With 2017 around the corner, programmatic continues to grow with digital ad spending reaching record highs yet again. We take a look at what’s trending next year in the programmatic scene across North America, EMEA, LATAM and APAC. First, we take a look at North America where programmatic mobile video ad spending is expected to represent over half of total programmatic ad spending in the US alone.
Andrea Bonezzi joined New York University Stern School of Business as an Assistant Professor of Marketing in July 2012. Professor Bonezzi studies consumer judgment and decision-making. His research investigates fundamental behavioral phenomena that can inform marketing practice. Professor Bonezzi’s research has been published in leading marketing journals such as the Journal of Marketing Research, International Journal of Research in Marketing, Journal of Consumer Research, and many more.
He firmly believes in providing students an opportunity to understand technology’s role in modern day marketing and its impact on consumer behavior. Professor Bonezzi is an advocate for applied learning methodologies and moves the needle in university curricula by embedding programmatic technology education into his teaching. His synergy with educational partners, like New Marketing Institute, is highlighted below.
Please provide a brief background into your role at the university and curriculum typically covered in your classroom.
I am an Assistant Professor of Marketing at NYU Stern School of Business. I have been teaching the core marketing course to undergraduate students for the past four years. The course aims to give students a solid understanding of the entire marketing process, from market analysis, to strategy identification and tactical execution.
How did you come to hear about New Marketing Institute (NMI) and how long have you been working with NMI?
I first heard about Mediamath three years ago from a student of mine who had just completed a summer internship there. He was absolutely thrilled about his internship and spoke very highly of people at Mediamath. At the time, I was looking for an expert on digital advertising who could come to class to explain to the students the very complex and very poorly understood digital advertising ecosystem. I contacted MediaMath, learned about NMI, and immediately realized that was the perfect partner. And now I’ve had the pleasure of working with NMI for the past two years.
What was your vision for working with an external company and its integration into your undergraduate curriculum?
My goal was to bring to class experts from the industry who could explain the intricacies of the digital advertising ecosystem. When I started my collaboration with NMI, and to a certain extent still today, there was a lot of confusion about the digital marketing ecosystem. Terms like programmatic buying, DSP and SSP were poorly understood and rarely covered in marketing courses. At the same time, many companies were shifting large portions of their advertising budgets towards digital. Thus, I thought it would be crucial to bring to class experts from the industry who could clearly explain to students how digital advertising works.
Why did you choose to receive training from NMI and how did you work together to customize content?
Since the very first time I talked to the team at NMI I have been impressed, not only by their expertise, but also by their genuine interest in fostering education about the digital advertising industry. I met both in person and via Skype with the NMI team to create a customized module that would fit with the content of the course and would be appropriate for undergraduate students.
Briefly describe your experience during training. Did you receive any feedback from students?
The experience was great, and in fact I invited NMI to come to my course again in the future. The content was terrific and the delivery even better. Students were engaged, and asked questions on the topic not only during the presentation itself, but also during the following class meeting. I had the opportunity to invite a professor from NYU Spain to one of the lectures, who was also introduced to the team which ultimately led to trainings in Madrid just this past year. Students’ feedback was extremely positive. They felt they left with a solid understanding of how digital advertising works.
“MediaMath’s presentation definitely encouraged me to consider digital advertising as a field with so much potential for value and synergy to be created in new ways as this industry is so young. I would definitely be interested in starting a company that combines multiple aspects of the industry or connects different aspects of the industry in newfound ways.” Samuel Kaufman – NYU Stern, Class of 2019 | Business Administration – Concentrated in Finance and Marketing
We profile our New Marketing Institute facilitators, who are responsible for leading trainings for clients, partners and colleagues around the globe. Trevor Miranda, Manager, Training & Certification for EMEA, is interviewed by Ohi Oni-Eseleh, Business Analyst for NMI.
