Making Ripples

At Rippling, we do things a little differently

In a digital world, where it’s now about content across all screen sizes, we want to be able to:

  • Watch what we want
  • When we want
  • On any device we want

We expect a quality experience, HD has become the norm for video and the content needs to rate, this provides amazing opportunities for marketers and brands. In fact, some brands are treating themselves as media companies and why not.

Video production has come down in price plus everyone has a quality video camera in their smartphone, the rules have changed. Rippling has its own in-house studio and production team, we have produced videos in our studio for as low as $350.

Rippling with its extensive knowledge and expertise in the content marketing landscape, offers a complete service to get your business or brand delivering results in what seems a fast evolving environment.

Whether you are just getting started and need some content produced, or need a complete content marketing strategy that incorporates multiple channels, we are here to help to make sure you make ripples with your content.

Feel free to contact us for a chat.



Rippling offers a full suite of digital marketing services.

Content Creation & Campaign Development

Big ideas, strategic insight and planning is the key to great content and outstanding campaigns….

Programmatic Video Advertising

Using intelligent software and a depth of experience to connect, engage and build customers….

All Digital Marketing Services

Check our extensive offering of services, a one stop shop for your Digital Marketing….

Video Content Production

Thousands of online segments, an in-house studio, we know what works and how to get it done on a budget….

Rippling Studios

We can produce videos from $350 in our Sydney studio….

YouTube Marketing

YouTube offers a cost effective means to connect with audiences, over 100 campaigns to date….


Live Streaming

Stream your event live to your target audience….

Content Creation

Creativity is at the heart of great campaigns and brilliant video content.

Our aim is simple:

  • Deliver outstanding content in the most creative way
  • Do it cost effectively
  • Ensure it engages and connects with the target audience
  • Meets our clients objectives and expected ROI

Video content is very much at the centre of our content marketing strategies, the brain easily connects and understands; sight, sound and motion. We have an in-house studio and a highly experienced production team.

From stand alone video segments produced in our studio or key segments accompanied with 15 and 30 second pre rolls or comprehensive content led campaigns that include creative assets for other channels outside of video, Rippling has the depth of experience and insight to deliver.

Read below to find out more….

Video Content Production

With thousands of online segments produced across a diverse array of industries, why not leverage our collective insight!

Translating ideas into stories and then into outstanding video content is a real craft, viewers expectations are high and it takes experience and insight to ensure the content excites the mind, visually pleases and engages them to a call-to -action.

Our team is small, although no project too big and this allows us to be very cost effective with producing digital content, you get a lot more for your budget.

Our highly experienced team can:

  • Write engaging scripts (a clever combination of story telling and marketing)
  • Direct and Film
  • Edit
  • Create amazing After Effects and Motion Graphics
  • Produce for all screen sizes

“Rippling Media is extremely dedicated to producing quality video content, they have excellent insight when it comes to content marketing and that shows in the success of their work. They do their research with our products and I really enjoy working together as a team, I strongly recommend them as a content marketing agency”.

Colin Jang, Product Marketing Manager, Kia Motors Korea

Rippling Studios

Videos start from $350

For many small businesses, content marketing and storytelling through video is not only foreign, but it’s also has been cost prohibitive. We no longer need convincing that video should be part of our business marketing strategy, it’s also an excellent way to promote that you are a specialist, expert or thought leader.

In fact, one of our clients stated that since he was posting his video segments on Linkedin, he has received a lot more interest and enquiries.

Rippling Studios introduces you to a simple and very cost-effective solution, video is now within easy reach from $350 per video.

  • We have taken the pain away through our simple studio and production process
  • Stand out from your competitors and attract customers through video marketing
  • Our studio offers a convenient location in Ultimo, just 5 mins from Sydney’s CBD, there is plenty of parking available
  • If getting in front of the camera is new to you, then that’s not a problem as our expert team will ensure you get some presenting tips, we can also provide a teleprompter if you would prefer to read the text
  • We have a green screen or six different backdrops to choose from
  • We shoot on a 4K camera

Contact us now to get great rates

Content Creation and Campaign Development

So many great stories to be told, from a single video to a content led campaign, time to be brave!

