Blog | 2adpro

Madras Brand Solutions creates a nimble business model with a global reach

The name Madras has several meanings. It could be the heady curry blend that tempts palates worldwide, the former name of the Indian city of Chennai, or the colorful patterned texture and lightweight cotton fabric commonly used on shorts of the same name.
Feb 15 2017: All those come together for a new agency that has chosen that moniker – Madras Brand Solutions.
“There are roots from the company that were in India – our parent [company] is the Ad2pro group out of Chennai, and Madras was the old name for Chennai.” said chief creative officer, Andrew Ladden. “The perspective we take on it is that it’s a woven fabric and it’s the coming together of many different things to create one seamless, beautiful pattern, it’s reflected in our logo as well.”
The agency was launched by Ad2Pro earlier this year and put ad veteran Fred Schuster, formerly of RedWorks (WPP) and Craft Worldwide (IPG), in charge as chief executive. He said that the typical agency model is front-loaded and expensive, meaning that by the time strategy and ideas come to life, there is little time or budget left over for amplification. When consumer behaviors shift or competitors pivot, as they often do, brands struggle to find the funds to react quickly and effectively, and Schuster and company sought another way.
“Marketers need to be ‘always-on’ and have constant engagement with their consumers across multiple channels. The traditional agency model is just too linear and slow to accomplish that. It places too much emphasis on initial strategy and creative development, leaving little funding left for ongoing development of communications to keep a campaign fresh,” said Schuster.
He added that they designed Madras around a continuous engagement model where the company’s strategic and creative talent not only develops powerful brand platforms but is constantly seeking opportunities to develop impactful content, so marketers can respond quickly to changes, opportunities and threats that appear every day.
Whereas top creative directors typically disengage after delivering the initial big idea, Madras creative leads stay connected to address clients’ changing needs fluidly. By focusing on longer-term engagements, Madras enables the heavy creative investment to be amortized over the course of evolving campaigns.
“We see ourselves as a new type of full-service agency and look to an AOR model that is able to generate more work for our clients against the same marketing budgets. Thus returning agency value beyond just ideas and insights,” Schuster added.
A familiar duo helps create success
Ladden is new to the company. He and co-chief creative officer Bill Davaris came to the agency in November of 2016 before the official launch and they fit the mold of the company perfectly.
“Bill and I have been partners for 20 years,” said Ladden of their collaboration. We started at a small agency where we met, called Karlin + Pimsler where we worked on the British Airways account,” said Ladden.
The two then went to Ogilvy & Mather to work on the Sheraton account. In their time there, they met Schuster. The three clicked within the corporate structure, but didn’t always run their end of the company like a traditional agency.
“We always felt like we operated in this boutique-y, hands-on kind of way even when we were at Ogilvy, but we were always in the big agency, the gigantic holding company. It’s great – obviously we were there so long. But this is a chance to build something that’s more independent – I think that independent vibe is really strong,” said Ladden.
Ladden and Davaris stayed at Ogilvy for 17 years through several departments. During that time, Schuster stayed in touch with the dynamic duo and eventually brought them over to Madras.
“We just kind of lived and grew at Ogilvy, taking on several different roles and actually running one group called RedWorks, which Fred took global. As years went on, we started another group called The Shop, which functioned as an AOR for mid-sized businesses, doing brand work and strategic creative for lots of opportunities that Ogilvy wanted to take on but maybe couldn’t quite figure out how to do with their model,” added Ladden.
Now re-teamed at Madras with Schuster, the three have an opportunity to run the model they way they planned.
“We’re storytellers. A storyteller is a storyteller, no matter if you’re at Ogilvy or a small boutique shop. The big differentiator for me is offering our clients a new engagement model,” said Davaris.
