https://ift.tt/p9x8VAu
B2B Podcasting: The What, Why and How of Better B2B Podcasts https://ift.tt/oijGcL3 Podcasts are very easy to create and launch. Anyone with a microphone and an internet connection can have a podcast listed on Apple and YouTube and ready for consumption. On the flipside, the low barrier of entry means it’s hard to get a new podcast noticed. And the ease of putting out a podcast can hide how difficult it can be to make a good podcast, one that people will be compelled to listen to. The TopRank Marketing team has worked on podcasts with brands like SAP and 3M. Here’s what we’ve learned about B2B podcasting: B2B podcasting: What, why and howLet’s start with the easiest question first: What is a podcast?A podcast refers to a series of recordings that are organized in an RSS feed, listed in public directories, and available for listeners on demand. The ‘pod’ part derives from the iPod, which was the first widely-adopted player that supported podcasts. It’s important to keep the definition broad, because podcasts aren’t tied to a specific genre or format. Some are live interviews, some are panel discussions, some are fully scripted and produced audio plays; some are cryptic monologues about a bizarre southwestern town. But they all share two attributes:
Why podcasts? (The benefits of B2B podcasting)It may surprise you how popular podcasts are for a B2B audience. Last year, a survey of 511 senior-level businesspeople (managers, team members, executives and owners) found that 51% listen to podcasts daily. An additional 24% say they listen 2-5 times a week. In other words, this study showed that 75% of B2B decision-makers are listening to podcasts. And they’re listening to learn. Thirty-six percent say they listen to learn new things, and 43% even say podcasts are their primary source of information. Beyond the audience demographics, there are other attributes of podcasting as a channel that make it attractive for B2B:
How to create a B2B podcastThere’s so little ramp-up needed to make a barebones podcast that it’s tempting to just plug in a mic and start talking. But an exceptional podcast — especially one intended as content marketing — needs more planning and strategy. 1. Content planningTreat your podcast as you would any content marketing endeavor — with plenty of research and your audience firmly in mind. Do your research Approach your podcast like a blog’s editorial calendar. Look for the keywords your audience is searching for. Look at industry publications, trending topics on social media, and listen to other podcasts in your industry. The goal is to discover the questions your brand has the authority and credibility to answer. Find your angle What can your brand bring to the conversation that no one else can? It’s important to identify what will make your podcast unique. For example, if every podcast about elderly care is from a caregiver perspective, yours might focus on topics of interest to healthcare administrators and coordinators. Choose your starting topics Combine your keyword research with your unique angle and you’re ready to pick topics for the podcast to cover. You can be specific, like “How this new legislation affects care workers,” or more broad, as in “Trends in home health care.”’ 2. Production planningThere’s no right or wrong way to produce a podcast. Here are the most popular formats, with a few considerations for each. 3. Recording and productionNow we get to the fun part: Actually creating your content! Here’s what you need to know. Recording software For a solo podcast, software like Audacity makes it easy to record and edit. For multiple participants, a tool like Riverside or Zencastr can greatly streamline the process. These tools make it easy to record multiple people in different locations, consolidate their audio, and produce audio and video. Equipment For each participant, you will need a microphone and headset. Don’t rely on all-in-one earbuds or gaming headsets. You don’t need to break the bank when you’re first starting out, however. A lower-end condenser microphone like the Blue Yeti or MXL 990 will do fine. Recording Make sure each participant is in a quiet room with minimal echoes or background noise. Start recording, then count down from three to one and have each participant clap their hands or snap close to the microphone. Repeat the process any time you stop talking and start again. This will leave a ‘spike’ on the waveform to let you know