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DIGITAL MARKETING Media PROGRAMMATIC Uncategorized

3 Steps CMOs Can Take to Get More Out of Agency and Tech Partnerships

June 22, 2016 — by MediaMath

With the convergence of adtech and martech in addition to endless amounts of data at marketers’ disposal, the state of programmatic marketing is shifting. In order for marketers to thrive in an ever-evolving landscape, they must maximize relationships with agencies and tech partners so that clients have access to the best media buying, data management and measurement capabilities to achieve programmatic success.

While brands should do a lot of the heavy lifting for their partners, marketers must also be honest about how they can improve some of their processes and behaviors to let their partners best help them. In partnership with The CMO Club, we released a whitepaper called “Evolving Your Agency Partnership Model to Drive Programmatic Success,” highlighting three key factors CMOs should consider to improve relations.

Centralize and activate your best data: First-party data is increasingly becoming one of a brand’s most valuable assets as it helps to target and engage audiences in a meaningful way, wherever they are. According to a June 2015 Econsultancy report, more than six in 10 respondents said first-party data drove the highest increase in customer value. Of those who were surveyed, 36 percent said a technology partner could add value to their agency relationship by management and activation of first-party data.

Be choosier with your metrics: Three-quarters of marketers say they have, at best, a qualitative understanding of the impact their activities are having on their business. To boost results, identify quantifiable marketing goals.

Upgrade your attribution approach: Step it up a notch and tap into multi-touch attribution. This way, you’re able to see exactly what led a customer to convert at all points – both online and off. In fact, 36 percent of CMOs said better measurement through more sophisticated attribution was an area in which tech providers could help brands achieve.

Click here to download the full report and learn more.

DIGITAL MARKETING Media Technology Uncategorized

MediaMath Brazil: To Educate the Market is Key to Growth Consolidation

June 21, 2016 — by MediaMath

This article by Karen Ferraz originally appears on ExchangeWire and has been translated from Portuguese to English below:

The company specializing in programmatic media, recently celebrated its two years of operation in Brazil with a staff three times its original size, positive results for the first quarter and annual growth in the triple digits. Fernando Juarez, MD of MediaMath for Latin America, and the new country manager Brazil Mario Rubino, told the ExchangeWire Brazil that the expectation is to maintain the pace of business by the end of the year to consolidate this growth and develop the market with educational initiatives on the use of programmatic technologies.

Latin America is currently the fastest growing region for MediaMath, Juarez sees this as a clear message that the adoption of programmatic media technologies is growing by the agencies and marketers in the region. The company now has operations in 13 countries in the region, such as Mexico, Argentina, Colombia, Chile, Peru, Uruguay, Costa Rica, Puerto Rico, Dominican Republic and Guatemala.

“These last two years represented a spectacular growth for the company in Brazil. We are excited about the continued growth and the company’s future growth in the country and we want to further boost this advance in the program market, ” says Juarez. According to him, Brazil should become very soon the largest market for the company in the region, overtaking Mexico, which is still the largest due to the rapid development of trading desks.

Ad tech saw some of its competitors leaving the Brazilian market during this period, driving MediaMath’s ambition to win more participation in the region and advance on the dominance of big players such as Google and Facebook. To Fernando Juarez, Brazil is definitely experiencing the beginning of a growth stage in programmatic, which creates many opportunities triggered by increased investment from advertisers seeking more efficiency. But this also bring more challenges, especially in overcoming knowledge gaps on new technologies in digital and programmatic marketing.

Programmatic media has allowed advertisers from around the world to reach their audiences and get better results, both in costs and in the way that ads are delivered. “Whether in time of economic crisis or not, any marketing professional is seeking the best result from the money being invested; therefore, programmatic is in a time of growth around the world,” insists Fernando Juarez, noting that the country is one of the largest economies in the world.

Going forward, the goal of MediaMath Brazil is to grow faster, consolidate this growth and collaborate with the education market, said Mario Rubino, who took over the local leadership of the company a month ago. “The digital market is understanding and increasingly interested in the use of platforms like ours, digital spend is migrating to programmatic media. The market is becoming more concentrated, as some competitors have left. So the mission is to continue working to serve our customers well and bring our products and knowledge, ” he adds.