“What I love about this model and why we’re so excited creatively is that we’re telling the client that we don’t want to just create content now, we want to create content and themes throughout the year and allow the brand to be this opportunistic brand,” Davaris added.
Global independence and a streamlined approach
Madras is essentially an indie shop with a global reach, which Ladden sees as a positive.
“The global nature of it is that we have the capabilities. There’s a management team and a structure in place but it’s not as beholden to shareholders and holding companies. So if we need capabilities, whether it’s out of London or out of India or anywhere else in the US it’s just a phone call away and we’re all working together. It’s really seamless – there’s no bureaucracy or red tape. We can just click into gear really quickly,” he said.
Schuster added: “Our business model brings world-class insights, ideas and implementation that delivers more creative and more content. This allows our clients’ brands to create more meaningful and connected customer experiences. To do this, we identify strategic insights and develop creative solutions in our near-shore hubs of London and New York, then cost-effectively executes them via our off-shore content and production teams in Bangalore and Chennai.”
For Davaris, he sees the Madras way as a newsroom mentality but doing it in a very high-touch way – not trying to do all the work and spend all the money in the first three months.
“We’re saying ‘let’s turn the brand on right now and have the brand react to a trend, truth or topic.’ Let’s say a brand has $2m. $1.2m of it gets completely eaten up by the strategy, discovery, creative expression, in the first three to four months, and the client’s left over with $750,000 to go make some stuff. The brand kind of tapers off. We’d rather have a different engagement model, where we put some skin in the game. We do some big, thematic strategy work up front and try and show the client that we can be more cost effective and keep some of that budget so that we can make more compelling work throughout the year.”
Madras has broken its model into four types of content to help define its touchpoints:
• Why content – Why does the brand exist and what is its purpose?
• How content – Proof that they’re a thought leader in the space.
• What content – Informative, regarding services and capabilities.
• When content – Madras’ concept, which is all about timing, including events, PR and anything else timely.
“We’re saying to the client – we’re willing to do the upfront strategy for a much lower cost for the why and to create some themes for the how, so we can keep more of the budget available in case we need to do when content. When something breaks in the news and the brand should really react to it, jump into gear and make something,” said Davaris.
Without a typical siloed approach, the agency is making it financially easier so that they can shift some of that strategy cost towards making and doing more. They are realistic about that, admitting that they can’t turn $100,000 into a $3m campaign. But if it’s an AOR-type relationship, they can put the budget into the Madras model.
Finding the perfect client
A perfect client for Madras would be a retailer, because they have seasonal and event needs, but also have brand awareness and cultural needs.
“We want to remain flexible to communicate throughout the year,” said Ladden. “We can help them to be very productive during the busy times but we can help them to be relevant during the times when things are typically slower.”
Even though Madras is in its early stages, it’s already seeing chances to grow.
“I think the story we’re telling is intriguing a lot of clients. We’re not having to pull, we’re being pulled in,” said Ladden.
Creatively, the team is looking for clients who are entrepreneurial creatives, those who are searching for opportunities and always on. They’re also looking for what Davaris calls ‘social geeks’, those who understand video, and behavior on a mobile and social level.
Davaris and Ladden think Madras is poised to be opportunistic with their more nimble approach to business.
“We have to be pitching our clients on great opportunities all year. What Fred Schuster has allowed Andy and I to do, is say, ‘I want you to have at it. Make it as if it’s your brand. Constantly look for opportunities.’ Because we know that’s where the great work is going to come out and we have to prove great work right away of stage one,” said Davaris.
Added Schuster: “Madras focuses on what’s important – making it financially easier to create more continuous and impactful content for our clients.