Big ideas for content and campaigns come about after we work with our clients on developing a very clear brief with achievable outcomes.

Working with you to understand your brand, business and marketing objectives,

plus outcomes and budget; are an integral component of the brief process.

Then we can then press the “Go” button and get started on creating ideas.







Stories have been part of the human makeup since inception, they are easily understood and video is the ultimate way to tell them.

It’s our job to get you thinking outside of the box, we use insight from our collective knowledge to challenge you to do something different and to be a leader.

Whether you want to produce a video, develop a campaign with digital advertising, craft a content marketing plan or a digital campaign….let’s chat.


Audience Connection

Connecting content like videos to your target audience shouldn't be a viral gamble, its takes careful planning to achieve qualitative outcomes.

Having great content is only part of a successful outcome, you need to have a planned distribution strategy to ensure you connect with your target audience.

Rippling specialise in content advertising, whether you want to promote your video ads across thousands of websites (via our programmatic platform) or YouTube and Facebook, we have the expertise to manage your campaign.

We also specialise in programmatic display (banner) advertising and have access to thousands of global publishers through our platforms.

We find a balance between video and display will deliver the best campaign results and thanks to programmatic advertising, you can now easily target your desired audience, and cost effectively. Clients have different outcomes and needs with content marketing, video content or campaigns, and it is our job to advise on how to best connect, plan and execute.

The exponential growth in programmatic advertising has brought more publishers on board and thus opened the door to a more targeted reach. In addition, it is now more cost effective and delivers a higher click through rate than traditional industry benchmarks.

Read below to find out more….

Programmatic Advertising

Programmatic Buying via a Real Time Bidding Platform (RTB).

The growth of programmatic buying has shaken up the advertising industry, making it possible for boutique agencies to compete with large media buying agencies. It’s also opened up opportunities for businesses and brands with smaller advertising budgets to get in on the action.

The growth in advertising has been globally exponential and with 7 billion phones in the world, it offers the ultimate opportunity for connection. We have become accustomed to viewing 15 and 30 second pre rolls prior to watching content on our preferred websites or YouTube videos as well as banner ads on our favourite sites.

Rippling uses several platforms, which can access tens of thousands of local or global websites and YouTube content. 

You may have heard of programmatic buying and that simply means that software is used to buy the inventory via an RTB platform, RTB refers to the means by which ad inventory is bought and sold on a per-impression basis via a programmatic instantaneous auction, very similar to financial markets. The software also determines which sites are appropriate for the target audience based on a set of criteria, examples are:

  • Demographic
  • Topic
  • Device
  • Geographic
  • Times
  • Frequency
  • Behavioural

Clients now expect more and gauge the success of  Ad styles by the CTR% (click through rate) to a landing page versus just views and impressions, expectations are now much higher and programmatic buying can deliver click through rates that far exceed industry benchmarks.

YouTube Marketing

We produce the optimal content; then set up and manage your YouTube advertising campaign.

YouTube is now the No. 1 Social website with more monthly views than Facebook, it has become an integral part of our every day lives’ and we love it!

From a marketing perspective, it offers so many opportunities for advertising, housing and sharing content, streaming content, optimising content and promoting your brand and most importantly; Global Reach.

Rippling are specialist’s with YouTube and have run over 80 TrueView campaigns that have continually delivered excellent results for our clients, our experience has allowed us to gain excellent insight as to how to make these campaign deliver. For the optimum result, we produce the video content for these campaigns because we know what works for YouTube and their advertising platform.

The real upside is that you can start with small budgets and progress from there, nearly all of our clients continue with this type of content delivery and then include programmatic buying as budgets increase.