Educating to grow

Educating the market has been one of the main pillars of the company’s strategy since it began its Brazilian operations in 2014. In recent months, this approach gained a further boost with the launch of the New Marketing Institute (NMI) in São Paulo. NMI, the company’s educational arm, is present in several cities of the world and was created to help meet the growing demand for marketing professionals in digital and programmatic.

For the country manager, Mario Rubino, this is a natural process of maturation, as experienced by the more mature markets, where advertisers and agencies begin to better understand how the use of the platforms can deliver more results. Thus, the company has developed educational programs with clients, agencies, and trading desks, as well as partnerships with major education groups in Brazil. “It’s part of our mission to educate and train people to work in this new market and it is amazing how soon we can see the interest in these initiatives.”

DIGITAL MARKETING Media PROGRAMMATIC Uncategorized

Target Key Audiences Across Devices in Real Time

June 13, 2016 — by MediaMath

Direct Marketing News recently published an eBook on programmatic ad buying and how it has increasingly helped marketers target and convert customers at scale.

Numerous marketing executives share their thoughts on the evolving landscape, including our very Joanna O’Connell, CMO at MediaMath. O’Connell advises marketers to seek out wisdom from brands when considering programmatic.

“Talk to brands you admire and understand what they’re doing and how they’re thinking about programmatic, ” O’Connell says. “Marketers need to think about programmatic in terms of powering marketing of the future — real time, data driven, addressable, and scalable — which is crucial for a brand looking for long-term competitive advantage.”

To read the full eBook, click here.

Careers DIGITAL MARKETING Media People Uncategorized

6 Million Americans Will Take an Online Class This Year. Here’s Why.

June 9, 2016 — by MediaMath

Maybe you’ve noticed a recent trend: lately, it seems like more and more of your coworkers are carving time into their schedules to attend a webinar or a remote class. According to Pew Research, three out of four adults consider themselves to be lifelong learners, and 63 percent attend at least one training course per year. Babson Survey Research Group has seen a 3.9 percent year-over-year increase in the amount of people taking online courses in the United States.

Instead of investing in costly higher education, more and more adults are taking education into their own hands. This makes sense as 57 percent of managers are concerned that they will not have the skills needed to succeed in five years, and a staggering 96 percent of entry-level employees believe that college did not fully prepare them for the workforce, according to CLO Media. Employees who care about their future are not content to fade into obsolescence.

In fact, the advantages of remote sessions are tremendous. Let’s take a look at the top four reasons why people attend online sessions.

Democratizing Knowledge

Anybody can take a remote session. There are no admissions processes, no applications. The knowledge is available to anybody who would like to sign up for a course. At the New Marketing Institute (NMI), we believe that truly everybody should have the information they need to perform their jobs more efficiently. Our sessions don’t care where you are, what your background is, or who you are, just that you come eager to learn.

Global Information Share

The internet has changed the way we live and work, particularly the way we communicate across the world. That may seem like a very facile statement, but it cannot be underestimated. As a facilitator, I have taught professionals from all over: South Africa, Singapore, Japan, India, France, Brazil, Argentina, Germany…the list goes on. Having people everywhere learn how to speak the same “language,” in our case, the language of digital marketing, is vital to creating better global teams.

Minimal Time Commitment

As we mentioned earlier, higher education is time-consuming and expensive. The average graduate school requires years of commitment and can cost upwards of $40,000. A university’s continuing education space is typically less costly, but still requires a time commitment of roughly 20 hours per class. Most workers don’t have that time as the pace of modern life can often be overwhelming. And, as cited above, those who have invested in higher education, still consider themselves to have gaps in their learning and were not appropriately prepared by those higher education sources. Online classes are typically concise and cost efficient, thus allowing more people to take advantage of the benefits.

Instant Feedback

One of the best advantages of live remote sessions is the ability to interact directly with the facilitator. The Q&A period is a gold standard to ensure participants retain knowledge after the session. Online live classes allow them to continue the age old practice, just via digital means. In fact, we often see shy participants more eager to participate by being able to ask questions in a relatively anonymous environment, without fear of judgment.

Research shows, there will be more and more learners to engage via these types of remote sessions. If you are curious about attending one yourself, take a look at our upcoming Emerging Trends course that runs July 13-August 10^th in partnership with the Direct Marketing Association (DMA). The series covers everything from email marketing basics to programmatic and omnichannel advertising. Additionally, stay tuned for NMI’s upcoming webinar series, launching in August.

