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How CTV is Driving Greater Accountability and Addressability in Marketing

December 16, 2019 — by Laura Rodriguez-Costacamps

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We are in a golden age of TV content, much of which is only available in connected environments, not through traditional linear. Consumers are inherently drawn to the superior viewing experience TV offers, and publishers are following suit, running a significant amount of their impressions on connected TV platforms. This shift from linear to CTV is enhancing advertisers’ abilities to reach and engage consumers, lowering rates of general invalid traffic and leading to higher video completion rates for premium publishers. And as we’re seeing through our SOURCE by MediaMath offering, brands and agencies can use CTV to reach real people with real ads, helping embed greater accountability and addressability into the entire supply chain.

We recently sat down with Adam Lowy, Chief Commercial Officer at SOURCE by MediaMath partner, Telaria, and our own resident TV experts Mike Fisher, VP/Head of Advanced TV & Video, and Aulden Kaye, Director, Advanced TV & Video, to discuss why the time is now to use CTV to deepen marketers’ direct relationships with customers, and just how we can do it. Listen here.

TechnologyVideo

Celebrating Two Years of Industry Recognition

December 5, 2019 — by MediaMath

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Our ambitious product roadmap to create the next-generation supply chain has helped us gain recognition for our industry leadership. We are taking a robust approach to active supply chain management that continues to evolve with our recent announcement of SOURCE by MediaMath, an offering that will create a new accountable and addressable supply chain that benefits brands, agencies, content owners and consumers. Learn more about how we are changing the face of advertising for good along with our SOURCE partners (specifically Rubicon, White Ops, Oracle Data Cloud, LiveRamp and Akamai) from our CTO & CPO, Wil Schobeiri:

2019 Gartner Magic Quadrant from MediaMath on Vimeo.

Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

Gartner 2019 Magic Quadrant for Ad Tech, Andrew Frank, Lizzy Foo Kune and Eric Schmitt [Sep. 12, 2019]

OMNICHANNELTechnology

How OTT Ads Get Higher Viewability & Less Fraud

October 16, 2019 — by MediaMath

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Originally posted on Beet.TV

Our Head of Advanced TV and Video, Mike Fisher, was interviewed by the folks at Beet.TV to talk about TV and how MediaMath is taking an aggressive role in redefining what the Omni-channel advertising ecosystem can do for brands and content owners through SOURCE by MediaMath.

“Compared with some of the more troubled parts of the digital advertising ecosystem, TV has always been considered cleaner.

Whilst online ad buyers, over the last few years, have wrung their hands over viewability, fraud and supply-chain transparency issues, television – if only because it has been, by definition, disconnected – has sailed on by the controversy.

Could the new connection of TV devices to the internet change that, however?

Integrated Ad Science, a maker of ad fraud detection software, says it is gearing up to launch a product for connected TVs by Q1 2020.

But Mike Fisher, the VP of advanced TV at online ad platform MediaMath, says the problem isn’t necessarily a problem… if you buy from the right places.”

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.

DataTechnologyTrends

Integrated DSP + DMP Approach Increases ROAS for Luxury Retailer Luisa Via Roma

January 20, 2017 — by Emma Williams

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Top online luxury fashion retailer Luisa Via Roma had a goal to build a transparent, global, full-funnel programmatic strategy, including branding and performance strategies.

To date, their display advertising strategy had consisted of direct buys managed on an IO basis. These campaigns were predominantly measured on CTRs, percentage of new customers and time spent on site, leading to a restricted view on performance. Although Return on Ad Spend performed well overall, the brand lacked a truly transparent solution that allowed them to learn in detail about the effectiveness of their targeting and messaging. LVR wasn’t able to develop any expectations in terms of measurable sales performance, which kept them from scaling their marketing investments.

LVR began engaging with MediaMath in Q1 2016, kicking off a full-funnel programmatic campaign including a PMP with one of the most prestigious fashion publisher houses. The brand relied heavily on MediaMath’s consulting services, which consisted of education, consolidation of the tech stack, reporting and the creation of a joint data and media strategy. Together, we developed an integrated DMP + DSP strategy that drove up to 11.7 times higher ROAS/ROI. To learn more about the full solution and results, read the case study here.