Part of our core competencies at Rippling is ensuring your video content is best optimised for search and your channel is set up correctly for content display, navigation and visual impact.

So what makes us different? We produce the content with the end in mind and with hundreds of segments under our belt and loads of campaigns, we know what works.

Australian Maritime Museum Testimonial - Jackson Pellow - Brand & Marketing Manager

“The team at Rippling is a one-stop shop for creative digital media production and distribution. They’re fast, efficient, cost effective and work well to a set brief. Thanks guys for putting the museum on the map and massively boosting the content views on our YouTube channel.”


Live Streaming – Webcast

Live video streaming is gaining massive traction, why not webcast your event to a broader audience.

A live webcast is where live video is delivered over the internet to a collection of streaming media servers and redistributed, allowing individuals to view the broadcast via a website, anywhere in the world.

Unlike normal video productions, this content is delivered straight to your viewers on a web page, Facebook page or to YouTube channel. These days, more and more organisations are starting to get onboard with this rising trend, no longer does your guest list have to be restricted to people in your area, now it’s possible to invite customers, clients and colleagues from all corners of the globe to take part in your event.

Live event streaming isn’t just limited to entertainment and sporting events, we have seen a huge trend with industries, brands and niches; leveraging live streaming to their fans, customers and colleagues.

These days, book talks, ballet and opera are now being broadcast from theatres. In fact, managers have even stated that these events are some of the most consistently lucrative for them.

Why use a webcast?

  • An easy affordable way to reach an amazingly broad and diverse audience, from 20 to several thousand participants
  • Avoid the expense of travel and accommodation, you pay a fraction of the cost of in-person meetings or seminars
  • Provide immediate feedback, during the webcast, you can ask for comments and questions or conduct an instant survey
  • Drive action from your audience, such as sending participants to your web site.

There are many ways to utilise live streaming, have a chat with us today to find out more.

Digital Marketing

Rippling offers a full range of Digital Marketing Services.

Apart from our specialty with creating video content and driving connection, we have developed and executed many large campaigns that have been purely digital and content led focused.

We can deliver cost effective:

  • Digital marketing plans and campaigns with a focus on content marketing
  • Creative for the campaign and the assets required like animated display banners, videos and pre roll videos
  • Programmatic media buying for video, display, YouTube and Facebook
  • Social media strategy and community management
  • Online PR
  • Website development, design and content populating (including copy writing)
  • Search engine optimisation and search marketing

Whatever your digital marketing or content requirements are, let’s chat….




Read some of our insightful articles.

Maximising YouTube for Marketing


Programmatic Advertising for Highly Effective Targeting



Please review some of our key and most interesting projects, there are a lot more projects on our YouTube Channel.

Murray to Mountains – Tourism North East

Murray to Mountains – Tourism North East

Objective: Drive awareness of the Murray to Mountains rail trail and build a database by using a competition to drive click through and obtain the viewers details. These are extensive bike trails with stunning scenery, amazing produce, a huge selection of cafes and restaurants plus fun activities along the way.

We worked closely with Tourism North East to develop the content for the pre roll advertising, the target audience was families and couples and we used six placements: a 30 second pre roll was produced for each target and two x 15 second segments were produced for each target. The campaign was run via the Tubemogul platform, it achieved a total of 1,100,000 views and a 1.5% click through rate to the landing page, which is well above the industry benchmark.




We have worked with Kia Head Office in Korea for two years and produced eight segments for them, it is an extensive process from RFP to final production sign off. We have created an excellent relationship with them where they value our insight and expertise to assist them with meeting their objectives. As Kia is a significant global brand, a majority of segments accumulate views and engagement organically, sometimes they will put some spend behind it with TrueView to drive greater awareness. Check our YouTube Channel for all Kia segments.

