Accenture extends further into programmatic media buying

Accenture Interactive Programmatic Services, will include the planning, buying, and management of programmatic ad campaigns.

Accenture Interactive has taken a large step into agency territory with the announcement it’s investing in in-housing, media planning, and buying.

While the consultancy has been working with clients to help bring programmatic digital ad-buying in-house, the new offering, Accenture Interactive Programmatic Services, will include planning, buying, and management of programmatic ad campaigns. It aims to help clients ‘take control and ownership of their data and technology, providing them with greater transparency and enabling them to achieve greater business outcomes and regain trust’.

Accenture Interactive said it can now help design, build and staff in-house trading desk capabilities, or run full service global digital media campaigns for clients. It includes three core services: Programmatic consulting and in-housing involving building long-term programmatic strategies, in-sourcing technology, reinventing operating models, and delivering internal capabilities; media strategy, planning and activation, including running transparent and scaled paid media campaigns across search, social, video, display; and adtech implementation and support to help deliver experiences at scale and providing infrastructure as-a-service.

Accenture Interactive global CEO, Brian Whipple, said clients have been asking Accenture to help them drive greater efficiencies with their programmatic media spend, specifically digital media.

“Consistent with our mission to create, build and run the best customer experiences on the planet, we are enhancing Accenture Interactive Programmatic Services to complement our full suite of experience services. We are already focused on all the pieces related to media placement so it was a natural extension for us to help our clients deliver more hyper-relevant customer experiences through digital media,” he said.

According to research ‘Programmatic In-housing: Benefits, Challenges and Key Steps to Building Internal Capability’ by the Interactive Advertising Bureau (IAB), 65 per cent of companies buying media programmatically have brought the capability in-house. The report also found marketers who purchase digital ads programmatically have either completely moved programmatic buying in-house (18 per cent) or have partially begun the process of internalising the function, with plans to continue further down the path (47 per cent).

Accenture Interactive global lead of programmatic services, Scott Tieman, said advertisers are reacting to the changing media landscape and  want to move beyond the status quo and take back control of their media capability.

“We believe we can help our clients do things differently. Accenture Interactive has an offering that is highly differentiated in the market and is built on a foundation of trust and transparency. We have the ability to leverage Accenture’s global footprint and capabilities to integrate strategy, creative, data, technology, and analytics together to drive superior results,” he said.

Accenture Interactive’s revenue grew 35 per cent to $6.5 billion last year. The group has been on an acquisitions frenzy, picking up creative and design agencies, The Monkeys and Maud, as part of its strategy to boost its marketing agency reach this time last year, the 12th acquisition Accenture Interactive made since 2013 to expand the reach, scope, and depth of its end-to-end customer experience services globally.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Undoubtedly, Robotic Process Automation enables marketing teams to accomplish repetitive tasks with fewer resources at a great accuracy.

Raj

What marketers need to know about robotic process automation

Read more

who wants to date me I am 9 years old and i am a boy

Jeremy Hawkins

Sink a sub gaming experience signals Subway's renewed brand push

Read more

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

Blog Posts

Unboxing 101 - How savvy influencer engagement can build a brand

The humble unboxing video is a powerful tool. Correctly executed, it harnesses consumer fandom, viral authenticity and brand design magic to deliver a high-impact message to a tightly targeted cohort of consumers.

Gali Arnon

Chief marketing officer, Fiverr

​Power to the people

Purpose is the ultimate statement of intent for many organisations. Why are we here? What are we trying to achieve?

Rich Curtis

CEO, FutureBrand A/NZ

The playbook to develop strategic brand moats

Warren Buffet is an unlikely ally for marketers. But his belief businesses need strategic moats that increase their value in the market while acting as barriers to competitors can offer marketers a new playbook for brand building and driving growth.

Fabian Di Marco

Founder and managing director, Tzu & Co

Sign in