Advertising platform migrations don’t have to be painful – or prolonged. Theorem’s latest report shares our best practices for an efficient, hiccup-free transition.
Are you staring down the possibility of an ad platform migration? You wouldn’t be the first to feel a little dread. These high-stake undertakings can be an unavoidable fact of life if your current service is discontinued or your business requirements necessitate a different platform. While switching can be daunting, it helps to learn from other organizations that have completed migrations and lived to tell about it.
To save time and prevent major headaches, you’ll want to select your new platform and think about process well in advance. Map out all the strategic and practical considerations and identify potential problems. Once you’ve picked the platform, evaluate which processes should or should not change and, most importantly, don’t reinvent the wheel. Migration experts stress that you shouldn’t overcomplicate the transition if your current setup is working.
Other keys to a smooth, stress-free migration include selecting a project manager who has spearheaded migrations previously, assembling an expert team and scheduling a pilot period for testing. This allows you to ensure that the ads are performing as expected and fine-tune the full migration. With these pieces in place, here are five best practices to help you avoid pitfalls and keep things moving from start to finish:
- Do your research. Which new platform suits your business needs, both current and future? Does it support your preferred ad formats, targeting options and platform integrations (such as programmatic or data reporting)?
- Create your new-platform checklist. From live campaigns to expired ads, determine how many ads you’re migrating from the old platform. Gather all the “must haves,” including billing, geotargeting, tags, creative and more.
- Align the business behind the platform. Make sure your migration team has all the resources they need. Build in quality control, streamlined approvals and training for everyone impacted, from sales reps to ad clients.
- Set the course. Assess whether you can migrate your inventory using an automated tool or application programming interface (API), or if a manual migration is warranted. Create your timeline accordingly.
- Practice, practice, practice. Use your pilot period to migrate a few standard campaigns. Document everything and perform quality assurance (QA). Once the kinks are solved, start migrating more complex campaigns.