1. Tell us about your previous work experience prior to starting at MediaMath.
I’ve worked in a few different industries before starting in advertising, starting out supporting journalists on a massive news application and even moving into public service at my local council. Most recently I worked at an ad tech company called Mediaocean, which focused on facilitating the direct media buying process across all media channels. This was hugely beneficial for starting at a company like MediaMath because I truly understand the efficiencies programmatic marketing brings to the buying process.
2. How did you first get involved in adtech?
I’d always had an interest in technology and had no idea about the ad tech world, which is predominantly hidden from the consumer. My last role was my first introduction to this world and I was immediately captivated by the amount of work involved in actually delivering an ad. I saw budgets start moving towards digital and the next step for me seemed to be clear, programmatic.
3. When did you realize that you wanted to go into training?
Pretty much as soon as I started my first job. I really enjoyed training new hires when I worked at the Associated Press and got more and more focused on training as I changed roles. I realized I enjoyed helping people get the most of out a system and understand complex ideas. I love helping clients learn how to do new things with systems that make their jobs easier.
4. Why do you feel education is important in the adtech space?
Education in a lot of organizations can sometimes be an afterthought. In this industry especially, it’s hugely important to ensure that everyone can be brought up to speed as quickly as possible. Just look at the Display Lumascape and you can see how confusing this industry looks, not only to a newcomer but to someone who has been working in one of these areas for a while. Programmatic has become one of these words that’s thrown around and a lot of people don’t understand what it actually means. This misunderstanding causes resistance to change and potential opposition to something that could be a real value add to everyday business. It’s important to break down those barriers and create a space where people feel comfortable enough to learn.
5. What courses do you currently facilitate?
I currently teach pretty much every course NMI offers. The majority of my time is focused on training clients on our platform, TerminalOne, and I love helping clients learn how to optimize their campaigns in particular. I also run our functional marketing courses and I recently created a new ‘workshop’ format for our Programmatic 101 course.
6. What is a new topic you hope to learn about? (industry related or not)
The technology around attribution is something I feel I could spend a lot of time on. We have just launched a session called Understanding Attribution which gives a good introduction to the topic, but I could definitely take a deeper dive into this topic and learn more. Online to offline attribution in particular is like the holy grail right now and I’d love to know more about how we’re getting there as an industry.
7. How do you stay up to date/current on what’s going on in the industry
I read a lot. I follow various industry blogs and sites and LinkedIn is also a great source of information. I also try and attend IAB and DMA events wherever possible. It’s also important to talk to colleagues and clients too because knowing what they’re dealing with is hugely beneficial.
8. Do you have an industry leader you look up to?
There are a few, but Karen Blackett (Chairperson, MediaCom UK) is one person that always comes to mind. She was once named the most influential black person in Britain and has achieved a huge amount of success in her career. Despite this, she would always socialize around the MediaCom London office and seemed like a great leader.
9. Tell us your secret talent.
I guess this isn’t really a secret if you’ve hung out with me, but I love singing. Karaoke is one of my favorite things, so if you can duet ‘Easy Lover’ with me, we’ll be friends.
From our CEO Joe Zawadzki taking the stage at IAB Conecta in Mexico to using machine learning for marketing success, check out our top five blogs for the month of October.
What’s behind a multinational eCommerce retailer’s advertising strategy?
Fabio Esposti, who leads the programmatic display team at eBay globally, discusses what his brand is doing in programmatic and how MediaMath helps them run campaigns worldwide.
Watch the video above to learn more about how eBay’s approach to programmatic has changed over the past few years and how automation with programmatic will play a role in the future.
At the beginning of this month, New Marketing Institute (NMI) EMEA held its inaugural Marketing Engineer Program (MEP) showcase event in London. We couldn’t have asked for a better first experience – whether it was through great guest speakers, valuable conversations, or Marketing Engineers telling their stories – we were able to connect with a diverse audience who shared in our commitment to talent and education. But let me start from the top.
