SBS, one of Europe’s leading programmatic curation platforms, is extending its reach across the North, forging partnerships with independent media agencies to unlock the potential of programmatic advertising for their clients.
The programmatic specialist, which supports independent media agencies in managing programmatic media campaigns, has identified the North’s thriving independent agency scene as a key growth area.
“I’m delighted to work with Northern independent agencies and use my experience to empower them to realise the full potential of programmatic for their clients,” said Jason Warner, Managing Director, UK and EMEA at SBS.
With a hybrid working model and offices in London, Milan and two recently recruited senior hires in Scotland, SBS leverages more than 70 state-of-the-art technologies, integrating them with proprietary algorithms and artificial intelligence to deliver sophisticated targeting and optimisation.
For many independent agencies across Manchester, Leeds, Liverpool and beyond, programmatic advertising has historically presented challenges in terms of access to enterprise-level technology and expertise. SBS aims to eliminate these barriers.
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“Technology is no longer a prohibitor,” Warner explained. “Traditionally, access to the platforms and resources that drive today’s digital advertising were the preserve of large agencies. Today, that’s not the case. It’s a level playing field.
“Partnerships with businesses like SBS give agencies of any size access to the technologies, support and training they need to deliver, track and report their clients’ multichannel programmatic campaigns.”
This democratisation of technology is particularly significant given the evolving advertising landscape. Programmatic advertising – the automated buying and selling of online advertising space in real-time using data insights and algorithms – now spans multiple channels including display, video, mobile, social, and increasingly, digital out-of-home (DOOH).
Warner, whose 17-year career in programmatic and digital media spans media owners, agencies and publishers, has previously led significant programmatic initiatives, including the integration of programmatic DOOH advertising through a strategic partnership with VIOOH/JCDecaux during his tenure as Head of Advertising Operations at Scoota.
The Northern independent advantage
The partnership between SBS and Northern independent agencies comes at a time when many brands are recognising the unique value that independent agencies bring to their marketing efforts.
“Agencies must be agile. These past years have taught us that the speed of change is increasing, and relying on what worked previously doesn’t translate to what works today,” Warner added.
“Remaining relevant, making an impact and adjusting to changing consumer behaviours calls for flexibility and adaptability, which independent agencies – unburdened by large agency groups’ bureaucracy – thrive on.”
This agility is increasingly attractive to brands, with data suggesting a significant shift away from holding companies. “From managing 45% of billings in 2019, their influence has significantly eroded, dropping to just 30% last year as brands increasingly turn to independent agencies or bring advertising in-house,” said Warner.
The creative advantage of independents is equally compelling for Warner. “Independent agencies bring independent thinking. Processes, red tape, and risk-averse mentalities are all inhibitors of creativity. By stripping these out, independents give their teams the freedom and space to think, which opens minds, ignites passions and delivers innovative approaches for clients that make them stand out.”
Building a Northern programmatic community
Warner’s vision extends beyond mere technological support, advocating for a stronger sense of community within the advertising world – particularly in the North where collaborative spirit has long been a hallmark of the creative industries.
“Perhaps the C-word and its associations of togetherness, support, mutual respect, common interests and shared identity isn’t one you’d naturally attribute to the (supposedly) cutthroat advertising world. But it’s there,” he said.
“Adland’s unique ability to harness innovative technologies and human creativity in ways that shape consumer perceptions, engagement, and, ultimately, client success shows what can be achieved when working in harmony.”
For brands working with Northern independent agencies, the SBS partnership presents an opportunity to benefit from both the relationship-focused nature of independents and enterprise-level programmatic capabilities.
“Despite our tech-dominated industry, brands want to feel special, appreciated, and understood,” Warner said.
“With smaller client-focused teams and access to senior expertise, independents deliver the people-centric relationships clients seek. For agency teams, these direct relationships foster greater insights and understanding, allowing them to develop better work for the client.”
As SBS establishes its presence in the North, the company aims to further empower the region’s independent agencies with the programmatic tools and expertise previously available only to larger network agencies.
“By democratising technology and removing barriers to entry, we’re giving another reason why advertisers should choose to work with an independent agency,” Warner said. “Rather than seeing their fees go to cover the costs of huge account management teams, large offices and a wealth of agency overheads, clients recognise it’s funding creative thinking, originality, talent and results.”
