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TerminalOne Drives Pervorm’s Adaptive Marketing Approach

February 9, 2015 — by MediaMath    

This post is by Pieter Meijer of Pervorm, a marketing performance agency that is a MediaMath Platinum-Certified buyer.

Agencies and technology companies working in concert are changing marketing; together, this duo is making accountable marketing faster, more effective, and truly adaptive.

As an agency principal, it’s critical for me to integrate the right technologies into an optimal marketing strategy and execution plan. That’s particularly true of programmatic technology. Many agencies see programmatic as an opportunity to automate media buying; I see it as media buying with the added benefits of real-time insight. Programmatic technology allows Pervorm to execute adaptive marketing on behalf of our clients. We can capitalize on every opportunity that comes from consumers in the moment they occur and empower advertisers to benefit from those opportunities.

Once buying strategies are set and campaigns are launched, a data flow begins. With that data, we can see which audiences are responding to our messaging and which aren’t, and optimize are campaigns based on that information. Many agencies will look at the CPA or brand impact, but they won’t typically use the data to create a complete view of the consumer’s path to purchase. As a marketing operating system, MediaMath’s TerminalOne, provides direct insights and effects, in real-time. For example we use display and social advertising not just as a means of communicating with prospects, but also as a marketing intelligence tool.

At Pervorm we believe this is so important. The agency, in our view, needs to be the marketing intelligence hub. At the same time, we need to be that trusted partner who understands and can prioritize the importance of all available technologies. Not only do we need to communicate to the client which technologies are disruptive, powerful and meaningful to their business – rather than just “shiny objects” – we need to help technology partners understand how to communicate their value to our clients.

We can start to build that trust by making clear what our work processes are, so clients understand that optimization is always underway. We have to communicate the various factors that make marketing adaptive: Technology, media, ad production and data. All of these interconnected pieces are required, working harmoniously, to make real-time, adaptive marketing effective.

Both the agency and the technology partners are critical components of adaptive marketing. Pervorm’s relationship with MediaMath goes far deeper than a handshake or signed document. TerminalOne is deeply integrated into our agency’s processes and culture. It has becomes a strategic advantage we’re able to pass on to every client we work with.

For example, there was an international telecom brand with whom we were keen to partner with. The brand was working with a DMP at the time, but their agency of record wasn’t truly able to act on the insights the DMP delivered. Our understanding of technology and expertise with programmatic won us that client. Programmatic technology makes it possible to test propositions and offers, and then adjust them before the next dollar is spent. If a campaign is falling flat with a particular audience, marketers can adjust creative, adjust the buying strategy, and connect new data streams in seconds. To put it simply, programmatic provides relevance in a faster and more effective way.

Being part of the OPEN Buyer Certification Program has been helpful for Pervorm. We were already sold on the benefits of the TerminalOne Marketing OS™. We know that it drives our adaptive marketing approach. Having the certification is a trust symbol that shows our clients and prospects that we are truly experts in this technology.

Pervorm is a marketing performance agency that allows advertisers to maximise their returns from online display and social advertising. A leading specialist in this field, Pervorm is able to continually connect online display strategies, data, media and creations with one another and optimise them within the wider framework of the digital media mix. 

As MediaMath Platinum-Certified buyers, Pervorm’s technology and consultancy service helps advertisers to use platforms such as MediaMath’s TerminalOne Marketing Operating System™, to run more effective campaigns and analyse which elements of their programmatic media buying campaigns are working.