Case Study: Nicholson Kovac

Challenge

Nicholson Kovac is an integrated marketing communications agency based in Kansas City, Missouri. The independent agency works with both BtoC and BtoB clients in a variety of industries.

The Media Team at Nicholson Kovac wanted an integrated system to help manage digital advertising campaigns. The team was finding that due to a substantial increase in the volume of work coming through the pipeline, they needed a technology solution that enables the team to spend less time on operational tasks related to digital media (research, negotiation, ad operations, optimization, and billing) and more time on strategy, reporting and analytics for their customers. They also needed an open solution that was able to integrate with their existing ad server and other tools.

Solution

Nicholson Kovac chose TRAFFIQ’s digital media planning and buying platform. The TRAFFIQ system enables Nicholson Kovac’s team to quickly set up an RFP, find sites that matched highly against their campaign goals, distribute the RFP to quality publishers, negotiate, serve, and analyze all in one environment. Having access to TRAFFIQ provided immediate access to over 2,500 portals, network, and premium mid-tail sites—all with a credit application, and often at lower site minimums. Additionally, the platfom’s near real-time reporting enabled the team to react to performance metrics, and mange their clients’ ROAS effectively. TRAFFIQ’s support team assists the NK Media Team with campaign stewardship and optimization throughout the flight.

Result

Nicholson Kovac realized immediate benefits from usage of TRAFFIQ’s platform and media support team.

“After using TRAFFIQ our team was better able to concentrate on strategy and campaign delivery/performance for their planning since they now had a system that could handle the RFP process. That is the biggest change, the team focuses on strategy instead of the nuts and bolts that are associated with campaign implementation but are now in TRAFFIQ’s hands,” said Allisyn Wheeler, Group Media Director at Nicholson Kovac.

The media team has been pleased with TRAFFIQ’s ease of use and intuitive interface. Proficiency with the system required a very short learning curve, resulting in further personnel time savings.

The Nicholson Kovac media team uses TRAFFIQ’s dynamic reporting tools as a resource to assist with their own proprietary reporting. These reporting features were simple to dissect and integrate with the team’s current work. The media team found TRAFFIQ’s reporting numbers to be very accurate when cross referenced with data coming from a third-party ad serving company. Nicholson Kovac has worked directly with TRAFFIQ to tweak the system’s optimization and functionality.

“At Nicholson Kovac we frequently identify ‘red flags’ that are areas we want improved upon with any given campaign. Once we discuss these issues with TRAFFIQ, we have found they are willing to resolve any requested optimizations quickly. They helped streamline our efficiencies, and we are very happy with the partnership.” said Wheeler.