TechnologyTrends

Mobile Marketing Trends 2017

January 19, 2017 — by Lauren Fritsky

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By the end of this year, mobile advertising will overtake desktop and make up 50.2 percent of all internet advertising according to ZenithOptimedia. In the US, mobile spend in 2018 will be larger than all other media except for TV. As we’ve discussed on our blog before, there is sometimes a disconnect between the budget marketers put towards mobile and the results they get. Some trends and emerging technology in 2017 might make it easier to get mobile strategy and execution right to drive the best outcomes. Mobile Marketer shared some of its predictions for mobile marketing in 2017 via Ritesh Bhavnani, president of Snipp Interactive.

  1. Smartphone as the hub for your life

Our mobile devices are becoming the remote for all of our connected devices thanks to the Internet of Things (literally, as you can now use your smartphone to change your TV channels). This trend gives marketers a clear focus—keep your eye on the smartphone prize, because it will be your window into all other new and emerging devices such as smart watches.

  1. Mobile bridges the real world

Online to offline connections will become easier with more location-based services in retail, such as beacons, AR developments such as Pokemon Go and shopper marketing that enables in-store shoppers to activate coupons sent to their phones among other things.

  1. Many channels, many devices, one customer

Marketers are going to get better at leveraging identity to tie a user to all of the devices he or she uses (latest average is five, according to the DMA) in addition to the different loyalty programs for which they are signed up offline. Technology will continue to emerge to give marketers a unified view of their customers across all channels and devices.

Read the rest of the predictions here.

TechnologyTrends

Programmatic Advertising: Here is What to Expect in Italy in 2017

January 18, 2017 — by Lauren Fritsky

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This article originally appeared in Italian on Programmatic Italia

What are the programmatic market trends in Italy for 2017?

According to Giovanni Tricarico, Manager, Platform Solutions EMEA, for MediaMath, the industry this year will face two major issues: the redefinition of access to supply through automated buying advantages and increased brand awareness of programmatic.

“Since programmatic is becoming an increasingly standardized solution in every media plan and an ever-increasing portion of the budget is being moved to this buying solution, the access to available inventory is expected to become increasingly complex and competitive,” according to Tricarico.

“As has already happened in more mature markets, the Italian panorama of programmatic is becoming increasingly crowded, so we will start to see big operators redouble their efforts to ensure access to more premium and customized inventory for their customers. To accelerate this trend, we will see a greater adoption of innovative solutions proposed by the SSPs (header bidding, direct integrations, management of direct buys programmatically, etc.). So for media buyers, it will be just as imperative to assess the purchasing platforms (DSP) through their ability to support this transformational change.”

Another trend, according to Tricarico, is instead related to a growing awareness on the part of the brand of adtech advantages. “Automated purchasing gives marketers important tools in terms of attribution and targeting specific KPIs and measurement of audiences otherwise not available through standard channels. As the benefits of programmatic emerge with greater clarity, knowledge and expectations naturally evolve. The year 2017 will, therefore, represent a breakthrough in terms of Italian CMO awareness of the purchase options at their disposal in terms of programmatic media. While this growing demand in terms of transparency, expectations and standards will force the business model of the agencies in Italy to evolve, on the other hand, it will also represent a great opportunity for agencies to be able to gain a competitive advantage using specific skills, investing in internal training and offering tailored solutions.”

DataTechnologyTrends

Latin America Trends in the Programmatic Market in 2017

January 13, 2017 — by Lauren Fritsky

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Latin America is a dynamic programmatic region, as we reported in our study last year with comScore, The State of Programmatic Buying in Latin America. Despite lower spend relative to other markets, programmatic buying in LATAM is expected to increase four-fold by 2019. Catherine Archer, our head of marketing for the region, recently spoke with ExchangeWire about trends in the programmatic market for 2017. Here’s what she had to say.

“MediaMath have been in Brazil since 2014. We were one of the first companies to put our cards in the local programmatic market. Two years later, we ended 2016 with great progress.

“Not only did we see our revenues increase by 200%, but also our team grew, our headquarters are new, and the market matured. We know that the topic still brings doubt to a lot of professionals, but we’ve seen an evolution, so far, and we were part of it.

