Benefits of Omnichannel Platforms

Posted by Nikhil Elayat on Aug 9, 2017 12:27:50 PM

A case study on MediaMath’s Omnichannel Platform

MediaMath (MM) commissioned Forrester research to perform a study and analyse the effect of MediaMath’s Omnichannel platform on the potential ROI for enterprises who have implemented MM the platform. This study is supposed to provide an analysis on the potential financial impact of MediaMath on their organisations.

Interviewing a group of enterprises and agencies who had been using MediaMath’s platform extensively, revealed that the agencies were looking at more control over the overall user experience across channels. They made the choice to implement MediaMath only after careful consideration of other DSPs in the market for up to a year. Agencies considered the platform to be more than just a platform or provider. The reason for the switch, for majority of the agencies and enterprises interviewed was the fact that the service and support offered were much more responsive. The ability to customise the platform to their needs only made the switch even more viable.

The following were some of the risk-adjusted present value benefits that the enterprises enjoyed:

 Improved performance through Omnichannel management

  • Increased profitability by 80% and double return on ad spend
  • Improved CPA by as much as 5x
  • Increased click-through rates by 200%
  • Improved overall campaign performance by 20%

Please note that the study was commissioned by MediaMath and delivered by Forrester research and should not be treated as a competitive analysis.

Read the full report



Topics: programmatic

The Pros and Cons of Programmatic Audio for Marketers

Posted by Zane Furtado on Jul 31, 2017 10:55:19 AM


In today’s world, programmatic display has increasingly been proving its worth as marketers take advantage of the efficiency and in-depth targeting it can provide. But another advertising channel is now fighting hard to make itself heard. This is programmatic audio.

Spotify is perhaps the most well-known player in this channel, becoming the first digital audio company to offer its audio inventory to programmatic purchase in July 2016. Partnering with three of the most established platforms in the programmatic industry (AppNexus, Rubicon Project and The Trade Desk), this move allows advertisers to bid on and purchase Spotify audio ad inventory in real time. In other words, with 70 million active users paying nothing to use its service, these audio ads allow Spotify to monetise its service.

Spotify isn’t the first to approach programmatic audio, and it isn’t restricted only to music streaming. Back in 2014, broadcaster Global launched its Digital Audio Exchange (DAX) to enable programmatic buying across a variety of streaming and podcast platforms. And a year before this, Triton Digital launched a2x, describing it as “the industry’s first audience-based programmatic buying solution for online and mobile streaming audio ads".

With these developments in mind, here's a look at the strengths of programmatic audio to see whether B2B marketers will embrace it, or if it will fade into the noisy advertising background.

The strengths

  • Obligatory listeners. One of the greatest benefits of audio ads is the guaranteed exposure. If a user is on Spotify for example, and an audio ad comes on, they are unable to skip it and so must listen to it for the 15 to 30 seconds it runs. The same goes for radio and podcasts. As a result, advertisers can be confident that every ad is gaining optimal exposure. And if you are concerned that this format will frustrate the listener and throw positive engagement to the wind, according to Spotify: “75% of digital audio listeners say commercials are a fair price to pay for audio content."

  • Wide reach. One of the greatest challenges for any B2B marketer is finding and reaching their target audience, envious of the channels and opportunities available to their B2C counterparts. But programmatic can provide B2B marketers with exactly this. There are a reported 94 million consumers listening to digital audio every week in the US alone. And what’s more, they reflect a huge range of demographics, allowing advertisers to target almost any particular audience with great specificity.

  • Personality. For any B2B business, expressing a brand image is crucial, and personality is central to this. If a business can create a strong personality, it provides its target audience with something they can engage and form a closer bond with. This is where audio ads can be so effective; by verbally speaking to the audience, audio ads can express this personality often more easily than through written word. As a result, ads can leave a more lasting and memorable impression – something no B2B marketer would ever turn down.

  • In-depth targeting. Imagine a user puts on Spotify most evenings at 6pm. They select ‘Ultimate Kids' Party Playlist’ on occasions. And on Saturday at 8pm, they put on a ‘Pre-going Out’ playlist. Analysing this music selection, an advertiser could infer many characteristics of the listener – they cook most nights at six, they have children who they need to entertain and they like to hit the town at the weekend. From this, Spotify can gain an extremely detailed picture of each individual listener, understanding their interests and background and use this information to deliver targeted audio ads that are more likely to be of interest.

The weaknesses

There are issues with programmatic audio that don’t exist for other advertising solutions. Take attribution for example. In its current state, it’s very difficult to attribute direct sales to audio ads because the in-app inventory is ‘cookie-less’ – the technology that makes it possible to attribute display ads, for example. Another weakness of audio ads involves traffic. Though they can be highly effective in boosting brand awareness, they are unlikely to greatly increase direct web traffic. This is because even if the listener is interested in the ad, visiting the site would require disrupting and leaving their audio experience.

Digital Audio grows year-on-year

With more and more people plugging into digital audio year-on-year, marketers will continue to add digital audio to their campaigns. Ads will become more targeted and tailored, with personalisation becoming the norm. Digital audio will become more integrated in the marketing mix, playing a crucial role alongside digital, search, and out of home.

And then there’s the growth of voice-activated technology. Researchers have predicted that, by 2020, 30% of web browsing will be done without a screen. The increasing popularity of artificial intelligence, the internet of things, and in-home devices, such as Google Home, Amazon Echo, and Apple’s soon-to-be launched rival, are now going to open a new wave of opportunities for marketers, with more and more ads being served aurally. How brands sound will become increasingly important; and in the quest to get noticed, they will need to place more emphasis on defining their personality and values through audio.