“Rippling Media is extremely dedicated to producing quality video content, they have excellent insight when it comes to content marketing and that shows in the success of their work. They do their research with our products and I really enjoy working together as a team, I strongly recommend them as a digital marketing agency”.

Colin Jang, Assistant Manager, Kia Motors Korea


Provo Concept Car – The Provo is a concept car and launched at the Geneva Motor Show, the segment has been very successful and this type of content helps promote Kia as a leader in design and innovation.

Soul EV (Electric Vehicle) segment is an in depth look at the features, technical components and the benefits, it was shot in Seoul, which in itself was a challenge. It also demonstrates the Kia’s commitment to a more green and sustainable future.

The New Soul was launched at the 2014 Frankfurt Motor Show and has progressively built views and engagement.


Snow Australia

Snow Australia

Snow Australia was an initiative of the Australian Ski Areas Association, it was funded by the major tourism organisations and commercial resort operators. 
As Marketing lead, we crafted, directed and executed the strategic plans for our yearly campaigns, with a predominant focus on digital marketing. It was our responsibility to draw new and lapsed markets to the snow regions to increase visitation and participation in snow sports.

In 2012 and 2013 the campaign was content focused, our objective was to bring to life the “Snow Experience” for the first timers across our targeted categories and through a multitude of channels.

The creative was “You Never Forget Your First Time”, an experience that every skier, snowboarder or first time to the snow; never forgets.

We managed every component from the planning, creative, media buying, website development and content management, PR, social channels, community management, production of content and filming two half hour shows  for channel Nine as well as a Getaway segment. The creative and the media strategy was focused on the following audience segments: Start A Family Tradition(families), Take A Mate (friends) and Snowmance (couples) and we utilised display and video advertising, paid search, mobile and social to connect and engage with those segments.

To ensure a good flow of video content was produced, we partnered with Volvo to assist with the funding, both Snow Australia and Volvo benefited as the content was delivered to a vast audience across a multitude of screens, which included TV. We always achieved above our KPI’s and in 2013 our key KPI was booking referrals, which was 9,000 and we achieved 22,000.

“Rippling has demonstrated a breadth and depth of expertise across the entire digital landscape and their ability to strategically plan and execute has delivered outstanding results to three campaigns. Snow Australia’s campaign strategy has been very much driven by content and video has played a major role. “They have delivered a true multi screen content experience for the consumer, Rippling has been integral to Snow Australia exceeding well beyond its KPI’s and being a success”.

Colin Hackworth – CEO, Snow Australia

SA creative

We developed the website using the Komodo CMS.

SA website2

Video content was critical and we produced over 40 segments across the three seasons that provided a host of information for the first timer to the snow or a specific resort. View the YouTube Channel.

TV Shows - We produced two 30 minute shows for Channel Nine, this focused on NSW.

Getaway Segment - Rippling produced this.

Resort Segment – We produced a segment for each of the nine resorts, here is an example Perisher.

150 Years History – In 2011, Australian skiing was 150 years old and we produced a two part series to celebrate it.

Pre rolls – We created eight pre rolls for Snow Australia across three categories: Generic, Families, Friends and Couples, we produced a 15 and 30 second for each and then bought the media space via our RTB platform. This is an example of a 30 second Family pre roll.

National Maritime Museum (ANMM)

National Maritime Museum (ANMM)

We have produced a lot of content for the Australian Maritime Museum and helped build their library of key segments. We love the Maritime Museum because they understand the importance of how content sells tickets and how content needs to connect to its targeted audience through paid distribution.

“The team at Rippling is a one-stop shop for creative digital media production and distribution. They’re fast, efficient, cost effective and work well to a set brief. Thanks guys for putting the museum on the map and massively boosting the content views on our YouTube channel.”

Jackson Pellow - Brand & Marketing Manager, Australian National Maritime Museum

Projects – Exhibitions, How-To’s & Museum Insights

Going Places Exhibition

Our latest project is Going Places, an interactive technology of transport exhibition for the family, we produced a 15 and 30 second pre roll and a key short-form piece, the 30 second has been adapted slightly for TV and Cinema advertising. A comprehensive content campaign from just one shoot.

