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5 Questions with Aruna Paramasivam of MediaMath

December 1, 2015 — by MediaMath    

This post originally appeared on the Marchex blog.

John Busby and Aruna Paramsivam of MediaMath have a quick chat about the state of the industry, the rise of mobile and why offline actions will play a huge role in the future of marketing.

John Busby: I totally connect with the statement on MediaMath’s web site that it is “marketing’s big moment”.  Why do you think we’re at an exciting time for marketers?

Aruna Paramsivam: This is an incredibly exciting time for marketers for so many reasons. Marketers now have an exponentially larger impact on a company’s sales efforts. They can drive a higher return on customer interaction than ever before. At the push of a button, a marketer can solve an inventory issue or uncover a new consumer segment.

Through digital adverting, especially in the programmatic space, we are able to really drill down in the ecosystem to create actionable insights for marketers. By using data and efficient platform solutions, we can now provide clients with a true outcomes-based model that will inevitably make the experience more enjoyable for the end user. And if the marketer can provide a more efficient end product, then the rates of success and ROI will be tantamount.

Q: It seems to me that the rapid growth in mobile media consumption and advertising has raised a lot of questions for marketers.  What challenges are you seeing in mobile today, and why are customers signing up with MediaMath in the mobile era, as opposed to a few years ago?

Everyone seems to have a smart phone and a tablet in their hand at all times, so it only makes sense to shift our own focus in the same direction. However, without the use of cookies to target customers, the challenge really becomes a technological one. The world of mobile technology is big and hard to define, and made even more difficult with confusing standards and limited options. Additionally, the global market is different region by region in almost every manner, including ad formats, pricing, consumer behavior and legality.

However, despite the challenges, companies like MediaMath are trying to reach these valuable intenders. Our current clients know that we are at the forefront of developing our own technologies to address this issue. Although more information on exactly how will be available soon, customers trust us to always be thought leaders and innovators in the ad tech space, and continue to sign up with us in this mobile era.

Q: In the search world, there has been a lot of investment in attributing offline actions, such as phone calls or in-store visits, to paid search campaigns.  How much are you seeing this phenomenon in the display world?

We are seeing this phenomenon across multiple verticals in the display world. Originating mostly from the CPG world utilizing loyalty cards and home scan panels to “close the loop” with grocery purchases and monitoring in-store traffic, this has now expanded through multiple channels. Whether using phone calls, credit card transaction activity or television watching habits, we are able to tie the exposed users of a display ad to their offline behaviors to evaluate the success of the campaign.

Read the rest of the article on the Marchex blog.