The SIIA is delighted to introduce one of the newest members to join SIIA’s Software & Services Division, Choozle. I had a chance to sit down with Marketing Coordinator, Morgan Moe, to learn a little more about digital marketing and advertising. Please find my interview below.

Rhianna: What is Choozle’s mission and what makes you unique?

Morgan: Choozle is the world’s leading self-service programmatic media platform:  Digital Marketing Made Easy™.  Founded in 2012 and based in Denver, Colorado, Choozle provides a digital advertising platform that leverages detailed consumer data to power real-time programmatic campaigns across display, mobile, social and video mediums - all from a single, simple interface.  Designed for ad agencies and marketing departments, Choozle has democratized the ad-tech ecosystem with its simple, elegant, and affordable solution.

Choozle combines an ad buying Demand Side Platform for programmatic display, video, mobile, and social ad campaigns, a Data Management Platform, including the onboarding of 1st party CRM data, and smart tag management for retargeting, campaign measurement and optimization into to a single, simple platform. In a single interface, Choozle measures insight into a consumer base applies the learnings to create relevant target audiences, and execute real-time programmatic ad campaigns to engage your target audience.

Rhianna: What are the keys to developing a successful digital advertising campaign?

Morgan: Digital advertising is a powerful marketing channel for expanding your client base and increasing sales. What makes digital advertising so effective is that it is highly targeted, measurable and scalable. But picking the right mediums with a strategy is key to setting the campaign up for success. Your digital campaign strategy should take into consideration every aspect of the campaign – from the target audience and messaging approach, to the channels of execution and budget. Developing an effective strategy requires a deep understanding of the various online channels and how they work together, as well as best practices to achieve maximum results. Once finalized, these strategic decisions should materialize into a comprehensive plan that directs/governs the entire campaign.

Rhianna: Why do you think some agencies are unsure of whether or not they can trust programmatic buying to execute their ad orders?

Morgan: Despite the clear advantages that programmatic media buying offers agencies, the majority of agencies are still reluctant to “pull the lever” and fully operate a media execution platform in-house. Many agencies cite real and perceived challenges centered around resources, cost, and risks, but these barriers run in parallel with the actual benefits. With the learning curve getting lower (platforms getting simpler—reducing onboarding, training, and ongoing support costs) and the entry level costs being kept at a minimum (platforms are cheaper to license and/or have lower or zero media minimums to get started), most agencies stand to gain both monetarily and strategically by investing into in-house platform operation.

Rhianna: Why would it be best for programmatic buying to be done in-house?

Morgan: Running programmatic in-house allows for that additional layer of transparency for advertisers. In-house programmatic operators are empowered to monitor, optimize, and report campaigns in real-time and with the single click of a mouse. Additionally, ss the initial investment and ongoing operational costs of operating platforms (aka “self-service”) have fallen significantly, the rewards of in-house platform operation now greatly outweigh the risks enabling agencies to capture value, drive performance, and strategically position their businesses for sustainable growth.

Rhianna Collier is VP for the Software Division at SIIA. Follow the Software team on Twitter at @SIIASoftware.