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ARTICLE

How REA Group Uses Adtech to Deepen Customer Reach, Engagement

April 23, 2018 — by Lauren Fritsky

Earlier this year, we released a case study on our work with REA Group to increase targeting accuracy and improve audience scale through a DSP+DMP implementation. Last week, CMO.com.au interviewed Braden Clarke, who’s head of audience solutions and automated trading at REA Group, about their work with MediaMath. See an excerpt of the coverage below and read the full-length case study here.

REA Group’s Braden Clarke is laser-focused on audience management and automated trading and using the latest adtech and martech solutions to drive brand and direct response outcomes for buyers and sellers alike.

REA Group operates Australia’s property websites and real estate websites in Europe, Asia and the US. Clarke, who’s head of audience solutions and automated trading, is on a mission to deliver better customer experiences by pumping up engagement, and recently deployed MediaMath’s unified platform to enhance audience reach and engagement and deliver better outcomes.

MediaMath provides programmatic marketing technology including data management platforms, omni-channel DSP, audiences, supply and intelligence.

Since joining REA in 2009, Clarke has built out a programmatic operation that spans supply side as a publisher; and demand side as both a brand advertiser and independent trading desk.

Focused on activation of first-party data assets, REA’s Audience Solutions team creates opportunities for brands to reach a targeted, qualified property audience across both the site’s inventory and the broader Web. This includes solutions for REA brands across Australia and Asia, as well as bespoke executions for REA’s advertiser and agency partners.

Clarke said the adoption of the MediaMath solution delivers a couple of primary use cases, all centred around activating the company’s audience data.

It is using a combination of MediaMath DMP and DSP, and also using the Data Mining Console – which is  DMP’s advanced analytics product and part of the DMP that allows for mass audience segment generation.

“The first use case is for our own brand and marketing, the REA brand, to drive both the brand awareness and direct response outcomes for REA’s various product sets. So whether that be residential listings or our home loan products or commercial listings,” he explained. 

The second use case is around the commercialisation of audience insights. “How do we take what we know about property seekers and use those insights to drive value for our customers – whether those be real estate agents, property developers or banks and insurance or other company stakeholders?”

Overall, Clarke said optimising through adtech has resulted in cost efficiency thanks to accessing inventory effectively at great rates and great scale.

“One of the things that’s really important for us is to be really close to our data. The MediaMath platform allows us to integrate really closely with how the decision works and what users we’re going to targeting for advertising so we can onboard the insights that we can drive from our data science behavioural communications team to drive those better outcomes,” he said. 

Read the rest of the article here.