Singapore, 30 November 2018 – Earlier in November 2018, Lee Chee Wee, our Managing Partner & Head of Digital attended DataXu’s inaugural Asia Summit as a panelist and provided his insights on the importance of bringing programmatic capabilities in-house for agencies. In his session, Chee Wee shared about how an agency can use programmatic platforms to deliver even better results for their clients.
Being a panelist at the DataXu Summit brought a great opportunity for Chee Wee and his team to mingle and learn from programmatic leaders in the media industry. The digital team also walked away inspired by the many awesome developments in the programmatic space.

Here are Chee Wee’s thoughts and views shared during the event:

The Landscape

As media gets increasingly commoditized, many agencies see this as a threat because it empowers brands to bring digital marketing in-house by leveraging on platforms such as programmatic solutions. The Media Shop views this development and the availability of programmatic platforms as a great opportunity for independent agencies to level the playing field when competing with their larger network counterparts.

When brands work with network agencies, programmatic advertising typically get passed on to their group’s trade desk. That’s akin to outsourcing and farming out their programmatic operations. On the other hand, independents with in-house trade desks offer clients more control and flexibility which very often, results in delivering better campaign performance and business outcomes.

Our Journey

When I joined The Media Shop a few years ago, our offline business dwarfed our digital business. Since then, our digital business has grown significantly. Throughout this journey, we placed a huge emphasis on building up our digital capabilities. We ran a lot of media including social, search and display within the agency so the digital team […]