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EventsMediaPeopleTrends

Kick off the 2023 FIFA Women’s World Cup by Scoring the Best Media Placements

June 28, 2023 — by MediaMath

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Women’s soccer is hot right now.

Ticket sales have topped 1 million for the FIFA 2023 Women’s World Cup taking place in Australia and New Zealand from July 20th to August 20th, putting it on track to be the most attended standalone women’s sporting event in history. About two billion fans are expected to tune in from screens globally. It will be the first-ever dual-host Women’s World Cup and the largest-ever with 32 teams competing. Add to the popularity of women’s soccer the fact that global sports tourism is one of the fastest-growing sectors and a boon to commercial and economic growth in host cities. The market was valued at $587.87 billion in 2022 and is expected to expand at a compound annual growth rate of 17.5% from 2023 to 2030.

There are some unique characteristics of women’s soccer fans:

  • 42% actively seek out information on the brands that sponsor the sport (Nielsen)
  • 61% believe that sponsors gain the favorable attention of the audience (Nielsen)
  • 56% of Women’s World Cup fans use social media, 39% order food and 35% drink alcohol while watching sports (GWI
  • 23% of U.S. female soccer fans are Hispanic, 47% hold a college degree and they enjoy an average household income of $80,362. (Gilted Soccer)
  • 58% of Gen Zers identify as “superfans” or “supporters” of women’s soccer and 12% report that they prefer women’s soccer to men’s (Footballco)

Compared to Men’s World Cup fans, Women’s World Cup fans are more likely to watch official content and sports documentaries and purchase sports collectibles.

MediaMath’s Curated Markets help you get your ads in front of shoppers where they are. 

MediaMath’s Curated Markets are designed to help you get your ads in front of Women’s World Cup fans wherever they plan to watch the matches. 

Sports Marketplace

Ensure your ads get delivered in premium sports-related environments people know and trust, with geo-targeting to show relevant ads to audiences based on their location and the local sporting seasons currently happening. 

Performance Marketplace 

This marketplace offers turnkey, privileged access to premium content owners in quality environments optimized for direct response campaign performance. Plus, target MediaMath Audiences at no additional fee.

Download our regionalized FIFA 2023 Women’s World Cup collateral to get more statistics about the audiences that watch and tips for reaching them in the best environments. 

DataEventsPeopleTrends

Winning Advertising Audiences for Wimbledon

June 21, 2023 — by MediaMath

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Wimbledon, the world’s oldest, most famous and most prestigious tennis tournament, kicks off on July 3 in London. 

Last year, more than 500,000 people attended Wimbledon—the most in history—and 7.5 million viewers tuned in during the Men’s Singles Final. US viewers can watch online via ABC, ESPN, ESPN2, ESPN+ and The Tennis Channel this year. Sling TV Orange, Fubo, and DirectTV Stream offer both, while Hulu with Live TV and YouTube TV have ESPN. In general, tennis fans watch on every possible screen, but studies have shown they are 42% more likely to respond after seeing a commercial on cable TV and 37% more likely after an ad was served on a streaming app.

Tennis fans have some specific traits that can appeal to certain advertisers. For instance, 80% of tennis fans are college-educated, have an average household income of over $120K, and spend on average 17.9 hours watching cable TV per week and 11.7 hours per week on the Internet. Wimbledon’s wealthier audience is 3.3X more likely to have an affinity for Ralph Lauren, 4.4X more likely to have an affinity for Stella Artois and 4.3X more likely to have an affinity for Jaguar than the sports fans’ audience.  

MediaMath’s Curated Markets help you get your ads in front of shoppers where they are 

To reach high-value tennis fans where they will watch Wimbledon, advertisers can tap into some of MediaMath’s Curated Markets, made up of high-quality websites:

Sports Marketplace

Ensure your ads get delivered in premium sports-related environments people know and trust, with geo-targeting to show relevant ads to audiences based on their location and the local sporting seasons currently happening. 

Price Floor Range: Display – $1.00-$3.00 CPM, Video – $5.00-$9.00 CPM 

Available Regions: Global 

Channels: Display & Video 

 

Shopper Marketplace 

This marketplace perfectly aligns with e-commerce in-market shoppers to reach your target audience wherever they are in environments they know and trust while improving your CPA, ROI and general direct response goals. Combine with MediaMath Audiences shopper data at no additional cost! 

Price Floor Range: Display – $1.00-$3.00, Video – $4.00-$6.00 

Available Regions: Global 

Channels: Display & Video 

Download our regionalized Wimbledon collateral to get more statistics about the audiences that watch and tips for reaching them in the best environments. 