The time has come to include audio in your programmatic campaign. It’s no longer a question of whether to do so – it’s an imperative. You’ll reach your audience with relevant, contextual ads that keep listeners engaged, while increasing loyalty to your brand.


Source: B2B Marketing

Topics: programmatic

Are you running your programmatic campaigns like The Boss?

Posted by Zane Furtado on Mar 1, 2017 2:29:10 PM


Topics: programmatic

Digital Hopscotch - Are you skipping your way to a conversion?

Posted by Zane Furtado on Feb 24, 2017 9:24:06 AM


Topics: programmatic

How are you stacking up against the laws of #programmatic?

Posted by Zane Furtado on Feb 17, 2017 1:45:59 PM


Topics: programmatic

Are you playing the Programmatic game right?

Posted by Zane Furtado on Feb 1, 2017 10:54:10 AM

Topics: programmatic, News

The Game of RTB

Posted by Zane Furtado on Jun 17, 2016 11:23:29 AM



The Game of RTB 

When the gods of adland introduced the word 'programmatic' to the industry, it was immediately decreed that use of the word in everyday conversation would immediately put all those within earshot to sleep. This obviously makes it quite difficult for those working in the industry to stay awake, while slaving over spreadsheets. Even the most enthusiast programmatic specialist Acquire Online's programmatic director Zane Furtado admits that it isn't always easy to keep staff interested.      

"As much as I love being a part of this industry, passion can run dry when it comes to excel sheets," Furtado says.

So in a bid to keep his team interested—and awake at their desks—Furtado has introduced an initiative that he dubs 'Game of RTB'. 


"I figured that gamifying the daily routine could add some serious value. I could diminish excel fatigue and keeping my team engaged, entertained, alert and competitive. Nobody likes losing."

Staff members are scored according to their performance, winning points for categories such as innovating on a campaign, finding the optimum bid price and spotting an error. 



All staff members have chosen an alter ego, which is accompanied with a quirky trading card (the always-humble Furtado has a casual 3,000 out of 3,000 on his card).

Furtado says he also sees this as a good way to teach young programmatic professionals about the skills necessary to succeed in the industry.  

"Nobody goes to school to learn this stuff yet," he says.  

"I have interviewed a lot of people, from media buyers and publisher sales, and have quickly realised that most traditional buyers and direct sales team don’t fully understand or adapt to the dynamics of RTB."

He says after an extensive search has now appointed four graduates to roles at Acquire Online.     

"We introduced them to 10 platforms and walked them through all campaigns from planning to setup, creative and pixel implementations, optimisation, reporting and results," he says.

While the game of RTB is only in its infancy, we secretly hope that it garners a cult following of programmatic experts, who become so obsessed with it thatVice decides to make a documentary about it.   


 Via ~ Stoppress




Topics: programmatic, RTB 101

How To Explain Programmatic Video to Your Grandma

Posted by Zane Furtado on Mar 23, 2015 3:51:41 PM

Chango Bits: How to Explain Programmatic Video to Your Grandma from Chango on Vimeo.

Topics: programmatic

Is your Programmatic trading desk transparent?

Posted by Zane Furtado on Mar 17, 2015 10:45:20 AM

Is your Programmatic trading desk transparent?




A recent article (below) by The Australian highlighted the fact that media agencies are levying a heavy mark up to their programmatic media buy's as well as the lack of transparency. Here are a few questions to ask your programmatic desks to always stay on top:

- Ask for a site transparency report on a weekly basis

 - Breakdown by device, browser to see which os work best for your campaign

- Time of Day analysis (Yes, you can day part your campaign)

- Ask for PMP deals if you want your campaign to be placed on particular sites or run a white list only strategy

- For remarketing campaigns, insists on running recency targeting based on the nature of the product

- Ask for an inventory availability report 

- Try and adopt new targeting methods (geo-fencing, tv sync, weather targeting, native etc)

Programmatic buying is here to stay and in order for it to be beneficial, you need to work with the trading desk to maximize your reach and achieve your KPI's.

To find out more visit 


Media agencies hit as adbuyers head to the cloud

THE move by advertisers to take their programmatic advertising buying away from media agency trading desks and handle it in-house is gathering pace as marketing cloud technology firms launch programmatic advertising buying products.

Already, large advertisers William Hill and Lenovo are using parts of Adobe’s Marketing Cloud platform in Australia in their programmatic trading operations, which can bid for large, highly targeted audiences online and match ads to them at the click of a button.

Australia is a top-five market when it comes to the strength of the movement away from media agency trading desks towards establishing in-house models, according to Google group product manager Payam Shodjai, who heads up programmatic.

Companies such as Coles and Foxtel have established their own programmatic trading ­operations.

The Australian understands Foxtel, which spends about $65 million annually across all media and is a significant digital advertiser, expects to save about $1m a year after taking its programmatic buying in-house midway through 2014.

“In Australia, there’s a strong in-house movement driven by the largest marketers,” Mr Shodjai told The Australian at a recent conference on programmatic trading in Sydney. “It’s as strong as in the US.”

Google’s services team is also keen to help train advertisers — and agencies — on how to start trading programmatically using Google’s tools to buy advertising through the Google AdEx exchange, just one of the virtual marketplaces where buyers and sellers of digital ad inventory can connect.

Much of the move towards in-house programmatic trading has been fuelled by negative publicity and advertiser concern over the mark-ups media agency trading desks make on the cost of online advertising inventory.

According to FirmDecisions auditor David Brocklehurst, agency trading desks are one of the two biggest compliance issues for advertisers, who are concerned about a lack of transparency in terms of the margins media agencies can make, particularly by arbitraging inventory, or buying it from publishers cheaply and selling it to clients at a higher rate.

One digital advertising executive said he had seen mark-ups as high as 600 per cent on some inventory.



Topics: programmatic