With tech platforms like Quantcast giving smaller players access to tools once reserved for the biggest global networks, independent agencies are punching well above their weight.
NDA’s Justin Pearse caught up with John Thomson, Managing Director, UK, EMEA at Quantcast, to discuss how self-serve technology is enabling indie agencies to compete on a national stage, launch TV campaigns, and thrive far beyond London.
Is tech really levelling the playing field for indie agencies?
Absolutely. The tools available now mean that a small performance agency in Cornwall, for example, can run a multi-channel campaign including TV with the same level of sophistication that used to be only accessible to the major holding companies.
We’ve got clients across the UK using programmatic advertising to deliver results. That kind of access used to be limited to the big network agencies with huge trading desks and deep relationships with broadcasters. Now, anyone can compete, and that’s a game-changer.
What are you seeing in terms of the growth of independent agencies?
There’s no doubt indie agencies are on the rise. We’ve been seeing a shift for years, but it’s accelerating.
Anecdotally, one major DSP was reported to be working with 600 independent agencies in the UK alone, that’s 600 with enough digital budget to be operating beyond the basics of search and social, into the open web.
For us, this is the fastest growing segment in our business. It’s a bit of a sleeping giant, and it’s starting to wake up.
What role is self-serve technology playing in this growth?
A critical one. Indie agencies are naturally more hands-on, they have close client relationships, so they want to stay in control. Self-serve tech can give them exactly that.
With our platform they can sign up, load your campaign, and go live the same day. It’s not unusual for us to wake up and see a campaign running from a new agency in Cork or Cambridge.
This kind of autonomy allows them to move fast, test ideas, and adapt in real time. It strips away unnecessary overhead and puts control back where it belongs, in the hands of the people doing the work.
What about the learning curve? Isn’t self-serve still intimidating for some?
Not anymore. When we first launched the current version of our platform in 2020, some of the larger agencies were nervous. It was so streamlined and automated that it raised questions internally about how they’d package or price that level of efficiency.
Indie agencies took a completely different view. They’re not precious about process, they just want tools that work, fast. If something helps them deliver better results, they’re all in. The platform only takes about an hour to master, and we’ve designed it to be as intuitive as something like Spotify.
You want to learn a new feature? It’s right there in the interface, not buried in a manual, help centre or chatbot.
Are indie agencies now running major campaigns on their own, without managed support?
Absolutely, and in many cases, that’s their preferred model.
Agencies like the7stars and Attentive are fully self-serve, and they’re among the biggest indie agencies in the UK. They’re running complex, omnichannel campaigns entirely on their own, without relying on managed services, and doing it brilliantly! A few years ago, we took a neutral stance on self-serve vs. managed. But now? We’re all in on supporting self-serve.
We think it’s better for the long-term success of independent agencies to have that control, and we’re here to support them along the way.
Is this shift creating more innovation in the space?
Definitely. Indie agencies are closer to their clients, closer to the outcomes, and far more vocal about what they need from their tech. That kind of direct feedback is gold.
We’ve just introduced a GenAI-powered media planner prototype that lets you describe your client and campaign goals in plain language, and it builds a suggested plan for you. Indie agencies were the first to test it, and they’re already helping us make it better.
Understandably, this is harder to get from our larger customersoften the people using the tech there are disconnected from the client and the business and campaign goals.
How important is this shift for agencies and brands outside London?
It’s massive. Tech has genuinely democratized access to the best tools.
Many indie agencies outside London are run by people who started in big-city media jobs and then moved back home. Now, they can serve national brands from wherever they are, Cornwall, Shrewsbury, Cambridge, Newcastle.
For example, there’s an agency in Cambridge who use the Quantcast Platform that handles almost every fast-growing brand in a 50-mile radius. They’ve become the go to agency for fast-growing brands in the region, and they’re doing it all without being in the London bubble.
And what about channels like connected TV , how accessible are those now for indie agencies?
That’s one of the most exciting developments. Connected TV is no longer just for the biggest spenders with legacy trading deals. Indie agencies can now run campaigns across premium media channels all through self-serve tools.
That used to be the exclusive domain of agencies with massive trading deals. Now, a mid-market brand can test TV as part of a performance strategy.
We’ve also made it fully measurable. We offer real-time brand lift on all brand campaigns on TV (and now Audio), so you can see if someone viewed (or listened) your ad and then visited your website. That’s creativity and strategy coming together in new, measurable ways.
So this really is a new era for indies?
It is. The combination of new platforms, intuitive tools, and performance-focused strategies means indie agencies can offer clients everything to improve on their goals. .
They’re agile, creative, and close to their client’s goals. The playing field has been levelled, and in many cases, independents are setting the pace. It’s a great time to be independent.
