We’re chatting with members of the Regital team about what makes them the Regit they are. We spoke to Frank Lam about trading campaigns for Universities and crisp butties. Here’s what he had to say:
Tell us a bit about yourself Frank?
My name is Frank (obviously), and I’m originally from Hong Kong. I majored in politics at University (which is very different from the role I do now) and moved to the UK in 2020 after studying in Tokyo, Japan for a while.
What's your role?
I’m a Trading Assistant. Part of the trading team that buys ads programmatically in real-time for our clients. This involves building campaigns inside the DSP (Demand Side Platform), tracking the campaigns inside the ad server, and optimising the campaigns to deliver the best results for the client.
Describe yourself in three words
Cool, independent, self-motivated
What are you into - tell us some of your interests?
I quite like cooking, so can I say that. Mainly though it’s watching football and console gaming!
How did you get started in digital?
When I first moved to the UK I took a job as a generalist in digital marketing based in Leeds. I was effectively a team of one across the whole digital remit. There was little support or guidance, so I taught myself the basics of everything. That included things like using WordPress for the website, social media and content through to paid search and analytics. When I reflect, it was good grounding, and a bit of a crash-course into all things digital marketing. I’m very glad to now be specialising and honing my skills with more guidance and structure, in the areas that I think my analytical skills are best suited.
What does a typical day look like?
I’m not sure I’ve had the same day twice since I joined! Usually first thing in the morning I check all my campaigns that are live. I go through them one-by-one and make sure the budget is on track. If there are any refinements or troubleshooting, I can deal with it there and then first thing, before I get stuck into the day.
I’ll then check my emails to see if there are any optimisation requests or tasks from the Account Managers, or any new activity or requests to sign-off from clients. Then I’ll move on to analysis, whereby we’re looking for opportunities to improve campaigns. This might include looking at the viewability of sites that are under-performing, or looking at which creative is performing strongest.
Afternoon’s are generally when campaigns are planned. From there we put them into build, which can involve lots of tags and thorough checks. In the afternoon I sit down with account managers and go through campaign reports. As we trade across all programmatic screens there are different nuances that you pick-up working on say DOOH compared to mobile display. It’s much easier to spot areas of improvement and opportunity on emerging channels such as CTV together. We’re also able to bounce troubleshooting ideas if they’re needed.
The last activity of the day is always to implement the changes that have cropped up across the day. I’ll check spend caps and move budgets and change bids if needed, to make sure everything is sorted before I leave.
What’s your proudest moment?
Managing my first DOOH campaign was a big deal for me. It was for a University client, and using Skyrise data insight we tested and activated at a real granular level. It was quite high-pressure being on a new DSP which came with a few troubleshooting anomalies, and I’m proud that I was able to spot things before they became a big issue. The campaign was really successful, and while it’s great seeing display or mobile work, there was something extra special about seeing my work on such a large format.
What’s the best thing about WORKING HERE?
It’s such an accepting and inclusive place to work. That is a very refreshing thing to be able to say as someone who’s not originally from this country. I’ve never been made to feel like an outsider. Everyone has been super welcoming, and it’s easy to see why people say it is like a family working here. It really is.
What's your desert island disc?
Acquiesce by Oasis
What’s the strangest food you’ve eaten?
The guys here at Regital made me a crisp butty when I mentioned I’d not had (or even heard of) one. That was bizarre for me, having crunchy crisps between soft bread. That taste and texture was just odd. Strangely it was quite nice.
If YOU could change one thing about the world, it would be...?
The British weather!