Marketers, here is your chance to take advantage of all of the convenience and benefits that online courses provide!

Media Mobile Uncategorized

The Crawl, Walk, Run, Fly Approach for Doing Mobile Right

June 8, 2016 — by MediaMath

This article originally appears on iMedia Connection.

A lot of marketers are “doing mobile” — but as part of something else as opposed to making “everything else” a part of mobile. Approaching it this way means failing to do mobile with intent and purpose in a world that’s completely driven by mobile. In 2015, mobile received the highest percentage of digital ad spend it’s ever had, at 52.4 percent, with roughly $30.45 billion dollars spent. In the next four years, 45 percent of total e-commerce is expected to transact on mobile, generating roughly $284 billion dollars in sales. Are you, dear marketer, planning to share in this pool of revenue? If yes, then you need to change the way you’re doing mobile. Here’s an approach that can help.

If you’re already “doing mobile,” what’s to follow might knock you back a few pegs. Because while you may already be at, say, the “Run” phase, if you didn’t complete the “Crawl” and “Walk” phases correctly, you likely aren’t really getting the most out mobile. You need to do each step effectively to maximize mobile and reap the biggest rewards. Here is a breakdown of each phase and the questions to ask yourself and your business to get on the right path.

Crawl

Treat mobile as a different channel, not necessarily an extension of display. Optimize media buying/marketing tactics to purposefully reach consumers on the right mobile device using mobile-specific creative units.

Questions to ask:
– Are your ad creatives optimized for mobile devices?
– Are you comparing display versus mobile performance and optimizing accordingly?

Walk

Identify and specifically target consumers based on mobile-specific characteristics, such as app IDs (supply whitelist), location, and second-party data, including weather. Execute campaigns against mobile-specific outcomes like app downloads and mobile commerce.

Questions to ask:
– Are you targeting audiences on mobile using mobile-specific characteristics?
– Are your mobile campaigns tied to true mobile outcomes?

Read the rest of the article here.

DIGITAL MARKETING Media PROGRAMMATIC Technology Uncategorized

Whitepaper with The CMO Club: Evolving Your Agency Partnership Model to Drive Programmatic Success

May 31, 2016 — by MediaMath

According to Gartner, a CMO’s budget is more important than ever, with expectations to outspend CIOs for the first time ever by 2017. Programmatic is now empowering CMOs to connect their technology decisions with real business results. But they need the right partners to stay competitive in a fast-moving marketing landscape, particularly to help them gain more knowledge of data, technology, attribution and insights.

Today we’ve released a whitepaper in partnership with The CMO Club called “Evolving Your Agency Partnership Model to Drive Programmatic Success.” This paper includes data from a survey by The CMO Club of more than 70 CMOs in addition to 1:1 interviews with marketers to understand how they are working with agency and tech partners and what they most need to be successful in programmatic.

Leading agencies were also interviewed to see how they’ve reshaped their skill sets, value propositions, technology provider alignment and approach to transparency to keep pace with these changes so they can better support their brand clients.

By downloading the paper you’ll gain exclusive insights such as:

Find out what 30 percent of CMOs said about the most important factor for excellent agency support.
Discover what 60 percent of CMOs had to say about their audience insights and optimization best practices.
What steps CMOs can take to get more out of agency and tech partnerships.

Click here to download the full report.

Media Mobile PROGRAMMATIC Uncategorized

PushSpring Adds MediaMath As Data Destination Partner

May 30, 2016 — by MediaMath

This byline originally appears in a MediaPost article. Read an excerpt of the article below:

MediaMath will include PushSpring’s proprietary mobile app data on its programmatic demand-side platform (DSP), PushSpring announced Tuesday.

After integrating with MediaMath’s Terminal One (T1) platform a week ago, PushSpring is already seeing demand for its data from MediaMath customers and PushSpring Audience Console customers, said Tyler Davidson, co-founder and CRO, PushSpring.

MediaMath is PushSpring’s twentieth data destination partner. Others include DSPs such as The Trade Desk, InMobi and Google’s DoubleClick; DMPs like Oracle Data Cloud, Nielsen’s eXelate and Lotame; and data onboarding with LiveRamp and Acxiom.

Read the rest of the article here.