This is the 30 second segment, we used TrueView to generate click through to the website for exhibition and ticket information.

 Whales Exhibition – awareness and click through for ticket sales

Titanic Exhibition awareness and click through for ticket sales

How to Clean a Submarine – an insight as to the museum
How to Launch a Boat – a different side to the museum


Snow Victoria

Snow Victoria

Development of the “Snow Victoria” brand and campaign to represent both the commercial and government organizations promoting the snow industry in Victoria. This included complete management of the campaign: strategic planning, brand development, campaign creative, website development and content management, media planning and buying, PR, social management, content production, TV integration plus extensive stakeholder management and reporting.

The creative and the media strategy was focused on first time and lapsed families, friends and couples; we used content as a key driver and focused on story telling. We utilised display, video advertising, paid search, mobile and social, Facebook was extremely successful with a fan base of 11,500 in just 3 months.

Overall, the results have been strong and well above industry benchmarks.

“Rippling managed the marketing and communications for the 2014 Snow Victoria marketing campaign. I found the team to be very strategic and collaborative in the their results focused approach. Always, their primary objective was always to deliver the best result for the campaign and excellent customer service”.

Lorena Gibson | Marketing & Communications Officer | Alpine Resorts Co-ordinating Council


Discover the Wonders

 We built the website in WordPress in just three weeks:

SV website

We produced content both for the campaign and in-season, we created six pre rolls for, three categories: Generic, Families and Friends, we produced a 15 and 30 second for each and then bought the media space via our RTB platform.

View the YouTube Channel.

Pre rolls – We produced six pre rolls that targeted Families, Friends and Couples with 15 and 30 second ads, we bought the media via our RTB platform, this is an example of the families 30 second pre roll.

Great Season - As it was such a Big start to the season, we wanted to make sure everyone knew, so we produced some in-season content for the YouTube Channel and Instagram. We set up TrueView campaigns to promote the content.

Resort & Overview Segments – We also produced a segment on each resort that provided an overview for the first timer as well as a segment that covered all resorts, we used TrueView to promote these and always achieved a strong CTR.




Shimano is the most globally recognised fishing and bike components brand, we have worked with them for the past three years and not only produced content, but also achieved strong results with many distribution campaigns to drive awareness, engagement and click though for their content.

“I have always found Rippling to be very professional in their approach to video distribution. Their production is to a very high standard and they offer excellent analytics to back up a campaign performance, which has become a critical measure on our overall campaign success”.

Drew Dunphy - Marketing Manager, Shimano Australia Fishing

Shimano Extreme Project - This segment was an exciting creative collaboration, the brief was to combine the two key Shimano brands into one adventure video, we also put a budget behind it for a TrueView campaign.

Shimano Stella – The launch of a flagship product, the Stella fishing reel. Brief: give the information in a storytelling way that leverages Shimano’s Japanese roots, we used TrueView to drive views and engagement.

Shimano Fishing Adventure – Celebrity Jon Stevens, a fishing fanatic challenges his son Levi to land a big one while using Shimano products.

Catholic Cemeteries

Catholic Cemeteries

We have had some challenging projects, but promoting the Catholic Cemeteries and Crematorium was very interesting. We produced some key segments on what to do if a loved one dies and planning your memorial, but getting people to engage with the topic of death isn’t easy.

“Rippling Media are intuitive of the longer term vision for the brand (even one as unusual as a cemetery organisation) and have created video content that brought the brand to life in a way that was flexible for different purposes as well as meeting business objectives. They were very accommodating of all our requirements and their content distribution is a truly unique capability”.

