The Role of Data Fidelity in Modern Media Management
In the increasingly complex and ever-evolving world of performance marketing, advertisers rely on clean, accurate, and comprehensive data to evaluate and improve campaign performance. Trusting performance data and the way it’s managed is described as “Data Fidelity.” Data fidelity is essential for agencies and brands to gain insight into what isn’t working in their advertising campaigns, ultimately leading to operational efficiency, and better utilized budgets. Proper file naming and consistent metadata nomenclature reduce errors and stifle downstream issues, which results in a more efficient, more cost-effective ad strategy.
The Challenges of Modern Advertising Landscapes
Advertisers Struggle With Data Fidelity
Data fidelity is critical to successfully navigating today’s modern advertising landscapes – specifically performance marketing. With digital advertising capturing nearly 60% of global ad spending, performance marketing plays a spotlight role for organizations moving forward with cross-channel advertising strategies.
Advertisers struggle with data fidelity for multiple reasons, and poor digital asset management (DAM) sits near the top of the list. To truly understand the performance of ad campaigns and effectively utilize budgets, teams must have their assets properly set up with the correct file names and specifications.
When dealing with cross-channel campaigns, data errors stem from time constraints and the multiple complexities of managing legions of assets. Cross-channel campaign execution is a complicated process that lacks standardization and commonly results in a rushed and stressful experience. File management errors frequently lead to downstream issues such as inaccurate performance measurement and lost assets. To further complicate the problem, many teams work in silos, making it nearly impossible to recognize data fidelity issues at the source. Whether these efforts are managed exclusively in-house or involve a host of outside partners, the need for solutions that meet the various demands of cross-channel advertising is evident.
As the complications of cross-channel advertising grow, so does data asset mismanagement. Reducing errors and improving data measurement minimizes the time spent searching for assets and lets advertisers focus on strategy and creativity.
The Complexities of Social Media Ad Campaigns
Social media is taking the top position as the lead marketing campaign platform for advertisers, with more than 60% of all advertisers planning to increase Instagram budgets in the coming years. Social media ad spending exceeded $44 billion in the U.S. alone in 2021, and over 40% of organizations touted Facebook as their highest ROI in terms of social media advertising efforts.
Advertising through social media platforms is effective, but the nuances of running campaigns on multiple platforms present various challenges. Complex requirements for video file renditions, particularly with TikTok, only end up adding to file management errors that already plague teams, such as lost assets and downstream data fidelity issues. Further, most digital platforms require files to be in different formats when working across channels, leading to increased downstream data fidelity issues that stem from improper file naming, cataloging, and inconsistent metadata nomenclature.
Data Fidelity Errors Lead to a Multitude of Downstream Issues
Between the proliferation of digital advertising destinations and the unavoidable occurrence of human error, the industry must find new ways to increase data fidelity and better manage assets. Errors often go unnoticed by advertising teams, leading to multiple data fidelity issues and various digital asset management blunders. Simply put, having accurately named files and consistent nomenclature for metadata will increase efficiency and minimize errors by huge margins – reducing unnecessary overspending and providing more accurate campaign performance tracking. Here’s a brief recap of the key factors that lead to downstream complications:
● Asset Proliferation
Asset proliferation stems directly from the proliferation of digital platforms. Data tracking and management becomes difficult with different file specifications for every digital and linear platform, leading to human errors like inconsistent file naming and causing chaos for advertising teams.
● Privacy Changes
Security and privacy requirements are of paramount concern for today’s advertisers. Data privacy compliance measures are becoming more stringent, and the effects will negatively impact data collection and analytics by the end of 2022. Advertisers will receive less comprehensive data, as much of what is now available will then be off-limits, and they will likely see much less of it in terms of volume.
● File Naming Issues
Data fidelity issues stem from various sources, and incorrect file naming is among the most significant concerns. Inconsistent nomenclature with metadata, the information that describes a brand or asset, also causes analytical inaccuracies where they matter most – the audience.
Flexible Solutions to Drive Efficiencies
Create Pre-Conditions That Ensure Better Measurement
To effectively analyze campaign performance, advertisers must create suitable pre-conditions for file naming and digital asset management.
Standardized file naming and metadata nomenclature ensure accurate, complete, and consistent data, allowing easy file tracking and measurement. In cross-channel advertising, standardization enables teams to locate files across all platforms quickly and efficiently. Consistently updating tracking tags is another pre-condition for accurate data measurement. Ad tracking registers the clicks and impressions of an advertisement, giving teams a more comprehensive understanding of performance metrics.