MEP is MediaMath’s immersive three-month training program, which aims to develop highly skilled programmatic campaign managers with a solid grasp of the ecosystem and upon graduation, they are able to step into full-time roles within the digital marketing and ad tech industries. Our third London cohort is soon to graduate and the aim for the showcase event was to connect current participants with hiring organizations, from the likes of Affiperf, Omnicom, TVTY and Index Exchange, as well as to elevate the conversations with ad tech and media industry partners around digital skills gap.
The afternoon was kicked off by our excellent guest speakers, including Josh McBain, Head of Innovation at Future Foundation and Kristin Brewe, Advertising Lecturer at University of West London. McBain presented insights from a 2016 research paper on the education and skills required for the future. Besides the interesting data, two things really stood out for me.
Firstly, the future is defined by liquid skills and learning a new skill is becoming a form for younger generations. Secondly, while global technology adoption is only set to grow with the emergence of artificial intelligence, advanced robotics and 3D printing, only 34 percent of young people in the UK are feeling ‘very confident’ about having necessary skills for a successful career.
While UK digital ad spend was at £8.6 billion in 2015, the shortage of digital skills represents a bottleneck for the industry. The problem stems from the constantly expanding range of digital technologies and new skill sets associated with them, and inability of the education sector to keep up with the speed of the industry. As a lecturer, Brewe was well positioned to speak on this lack of awareness among graduates despite the number of opportunities in the digital sector, particularly in programmatic.
So, what are my takeaways? The digital skills gap is real and the industry needs to look for practical ways to address this challenge. Here are my two cents’ worth:
- We can, and should, be more proactive in partnering with educational institutions to talk about careers in the ad tech and media sectors – whether through employability sessions, guest lectures, or directly engaging with STEM students. Creative Data Academy, run by IDM and NMI guest lectures for students at Birkbeck University are just two examples.
- We need to be more open-minded when it comes to hiring talent. While it requires less effort to on-board a more experienced candidate, by closing the doors to fresh graduates or career changers, we are creating further barriers for employment. As a result, we are missing out on some great talent. Be it programmatic trading, PPC or social media management – these skills and knowledge can be taught through a structured on-boarding framework. MediaMath achieves this through Marketing Engineer Program, where participants learn several subject areas through class-room training, job shadowing and self-driven projects. The results speak for themselves – 64 global graduates over the past two years with 100 percent job offers in digital marketing.
- We are a creative industry, so let’s think creatively and work collaboratively. There are great agency-focused initiatives such as AdMission by IPA, or graduate programs at individual agencies, but these can benefit a lot from the expertise of ad tech. Things like Lumascape or workings of a demand-side platform can be overwhelming, so why not involve the tech and data partners to explain it first-hand?
At the end of the day, the industry talent pool is limited and people tend to move around between agencies and tech companies. Why not work together to raise the bar for everyone to benefit from?
Last month, MediaMath redefined the values that we hold ourselves to for our clients, partners, and employees. In this series, Mathletes reflect on each of the values that MediaMath has adopted.
MediaMath inhabits a fast moving ecosystem where our employees need the latitude to make decisions quickly and confidently – we’d rather be responsive and occasionally make corrections than miss those opportunities that drive change in our industry.
Mathletes have the freedom to make big decisions because they also take responsibility for how those decisions are implemented. What does it mean to “take responsibility” for your decisions? It’s not taking the fall or losing your job. It is following through on a solution and continuing to work to make it succeed.
“I would not have changed my decision for leaving a very stable career at L’Oreal with a great trajectory to make the leap of faith to come to a fast growing company, that’s very dynamic and has afforded me opportunities that I don’t think any other company would have been able to offer,” says Brian Murdock, Director, M&A Integration at MediaMath.
From working for one of the biggest cosmetics companies, L’Oreal, to transitioning into the adtech industry, Murdock started his professional journey on Wall Street.
Studying business management with a concentration on finance and investments at Marymount Manhattan College in New York City, Murdock always wanted to work in finance. Having a knack for numbers, Murdock’s first job was working in the synthetic CDO market. But in 2008, the global financial crisis occurred.
