The role of managers in driving effective paid media strategies in an advertising agency

Susana Costa e Silva; Bianca Sofia Oliveira; Francisco Figueira Lemos

doi:10.1590/1678-6971/eramr250085

The role of managers in driving effective paid media strategies in an advertising agency

Título traduzido da contribuição: o papel dos gestores na condução de estratégias eficazes de mídia paga numa agência de publicidade

Susana Costa e Silva^*
, Bianca Sofia Oliveira
, Francisco Figueira Lemos

^*Autor correspondente para este trabalho

Resultado de pesquisa › revisão de pares

41 Transferências (Pure)

Resumo

Propósito: Este artigo desenvolve um modelo prático sobre as atividades críticas do Gestor de Mídia Paga na condução da implementação bem- -sucedida de campanhas publicitárias pagas digitais. Originalidade/valor: Com base em artigos anteriores sobre a revolução no setor publicitário através da mídia digital e social (Araújo et al., 2020; Helberger et al., 2020; Liu-Thompkins, 2019), o estudo responde a ape- los latentes por mais pesquisas sobre os papéis e habilidades exigidos dos profissionais de publicidade diante da transformação digital das prá- ticas publicitárias. Além disso, também relacionamos essas habilidades dos profissionais com o sucesso percebido das campanhas. Design/metodologia/abordagem: Realizamos um estudo de múltiplos casos qualitativos, conduzindo entrevistas semiestruturadas com empresas de mídia paga que estão investindo em publicidade digital. A análise das entrevistas foi feita com a Metodologia Gioia para garantir rigor qualitativo tanto na condução quanto na apresentação da pesquisa indutiva. Resultados: Descobrimos que os gestores de mídia paga devem desafiar os briefings dos clientes, colaborar com as equipes criativas e ajustar dinamicamente os elementos das campanhas para otimização. As habilidades essenciais incluem proficiência técnica, gestão da informação, pensamento crítico, criatividade, colaboração e comunicação. A implementação bem-sucedida leva a um direcionamento eficiente, adaptação de conteúdo em tempo real e rentabilidade. Na prática, o estudo oferece um roteiro para as agências de publicidade implementarem eficazmente campanhas publicitárias digitais, desde o recrutamento e aprimoramento contínuo dos Gestores de Mídia Paga, identificando seus papéis críticos, até a assistência às empresas na alocação mais eficaz dos orçamentos publicitários, proporcionando uma visão completa dos benefícios inerentes aos investimentos em publicidade digital.

Título traduzido da contribuição	o papel dos gestores na condução de estratégias eficazes de mídia paga numa agência de publicidade
Idioma original	English
Número do artigo	eRAMR250085
Páginas (de-até)	1-34
Número de páginas	34
Revista	RAM. Revista de Administração Mackenzie
Volume	26
Número de emissão	1
DOIs	https://doi.org/10.1590/1678-6971/eramr250085
Estado da publicação	Publicado - 2025

Keywords

Agência de publicidade
Gestor de tráfego pago
Publicidade digital
Meios pagos
Skills

Acesso ao documento

10.1590/1678-6971/eramr250085Licença:

129136050Final published version, 1,08 MBLicença:

http://hdl.handle.net/10400.14/55124Licença:

Outros arquivos e links

Link to publication in Scopus

CEGE 2025-2029: CEGE - Research Centre in Management and Economics: UID/731/2025. Pluriannual 2025-2029
Vlačić, B. (PI)
1/01/25 → 31/12/29
Projeto

Citação

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abstract = "Purpose: This paper develops a practical model for the critical activities of the paid media manager in driving the successful implementation of digital paid advertising campaigns. Originality/value: Based on previous articles about the revolution in the advertising sector through digital and social media (Ara{\'u}jo et al., 2020; Helberger et al., 2020; Liu-Thompkins, 2019), the study responds to latent calls for further research on the roles and skills required by advertising professionals in the face of the digital transformation of advertising practices. In addition, we also related these professionals{\textquoteright} skills to the campaigns{\textquoteright} perceived success. Design/methodology/approach: We undertook a qualitative multi-case study, conducting semi-structured interviews involving paid media firms investing in digital advertising. The interviews were analyzed using the Gioia Methodology to ensure qualitative rigor in performing inductive research.Findings: We found that paid media managers must challenge client briefings, collaborate with creative teams, and dynamically adjust campaign elements for optimization. The key skills must include technical proficiency, information management, critical thinking, creativity, collaboration, and communication. Successful implementation leads to efficient targeting, real-time content adaptation, and cost-effectiveness. The study offers a roadmap for advertising agencies to effectively implement digital ad campaigns, namely from the recruiting and continuous upskilling of Paid Media Managers by identifying their critical roles to the businesses{\textquoteright} assistance in allocating advertising budgets more effectively by providing a thorough understanding of the benefits inherent in digital advertising investments.",

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AB - Purpose: This paper develops a practical model for the critical activities of the paid media manager in driving the successful implementation of digital paid advertising campaigns. Originality/value: Based on previous articles about the revolution in the advertising sector through digital and social media (Araújo et al., 2020; Helberger et al., 2020; Liu-Thompkins, 2019), the study responds to latent calls for further research on the roles and skills required by advertising professionals in the face of the digital transformation of advertising practices. In addition, we also related these professionals’ skills to the campaigns’ perceived success. Design/methodology/approach: We undertook a qualitative multi-case study, conducting semi-structured interviews involving paid media firms investing in digital advertising. The interviews were analyzed using the Gioia Methodology to ensure qualitative rigor in performing inductive research.Findings: We found that paid media managers must challenge client briefings, collaborate with creative teams, and dynamically adjust campaign elements for optimization. The key skills must include technical proficiency, information management, critical thinking, creativity, collaboration, and communication. Successful implementation leads to efficient targeting, real-time content adaptation, and cost-effectiveness. The study offers a roadmap for advertising agencies to effectively implement digital ad campaigns, namely from the recruiting and continuous upskilling of Paid Media Managers by identifying their critical roles to the businesses’ assistance in allocating advertising budgets more effectively by providing a thorough understanding of the benefits inherent in digital advertising investments.

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KW - Gestor de tráfego pago

KW - Publicidade digital

KW - Meios pagos

KW - Skills

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The role of managers in driving effective paid media strategies in an advertising agency

Resumo

Keywords

Acesso ao documento

Outros arquivos e links

Impressão digital

Projetos

CEGE 2025-2029: CEGE - Research Centre in Management and Economics: UID/731/2025. Pluriannual 2025-2029

Citação