Madras Brand Solutions Taps Mark Cerame As Head Of Strategy

Brand architect brings history of enriched customer engagements to always-on agency, will lead growing strategy team to create relevant marketing on a continuous basis.

NEW YORK, March 29, 2017 /PRNewswire/ — Madras Brand Solutions, the global creative and content agency combining high-touch, near-shore creative with high-volume, far-shore development and delivery, has named Mark Cerame as its Head of Strategy.

This marks an important step for the agency, which was launched in January with existing offices on three continents and 1,100 people dedicated to always-on marketing. Madras delivers more creative content for clients by making it financially easier to access strategy and creativity continuously. The agency identifies strategic insights and develops creative solutions in London and New York, then executes them cost-effectively via content and production teams in Bangalore and Chennai.

Cerame will work out of New York, where he’ll team with Madras Chief Creative Officers Bill Davaris and Andrew Ladden and collaborate with Madras offices in London and India.

“Strategy can’t be a one-time exercise,” said Cerame. “For brands to maintain emotional connections with consumers, they need to bring creative ideas to market continuously. Madras has built a winning model around this belief.”

For more than 20 years, Cerame has built brands in finance, technology, retail, and heavy industry. His specialty is creating enriched experiences that allow people to connect emotionally with a brand. He believes that strategy lives in the center of all client initiatives, constantly feeding the creative, rather than being a “stage” that kicks off a client engagement and has a definite end.

As SVP/Strategy Lead at RAPP Worldwide, Cerame led a strategy team on such accounts as VISA and Time Warner Cable and Prior to RAPP, he worked for Rosetta/Razorfish, Point to Point, and Ligget Stashower, where he led strategic campaigns for such accounts as Adobe, Nationwide, Fidelity, J.M. Smucker and Sherwin Williams.

“Mark is a business builder, and he has multi-faceted expertise in keeping the strategic process fluid and connected from beginning to end,” said Fred Schuster, CEO of Madras. “His credentials speak for themselves, and he has already made a real impact with our clients.”

“Plus, when I think about Mark’s partnership with Bill and Andy, our strategic consulting and creative capabilities become really hard to match,” said Schuster.

About Madras Brand Solutions (www.madrasglobal.com)

Madras Brand Solutions is a global creative and content agency that provides always-on marketing for clients, by combining high-touch, near-shore strategic consulting and creative with high-volume, far-shore development and delivery. Madras works with global brands such as Macys, Lenovo, BBC, Tesco, Clarks, French Connection, Manolo Blahnik and American Outdoorsman to provide full-service capabilities in strategy and planning, traditional brand communications, websites, social and mobile campaigns, experiential and engagement, content fulfillment and execution.

Madras is a division of The Ad2pro Group (www.thead2progroup.com), a premier, tech-enabled, content delivery business providing high quality, high volume work for elite brands. In addition to Madras, the Ad2pro Group owns 2adpro Media Solutions (www.2adpro.com), which partners with prestigious media companies such as Tegna (US), Gatehouse (US), Fairfax (AUS and NZ), and Newsquest (UK), to offer on-demand creative and technology automation services.

The Ad2pro Group also offers integrated Ad Ops technology platform and proprietary workflow and automation solution, JDX. The group (including Madras, 2adpro and JDX) has offices in Bangalore, Chennai, Los Angeles, Austin, Sydney, New York and London.

New Agency Madras Weaves Creative And Content For Continuous Brand Experiences

Agency’s business model makes it financially easier for clients to do more in an ‘always-on’ marketing era.

Longtime Ogilvy ECDs Bill Davaris and Andrew Ladden join as Chief Creative Officers to bolster existing global offering.
NEW YORK, Feb. 2, 2017 /PRNewswire/ — Madras Brand Solutions (www.madrasglobal.com), a global creative and content agency combining high-touch, near-shore creative with high-volume, far-shore development and delivery, launches today with offices on three continents and more than 1,100 people dedicated to ‘always-on’ marketing.
Madras aims to overcome the prime obstacle faced by marketers today – developing marketing solutions that are both innovative and cost-effective – by replacing the linear agency-client model with a continuous engagement.
Madras believes agencies today are designed to be too front loaded, meaning that by the time strategy and ideas come to life, there is little time or budget left over for amplification. When consumer behaviors shift or competitors pivot, as they always do, brands struggle to find the funds to react quickly and effectively.
“We believe great brands are leaving too much value on the table,” says Fred Schuster, CEO of Madras Brand Solutions (www.madrasglobal.com). Schuster is former CEO of WPP’s RedWorks and IPG’s Craft Worldwide.

