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EducationVideo

Let’s Make an Ad: Part 2

September 7, 2017 — by Peter Gosling0

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In part one of Let’s Make an Ad, we looked at what actually goes into creating an HTML5 ad unit and some of the many options out there. I today’s post, I have done a screen capture showing how to make a simple. animated HTML5 ad in Google Web Designer. This will hopefully show people unfamiliar with the process what it actually takes to make an ad!

Download a copy of Google Web Designer here: https://www.google.com/webdesigner/

Interested in other options? Read part one of Let’s Make an Ad here.

Video

Breaking Down the Programmatic Umbrella: What is a Preferred Deal?

June 9, 2017 — by Michelle Said0

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In the final episode of our series, Breaking Down the Programmatic Umbrella, we consider preferred deals, and why marketers may opt for this type of inventory as opposed to an auction environment or programmatic guaranteed.

Be on the lookout for a new series that explores header bidding, and why publishers and marketers are exploring this as a new way to buy and sell media.

Watch now:

Video

Breaking Down the Programmatic Umbrella: What is Programmatic Guaranteed?

May 24, 2017 — by Michelle Said0

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Previously in our educational video series, Breaking Down the Programmatic Umbrella, we explored programmatic marketing, open exchanges, and private marketplaces. This week, we consider programmatic guaranteed deals, and why marketers may opt for this type of inventory as opposed to an auction environment.

Stay tuned for more videos to be released weekly as we explore the programmatic umbrella in-depth.

Watch now:

TrendsVideo

Cup of Joe with Joe…The Future of Programmatic

April 20, 2017 — by Amarita Bansal0

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As we celebrate 10 years of programmatic advertising, we ask MediaMath CEO Joe Zawadzki how the industry will evolve in the next decade. How will the evolution of programmatic marketing necessitate changes to how organizations are structured? And what will the marketing organization of the future look like?

Watch the video to find out!

For more insights on programmatic’s past, present and future, check out our #10Then10Ahead Content Hub!

UncategorizedVideo

What’s Your Favorite Olympic Ad?

August 12, 2016 — by Lauren Fritsky0

It’s not the Super Bowl, but the Olympic Games often deliver some dynamic, poignant advertising campaigns that appeal to people of all backgrounds. We polled some of our MediaMath leaders on what ads, past and present, have resonated with them. Which one is your favorite? Don’t forget to learn more about how to be a Marketing Champion.

Jocelyn Hayashi, SVP, Global Agency Practice

“We’re The Superhumans”

Elise James-DeCruise, Head of NMI, Fernando Juarez, Managing Director, Latin America, Renee Engelhardt, Vice President, Analytics

“P&G Thank You, Mom – Strong”

Ross McNab, Managing Director, North America

“Westpac, Sydney 2000”

Jesse Comart, Vice President, Communications

“Nike Just Do It”

TechnologyUncategorizedVideo

Integral Ad Science Unveils Pre-Bid Video Segments To Boost Viewability By The ‘Threshold’

April 25, 2016 — by Amarita Bansal0

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Recently, Integral Ad Science rolled out pre-bid viewable segments for video, providing advertisers the opportunity to target against different viewability thresholds.

MediaMath is the first demand-side platform (DSP) to adopt Integral’s new pre-bid segments.

Read an excerpt below of the AdExchanger article, written by Kelly Liyakasa, to learn more about pre-bid viewability:      

Rather than bidding based on historical data, Integral’s pre-bid viewability segments help marketers fine-tune their bids before the fact.

So instead of just ranking the top 20% or 40% of impressions with the strongest viewability results, for example, marketers can now bid on ad impressions that are more likely to be viewable and in-view longer.

Although Integral offered pre-bid targeting segments to DSPs since 2011 – its earliest integrations date back to 2010 with AdMeld when Integral was known as AdSafe – those were largely centered around display.

“What we’ve done with video is a little different and something we feel is way more respective to advertisers,” said David Hahn, SVP of product management for Integral. “The net benefit is the advertiser can say, ‘My threshold for this campaign needs to have at least 70% of impressions in view,’” and adjust bids accordingly.

Although this capability gives advertisers more in the way of matching bids to their preferred viewability levels, it’s not just about a simple upfront selection.

“A higher level of viewability sometimes means less audience coming from a targeting standpoint, so you really want to create this balance of scale versus viewability,” said Aruna Paramasivam, senior director of data and partnerships for MediaMath. “We like to say, ‘Yes, your ad is 90% viewable, but to how many people?’”  

To read the full article via AdExchanger, click here.

UncategorizedVideo

7 Ways the Industry Can Create Better Advertising

March 31, 2016 — by Lauren Fritsky0

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Why do consumers reject advertising? British multinational market research firm Millward Brown thinks there are two reasons:

  1. Some brands spit out too many ads too frequently to attempt to boost share of voice, but instead alienate consumers.
  2. Targeting done poorly can creep out consumers if done too frequently and intrusively.

