The ARM Ecosystem in the Words of Independent Media Agencies

‍

In collaboration with a leading B2B market research firm, MINT recently conducted an in-depth study to identify and understand the unique challenges faced by Independent Media Agencies.

‍

Targeting mid-sized agencies across the US, UK, and Europe, the study involved qualitative interviews with key decision-makers, including COOs, Heads of Media, and Heads of Digital Operations, from agencies specializing in various industries such as consumer goods, retail, and automotive.  

‍

In this second episode, our research offers a comprehensive view of the core issues these agencies encounter—ranging from advanced reporting needs to seamless reconciliation—and highlights the tools that can help them streamline processes, maximize efficiencies, and drive superior client results.  

1. Reporting: Enhancing Real-Time Client Visibility

‍

For Independent Media Agencies, reporting stands as both a crucial requirement and a considerable challenge.

‍

Accurate, real-time reporting is essential to keep clients informed and to provide transparency in campaign performance. However, many agencies report that the lack of a centralized reporting tool has led to time-consuming manual processes and frequent integration issues across different teams and platforms.

‍

One media director from a mid-sized German agency noted the inefficiencies caused by fragmented systems: “We have different teams—one for Google Search, another for social media, and more for other channels—all needing to consolidate KPIs. This process is extremely time-consuming.” Without a unified reporting platform, agencies face the ongoing struggle of siloed operations that hinder client visibility and slow down decision-making.

‍

To address this, agencies seek solutions that streamline reporting by integrating data from various platforms in real-time. A comprehensive reporting tool would enhance not only operational efficiency but also enable agencies to deliver insights faster, providing a competitive edge in today’s fast-paced market.

‍

‍

2. Media Planning: A Complex Landscape Needing Cohesion

‍

Media planning is a cornerstone of agency operations, but it is also one of the most challenging areas due to the lack of unified tools that cover multiple channels and geographies.

‍

In the current setup, many agencies still rely on manual processes, which lead to human errors and slow down the planning phase. “The actual planning is very manual and time-consuming,” shared a head of digital operations at a UK agency, emphasizing the need for an integrated planning tool.

‍

For agencies managing campaigns across various platforms and formats, the complexity of cross-platform media planning can result in inefficient processes and missed opportunities. With media fragmentation on the rise, there’s a strong demand for a solution that consolidates media planning and aligns teams across different touchpoints. An ideal ARM platform would allow agencies to coordinate media buys, forecast outcomes, and plan across channels from a single interface, providing agility and precision in strategy execution.

‍‍

‍

‍

3. Reconciliation: Achieving Financial Accuracy and Accountability

‍

The reconciliation process remains one of the top concerns for Independent Media Agencies.

‍

This stage, where planned and actual spend is aligned, is essential for maintaining account profitability, yet it is often complicated by the lack of automation. Many agencies still rely on manual reconciliation in spreadsheets, making it both labor-intensive and prone to error. As one media director noted, “Merging time spent and income generated is still manual, and it happens in an Excel spreadsheet, which is a huge challenge.”

‍

Agencies expressed a need for a reconciliation tool that integrates seamlessly with media planning and reporting. This solution would provide financial accuracy, reduce the risk of human error, and save time—allowing agencies to reinvest resources into higher-value activities. A streamlined reconciliation process would empower agencies to maintain profitability and better allocate resources, particularly in environments where client objectives can shift mid-campaign.

‍

‍

‍

ARM Module Relevance: Prioritizing Tools for Comprehensive Client’s Management

Based on the study findings, Independent Media Agencies identified Reporting, Media Planning and Reconciliation as the most relevant modules for their operations.  

However, agencies also highlighted the potential value of Data Connectors, Trafficking, and Creative Testing, which, while secondary, play a supporting role in optimizing campaign execution.  

‍

With these priorities in mind, agencies look for ARM solutions that can adapt to client needs across various sectors and digital maturities.

‍

Modules that enhance data connectivity and tracking enable agencies to provide customized, data-driven solutions for each client. This flexibility allows agencies to expand their offerings while maintaining efficiency and consistency across campaigns.

‍

‍

ARM Future for Independent Media Agencies

‍

As Independent Media Agencies continue to navigate a complex digital landscape, the need for advanced ARM solutions is clear.

‍

By prioritizing tools that streamline reporting, media planning, and reconciliation, agencies can enhance both operational efficiency and client satisfaction. The evolution of ARM solutions will allow agencies to offer clients a seamless, integrated approach to campaign management, positioning them as agile and data-savvy partners in a fast-evolving industry.

‍

Key Takeaway:

‍

Independent Media Agencies play a vital role in connecting brands to the digital ecosystem. To meet the demands of modern advertising, they need tools that offer transparency, flexibility, and real-time insights. By investing in comprehensive ARM solutions, agencies can unlock new efficiencies, maintain profitability, and build stronger, data-informed partnerships with clients. Inputs from the research are factored into our product roadmap and aligned to core agencies’ needs and pain points.

‍

Interested in knowing more about our research? Download a copy for you here.

‍