How to overcome the inefficiencies of manual, error-prone processes in multi-channel campaign management — from planning through to reconciliation — when using legacy media systems
NEW YORK, May 15, 2025 /PRNewswire-PRWeb/ -- In an increasingly complex media landscape, agencies are required to deliver faster, more accurate, and more accountable campaign execution—while juggling fragmented systems and workflows. Managing media plans in one "system", buying in another (directly and manually on platforms), billing clients in a disconnected platform, and reconciling vendor payments offline creates an ecosystem riddled with inefficiencies, errors, and financial blind spots.
This whitepaper explores the operational challenges facing modern media agencies and outlines a strategic approach to solving them by unifying key processes—planning, buying, billing, tracking, and payments—into a single system of record.
The Current State of Media Operations:
Despite rapid advancements in digital advertising technologies, the back-office processes of many agencies have not kept pace. Teams often navigate siloed tools for:
- Media Planning – Using spreadsheets or standalone tools disconnected from financial data
- Buying and Execution – Manually generating IOs, entering vendor data redundantly, and tracking activity across channels without central oversight
- Client Billing – Relying on error-prone manual methods or rigid legacy systems that lack digital media-specific rules
- Vendor Payments – Delayed by manual validation processes, disparate payment terms, and lack of transparency
The result is a disjointed campaign lifecycle that creates:
- Launch delays from manual approvals
- Budget overruns due to lack of real-time visibility
- Miscommunication between planning, buying, and finance teams
- Inconsistent billing and payment practices
- Increased compliance risk and audit complexity
What's at Stake?
The operational cost of this fragmentation is significant. Agencies face:
- Slower time-to-market: Bottlenecks in approvals and setup impact launch dates
- Lower margins: Manual rework, billing errors, and delayed payments inflate overhead
- Poor client experience: Inaccurate invoices and campaign confusion erode trust
- Reduced scalability: Growing client portfolios and campaigns become harder to manage
With rising competition and shrinking campaign timelines, streamlining operations is no longer optional—it's essential.
Use Case: Multi-Channel Campaign Chaos:
Consider an agency preparing a multi-channel campaign for a tech client's smartwatch launch across North America. The campaign includes:
- Paid Search through Google and Bing
- Paid social on Meta and LinkedIn
- Programmatic display through The Trade Desk
- Additional display advertising on various websites
- Using Google Campaign Manager for ad-serving and click tracking for premium platforms
- Global campaign with buying in multiple currencies
- Various commission and fee arrangements based on different channels with some volume pricing and discounts
The agency must coordinate across teams for strategy, buying, and finance—all while ensuring partner contracts, billing, and payments remain in sync. in a fragmented environment:
- Plans are built in spreadsheets working with external partners or internal teams, and emailed for approval
- Additional spreadsheets are used for tracking and monitoring campaigns with manual inputs
- Buying teams manually re-enter data for insertion order (IO) creation, and on a different basis (typically monthly) in the media billing system
- Any mid-flight changes require retroactive adjustments across platforms
- Billing is generated based on buys that are typically not in line with the campaign execution needs, and any change results in significant downstream negative impact on finances
- The agency is unable to benefit from early payment discounts, and vendor invoice approvals are non-existent or delayed
Needless to say, this chaos results in a lot of manual work, prone to under billing, overspend, and financial ambiguity—risking both the campaign's success and the agency's credibility.
What's Needed: A Unified Approach
To meet client expectations and preserve profitability, agencies need an integrated media management solution that:
- Connects Planning to Execution: So that what's approved flows seamlessly into buying
- Automates Billing and Payments: So that finance is always in sync with campaign activity
- Maintains Audit Trails and Version Control: Ensuring compliance, accountability, and transparency
- Adapts to Financial Models: Supporting billing by spend, proration, or budget thresholds
- Scales with Growth: Serving small teams and global operations alike
This unified model reduces handoffs, eliminates double entry, and enforces consistency across teams.
The Nexelus Solution - Unifying Media Operations with Precision and Control
Nexelus answers the call for integrated media operations by offering an end-to-end platform that spans:
✔ Planning and Approvals
- Configurable templates and automated workflows move plans from draft to approval faster, while version control ensures everyone operates from the latest plan.
✔ Seamless Media Buying
- Approved plans flow directly into buying. IOs are generated instantly with partner-specific formats, terms, and cost data pulled from the plan—eliminating redundancy.
✔ Native Ad Tech Integrations
- Automatically create campaigns and budgets on leading platforms. Automated reconciliation with Google, Meta, The Trade Desk, and others ensures that performance data and spend stay aligned, along with pacing information and optimization, without manual tracking.
✔ Automated Optimization
- Use delivery and/or received vendor invoices to automatically optimize and actualize media plans - moving spend across partners or even across channels, including rollovers where applicable.
✔ Automated Billing and Vendor Payments
- Client invoices are generated based on real-time plan data and customized billing logic. Vendor payments are triggered according to validated milestones, net terms, or delivery—complete with approval checkpoints and audit logs.
✔ Real-Time Visibility Across Teams
- Role-based dashboards allow each stakeholder—from media planners to CFOs—to monitor what matters most, in real time, from a single source of truth.
The Outcome: Operational Clarity and Financial Confidence. With Nexelus, agencies gain:
- Faster Campaign Launches
- Elimination of Manual Entry and Rework
- Accurate and Timely Invoicing and Payments
- Improved Financial Governance
- Scalable Infrastructure for Growth
- Reduced Risk Across the Campaign Lifecycle
- Workflow optimization results in maximized FTE (full time equivalent) utilization for revenue generating tasks
In short, Nexelus turns operational complexity into executional clarity—freeing your team to focus on delivering strategic value.
Conclusion
Agencies can no longer afford to manage campaigns with disconnected tools and manual workarounds. Nexelus offers a streamlined, structured, and scalable platform that closes the loop—from media plan to final payment—with confidence and control.
Transform how you work. Power your media operations with Nexelus.
Next Steps
Contact us to schedule a short meeting where our specialist can discuss your pain points and specifically explain how Nexelus can help.
Media Contact
John Fischer, Nexelus, 1 847-340-4325, [email protected], https://www.nexelus.net
SOURCE Nexelus
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