“With the crash of 2008, I actually lost my job and it was a great time for me to really wake up and realize that I didn’t really like finance and what I was doing.”
His next move? Murdock stepped into the world of marketing for the next four years as a brand manager at L’Oreal as he was always drawn to the strategic side of owning a brand as well as having the opportunity to learn the overall component of how a business ran and operated.
“I loved it,” Murdock says. “I was responsible for building the strategy and making sure that the business was going to grow, be competitive and gain market share. And as a marketer, running a very large brand, I was exposed to not only the evolution but the power of digital media and how that plays within marketing.”
Moving over to the programmatic side, Murdock could see the potential with digital advertising and wanted to be part of the game. At the time, he wasn’t looking to change careers but an opportunity arose at MediaMath. “L’Oreal’s’ a big corporation, that’s how they function, and I wanted to take a risk from a career perspective to really branch out and try a smaller company. Try to take a risk as someone young in my career and be part of that transformation that was taking place within the digital environment.”
In 2014, Murdock joined MediaMath in the product commercialization group where he owned the social portion of the business and was responsible for developing strategies to ensure the social business grew as the company scaled. From there, he moved over to the corporate development team where he worked on the company’s latest acquisition, Spree7 — a leading German digital media consulting and programmatic implementation firm.
“In my new role I was to develop a strategy on how the newly acquired business would fit into MediaMath so I actually moved to Berlin and was there for three to four months, implementing the strategy and integrating the business into MediaMath. That was one of the highlights of my career thus far, I worked with amazing people.” Based in Berlin, Murdock was also able to go back and forth to London to go meet with the team there.
“MediaMath is a very dynamic company. And as we have grown so quickly, it’s very interesting to be in a global role at a global company because it has afforded me the ability to travel to other offices. I’ve loved being able to visit different offices around the world – seeing how different they all are but still having the same values and core components that make MediaMath such a great company to work for.”
This byline originally appeared on IBM’s THINK Marketing.
At last week’s 13th Annual Advertising Week, industry leaders came by the masses to New York City—the world’s media capital—to inspire and share insights on the future of advertising to fellow marketing and communications professionals.
I managed to catch the tail end of the four-day conference last Thursday, never having gone to one since my foray into marketing for the technology space. As a former journalist turned content marketer, I was curious to see how my job as a storyteller would differ now that I create content for a technology company. Turns out, not so much. Here’s why.
From panels discussing the future of video to digital advertising for the post-website era, one key theme prevailed— know your audience. More often than not, marketers are more concerned about the ROI and generating X amount of leads, and rightly so, but the heart of what our consumers are looking for in a piece of content tends to get overlooked. The same approach applies to storytelling in the newsroom. WHY should an audience CARE about the news? Is it relevant? Does it impact their lives in any way? It’s simple. The more you tap into people’s emotions, the more likely you are to drive engagement.
As Alex Hunt, President, The Americas at BrainJuicer and Laura Salant, Senior Director, Research and Insights at Undertone said during the session Key Metrics to Guide Your Advertising Creative: What You Need to Know Right Now, that’s how you can quantify creative. “Emotion builds brands. Emotion drives engagement. The more you feel, the more you buy.”
In the session The Future of Video, the panel discussed how ad blocking has provoked the right type of behavior. Rather than peppering consumers with all kinds of ads and seeing what sticks, create better advertising experiences for them. What was notable for me was when they touched upon the theory of getting away from traditional marketing apparatuses and offering up something which reflects the consumers’ behavior.
For example, Snapchat encourages advertisers to shoot vertical video, which has traditionally been a huge no-no when producing video content. But in a fast-moving digital world, consumer habits have changed, so how you deliver content has to change along with the shifting tide. According to Snapchat, vertical video ads are watched on the mobile app all the way through nine times more than horizontal video ads. This would never have been the case even a few years ago!
The key takeaway from the day’s summit was clear. What’s good for consumers is also good for marketers, and understanding how we as humans engage with content—whether it’s an ad, an eBook or via social—is the key to meeting the customer where they are.