Katrina Flynn – Marketing Consultant for Catholic Cemeteries and Crematoria

CCC wanted to increase market share with memorialising, that being when someone is cremated, the family choose a memorial at a cemetery to house the ashes. We came up with a creative campaign that has two parts, the first part is about a son that has his mums ashes in the back of his car and it gets stolen. The conclusion is about what happened next and the decision the son made to memorialise. We had a reasonable budget for distribution and used our RTB platform to advertise the first part of the story, it achieved around 250,000 views and a 4% click through rate to the website.

Part 1 – 250,000 views and a click through rate of 4%

The Conclusion – housed on a landing page.

Macquarie Graduate School – MGSM

Macquarie Graduate School – MGSM

We have worked extensively with Macquarie Graduate School of Management to produce a library of content that falls into several categories:

  • Insight into the MBA programs
  • MGSM Living case studies, this is where they partner with global brands and teams of elite MGSM students have to formulate a solution for a companies brief
  • Executive Management Programs, insight what the outcomes of these programs deliver

“The Rippling Media Team is a truly talented ensemble. They bring personality, life, ease, fun and creativity to every project. From conception to post production, they provide great service with enthusiasm. Myself and the MGSM team look forward to working with them again and again”. Megan Gibbens - Media Relations Executive, MGSM

This is a snapshot of those categories:

MBA Programs

Living Case Studies

Executive Programs

All Things Sport

All Things Sport

We love our sport and have two keen mountain bikers on the team, so when the opportunity arose to produce and create a campaign to distribute some biking segments for Trek and local Northern Beaches bike shops, we jumped at it.

We have done three of these, the first achieving over 280,000 views and a huge amount of comments and shares, we kicked started them all with a TrueView campaign and once they got rolling, it was downhill from there.

This is what we call an in-situ product review.

Trek Remedy 2013 – 140,000 views with strong engagement.

Trek Remedy 2012 – 120,000 views with strong engagement.

Trek Remedy 2011 – 280,000 views with awesome engagement.


Frontline Recruitment Retail “Hot Jobs”

Frontline Recruitment Retail “Hot Jobs”

We collaborated with Frontline, a major recruitment agency that wanted to make video work in a way that would keep them better connected with job seekers and ahead of the competition.

The end result is what we call “Hot Jobs”, twice weekly they film a segment that promotes the latest “Hot” retail jobs for the Melbourne and Sydney audience at a in-house studio we set up. We trained them how to film on a green screen, then they send to us for post production and uploading to their YouTube Channel, they then distribute to their social channels.

The concept has worked well and feedback positive.


After Effects – A Rippling Specialty

After Effects – A Rippling Specialty

We take our work very seriously and want to ensure our clients get the best end result, there is no premium charge for after effects or motion graphics.

Here is an example of what we can do.


Hunt Professional – Financial Services

Hunt Professional – Financial Services

Hunt Professional Group wanted to create some video content for their new site, so we produced an overview segment, one on the staff and one for promoting self managed super funds. We ran a TrueView campaign for the SMSF segment, the focus was on Sydney 45+, both men and women and it drew over 100 enquiries.

The Team

Meet the Key Members of the Team.

 Our Success is due to the right blend of content marketing, production, audience connection, project management and customer service

Nigel Abbott

Nigel Abbott

Managing Director View Details
Peter Frare

Peter Frare

Production Director View Details
Nic Flanagan

Nic Flanagan

Editing - Motion Graphics - After Effects - Graphic Design View Details
Nigel Abbott

Nigel Abbott

Managing Director

A passion for business, marketing, anything digital and adventure sports.
Nigel has been able to successfully combine these at Rippling and with over 15 years of marketing and digital experience, Nigel loves to share his expertise and insights with clients to ensure they not only end up with their desired outcomes, but have enjoyed the process as well.
In addition, he has developed the distribution side of the business and manages the programmatic RTB platform as well as YouTube advertising, he has many campaigns to his credit and all have achieved successful outcomes.

