The Conception of XDA Digital Advertising Agency and Its Marketing Strategies Essay

XDA is a digital advertising agency in Toronto. It started in 2012 with a handful number of advertising clients. Advertisers contract with XDA to execute their digital marketing plans. XDA then communicates with publishers directly to display advertisers marketing banners in publishers websites. This relationship is mutually beneficial because XDA intentionally develops niches in operating and optimizing digital campaigns.XDA considers Habas and IBG as its competitors because they have been traditional dominant players in the industry. XDA, Habas, and IBG each have different website networks where banners can be posted, so campaign results vary. XDA has focused on building a news website network since 2014 strategically it turned out news websites deliver high performance of campaigns. KPIs gauging campaign success are sales increase, an increase in product awareness, or increased promotion participation on the client's end. With XDAs offering, existing clients are satisfied with the campaign results and increased their spending on XDA significantly. This contributed XDAs fast growth. In 2015, XDA ranked 3rd after Habas and IBG in terms of billing size.XDA has several departments sales, sales support, campaign management(CM), finance, IT, and HR. Once the campaign sales contracts are signed, the CM team sets up clients banners to be advertised across XDAs network and manages the performance. For example, campaign management specialist creates customized high performing website set for each campaign within XDAs website network. The management team of XDA decided to increase their business size as they got confidence on their offering. The company will hire more sales managers, and campaign management specialists in 2016. To execute this plan seamlessly, XDA decided to build a hierarchy in the CM team. The sales team already has a solid hierarchy in the team so the management team does not worry about sales team.Before XDA significant growth, there were 2 people in the CM team in early 2014. They were Sergei Ivanov and Alison Brown. As the business got busier, XDA hired Julie Blundun and...

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