By introducing its own trading desk the agency is showing that digital media has become an important pillar, in addition to performance campaigns.
At the trading desk a team of digital media specialists fully focus on advice, the set-up, management and optimisation of premium advertising space. Examples include a home page takeover on Nu.nl or reaching a specific fashion target group via Glamour.nl. Advertisers acquire a real-time insight into the campaigns, and in budget spend versus results. The agency safeguards quality using a data-driven approach and by continuously monitoring results.
The trading desk at Expand Online (part of Dept) consists of the main networks and most important publishers that allow a large diversity of target groups to be reached with a suitable message. Topicality and quality remain at a consistently high level as a result of updating changes on a weekly basis and continuously monitoring important KPIs.
Peter van Alphen, Head of Digital Media: “Besides standard banners and traditional media, purchases with external advertising partners are an important component of the 360-degree media strategy. This is something we have been doing for clients such as Rituals, Eurail and Aruba for quite some time. By launching a dedicated trading desk we can help clients reach their target group more effectively with striking, rich media formats.”
We are part of Dept — an international network of leading digital agencies. From our offices across Europe and the US, 500 of the most talented and experienced people in our industry combine creativity, technology and data to deliver digital products and services that build brands, grow businesses and make people’s lives easier.