Peter Frare

Peter Frare

Production Director

Peter has over 28 years experience in the Australian broadcast industry.

A large proportion of this career was freelancing as an editor and camera operator at Channel 9. Programs Peter worked on included: RPA, Getaway, Today show and Burkes Backyard. Subsequent to this Peter freelanced as a director (Dreams can come True, channel 10) and started a Post – Production facility, Babylonia.

When Peter sold some years later, he then teamed up with Nigel Abbott to create Rippling.
Peter has made an amazing contribution to online content, it has given him the freedom to express his full creativity in an arena that utilised all his skills: camera, editing and directing in a format that was much more open than the stringent and narrow rules of TV broadcast.

Nic Flanagan

Nic Flanagan

Editing - Motion Graphics - After Effects - Graphic Design

Nic has over ten years experience in the television and online post production industry.
Over the years he has worked on a wide variety of projects from National and regional TVC’s through to a multitude of online content for our Australian and international clients.
He is extremely versatile and his experience extends from editing, after effects, motion graphics through to graphic design using photoshop and illustrator.
His experience and knowledge of the Avid Edit Suite (Media Composer) and Premiere Pro has allowed him to create some amazing results for our clients.

Programmatic Advertising

Programmatic Advertising has opened up doors for marketers with highly effective targeting at cost effective prices.

How programmatic buying has changed the game!

 The growth of programmatic buying has shaken up the advertising industry, making it possible for boutique agencies to compete with large media buying agencies. It’s also opened up opportunities for smaller advertisers to get in on the action.

Once in a while something will come along in the advertising industry with real potential to turn things on their head. In the 50s it was television. In the 90s the internet really took hold. In the last decade digital has become the cornerstone of advertising. But there’s one more thing set to really shake things up: the automation of ad buying through programmatic buying.

What is programmatic?

Whereas traditionally media buyers were the only intermediary between advertisers and publishers, now there are a host of technologies available which automate ad buying, placement and reporting. Quite simply, programmatic buying is the automated process of buying and selling media.

There are a number of forms of programmatic, with real time bidding (RTB) – where ad space is auctioned between multiple advertisers for the highest price – probably the most popular. Other options include platforms which buy across multiple exchanges or programmatic site retargeting.

What are the benefits?

Programmatic is impressively data rich. These systems capture as well as access reams of data from third parties, to help inform advertiser decisions on where and how to invest their ad dollars. With the capability to drill down and target by location (geo targeting), device, time of day and behaviour, the odds of getting your ad in front of the right person at the right time have never been greater.

Publishers love it because they can unload ad space with maximum return, and advertisers love it because they get greater transparency, better reporting and better targeting options.

How is it a game changer?

Programmatic unlocks advertising opportunities previously closed off to smaller advertisers who may have previously found the cost of engaging a large media agency prohibitive. Smaller and boutique agencies can now offer their clients the same advertising opportunities as those agencies higher up the food chain.

This is a huge game changer for smaller agencies who gain a piece of the action, previously the purview of only a few. Smaller agencies can now become full services agencies, gaining a bigger piece of the client pie.

Have smaller agencies taken up the challenge?

While many agencies have taken advantage of the opportunity, some are yet to explore it completely. This comes down to a few reasons – a lack of knowledge or experience in programmatic, lack of resources to invest in training or concerns about contextual placement (which are now being addressed across some platforms).

Those smaller agencies which have adopted programmatic have a real edge on their competition by expanding their client offering.

There’ll be increasing pressure on agencies to add programmatic to the menu, and the danger will be that some agencies will do so before fully investing the time and energy into understanding how to best leverage it.

So, what does the future hold?

With the growth of programmatic we’re likely to see more agencies adopt the full service model, but not all will do it well. It will be the agencies with a deep understanding of how to create content which resonates who will have the most to gain when riding the programmatic wave.

Click the button to check out our article on how to Maximise YouTube for your Marketing.


Contact us at Rippling

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