Madras’ continuous engagement model takes a different approach. Whereas top creative directors typically disengage after delivering the initial big idea, Madras creative leads stay connected to address clients’ changing needs fluidly. And by focusing on longer-term engagements, Madras enables the heavy creative investment to be amortized over the course of evolving campaigns.
“It’s not the thinking we do once, it’s the thinking we do every day that makes a brand relevant,” said Schuster, an accomplished creative director and former CEO of RedWorks (WPP) and Craft Worldwide (IPG). “And by partnering at an enterprise level, we make it financially feasible, too.”

Award-winning creative team Bill Davaris and Andrew Ladden have joined Madras from Ogilvy & Mather, where for the past 17 years they led business-building work for such clients as American Express, IBM, Barclays, Cabela’s, Shark/Ninja, and Vodafone. Together they will lead the Madras Global strategy and creative teams in New York and London, as well as an expanding content creation and delivery unit out of Chennai and Bangalore, India.
“We’re done abandoning great insights and ideas because the budget was spent already,’ said Davaris. “All creatives want to do is good work, all the time, not just a couple times a year.”
“That’s really what clients want, too,” added Ladden.
Madras represents the continued expansion of its parent company, The Ad2pro Group, into the agency space. The Ad2pro Group has built a premier, tech-enabled, content delivery business providing high quality, high volume work for such elite brands as Macys and Lenovo, as well as the world’s leading media companies. In 2015, Ad2pro acquired UK-based digital agency, Somewhat, which will be rebranded as Madras.
“We are thrilled to continue to attract world-class talent into our expanding team,” said Gopal Krishnan, co-founder and CEO of The Ad2pro Group, “Fred, Bill and Andy combine talent, experience, and unique understanding of clients’ needs that is rare in this industry.”
“Madras Brand Solutions, and our existing 2adpro Media Solutions, represent two real disruptive offerings in the Brand and Media Space,” added Todd Brownrout, co-Founder and President of The Ad2pro Group, “And a new definition of what a modern marketing company looks like.”
About The Ad2pro Group (www.thead2progroup.com)
Established in 2006, The Ad2pro Group (ad2pro Media Solutions Pvt. Ltd.) is a leading global marketing services company that develops and delivers strategic creative, low-cost implementation and technology solutions to the world’s leading brands and media companies.
The Ad2pro Group (www.thead2progroup.com) is comprised of 2adpro Media Solutions (www.2adpro.com) and Madras Brand Solutions (www.madrasglobal.com). 2adpro partners with prestigious media companies such as Tegna (US), Gatehouse (US), Fairfax (AUS and NZ), and Newsquest (UK), to offer on-demand creative and technology automation services. Madras works with global brands such as Macys, Lenovo, BBC, Tesco, Clarks, French Connection, Manolo Blahnik and American Outdoorsman to provide full-service capabilities in strategy and planning, traditional brand communications, websites, social and mobile campaigns, experiential and engagement, content fulfillment and execution.
2adpro Group also offers integrated Ad Ops technology platform and proprietary workflow and automation solution, JDX. Together they have global offices in Bangalore, Chennai, Los Angeles, Austin, New York and London.
SOURCE Madras Brand Solutions
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This New Shop Is Seeking to Redefine the Agency of Record Model

Madras evolved out of Ad2Pro Media Solutions

Feb 02 2017 : Clients around the world are moving away from agency of record relationships in favor of cost-cutting, project-based contracts and in-house assignments. But with the acquisition of U.K. agency Somewhat and the subsequent hires of chief creative officers Bill Davaris and Andy Ladden from Ogilvy & Mather, Ad2Pro Media Solutions CEO and agency veteran Fred Schuster thinks he’s found a solution to one of the industry’s most pressing problems. And that solution has a name—Madras.

The new agency aims to attract clients by redefining the AOR model via a network with global reach and an eye toward continuous engagement across multiple platforms with the idea of pushing ideas to market as soon as they materialize.