when segments begin and end. Post-production Editing is the gift that you give your audience. It shows that you care about their experience and respect their time. At the minimum, edit out off-topic conversation, long pauses and false starts. Then take a listen with a critical ear — it might help to close your eyes and listen through headphones. Take note of when your attention starts to wander and mark the timecode for potential edits. Once you’ve edited the audio, you can polish up the production. Adjust the levels to make sure the overall volume is consistent. Add musical cues at the beginning and end, as well as incidental music if you wish. 4. Host and promote your podcastThe most basic setup for launching a podcast is a place to store the files and an RSS feed to submit to apps like Apple Podcasts, Spotify and YouTube Music. But you don’t have to go the DIY route — save your IT team a headache and use a tool like Podbean or Libsyn. These hosting platforms make it easy to upload episodes and get them listed on the various apps. Prepare for a steady cadence You will want to have more than one episode ready at launch, and will want to follow up regularly with new episodes. Consistency is key both for getting noticed by search algorithms, and making listening a habit for your audience. A 3-4 episode buffer will make it easy to stick to your schedule. Promote your podcast It can be hard for podcasts to gain visibility on listening apps. It’s far easier to promote the podcast on your established channels:
Another great way to find an audience is to have your host visit someone else’s established podcast. A podcast that’s relevant to your existing audience is likely to welcome a subject matter expert from your company—or willing to have your podcast sponsor a commercial break or two. Even if you’re hosting the podcast files on a platform, it’s a good idea to have a podcast hub on your site, too. Create a page with an embedded player for all the episodes, then give each episode its own landing page with guest bios and a full transcript. Repurpose the content A podcast episode is a fine content marketing unit on its own. But don’t overlook the potential for it to be more. You can use it for, among others:
5. Measure the success of your podcastPodcasts are a unique channel as far as metrics and measurement go. Each podcast app offers its own analytics, with some more detailed than others. In general, measure:
You can also include a vanity URL in your podcast and ask listeners to visit a landing page. Just make sure the URL is easy to remember and type in after the episode is over. 10 great B2B podcasts to inspire youTake some cues from these well-established podcasts and you’ll be well on your way to success.
Cast your pod with careThe podcast boom shows no sign of slowing down. It’s a good time to start a B2B podcast, but it will take sophisticated strategy and execution to launch a successful one. This guide can help you get yours off the ground. Need help getting started? Learn about podcasting and other expert content marketing services offered by our agency. The post B2B Podcasting: The What, Why and How of Better B2B Podcasts appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/N3PWR4e April 22, 2024 at 06:21AM
0 Comments
https://ift.tt/cXiO3Hd
Marketing Fatigue Syndrome: Consumers Want Relevant Messages Only https://ift.tt/6kQ0TPn
Those are among the findings of the 2024 Optimove Report on Marketing Fatigue, Customer Perspectives. Of the shoppers polled, 81% will unsubscribe from brands that inundate them. And 54% have subscribed from at least three brands in the last 90 days. What’s more, 55% want fewer messages from brands they subscribe to. And 50% want fewer communications in general, although 34% say they would actually like to receive more. Meanwhile, 60% want to receive marketing deals and reminder emails and texts from brands to which they are loyal so they can purchase from them again. Indeed, 59% visit such brands at least once a week, and 22% do so every day. advertisement advertisement Yet 45% of shoppers in the survey say they receive too many offers, so relevancy is key. And 27% ignore most offers from retailers. But 18% don’t mind getting an irrelevant offer if it will expand their shopping options. However, only 10% say they will unsubscribe from brands that send them irrelevant offers. What are the most irritating channels?
Optimove surveyed 305 U.S. consumers in January 2024.
