As a member of S3’s digital team, August is without question our busiest month as a department. Because, with students getting their A-Level results, August Clearing signifies an extremely active period on the academic calendar for our client, the University of South Wales.
Having been at S3 for nine months, this was actually my first taste of Clearing for USW – and, having now experienced the excitement and challenge of the day for myself, I can’t wait for next year’s.
As an agency, we have a really strong culture of operating well-oiled departments that communicate clearly with one another – combining to create one efficient, smooth, integrated machine.
And I quickly found out that there’s no better example of this than on Clearing Day.
Personally, I was responsible for setting up a variety of digital Clearing campaigns across Google, Facebook and Bing; but, working directly alongside S3’s creatives, the most rewarding part of the campaign for me involved A/B testing a variety of ads on these platforms.
Why? Because having to adapt and be agile, is what I really love about digital advertising; it’s so rewarding to be able to constantly optimise spend in the right place, creating more efficient budget spend and, ultimately, improving ROI for clients such as USW.
It’s a really engaging role, one that requires precise thinking and constant concentration; thankfully, the secret DDSS (Digital Department Snack Stash) always provides the much-needed energy to power through.
Clearing aside, I’ve also really enjoyed spending time in August researching the latest digital trends. Granted, this is an ongoing monthly task for the entire department, but August’s insight has been particularly interesting: Amazon’s increasing digital advertising presence.
A recent report from Juniper Research states that digital ad spend is going “to reach $520 billion by 2023, as Amazon disrupts Google & Facebook duopoly”; and if that does indeed turn out to be true, then the implications for our industry – and clients – are seriously exciting.
It’s fair to say that it’s a great time to be in digital advertising – and an even greater time to be at S3.