Schuster thinks clients moved away from an approach that became too linear and financially unfeasible with resources spent up front and agencies left unable to adapt.

“We need to be creating without looking to hand it off somewhere down the line,” Schuster said.”The problem becomes a financial one, [and] we can offer the resources we have at a much more competitive price. What clients need today might not be what they need tomorrow.”

Madras evolved out of Ad2Pro Brand Solutions, whose client roster included Macy’s, Lenovo and Clark Shears, by combining the resources of Somewhat with Ad2Pro’s network in London and India. In order to strengthen his new unit’s ability to produce work, Schuster convinced executive creative directors Davaris and Ladden to leave Ogilvy & Mather New York after 17 years and join the agency as co-chief creative officers.

Several months ago, consultants attending an industry conference said Schuster’s model made “perfect sense” but needed the “credibility of world-class creative talent.” At the time, Schuster was still in negotiations with Davaris and Ladden.

“What we love is being an ‘always-on,’ proactive creative, trying to pitch clients on how we can create engagement for the brand,” Davaris and Ladden explained, adding that they plan to leverage Madras’ international teams when needed. “We know Fred and Madras have our back on allowing the client to leverage more of a budget on making stuff rather than discovering stuff. It removes a shackle that a lot of creatives feel, being forced to think about budgets a lot.”

They summed up Madras’ philosophy as a series of small creative projects rather than “just one big idea,” but they remain firmly steeped in tradition when discussing campaigns unified by a “big purposeful theme.” For the model to work, they will have to work quickly to address trends and breaking news for clients in a way that resembles PR.

“Engagement involves strategy brand work up front,” said Ladden. “Billing for that will be less than what is typical, and the leftover budget allows the agency to continually create content. Bill and I will work on content creation and digital assets, and we can rely on the network in London and India to help us get it done.”

“Some of the ways that agencies have used offshoring as a throw-it-over-the-wall kind of thing, that’s not what we’re about,” Ladden and Davaris said, stressing that the talent in India, London and other locations is “first rate and the type of people we can work with—not just feed projects to but collaborate with.”

Ladden and Davaris ultimately see Madras as encapsulating “the partnership that was always meant to be [in the AOR model].”

Time will tell if Madras can convince clients of that.

2adpro Acquires London-­Based Creative Agency, Somewhat, Expanding Digital Capabilities to Support Brands

LONDON and BANGALORE, India, Sept. 30, 2015 /PRNewswire/
Ad2pro Media Solutions Pvt. Ltd (www.2adpro.com) today announced the acquisition of Somewhat (www.somewhat.cc), a London—based boutique digital creative agency.
2adpro – which delivers high-­volume digital and print design, marketing communication and technology services from its India studios – made the acquisition to build a European footprint and extend agency services into digital innovation, strategy and creative.
Established in 2006, 2adpro has become the creative hub for many of the world’s largest media companies. In recent years, 2adpro has expanded its client base to large consumer brands including Lenovo and Macys.com. The acquisition of Somewhat will drive additional Brand growth, and expand service to existing clients.
“This acquisition will accelerate our ability to offer full service digital to our clients,” said 2adpro Founder, Chairman & CEO Gopal Krishnan. “Somewhat’s mission is in line with ours, and we are very excited about building our joint proposition to service increasingly complex client needs that require digital strategy and delivery.”

2adpro’s HTML solution post “Swiffy” tool’s sunset

In mid-2015, Google decided that, due to security concerns, it would stop supporting Flash ads on its Chrome browser in favor of HTML5 ads. Other browser developers quickly followed Google’s lead and are eliminating the use of Flash, the most common platform used to build banner advertising. To ease the transition, Google introduced a simple-to-use conversion tool called “Swiffy”, which converted Flash SWF files to HTML5 files, thereby meeting the required standards and specifications.

Other tools like Google Web Designer (GWD) were also available to build HTML ads, however, GWD has drawbacks that prevent it from being a full-fledged replacement for Flash. It does not support complex animations and it supports only Google fonts as opposed to the font sets used by most 2adpro customers. Earlier this year Adobe released Animate CC, the much-awaited alternative to Flash. Animate delivers HTML output and has complex animation capabilities built-in.