Mobile Marketing via MediaPost.com: mobile https://ift.tt/Ow9QCza April 19, 2024 at 05:43PM
https://ift.tt/ChQ3ZI8
Rizuto Takes Reins As Ogilvy's Chief Creative Officer, North America https://ift.tt/81tMQIr Ogilvy has named Rafael Rizuto chief creative officer for North America, responsible for the agency’s creative product in the U.S. and Canada. Previously, Rizuto worked for the agency in Dubai and his native Brazil. His agency career includes roles at BBH, TBWA’s 180LA, Leo Burnett and the founding of his own agency, TBD. Most recently, he was Dentsu Creative’s chief creative officer, U.S. and Hispanic LATAM. He served as the creative lead on T-Mobile and was a key factor in growing new business in 2023. Client wins include Apple TV+ and Lowe’s. "Like Ogilvy, he believes in creativity’s ability to drive business — it’s an ability he himself has proven across his work, at agencies and as an entrepreneur,” said Liz Taylor, global chief creative officer of Ogilvy. Rizuto, an award-winning creative, is behind Cannes Grand Prix campaigns Boost Mobile’s "Boost Your Voice," UNICEF’s "UNfairy Tales" and Eurofarma’s "Scrolling Therapy." Rizuto joins Ogilvy, a WPP company, after its recognition by WARC as the World’s Most Creative Agency Network and World’s Most Effective Creative Network for consecutive years. advertisement advertisement Mobile Marketing via MediaPost.com: mobile https://ift.tt/Ow9QCza April 19, 2024 at 09:52AM
https://ift.tt/rXgqZTC
Privacy-Focused Brave Search Launches AI Ask Engine https://ift.tt/foc5ieE Brave, a privacy-focused company, has integrated artificial intelligence (AI) into its search engine to create a real-time answer engine in a move that follows what Amazon Web Services (AWS), Google, Meta, Microsoft, Perplexity, and others have accomplished. “With the new Brave Search and its integration of Answer with AI, users get the best of both worlds — one place to get generative answers as well as up-to-date links, providing instant and highly relevant results,” Brave Chief of Search Josep Pujol said in a statement. The company is using large language models (LLMs), such as Mixtral 8x7B and Mistral 7B with data from its search results and retrieval augmented generation (RAG) to generate answers almost instantly. RAG -- the process of optimizing the output of LLMs -- references an authoritative knowledge base outside of its training data sources before generating a response. advertisement advertisement Brave Search receives 27 million queries daily, making it one of the fastest-growing search engines since Bing, Pujol writes. The engine is now available for all to use on desktop and mobile in English, French, German, Italian, and Spanish. Responses to queries, however, may appear in English. Pujol explains that the engine has an index of more than 20 billion pages, curated and cleansed of search engine optimization (SEO) spam and junk content that that other indexes have. Brave Search wants to provide not just answers, but an integrated system to satisfy the multiple intents a user might have. These intents fall into one of a handful of categories including queries for specific sites like Facebook or Twitter as well as question-based queries or queries from those seeking information, which generally fall into two subcategories: specific lookups and question-like queries. It also supports Queries with the intent of finding or researching products and services, and those with the intent of completing an action like buying a product. With Amazon Web Services, Meta, Google and Microsoft launching similar AI-based search engines, there is a clear demand from users for this type of method to consume content through AI-augmented answers. Delivering on this demand can contribute to the erosion of incentives for publishers to put out content on the Web. Pujol explains that the company will monitor the impact of AI-generated content on site visits, and eventually will address the disruptions that could be caused by the drop in traffic to publisher sites. Publishers have had concerns that the integration of AI into search engines will eliminate the need to click through to their sites. Mobile Marketing via MediaPost.com: mobile https://ift.tt/W0mKTYR April 18, 2024 at 04:16PM Why Marketers Should Be Excited About LinkedIn’s New CTV Ads for B2B Campaigns https://ift.tt/oHhepaj At its recent B2Believe Conference, LinkedIn announced LinkedIn Connected TV (CTV), a new product offering that will allow B2B marketers to tap into audiences off-platform, and onto the big screen at home. With notable CTV publishers on board – including Roku, Samsung, and NBCUniversal – clients can now utilize LinkedIn’s