I recently sat down with Raghu Seelamsetty who is the founder and CEO of Escape Velocity. They have been supporting agencies and creative teams for over a decade internationally and are now expanding their offerings in the United States market. I hope you enjoy Raghu’s unique perspective as a long time founder and leader in the Advertising services industry!

Tell us a little about your Journey and what inspired you to start Escape Velocity?

• Coming from a technology development background, I have ¬always had a passion for designing and implementing scalable processes and technologies that deliver innovative solutions. I have had the privilege of being a founding member of two successful software development startups that later went on to achieve IPOs on the Nasdaq and Bombay Stock Exchanges.
• During my twelve-year stay in the United States, I observed the emerging internet economy in India and decided to return home. I brought Eyeblaster, an ad tech company, to India, which underwent several transformations and ultimately became Sizmek. (Sizmek went on to become acquired by Amazon and renamed to Amazon Ad Server.)
• Working in India, we seized the opportunity to collaborate with major advertising agencies and clients such as GroupM, Dentsu, IPG, Madison, Apple, P&G, Jeep, and many others. Indian customers are recognized as the most demanding in the world, but we have successfully met their expectations by employing our expertise in scalable processes and tools to serve them. Given our experience of working with customers from various countries, we are confident in our ability to excel at serving US-based customers too.

How can advertising creative make an impact on a user to drive customer acquisition?

• Programmatic advertising has significantly impacted the buying behavior of advertisers, with a heightened focus on media optimization. Current platforms and processes have excelled in optimizing media, however, in this process, the value of creatives have often been overlooked.
• With tighter privacy controls and reduced targeting capabilities, the need for high-quality creative ads has become more critical than ever. Advertisers must focus on producing creatives that stand out and grab the user's attention. These creatives allow advertisers to tailor their messages to specific audiences, increasing the relevance of their ads, resulting in higher engagement and better performance.
• In short, as programmatic advertising continues to evolve, the importance of creatives in advertising campaigns will become more prominent. Advertisers must adapt to these changes and prioritize the production of high-quality creatives to achieve optimal performance.

How does outsourcing operational functions create a more productive team?

Outsourcing operational functions can create a more productive team in several ways:

1. Focus on your competencies: Our teams allow our partners to stay focused! By outsourcing non-core operational functions such as ad trafficking and creative production, companies can focus on their core competencies of media planning and buying and devote more resources to activities that directly contribute to their business goals. This also leads to increased efficiency and productivity.
2. Access to specialized expertise: Outsourcing to Escape will provide access to specialized Amazon Ad Server expertise and resources that may not be available in-house. This can help companies improve the quality of their operations and processes, leading to greater efficiency and productivity.
3. Cost savings: Outsourcing can also help companies save on costs associated with hiring and training employees for specific functions. This can free up resources for other activities and contribute to overall productivity.
4. Reduced workload: Outsourcing can help reduce the workload on internal teams, allowing them to focus on higher-value activities. This can lead to increased motivation and job satisfaction, which can in turn improve productivity.

Finally, outsourcing operational functions can create a more productive team by allowing companies to focus on their core competencies, access specialized expertise, save on costs, and reduce the workload on internal teams.

Thank you so much for your time Raghu!

Let's discuss your creative and operational support needs!

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