Making the situation even more urgent, earlier this month, Google announced that it will no longer support conversion of Flash to HTML through “Swiffy” by the end of June, 2016. Given this fast changing environment, and the intense interest and concern about this issue amongst our customers, 2adpro has evaluated the options available and our solutions are summarized in this white paper.

2HTML from Animate CC (This is our recommended option)

Ads are built on Animate and output file delivered as HTML package (HTML file, images and JS).
Option 1 – Animate Output
Output returned as HTML zip compressed folder (HTML, JS file and assets) if
1. Client’s ad serving platform (like DFP) supports HTML zip package or
2. Client has the option to host assets (JS and images) on their server and traffic HTML file alone
Option 2 – Animate Output
Output returned as a single HTML. Assets (JS and images) are hosted by 2adpro (Hosting cost will apply)

1HTML from Google Web Designer (GWD)

Ads are built on GWD and output file delivered as standard HTML package (HTML and assets).
GWD Output – Output is returned as HTML zip compressed folder (HTML and assets)



Google’s DFP (Double Click for Publishers) has released a beta version of a feature that enables upload of HTML zipped folder directly to DFP for standard ads. 2adpro has successfully tested this feature on DFP. If you wish to know more on this or need this activated for your DFP account, please reach out to your respective Account Manager at 2adpro or email:support@2adpro.com

Catching more eyes with New Interactive Rich Media Ad Solutions

Advertising is all about impact. The more the impact, the more the click through rate, re-call value and brand awareness. To that end, interactive rich media ads have a definite edge over normal banner and text ads. Rich Media Advertising brings a powerful medium to life and presents a wide canvas of creativity with impactful messages and great interactive experience to the audience.

Text ads and traditional banners ads have been around for a very long time. The purpose of these ads is to make the user click on the ad but unless the text is clever and the image enticing the Click Through Rates (CTR) will be low and they are suffering a painful death as the users are going out of their way to avoid clicking on them.

On the other hand, there are many advantages that a Rich Media Ad brings to its clients. Rich Media ads are vibrant in their appeal and it engages with the audience in a way that traditional banner ads never could. There are innovative ad formats that do not intrude with the users behavior and seamlessly fits into the content of the page. It is easy to track and measure the subtle browsing behaviour of users for Rich Media ads. For instance, in a rich media ad, reports of how many people viewed the embedded video and the percentage of video that was viewed can be tracked effectively.

Rich Media ads are dynamic and flexible in nature and studies reveal that users are four times more likely to click and visit the advertiser’s site as against traditional banner ads. The dynamic nature of Rich Media Ads allows it to deliver more nuanced messages to the audience and increased brand awareness is one of the biggest takeaways for the clients.

2adpro Rich Media Solution

At 2adpro, we constantly innovate and experiment with designs and ad formats that work wonders for our client’s campaigns. To that end we have come up with many innovative rich media solutions that would magnify user engagement and interaction to significantly higher levels.

Video Wall

Part of the interesting line up of products that is being launched exclusively by 2adpro, this one stands tall, thanks to it’s size, interactivity and placement position. The Video wall brings manifold advantages to the table and is undoubtedly set to become an advertiser’s most sought after format.

video-wallNon-intrusive:  The key highlight of this format is it is non-intrusive and can seamlessly fit into the content of the targeted page.

Bigger Canvas: Bigger size means more space to include appealing visuals, engaging content and interactive features.

Multiple components: The visual area is smartly split into multiple components to incorporate multiple content sections.

There is a large area at the top dedicated for the video as the ad loads and there are tabs below to navigate to different content sections, which could potentially be product info, Image gallery, Special offers etc.