campaign manager to purchase streaming ads. But that’s not all. The news came in tandem with a new partnership with NBCUniversal to introduce LinkedIn Premiere, a new managed offering in Campaign Manager that helps you target decision-makers in the United States across NBCUniversal’s premium streaming content on CTV. While the news is exciting – most marketers will likely have the same questions: Is LinkedIn Connected TV a viable product for our marketing strategy? What are its benefits? How does it work? And how are results measured? What is connected TV (CTV), and what are its marketing benefits?Simply put, connected TV (CTV) advertising refers to the practice of delivering ads through internet-connected television sets. Also known as smart TVs, connected TVs allow viewers to stream digital content through apps, either built-in or via devices like Roku, Apple TV, or gaming consoles. So, unless you’re using bunny ears on an old-school “dumb TV,” chances are you’ve encountered this type of ad in the process of streaming your favorite TV show. So, what makes this type of advertisement enticing? While the format shares a lot of traits with its on-platform counterpart, it’s important to note these ads offer several benefits:
LinkedIn CTV reach already stands at 60 million households, and more than 105 million connected devices per month in the US and Canada – and these numbers are only set to grow. Building on the success of videoDuring a B2Believe session regarding the product launch, Taina Palombo-Price, LinkedIn’s Senior Director of Product Marketing, said “CTV promises the power of big-screen storytelling for B2B brands.” The move to home television screens appears to be a calculated one, as the new offering “builds on the success of LinkedIn’s In-stream Video Ads, which are helping customers nearly triple their in-stream video completion rate.” Combining this note of success with the rise of video consumption both on and off the social media platform, and the birth of this product offering makes all the more sense.
Reaching your audiences with connected TVWhen was the last time you pulled up LinkedIn out of boredom? While it’s the premier social platform for networking, professional development, and job hunting, users tend to use the platform more intentionally when compared to the likes of TikTok, Instagram, and Facebook, which in turn, decreases their receptiveness to advertisements. This was the strategic thinking that led to the off-platform approach of CTV, said Penry Price, VP of Marketing Solutions at LinkedIn, who recently spoke with AdExchanger about the launch. “LinkedIn’s expansion into CTV is not a customer acquisition play. Rather, the point is to help B2B advertisers reach existing LinkedIn members in different parts of the day,” he said, “such as when they’re at work or back at home on the couch.” The promise of LinkedIn CTV adsHow would you like to raise brand awareness and consideration earlier on in the purchase journey? That’s the goal of LinkedIn CTV ads. In the same interview, Price shared his thinking: “B2B brands need to make sure customers have a favorable opinion of a brand before they see a product ad on LinkedIn. By starting campaigns further up the funnel with CTV, brands can increase the odds of their digital ads actually driving sales.” Blogging about the product launch, Lindsey Edwards, LinkedIn’s Vice President of Product Management, said “marketing campaigns are only as effective as the audience they reach.” As Edwards cites, a Demandbase report in 2023 found that 90% of US households embraced CTV, up from 81% in 2021, and the channel shows tremendous promise for B2B applications. “By incorporating CTV into their marketing playbooks,” shared the report, “B2B advertisers can breathe new life into their campaigns, achieving heightened brand presence and improved engagement. In fact, a recent study noted that viewers exposed to both TV and digital ads were 40% more likely to recall the brand than if they saw a digital ad alone.” The new product launch offers more than the ability to reach audiences earlier in the purchasing journey and bring highly-targeted ads to CTV. It will also give B2B brands of all sizes the opportunity to showcase their creativity and appear alongside content that was never before possible. Trevor Fellows, Executive Vice President of Digital Sales and Partnerships for NBCUniversal, spoke at B2Believe on the accessibility that the product brings forward. “This is really the democratization of advertising and the ability for even small clients to appear with amazing content. We announced last week … that we’re going to be opening up our Olympic coverage