“We brought the New Marketing Institute to Brazil, presenting the most innovative practices in the global market, and prepared a market study in Latin America. In 2017, we are very optimistic. Programmatic media should conquer more space. I don’t mean only our growth, but the whole sector and opportunities for the next years.”

For more data on how the LATAM region will evolve in 2017 and beyond, check out our programmatic trends infographic.

DataTechnologyTrends

How CMOs Can Make Smart Technology Investments in 2017

January 12, 2017 — by Mary Casey

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This post originally appeared on IBM’s THINK Marketing blog.

Fact: CMOs are increasingly making enterprise-level technology decisions. They are expected to outspend CIOs for the first time ever by 2017, according to Gartner. And with the research firm’s latest CMO Spend Survey, conducted with 377 marketers at from North America and the U.K., we have a clearer idea of where exactly marketing leaders plan to make their investments. A few highlights from the survey, released in October:

  • Web, digital commerce and digital advertising were the top three categories for marketing spend in 2016
  • Two-thirds plan to up spending on digital advertising next year
  • In 30 percent or more companies, certain IT, sales and customer experience functions now report into marketing
  • Only a quarter of IT organizations have maintained control over martech capital investments

Even though marketing is controlling more of the technology budget, getting these investments right is not a walk in the park. The zenith is addressable, real-time, outcomes-oriented marketing, and not all platforms are up to the task. With all the technology choices in the ecosystem today, it’s important for CMOs to look for two critical components in their platforms to ensure they are making smart technology investments and can tie marketing efforts back to business outcomes.

1) An open, extensible platform: A single, open platform that can be integrated allows for a streamlined workflow through one UI. It should have a few key features:

  • Customer-centricity, rather than channel-centricity, so marketers can make decisions in alignment with customer needs across channels. This requires deep supply reach, omnichannel execution and the ability to manage a holistic media plan within a single UI that provides integrated and normalized workflows, execution and reporting for a united view of the customer across channels to allow optimizing back to the marketers’ true business outcomes.
  • Real-time capability to react to consumers as they shop, browse and consume content and enable integrated audience management and omnichannel execution at scale. This ideally allows the ability to identify users across devices and adapt to their changing behaviors in real time, with an intelligence engine that ensures what happens in audience informs what happens in media and vice-versa.
  • Flexibility so marketers can use other software systems or solutions, often through APIs that allow integration. Customers can use these APIs for themselves or make them available to the broader ecosystem. This unprecedented level of customization gives clients the ability to create the right tech stack for their needs.

2) Connecting adtech and martech: The breakdown of silos across paid and owned media has become possible thanks to the interconnection of automated systems on both sides, to orchestrate the very seamless, relevant consumer experiences marketers are trying to effect. CMOs will increasingly be able to broker these connections to drive competitive advantage and boost ROI across both paid and owned media. A few things to keep in mind:

  • Get executive support for your martech and adtech strategy and start connecting your paid media and owned media teams.
  • Look for connections that are easier to implement. Think marketing technology platforms with built-in functionality to allow digital marketers to extend email campaigns to paid media through a single UI.
  • Adopt an identity management solution so you know who your consumers are across devices. Your conversations will get smarter as a result because you’ll know their shopping and content consumption behavior across all the devices, whether you engage with them first in email and continue in display or hit them on mobile first. You’ll also improve measurement and optimization of spend across channels.

TechnologyTrends

Joe Zawadzki’s Take on Attribution in 2017

January 9, 2017 — by Lauren Fritsky

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Will 2017 be the Year of Attribution? Our Founder and CEO Joe Zawadzki thinks it could be. He recently contributed his thoughts to AdWeek’s SocialTimes’ 10 Digital Media and Marketing Predictions for 2017 piece.

Marketers are signing up for outcomes, not inputs, inside of their own organizations, and they are increasingly asking the question of who watches the watchers, who grades the homework of a dynamic and diverse supply chain? Programmatic done right is attributed based on impact on true business goals, and it lets marketers see through channels and partners to the consumer behind all of those screens.

To read more about our thoughts on how marketers can utilize attribution, take a look at the below posts: