AdTech Tips

Author

Salva Boix' AdTech Tips
October 13, 2024 • Reading Time: 5 minutes

In this week’s newsletter:

🚀 Manchester’s City Social Media: an example of Engagement.

💡 AdTech Tip: What is an AdTech Tool?

News

Manchester City's Social Strategy

Manchester City, one of the most followed teams in the Premier League with over 116 million followers on platforms like X, Facebook, and Instagram, and 27 million on TikTok, has developed a robust social media strategy.

According to Michael Russell, the club's head of production, the goal is to encourage interaction by communicating in ways that resonate with fans.

Authenticity is key; Russell highlights that Man City fans have a more self-deprecating tone and that, despite their multiple titles, the club avoids bragging.

Instead, the content focuses on match highlights and players' personal lives, promoting behind-the-scenes access through series like "Inside City" on YouTube.

Additionally, Manchester City aims to connect with its growing international fanbase, making the social experience engaging and accessible, with only these 2 simple actions:

  • Live broadcasts during matches

  • Fan-centric content

Three Tips on How They Achieved This:

  1. Localized Communication: Manchester City creates community with local and international audiences, using a tone that reflects the culture of its fans.

  2. Behind-the-Scenes Content: By sharing exclusive content into players' lives and training, the club offers a personal connection, making fans feel closer to the team.

  3. Fan Engagement Initiatives: The team actively involves fans through live shows and interactive content, strengthening community ties and encouraging participation from both local and global supporters.

Conclusion:

Manchester City's strategy balances authenticity and engagement, allowing them to remain relevant and close to their followers worldwide.

This approach, crucial in the AdTech industry, ensures targeted reach, increased engagement, and ultimately, higher conversions.

Express News

AdTech Tips

As promised, here you have my AdTech Tip of this week, basic to understand the industry that combines Advertising with Technology!

This week’s Learning: What is an AdTech Tool?

In today’s world, it is clear that every Sector & Industry develops its own tools as the market grows: from the operational side of the business to customer experience improvement.

Correct, you are right!

AdTech, as any other industry, has developed multiple tools.

Before we go into which ones are the most relevant ones, lets see what is considered a Tool in the AdTech Landscape:

An AdTech tool is a software or platform that streamlines various aspects of digital advertising. Think of it as a toolkit for advertisers and publishers, helping them:

  • Place ads

  • Optimize campaigns

  • Measure results

Ok so… Why are AdTech tools important?

  • Efficiency: They automate tasks, saving time and effort.

  • Effectiveness: They enable data-driven decisions for better targeting and results.

  • Scalability: They handle large-scale campaigns and complex ad strategies.

In future posts we will learn what is the AdTech Ecosystem and how it is composed, but for the moment we can get an idea that there are multiple tools inside this Ecosystem and each one can give Marketers a variety of solutions:

  • Demand-side platforms (DSPs): Help advertisers buy ad space efficiently across various ad exchanges.

  • Supply-side platforms (SSPs): Assist publishers in selling their ad inventory to advertisers.

  • Ad Exchanges: Digital Marketplaces where publishers sell their ad inventory in real-time.   

  • Data management platforms (DMPs): Collect and organize data to create targeted audience segments.

  • Ad servers: Deliver ads to users based on targeting criteria and track performance.

  • Ad Verification: Detect and prevent fraudulent ad traffic.

Conclusions:

Do you have any questions related to this Tip? Please answer this email and we will be more than happy to answer you! :)

Stay tuned for next week's AdTech Tip, where we'll dive deeper into a specific AdTech tool and its benefits! :)