How REA Group Uses Adtech to Deepen Customer Reach, Engagement
REA Group’s Braden Clarke is laser-focused on audience management and automated trading and using the latest adtech and martech solutions to drive brand and direct response outcomes for buyers and sellers alike.
REA Group operates Australia’s property websites and real estate websites in Europe, Asia and the US. Clarke, who’s head of audience solutions and automated trading, is on a mission to deliver better customer experiences by pumping up engagement, and recently deployed MediaMath’s unified platform to enhance audience reach and engagement and deliver better outcomes.
MediaMath provides programmatic marketing technology including data management platforms, omni-channel DSP, audiences, supply and intelligence.
Since joining REA in 2009, Clarke has built out a programmatic operation that spans supply side as a publisher; and demand side as both a brand advertiser and independent trading desk.
Focused on activation of first-party data assets, REA’s Audience Solutions team creates opportunities for brands to reach a targeted, qualified property audience across both the site’s inventory and the broader Web. This includes solutions for REA brands across Australia and Asia, as well as bespoke executions for REA’s advertiser and agency partners.
Clarke said the adoption of the MediaMath solution delivers a couple of primary use cases, all centred around activating the company’s audience data.
It is using a combination of MediaMath DMP and DSP, and also using the Data Mining Console – which is DMP’s advanced analytics product and part of the DMP that allows for mass audience segment generation.
“The first use case is for our own brand and marketing, the REA brand, to drive both the brand awareness and direct response outcomes for REA’s various product sets. So whether that be residential listings or our home loan products or commercial listings,” he explained.
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