this summer to programmatic advertisers. That means that literally anybody can advertise in the Olympics going forward – you go back 12, 16, 20 years, that was unheard of.” Measuring the success of LinkedIn CTV adsIn addition to native reporting, like Performance Summary Reports, Revenue Attribution Report, Conversions API, and its new CTV Brand Lift, LinkedIn is collaborating with industry-leading partners, like iSpot for advanced audience measurement and Kantar for objective brand lift studies, to help better assess the reach of your campaigns against your target audiences. But, wait, there’s more. Price remarked on measuring success, “We’ll be looking for higher engagement on LinkedIn – such as whether clicks and video completion rates increase for a brand’s ads on LinkedIn among target audiences who first saw the ad on CTV compared to those who didn’t. We’ll also rely on measurement and verification partners to deliver core TV metrics like reach and frequency.” Starting a LinkedIn CTV campaignIf you’re a B2B marketing pioneer, and you’re excited about the product launch, here’s what you need to know about starting your first LinkedIn CTV campaign:
For step-by-step instructions, we recommend referring to the LinkedIn help center article: Set up Connected TV ads in Campaign Manager. Should you use LinkedIn CTV ads?Leveraging LinkedIn’s B2B-specific targeting options for CTV allows marketers to create a more holistic approach to the platform. Previously, marketers had to use different vendors to run CTV, which have audiences different from those targeted on LinkedIn, causing a gap in targeting and overall attribution calculations. Furthermore, the proliferation of video content cannot be ignored. LinkedIn CTV and its partnerships with these major players in the TV space make for an enticing offer for B2B marketers – an offer that allows users to create multiple touchpoints, allowing brands to engage with new audiences and appear in different mediums throughout the buyer journey. In so many words, the ad solution works to ensure your brand is memorable and top of mind when a key decision-maker is ready to make a purchase. There’s much to be learned about the effectiveness of this tool and the risks and rewards of launching a campaign centered around the newly launched product. That being said, there’s a lot to be excited about as innovations of this size in the social media space only come by so often. Will it be a hit? We’ll continue to monitor the viability of LinkedIn Connected TV – and work internally to offer up recommendations on how you can leverage their latest solution for your brand. In the meantime, we invite you to check out our rundown of expert tips for B2B marketing on LinkedIn from our team of social media specialists. The post Why Marketers Should Be Excited About LinkedIn’s New CTV Ads for B2B Campaigns appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/Fd8szx5 April 18, 2024 at 10:45AM
https://ift.tt/ghyBf71
Comcast Offers Advertisers Consumer Segments Tied To A New Brand https://ift.tt/xspgkJz Comcast introduced two new services from its Xfinity brand on Wednesday, rounding out a family of products and giving advertisers an opportunity to reach a new type of consumer through NOW TV, which launched in 2023. Both new options are intended as low-cost Internet, mobile and streaming TV products that consumers can purchase on a month-by-month basis. NOW Internet is a prepaid service designed to provide more reliability than fixed wireless options. The company calls it ”a better price” option for some based on its payment method. NOW Mobile is a prepaid service that includes unlimited 5G data combined with access to more than 23 million WiFi hotspots. Dave Watson, president and CEO of Comcast Cable, says the company has developed a new “product construct from the ground up.” It rounds out the an offering to provide something for every consumer segment and plays to Comcast’s strengths in network capabilities, WiFi and streaming, he said. advertisement advertisement The two new products are for consumers, but tie into advertising options for brands in the NOW portfolio of products. That opportunity links to the Comcast’s Infinity brand NOW TV, which launched in May 2023. NOW TV is an extension of the Infinity brand’s traditional linear TV packages, designed to target a segment of value-conscious consumers who prefer streaming their content, and want affordability without sacrificing quality. NOW TV gives advertisers a way to reach new audiences when they buy linear ads. For example, if an advertiser makes an ad buy that includes HGTV, that ad runs on HGTV on Xfinity, whether they watch it as part of one of its premium channel packages or via NOW TV. Mobile Marketing via MediaPost.com: mobile https://ift.tt/W0mKTYR April 17, 2024 at 10:56PM
