming a citizen deliveryman: to collect boxes and baskets between 11 a.m. and 1 p.m. and distribute them.

On Facebook you will find the #PourEux group dedicated to your city. Share, participate, likez to treat our fellow citizens in difficulty on the street!

5 – Supporting medical staff: En première ligne

Since the beginning of the epidemic, our caregivers have been on the front line in the fight against the virus. The state provides financial and material aid but many gaps remain to be filled.

On the site en première ligne you enter a network of mutual aid.

It is possible to offer yourself to look after children, to go shopping or to lend a house near hospitals for example.

In the same vein, the All Caregivers #Comptezsurnous movement allows the delivery of meals concocted by restaurant owners. A way to help both professions at the same time.

6 – Helping young people in difficulty at school: Bénévolt

Telecommuting is already complicated for some adults who struggle to find their balance. It is all the more difficult for children and teenagers to find the seriousness and concentration to succeed in their school career.

With Bénévolt, you can sponsor a child to offer your support. Learning poetry, reading, holding multiplication tables… These missions are often taken on by retired people, it’s an opportunity to get involved or to talk about it around you!

And if homework is not your thing, you should know that associations like Lire et Faire Lire regularly seek volunteers to read stories to kindergarten students.

7 – Protecting students:

Lockdown, near-lockdown, re-lockdown follow one another and young people in higher education suffer severely. Recent studies show that the mental health of students is under severe strain. At a time in their lives when socializing, socializing and interaction are paramount, caring help is welcome. 

The support-student platform takes these disorders very seriously and offers free psychological support as well as a list of helplines.

A more collaborative part puts young people in contact with each other to exchange advice on how to feel better or simply to chat.

8 – Training adults in digital tools: Webasso

What about adult education?

Webasso offers workshops and online training courses to train or learn about digital tools. As we know, the use of the web is not easy for everyone, especially for those who need it the most (people in financial difficulties, isolated …).

You can therefore offer your help to guide participants to simple uses that would make their lives easier.

Sharing and transmission are the main principles of this association which awaits you to make it live.

9 – Creating social links between neighbors: COVID-Entraide

COVID-Entraide is a self-help network between locals. You can ask for help or see if there are requests around your home.

It is possible to get in touch with the most isolated people in your neighbourhood and thus break down the walls of loneliness. An interactive map is available to discover the group closest to your home and find out how you can help: breakdown assistance, transportation, discussion…

The town halls of your city also have a special number to offer or ask for help, don’t hesitate to go and ask.

10 – Give time for everything and everyone: The Civic Reserve

Impossible to choose? If you feel comfortable and willing to volunteer your time for any mission, join the Civic Reserve. It is a platform for connecting associations and volunteers set up by the government in response to the epidemic.

A space to get involved is open to everyone, experienced or not.

Four vital missions are proposed : 

  • Food and emergency aid
  • Exceptional childcare
  • The link with isolated fragile people
  • Local solidarity

10 useful and caring services that give us faith in a social and positive digital ecosystem. Where people are blamed for the isolation of individuals, the web also knows how to create links and mutual aid. These services are a non-exhaustive list, hundreds of solidarity movements have appeared during this year. Create, get involved and circulate for your neighbors, friends and family.