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Brand advertising has gone through a transformative period… and we’re not talking about a pandemic. Of course, the entire ad world has been upended in the past six months, but ample change was already underway beforehand. The evolution of customer data and in-housing are two factors driving brand advertising’s transformation.
One company that is natively primed for this ongoing transformation is Digilant. As we discussed with CEO Raquel Rosenthal on the latest episode of Heard on the Street, the company offers a multi-faceted service model that both diversifies its market opportunity and mitigates its risk as a player in the ever-shifting advertising world.
This multi-faceted approach includes interlocking pieces such as ad tech software, agency services, and consultancy services. These can be mixed and matched in various ways. For example, clients can use Digilant’s software for in-house brand marketing work or rely on the company as more of a full-service agency.
“Since Digilant started as an ad tech company, we’re differentiating as a new type of emerging agency and consultancy,” Rosenthal said. “We have deep knowledge of data, technology, analytics. From our DSP/DMP days, we have product and engineering and data science teams and expertise. We have knowledge of how ad tech and martech technology fits together.”
All these components strengthen each other. Ad tech software development can benefit from first-hand agency perspective, and agency services can be more effective if vertically integrated with ad-tech software. Among other things, this approach gives brand advertisers a more comprehensive offering.
“The reason that brands now want to work with fewer partners is because they want a holistic view of what’s happening,” Rosenthal said. “So if they’re working with too many partners, they’re data-siloed and don’t get a full picture. So by working with an end-to-end partner, [they can] make sense out of the whole puzzle.”
Digilant’s positioning likewise aligns with the increased adoption of in-house marketing. Though many brands are walking away from agency services (and fees), they still need ad tech software, meaning Digilant is primed to meet demand in a post-agency world.
We discuss how the company is doing this on the latest episode. Listen above, find out more about Heard on the Street, and see our episode archive here. Contact us if you’d like to sponsor an episode, and check out Street Fight’s media kit for the full slate of visibility options.