Today the buzz in the market is that the ‘Static is Dead’. With the advent of Programmatic Advertising, the users get to see ads for those products that they were planning to buy. To them the Internet has gone completely Voodoo and has started reading their minds, learning their interests and offering them a window full of stuff that they wish to buy. With such powerful targeting in place, it is imperative that we offer effective ads that would engage the user constantly and the highly interactive rich media ads are the only way forward.

Sathish Bhaskaran, the Digital Design Director of 2adpro said, “We understand that digital advertising is evolving every day and the game plan needs to change on-the-fly to ensure maximum ROI to the advertiser. Our rich media solutions are tailor made to ensure maximum engagement with the audience and get them closer to the product. There is an interesting line up of rich media solutions for desktop and mobile to pick from, and it only keeps growing.”

Happy World Graphics Day


World Graphics Day is observed on April 27, 2016. The day was established by the International Council of Graphic Design Associations, which was founded on April 27, 1963. World Graphics Day – also called World Graphic Design Day – is a chance to recognize communication design and its role in the world.

Graphic design is a creative process, one most often involving a client and a designer, and traditionally completed in conjunction with producers of form. Graphic design is undertaken to convey a specific message to a targeted audience, usually from the client, known as the ‘brief’. The term “graphic design” can also refer to a number of artistic and professional disciplines that focus on visual communication and presentation.

Various methods are used to create and combine words, symbols, and images to create a visual representation of ideas and messages. A graphic designer may use a combination of typography, visual arts and page layout techniques to produce a balanced, focused and symmetrical final result.

Reference : Wikipedia and cute-calendar.com

Advantages of a Digital Asset Management System


Marketers (Brands) have been using Digital Asset Management system for many decades now. A repository to keep digital assets, DAM has long served as a mere vault to store advertising campaigns.

Today however, the multiplicity of activities that are currently involved in campaign management requires a robust system that would facilitate a smooth workflow for advertising campaigns and also help Marketers (Brands) make intelligent business decisions.

Here are five different ways a Digital Asset Management system can work as a powerful and critical marketing tool

Easy Searching: One of the main reasons why a marketer opts for a DAM is to reuse an asset that had earlier performed well. Without the aid of a robust DAM it would very difficult to search for this asset and leverage its advantage again. Searching for an asset stored within the DAM gives the team a critical advantage in terms of quick turnaround time to roll out time-bound campaign. For these marketers a powerful DAM with a user-friendly search engine would add a great edge as it would churn out the results from among thousands of assets stored in the vault, within seconds.

If the DAM is not robust in its approach, it would be a challenge to search for old assets and unearth marketing reports about their performance. Without a clear workflow and history of asset usage, work becomes cumbersome, tedious and would result in creating new artwork, instead of leveraging the ROI of the old ones.

Ad Serving and Hosting Functionalities: Today many Cloud-based DAMs like jdvault (2adpro’s Digital Asset Management system) have options to incorporate servers and hosting functionalities that transforms it into a powerful marketing tool for Marketers (Brands). These intuitive options, serve to make the workflow efficient and systematic while eliminating the need to provide updated assets.

Increase Efficiencies: DAM centralises all the marketing materials, content, brand assets and guidelines in one single place allowing the marketing team to search, select and share. This largely aids in dissipating errors and inconsistency in communication and helps the team to use up-to-date images and logos in all their projects. What also aids in revenue growth of the brand is reusing of the images to leverage their ROI.

Though most DAMs in the market today store the ad campaign files but they fail to show the asset’s history – past performance, analytics and when it was last used and where. Without this Intel, the Marketer is in the blind and might even be using an ad that didn’t perform well in the past.

However an advanced DAM systems that gives the Marketers the analytics of each asset stored within its vault helps them to leverage on the ROI and to avoid duplication of marketing artwork thus saving them huge dollops of time and money.

Cost efficient: Reusing an old asset with minimal changes has many advantages as it reduces the cycle of briefings, approvals and workflow considerably. Through efficient creation, storage and distribution of artwork, the marketer can reduce the time substantially and go live faster than anticipated. Brands and Advertisers that want to leverage on the social media micro-moments by quickly launching a campaign, the DAM becomes an invaluable asset.

