MediaMath and Half Dome Digital Collaborate to Help BetEasy Measure their Marketing More Seamlessly and Transparently
MediaMath has built an independent, multichannel, integrated DSP which clients can easily run and manage their marketing campaigns on as well as measure the effects on true business outcomes. Part of our mission is to create a 100 percent accountable and addressable supply chain by the end of 2020. We want to help clients reclaim powerful results from their digital advertising. Where most brands struggle to extract business impact from topline performance metrics, we want to help them measure their marketing more seamlessly and transparently.
Cost-per-acquisition and click-through rates can tell a marketer how well a single channel is performing. But they don’t tell a marketer how media is affecting their business’s bottom line. To do that, a brand must be able to test the incrementality of their advertising efforts. In an effort to gain more insight into the programmatic activity being run in MediaMath’s TerminalOne DSP, BetEasy asked their agency Half Dome Digital to assess the incremental revenue they were driving.
MediaMath and Half Dome Digital partnered to design an approach to understand how influential BetEasy’s marketing efforts are on driving incremental revenue from new consumers, weeding out the consumers who would have naturally converted.
The MediaMath Engagement and Analytics teams collaborated to design a test-and-control methodology using MediaMath’s feature Adaptive Segments. This feature creates dynamic audiences that automatically adjust targeting based on real-time changes of customer/consumer behavior and exposure to marketing. Adaptive Segments structure complex segment expressions composed of site/app data, offline data, impressions, clicks and other events—all while adhering to custom frequency and recency settings.
By creating test-and-control Adaptive Segments, Half Dome Digital traders seamlessly excluded a small portion of BetEasy’s audience from their programmatic display and mobile activity running through MediaMath’s DSP. The MediaMath Analytics team provided weekly reporting to measure the incremental response rate and revenue from users exposed to programmatic advertising versus those who were not exposed.
The incremental lift seen from BetEasy’sprogrammatic activity included:
- A more than 6x increase in site/app visitation rate for users who saw a programmatic ad vs. users who did not
- BetEasymembers exposed to programmatic ads bet at double the rate of members who did not see an ad
Half Dome Digital visualized this data for BetEasy’sregular management meetings in which the true value to the business was clearly demonstrated. This has encouraged BetEasy’ssenior leadership to confidently increase programmatic investment. MediaMath, Half Dome Digital and BetEasyare now focusing on delivering this same analysis for additional channels including connected TV.