DOWNLOAD APAC ONE-PAGER

DOWNLOAD EMEA ONE-PAGER

DOWNLOAD US ONE-PAGER

EventsPROGRAMMATIC

Data Chaos and Data Opportunity: MediaMath in Conversation with Neustar and AdAge

May 18, 2021 — by MediaMath

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In an AdTech universe reeling with uncertainty over the imminent departure of the third-party cookie, is data harmony within reach? Anudit Vikram, Chief Product Officer at MediaMath, recently shared his thoughts in a conversation with Michael Schoen, Senior VP and General Manager of Marketing Solutions at Neustar, and John Dioso, Editor of AdAge Studio 30. All three participants were on board with the belief that we are in the middle of “the next big data revolution.” They further agreed that this revolution is currently devolving into data chaos, missed opportunities, and wasted ad spend for brands.

Anudit and his team are approaching the data chaos as an opportunity to drive home the fact that MediaMath is a future proof DSP, inherently modular and ready for the world where customers will need to seamlessly implement newly emerging identifiers within their systems. As the cookie goes away, MediaMath has the ability to transact natively with these new solutions. Anudit shared his optimism that the inevitable depreciation in scale will ultimately lead to an increase in the quality of data. He speculated that the increased reliance on first-party information, coupled with advancements in artificial intelligence, will empower the digital advertising ecosystem with opportunities to do more than ever before.

Watch a recording of the conversation here.

EventsTrends

Targeting and Measurement in CTV

October 23, 2020 — by MediaMath

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IAB Europe recently held a virtual CTV event in which our VP of Client Success, Noemi McKee, moderated a panel on the challenges and solutions around targeting and measurement. t’s not possible to just copy digital tactics and apply them to CTV, so the panel of measurement experts from Integral Ad Science, Oracle, DoubleVerify, Comscore and Kantar Insights Division shared their guidance and best practices on CTV measurement and campaign performance.

“It’s really terrific that connected TV really does merge perfectly television and digital capabilities together,” said Carol Hinnant, CRO, Comscore. “You get the reach and frequency with the addressability of digital.

“But the challenge for connected TV in the current state is really from a representativeness to the marketplace, a standardization of the various CTV manufacturers. It’s one thing to have TVs shipped, but it’s another thing to have the data harvested and then standardized in a method that is consistent across the various groups.”

Of course, knowing what your goals are as an advertiser running a CTV campaign is critical.

“The key thing is really to evaluate at the start of that campaign what are you trying to achieve from the CTV activity,” said Kristanne Roberts, Global Development Director, Kantar Insights Division. “Are you looking to get incremental reach on your campaign? Are you looking to really drive home some messaging with specific audiences? And from that, you can start to work through what is the appropriate method for that measurement.”

Watch the full 30-minute panel below.

Events

Leading Marketers Share Insights on How to Tap Into the Growing Purchase Power of Multicultural Americans

October 15, 2020 — by Guillermo Abud

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To celebrate Hispanic Heritage Month, MediaMath hosted the Hispanic Voices in Adtech Panel last week. I had the honor of moderating the panel with three of the industry’s leaders in multicultural marketing. The panel served as more than a celebration during this month—it’s an opportunity to inspire and educate our industry on the expanding population and growing power of multicultural Americans.

Wendy Codd, Multicultural Lead at Ford Motor Co. said, “Given the growth of the Hispanic audience and how important it is to market to them, they should be included as part of your overall business objectives. As we move into 2021, they are important to market to, there are so many ways to reach them programmatically, there is certainly scale there. And reaching them at the right moment with the right message is really essential.”

To put the importance of Hispanics into context, here are some fast facts about the Hispanic population in the U.S.:

  1. In 2016, U.S. Hispanic buying power was larger than the gross domestic product of Mexico.
  2. The U.S. Hispanic population is projected to account for 65% of the growth of the overall U.S. population between now and 2060.
  3. By 2050, the U.S. could have more Spanish speakers than any other country.

In recent years, brands spent only 4.2% of U.S. ad spend on Hispanic consumers while the Hispanic population in the U.S. is over 16%. Our panelists helped contextualized the steps brands can take to better reach multicultural audiences and Hispanics in particular.

Ronald Méndez, Managing Partner and Multicultural Lead at MediaCom, described best practices on how to approach and strategize around reaching Hispanics, “As an industry, we are great at understanding the similarities that thread all audiences together. But what really helps brands differentiate themselves is when they understand the nuances that exist amongst each audience, and that’s where a lot of them connect in a meaningful and culturally relevant way. Don’t overcomplicate it but make sure you’re asking enough questions to truly understand what the opportunity is and how to engage with the audience.”

When I asked her about education and what opportunities we have there, Carla Dobbs, Strategic Marketing Consultant and Advisor at NovoMercatus LLC, said, “I think it starts at the C-suite for each company and them understanding where the opportunity lies.” She then went on to give an example of how understanding the audience is crucial for messaging. “For Walmart, it was more about in-language and the emotional connection understanding the drivers [of Hispanics] like safety and education. Those are also important to the non-Hispanic, but the depth, where in many cases immigrants risk their lives to come to the U.S. for safety and education, is much deeper than a non-Hispanic that has been here their entire life and has not gone through those trials and tribulations.”