Protects Brand Reputation: An effective DAM aids in brand control and restricts the access of the team, preventing the risk of leaking information. In a cloud-based DAM, the biggest advantage is data security for the agency as it curtails the misuse of the asset.

Kartic Srinivasan, the Executive Vice President of 2adpro said, “The future is to have your asset management system to not only considerably improve speed to market but also provide insight for quick retargeting and dynamic creative optimization.”

One of the few DAMs in the market that incorporates all the five critical advantages of a robust asset manager is jdvault, an independent cloud-based DAM module of 2adpro’s flagship platform JDX.

To know more about 2adpro’s Digital Asset Management system (jdvault), email us at solutions@2adpro.com

The Rise of Programmatic Buying


Advertising Industry is firmly on a path towards ‘automation’. One can discern this from the rising trend of ‘programmatic buying’ among brands and advertisers.

‘Automation’ has been the keyword in the advertising industry for a while now and we are not just talking about automation of ads scheduling. Given that advertisers can purchase digital ad space without speaking to a single human being, it makes the whole process very efficient for the brands, as they can bypass RFP driven manual buying process and endless negotiations.

And that’s not the only takeaway. Programmatic advertising helps brands to make the most of ‘micro-moments’. Now what are these ‘micro-moments’? These are intent-rich moments when your target audience makes snap decisions! What’s unpredictable about this is that these moments can happen almost anywhere and anytime. For marketers, the challenge had always been to funnel through myriad websites, apps to reach the right audience at the right moment.

Understanding the consumer intent is very crucial while buying inventory. By organizing the consumer’s preferences, stores visited, videos watched and blogs read, it is easy to get the complete view of the target audience’s preference. It makes more sense for the brands to opt for platforms that enable programmatic advertising, as they don’t have to invest millions of dollars in advertising for the wrong audience.

Advantages of Programmatic Buying

For years, with no central system in place most brands had to depend on the screen shots and excel sheets painstakingly drafted by publishers to see where their ads have appeared and their subsequent performance. Transparency is a big advantage that programmatic buying offers wherein the advertiser not only knows where the ad is appearing but can also measure the impact of their ad immediately, take stock, respond and tweak their campaigns for maximum impact in real time. With inbuilt analytical dashboards, media buys can be changed in real time and campaign optimization carried out within the span of few minutes, as against the traditional form of media buying.

Commenting about the advantage of Programmatic buying Kartic Srinivasan, the Executive Vice President of 2adpro said, “As brands continue to increase focus on the quality of the audience, programmatic is a great way to test a segment and quickly change course and creative. This will be a critical factor to deliver effective RoI and build a following. No more the need to decide on a yearly budget first!”

The way forward

Programmatic buying changed the odds of the game significantly. Brands that implemented programmatic buying, found their right audience at the right moment resulting in a very fruitful ROI. Yet another advantage is that it saves a lot of money for the brands and advertisers, as the automation helps them to reach their target audience without having to spend millions of dollars on an ad space that does not deliver.

With media spend becoming more targeted the need to choose the right programmatic provider has become vital. So the next logical question would be who would be the right programmatic provider?

Companies that facilitates secure premium deals without sacrificing quality or scale and helps the publishers to make smart inventory decisions will eventually win the game here. Right from providing flexibility in audience discovery to real-time insights, programmatic companies that leverages on intent-rich micro-moments for their clients will prove to be valuable for brands and advertisers in the long run.

Time is of essence in programmatic advertising and solution providers who can change content to match the trends in the Internet within a critical window of time would be eventual winners of this game. And those companies that use a creative development platform along with programmatic advertising will be future of this industry.

Creative content development along with creative management platforms such as JDX (A proprietary cloud-based marketing automation technology platform of 2adpro) can help brands and advertisers adopt programmatic buying, creative development, analytics and optimization in real time. We believe that it is in these types of solutions that Advertisers will see great RoI for their creative budgets.


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