Improving Data Fidelity With Proper Pre-Conditions
Advertisers heavily invest in strategies that drive revenue. Without reliable data, strategies are undermined, leading to ineffectively used budgets and resources. Advertisers must first invest in effective DAM solutions to avoid errors and accurately measure performance to improve data fidelity. However, many still struggle with inadequate and outdated ad-tech platforms that serve as junk drawers for legions of unorganized assets. Having reliable data drives some advertisers to flourish, but ineffective DAM solutions are holding others back. As cross-channel advertising evolves, advertisers scramble to manage proliferating assets and get clean measurement data to drive strategy.
Establishing pre-conditions that support proper file naming and storage in DAM systems provides real, accurate performance insight and lets teams strategize for better campaigns.
Ad Technology Solutions for Improved Data Fidelity
Advertisers know how important performance metrics are to success. Teams need clean, comprehensive data to drive strategy, reduce risks, and increase the success of their campaigns. Ad technology solutions should allow each organization to approach data fidelity efficiently and constructively with easily integrated DAM solutions that streamline workflows.
Five Platform Features that Improve Data Fidelity:
1. Easy Integration, Flexibility, and Speed
Premium ad technology solutions allow the flexibility to ensure a simple approach to content uploads, searches, metadata management, and file renditions. Easily integrated user-friendly platforms, robust file naming capabilities, and fast rendition speeds enable teams to streamline workflows and increase ad campaign efficiency.
2. Superior Organization for Advanced Search Capabilities
Advertisers need to organize their assets in the most efficient way possible to avoid clutter and reduce the downstream effects of errors. By using a platform that centralizes tasks and information sharing, teams can improve efficiency and streamline processes. Ad tech platforms should provide better organization with customizable metadata tags, advanced file rendition functionality, and systematic naming conventions.
3. View, Download, and Share Media Securely – Anytime, Anywhere
Adequate ad technology solutions provide a secure platform that teams can use to collaborate both internally and externally, with customizable governance and access controls. By enabling a secure platform, teams can safely work together at any time, regardless of location.
4. Simple to Use Order Processing and Tracking and Cross-Platform Delivery
With intuitive and flexible ad technology platforms, building orders and trafficking uploads becomes easy. File renditions should generate in a matter of seconds, and end-to-end delivery should make ordering and tracking more straightforward. Automated alerts for new creatives, QCs, and PODs keep you up-to-date and aware of all changes happening with your assets.
5. Limitless Storage
A scalable, cloud-based AWS platform allows advertisers to store assets more efficiently, reducing clutter and improving file locating. AWS is the most flexible and agile cloud computing environment available today.
Maintain Focus by Outsourcing Flexible Data Fidelity Solutions
Creating flexible solutions for clients isn’t economically viable for most ad tech suppliers. They offer one-size-fits-all platforms that are widely available but are often too rigid to meet their clients’ specific needs. Advertisers benefit from agile platforms that optimize processes, cut costs, and eliminate stress.
About Tylie Ad Solutions
Tylie Ad Solutions is a leading ad tech service provider, empowering advertisers through first-in-class technology solutions, industry-best service, and expert thought leadership. Visit us at Tylie.com and request a free demo of Tylie Tandem, the newest and most advanced cross-screen order management system and digital asset management (DAM) solution on the market. Need a quick read? Learn more in under 60 seconds.
ABOUT THE AUTHOR
Tyler Savage, Executive Vice President of Development Tylie Ad Solutions
As Executive Vice President of Development, Tyler Savage offers strategic client counsel, oversees finances and resources, mentors employees, and engineers the company for growth.
Tylie Ad Solutions was founded by Tylie Jones in 1971, at a time when women-owned businesses were a rarity. Half a century later, under Tylie’s leadership, Tylie Ad Solutions has evolved into a leading ad technology service provider and continues to challenge the status quo while championing the company’s core value of superior client service. Tylie Ad Solutions has delivered many firsts: in addition to paving the way for women in the industry, it was one of the first ad tech companies to offer digital delivery of broadcast assets and was an early adopter of online video services.Today, Tylie Ad Solutions has evolved into a valued, trusted service provider to clients including Nestle Purina, Honda, Facebook, Airbnb, Wells Fargo, and dozens of other recognizable brands.