Overall, my takeaways for marketers are:

  • See that the opportunity is there. The Hispanic audience should be an important part of your marketing objectives.
  • Speaking of objectives, know your KPIs. Know what you are measuring, and test and learn. Keep in mind that you are testing what messaging is working for multicultural audiences and not testing if multicultural audiences work. They do.
  • When it comes to language, don’t dismiss the need to reach Hispanics in their native language. Take a holistic approach and use a neutral Spanish tone, as there are differences in the language and culture across regions.
  • Hispanics CAN and SHOULD be reached programmatically. The data is there.

2020 has positioned marketers to adapt their strategies to reach consumers across cultures in relevant and respectful ways. To hear more on this dialogue with industry leaders as you plan for 2021, watch the recoding of Hispanic Voices in Ad Tech Panel here.

EventsTrends

Vodafone Talks Bringing Transparency to the Programmatic Supply Chain

October 14, 2020 — by MediaMath

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Back in May, the Incorporated Society of British Advertisers (ISBA) released findings of its two-year-long research on the underpinnings and value of the current programmatic supply chain. The group interviewed 15 DSPs, including Vodafone, Unilever and Nestle, on the challenges they have encountered in fully understanding where their dollars are going. ISBA identified a need to work across industry to fix issues such as unattributable costs, money not getting back to the publisher and a lack of data-sharing between the buy and sell sides.

As part of the Programmatic Pioneers virtual event in Europe, Jens Bargmann, GM DACH, Nordics, Southern, Central & Eastern Europe at MediaMath, recently spoke virtually with Richard Kanolik, Head of Programmatic at Vodafone, to talk about how the industry has been working to solve some of these challenges since the ISBA report came out. Watch the below chat to see how a major EMEA brand is tackling topics such as transparency, in-housing and the future of advertising on the open Web.

DataEventsTrends

MediaMath Becomes First DSP to Natively Bid, Buy & Attribute on LiveRamp IDL Thanks to Massive Identity Re-Architecture

October 5, 2020 — by MediaMath

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We are proud to be the first DSP to natively bid, buy and attribute on LiveRamp IdentityLink (IDL) globally thanks to our massive identity re-architecture that gives advertisers flexibility in how they reach their audiences across devices. Hear more about how this integration provides marketers a best-in-class experience for targeting and measurement in order to power premium consumer experiences from Travis Clinger, Senior Vice President, Addressability and Ecosystem at LiveRamp, in this Beet.TV interview below.

Events

Step Up Together: Leadership During Crisis + Change

September 16, 2020 — by MediaMath

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Last week, Kimberly Samon, our Chief People Officer, joined Kimberly Jones, President & CEO of Butler/Till, in an all-female fireside chat as part of Step Up Together, a digital summit inspiring woman and girls through mentorship for this moment. Maggie Stockdale, VP of Business Development at MediaMath, Amanda DeVito, MBA, VP Marketing at Butler/Till, and Mikayla Armour, Step Up alumna, also participated in the event.

When asked what leading with empathy means to her, Kimberly Samon said it’s “recognizing that the whole being is sitting in front of you at any moment and what they are consuming or reacting to is not only from a work perspective.”

Kimberly Jones defines her leadership style as one of flexibility in which she aims to “meet people where they are and where they need you the most and giving them the support necessary to succeed.”

“It is about making people better in your presence and also making them equally better in your absence,” she said. “Setting clear expectations, making sure they have the resources they need to succeed and understanding that those needs might be different from any individual. In some cases, they might need coaching, they might need training or they might just need you to get out of their way.”

Watch the full fireside chat here and also feel free to tune into our Digital Dialogues episode with Kimberly Jones, our CFO Milena Alberti-Perez and our Head of MediaMath Academy Laura Rodriguez from earlier this year below.

Events

MediaMath at CES 2020

January 6, 2020 — by MediaMath

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MediaMath is at CES in Las Vegas this week to talk about how this is the year for cleaning up our media supply chain once and for all. We caught up with our Global Head of Ecosystem Jeremy Steinberg to learn why he’s excited for this year’s event and for what’s in store for 2020. Watch more in our interview.

CES-Pre-Show from MediaMath on Vimeo.

CultureEventsTechnology

2019 Cannes Recap

August 1, 2019 — by MediaMath

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MediaMath has made its 8th annual visit to the south of France for Cannes Lions 2019. We are still reminiscing about our truly inspiring week on the beach discussing the most cutting-edge advancements in the advertising industry. Relive some of those memories with us by watching our new recap video to see how we are leading the industry to an accountable and addressable media supply chain and learn more about our new strategic partnerships announced during the festival.