https://ift.tt/ghyBf71
Mobile Gaming Platform Skillz Defeats Shareholder Suit Over Disclosures https://ift.tt/jWT4pz9 A federal appeals court has sided with mobile gaming platform Skillz in a dispute over whether it misled investors by allegedly failing to disclose information about potential weaknesses in its business. In an opinion issued Tuesday, a panel of the 9th Circuit Court of Appeals upheld a ruling by U.S. District Court Judge Richard Seeborg, who dismissed the claims against Skillz last year. The ruling grew out of a 2021 lawsuit by four Skillz shareholders who alleged in a class-action complaint that the company misled investors by failing to report information that could be perceived as negative. For instance, Skillz allegedly failing to report that download rates of top games declined in the second half of 2020 and first quarter of 2021, according to the complaint. Skillz also allegedly touted that it could host synchronous game play, but “could only handle synchronous game playing on the most basic level and lacked the technological capabilities to handle high-quality synchronous games and genres,” according to the complaint. advertisement advertisement Seeborg ruled that the allegations in the complaint, even if true, wouldn't support a claim that Skillz made false or misleading statements. The 9th Circuit agreed. “The federal securities laws do not create an obligation to disclose all potential kinks in a software program and the failure to disclose such kinks does not render general positive statements about the program false,” the appellate judges wrote. They added that the complaint's allegations, even if true, wouldn't prove that Skillz misled investors by failing to reveal declining downloads for top games. “The download rate for any particular game would be naturally subject to fluctuation over time,” the judges wrote, adding that even if download rates dropped, aggregate downloads and revenue could still grow. Mobile Marketing via MediaPost.com: mobile https://ift.tt/W0mKTYR April 17, 2024 at 10:56PM
https://ift.tt/ghyBf71
TikTok Begins Launch of Instagram Competitor 'Notes' App https://ift.tt/faxWqm1 TikTok, which popularized short-form video across the globe, has begun rolling out its new photo-sharing app –– a competitor to apps like Meta’s Instagram -- in select markets, including iOS and Android users in Canada and Australia. “The TikTok Notes experience is designed for those who would like to share and engage through photo content,” the ByteDance-owned company posted on X, adding that this rollout marks “the early stages of experimenting with a dedicated space for photo and text content” with the app. Listings on Apple’s App Store, as well as the Google Play Store, make clear that some of the app’s features are not available on Instagram, including the ability to type headlines for images above the user’s photo-caption. The screenshots show that posts appear on the home page in two-column grids -- similar to the look of Pinterest -- with a page where users can view posts from people they follow and another “For You” page. Users are also allowed to post multiple photos through a carousel post, very similar to Instagram. advertisement advertisement In the highly competitive social-media landscape, tech companies have made big business by copying each other’s most successful ideas. Meta, in particular, has gained a reputation for this strategic behavior, especially in its launch of Reels, the TikTok-ified short-form video feature, and its new video player. Earlier this month, when TikTok first announced the new photo-sharing app, it was clear the social media giant was taking a note from Meta’s playbook, copying Instagram despite the inclusion of image and text posts in TikTok’s original app. No future information has been announced regarding the future release of TikTok Notes. Mobile Marketing via MediaPost.com: mobile https://ift.tt/W0mKTYR April 17, 2024 at 06:02PM
https://ift.tt/rjqJAkD