DIGITAL MARKETING Media PROGRAMMATIC Uncategorized

Study Finds Australia’s Online Ads Are More Intrusive

May 24, 2016 — by MediaMath

When it comes to digital ads, Australians are pretty serious about paying for ad-blockers. According to a new study from Accenture, a digital strategy company, more than 1000 Australians revealed nearly one third – that’s 31 percent – would pay for ad blockers to eliminate ads, as revealed in a recent B&T Magazine article.

But rather than seeing this as a mounting threat, brands and marketers should reassess the way they connect with consumers – this could mean refining the way ads are better targeted with a finer focus on making ads more relevant to a user.

As reported by A Marketing Interactive article – during a panel discussion at Marketing Magazine’s Content 360 – the issue of ad blocking and how to combat it was covered. Rather than looking at it as a threat, some members of the panel see this as an opportunity for marketers to better message their content, to the right user, at the right time.

Despite the intrusive nature of unwanted ads, consumers are still interested in brand messaging, if the brand has gained the loyalty of an invested audience.

According to Kevin Hagino, senior regional brand manager of LEGO Group, what will get a user’s attention is how good the content is. “Ad-blockers will make us better marketers. It is the survival of the fittest for content. If ad-blocking becomes more mass, we will have to find better ways of creating and distributing content.”

To read more on the survey, click here.

DIGITAL MARKETING Media PROGRAMMATIC Uncategorized

MediaMath Explains The Triumvirate Advantage

May 11, 2016 — by MediaMath

Mike Lamb, President, Commercial and Erich Wasserman, Chief Revenue Officer speak on the relationship between the brand, the agency and the technology in a programmatic marketing ecosystem.

In establishing this partnership Wasserman speaks to how the agency, MediaMath and the marketer can determine how best to utilize data.

“In some cases, we do that on behalf of the advertiser, in some cases we partner with the advertiser to enable them to do it themselves and in most cases we partner with the agency to enable them – to not only do it on behalf of a particular advertiser – but on behalf of a portfolio of advertisers,” Wasserman says.

Media Mobile PROGRAMMATIC Uncategorized

In-App Mobile Programmatic Ad Spending Poised To Grow

May 10, 2016 — by MediaMath

Could in-app programmatic ad spending soon outpace programmatic spend for the mobile web? Read an excerpt below from a MediaPost article to find out more:

While programmatic buying for the mobile Web is more popular among buyers than buying in-app inventory programmatically, in-app buying is poised to grow.

In fact, eMarketer estimates that the U.S. in-app mobile ad spending market—which includes both search and display advertising—will reach $20.79 billion this year, accounting for 72.4% of total mobile ad spending. A large portion of that in-app ad spending transacts traditionally, not programmatically. But this dynamic is about to change.

Speaking during the Mobile Marketing Association (MMA) Mobile Automation & Programmatic Leadership Forum on Thursday, eMarketer Senior Analyst Catherine Boyle said that the digital researcher forecast that U.S. advertisers are projected to spend $15.45 billion programmatically to serve mobile ads. That number is expected to hit $21.22 billion in 2017, or 37% year-over-year growth, according to eMarketer estimates.

In-app advertising, Boyle said, will be a key driver of this growth. To contextualize that $15 billion figure: it’s 10x the $1.5 billion Powerball jackpot, which was the largest in U.S. history. And it’s more than the industry will spend on radio, newspaper and magazine advertising combined in 2016.

In addition, eMarketer projects U.S. advertisers will spend $22.39 billion on mobile display ad spending in 2016. “The mobile display advertising business is not a small business,” Boyle emphasized. And, $15.45 billion of that will be spent programmatically.

But, the elephant in the room? It’s Facebook and the role it plays in mobile programmatic. In fact, currently the bulk of mobile programmatic dollars will flow to Facebook—51% of the ad dollars in 2016, according to eMarketer. But in 2017, that trend will shift just a bit as the majority (53%) of mobile programmatic ad dollars will be spent outside of Facebook.

Boyle pointed out a few key data points on mobile:

Mobile users spend the majority of their time using apps; Web visits are frequent but fleeting.

79.3% of consumers’ time is spent with apps, with roughly 20% using the mobile Web.

In mobile, the ad dollars are following consumer behavior, so 73.2% of ad spending (that’s display plus search) is going to apps.

Read the full MediaPost article here.

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