To learn more about digital advertising in the Japanese market, we interviewed Yamato Muraoka, General Manager of Ad Tech for Allied Architects.
What is a typical day in the life for your role?
I manage the operation team, sales team and media relationships. My day gets started with a spend check of the previous day as we set up daily targets for all campaigns. I will do a health check for all campaigns by looking at spend progress and partnering with the operation team to address any large gaps between target spend and actual spend.
Then I connect with the sales team to discuss the progress of their pipeline and find out what marketing topics and products their clients are interested in learning about.
I then move to meetings with media partners – whether that is Facebook or our ad tech product providers. This is a very important job, because I can get up-to-date information on global case studies just by chatting with them and convey this information to both sales and operations.
I know our performance really depends on how much our partners support us, so building trust in the relationship is a big part of my role.
How does advertising automation technology assist you with your daily tasks?
Because we need to manage multiple clients’ campaigns every day, it would kill our operators if we had to look at thousands of ad campaigns on Power Editor and optimize them. Since algorithms automatically analyze ad performance and stop low performing campaigns, we are able focus more on strategy.
If we can make all the manual work that has been done by humans completely automated, then we no longer have a huge gap of marketing knowledge between clients and agencies because advertisers are tapped into their first-party data.
What advantages does advertising automation have over an agency model?
There are obviously huge merits from the perspective of cost savings and internal knowledge. If we can make all the manual work that has been done by humans completely automated, then we no longer have a huge gap of marketing knowledge between clients and agencies because advertisers are tapped into their first-party data.
Direct access makes it easier to make the right decisions for your customers and your products. It is my strong belief that companies should change their strategies as soon as possible to take advantage of this new marketing model.