Millward Brown’s AdReaction Video report, released in February, looked across 42 countries to uncover the pros and cons of targeting. More than 13,500 multiscreen users (those who own or have access to a TV, smartphone and/or tablet) ages 16 to 45 participated. The overall response was that providing consumers with more control over how they receive ads boosts how they are perceived. Millward Brown offers some suggestions for how advertisers can take a step back and better engage consumers:

  1. Get more emotional: Aim to resonate with as much as convert customers.
  2. Demand quality: Advertisers should work to improve the whole ecosystem, particularly prioritizing placements that are uncluttered and gripping, and better measuring how they perform. This can a long way toward quelling ad blocking.
  3. Max the mix: Seamless engagement with customers across channels, and uncovering new opportunities to start or continue conversations, can boost brand lift.
  4. Engage, don’t threaten: Experience over volume was the message conveyed by consumers in the AdReaction report.
  5. Listen to the consumer: In an ideal world, Millward Brown proposes advertisers test consumer feedback to content before it goes live across any media.
  6. Go native: The potential for native advertising is currently untapped—read our take on it.
  7. Be remarkable: Instead of recycling the same old ideas, advertisers should consider how to be bold, different and truly creative.

Read the synopsis of the report and download the full version here.

MediaOMNICHANNELPROGRAMMATICTechnologyUncategorizedVideo

How Marketers can Maximise the Impact of Video Advertising through Programmatic

February 15, 2016 — by Louise Quan0

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Building brand awareness through video advertising is more important than ever. But what’s more impactful is when brands combine video content with data-driven insights for their omnichannel campaign – targeting messages to the right consumer. This effectiveness is evident in the fact that European programmatic video advertising revenues are expected to increase by almost 40 percent every year, reaching €2bn by 2020.

In a recent article for The Drum, MediaMath’s Managing Director for EMEA, Dave Reed, explores the growth of video and shares his expertise on how brands can utilise programmatic video when optimising their omnichannel marketing campaigns.

Given that video is a powerful medium for brand awareness and developing consumer relationships, Reed cites how brands need more than just inspiring creative to be effective with their video advertising. He also mentions the success eBay have had with integrating programmatic video into their campaigns, and advises marketers on three key points:

  • Consider how viewability is assessed
  • Embrace the benefits of DSP technology
  • Increase programmatic video knowledge

Read the original article on The Drum

 

UncategorizedVideo

2015 Holiday Retail: The Evolving Shopping Journey in Motion

November 16, 2015 — by Lauren Fritsky0

With less than two weeks until Black Friday, retail marketers are in the thick of holiday campaign planning. And now, more than ever, that planning has to account for a range of channels and devices shoppers will use to buy gifts. While brick-and-mortar stores still draw the majority of shoppers to complete their purchases, US holiday eCommerce sales for 2015 are anticipated to total $83 billion, an 11% increase from 2014.

The path to purchase now crosses digital and real-life channels. The good news is, the evolution of programmatic media buying can help retail marketers optimize, in real-time, their messaging to target shoppers regardless of channel or device so they are seeing the right ad at the right time. MediaMath has put together this moving image graphic to showcase some of the key facts, figures and dates retail marketers need to know this holiday season and tips for how to utilize programmatic to drive the best results. Click here to watch the video in full and remember to visit MediaMath Retail for all your holiday 2015 planning needs.

TechnologyUncategorizedVideo

Optimizing for Video Ad Completion: A Retail Case Study

September 2, 2015 — by John DeFilippis0

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With online video ad completion rates growing year over year across devices, it’s becoming clear to marketers that online video advertising is a channel that can’t be ignored. That’s why programmatic video advertising is so appealing to marketers. One MediaMath client, a major office supply retailer fundamentally understood the effectiveness of online video advertising, and was primarily concerned in optimizing their video campaigns for video completions.

The retailer used MediaMath’s TerminalOne platform to optimize their video advertising campaigns. Key features and capabilities of MediaMath’s TerminalOne video offering include:

• Unmatched global scale from major exchanges, private marketplaces, YouTube, Facebook, and local international inventory (which refers to local language sites that are typically produced in that country/region with local content and have the country domain)

• Mobile video supply with access to tens of billions of global monthly impressions for mobile video inventory across the industry’s top supply sources

• Data management targeting and measurement that allows marketers to easily onboard their CRM data and 3rd party data for use in video advertising campaigns

• Video specific audience measurement that allows marketers to seamlessly align TV and digital media plans to gain maximum exposure

• Goal-based optimization that empowers marketers to optimize campaigns to any measurable goal

• Global campaign management that enables frequency capping and budgeting across video, display, social, and mobile for more efficient media buying

• Robust brand safety tools, including pre-bid brand safety from MediaMath OPEN partner Integral Ad Science

The client worked closely with the MediaMath team to realize their campaign goal: to optimize performance towards the cost per 100% video completion. They also hoped to increase daily completed views overall with the same spend levels– ultimately improving their CPA.

Utilizing MediaMath’s TerminalOne, the client was able to:

• Optimize campaigns using daily auto spend caps, frequency management, and setting strategy budget pacing

• Leverage MediaMath’s data providers and partner technologies to contextually target videos, target specific websites, and create tiered bidding setups based on targeting types

• Tailor video creatives to contextually target on relevant websites

As a result of their partnership with MediaMath, the retailer saw a performance increase in video completions and at the same time, gained insight into strategy level performance across contextual categories and bidding tiers. Through video completion remarketing, the office supply retailer was also able to increase their display reach and performance.

What are your goals for your own video campaigns? Learn more about how TerminalOne can help you achieve them.