Smoove Operator: JB And AT&T https://ift.tt/wE1gjrc “I’m done listening to two-hour podcasts about bros cold-plunging! In my new podcast, ‘Straightforward’ by AT&T Fiber, I’ll give you all the info you need, in about half a minute.” That’s JB Smoove, comedian, noted “Curb Your Enthusiasm” scene-stealer, and occasional phrase-maker-upper, posting on his X account last week, announcing his clever micro-podcast deal involving AT&T Fiber and iHeart Podcasts promoting AT&T Straightforward pricing. I had never heard “cold-plunging” outside of Scandinavia, but it’s a thing among bros. And that’s just the role Smoove's character Leon Black played on “Curb”: to disturb and edify Larry, with his hilariously worded, profane, contemporary cultural riffs and advice. advertisement advertisement Created by BBDO Los Angeles, the campaign does a couple of smart things. First, many podcasts are too long, now that you mention it. Who has the time? Second, they make it all about the authentic voice of JB. The campaign allows him to run with his signature “good/bad advice” capsulized in tiny nugget form. It has zero stuff about the “authentic fiber optics and better speed than cable internet” blah blah weighing it down. It’s form and function: The notion of speed conveys itself. In effect, it’s a miniature podcast for other traditional podcasts. And when it runs as a li’l commercial within other podcasts, it’s a great relief that it’s an absurd comedy bit falling from the sky that doesn’t come across as a typical ad at all. JB brings up some interesting concepts, and then the answer is like a tiny poem with nonsense stanzas going straight off a cliff, or around in circles. I happen to love his brand of comedy, and no matter how many ads he appears in, I never get sick of him. Take “How to Stop a Ninja,” a title that sparks the imagination. “Let’s travel back 500 years to the feudal era of Japan,” Mr. Smoove (born Jerry Angelo Brooks, thus the JB) tells us, “To uncover why a culture known for its meticulous craftsmanship deliberately built homes with creaky floors…” I agree about the meticulous craftsmanship and am interested in where the ninjas fit in.The answer? “A lot of those stealthy ninjas were using their power to step out and have affairs. Squeaky over sneaky saved many a ninja marriage!” Ninja-wise, that’s not what I was bargaining for, but it’s certainly unexpected. Some of the titles of the microcasts parody New Age self-help advice, but boil down to absurd wordplay and aphorisms. “How to be a Better Lover,” for example, goes like this: “Let me cut to the chase. Love yourself, but don’t love yourself so much that you have no love leftovers for your lover. “Remember, love doesn’t reheat well in the microwave.” In all, there are 13 “Straightforward” episodes, ranging from 22 to 35 seconds. They’re introduced with a cool musical flourish. Smoove’s delivery is what sells them. “That’s why Straightforward, hosted by yours truly, gives you exactly what you need, in as long as it takes you to tie your shoes. From being a better lover to a better human, I got you," he said in an introduction. “Straightforward” might leave you confused, but in a good way. Remember that “love does not reheat well in a microwave.” Does that include fiber? Mobile Marketing via MediaPost.com: mobile https://ift.tt/Zw3RgqP April 16, 2024 at 06:01PM
https://ift.tt/dG9s5Ma
On The Precipice: AdLib's Pivot From MediaMath Spinoff To DSP Aggregator https://ift.tt/HqguB0z When pioneering DSP MediaMath announced it was shutting down in late June of last year, no one was more surprised than Mike Hauptman, co-founder and CEO of startup programmatic ad buying platform AdLib Media Group. Hauptman was one of the first 100 employees at MediaMath, having joined in 2010. He was with the firm for over eight years in a variety of roles, lastly as vice president/technical business development. advertisement advertisement In 2015 Hauptman and another early MediaMath employee Dan Bougourd approached company management with the idea of developing a programmatic media buying arm for mid-sized agencies that would sit on MediaMath’s tech stack. The company backed the idea and provided seed money. AdLib incubated for three years before Hauptman left MediaMath in 2018 to run the startup full-time as CEO. Co-Founder Bougourd followed a couple of years later as chief technology officer. AdLib was firing on all cylinders as a MediaMath spinoff when the bottom fell out last June with the latter’s Chapter 11 filing. “We were just as suprised as everyone else,” Hauptman recounts. AdLib had to pivot quickly because all of its business was running through MediaMath. Over the ensuing couple of months the firm was able to move budgets to other top-tier DSPs such as Xander, Beeswax and Google’s DB360. “We actually didn’t have a zero dollar day,” he said. Within a relatively short time AdLib reached agreements to run inventory through a dozen major DSPs. “When we finally had a chance to breathe, we understood the feedback from the market,” he said. Running through all the top tier DSPs versus just MediaMath was a “far more powerful offering [with] way more value to be extracted out of the tool and the layer that we put on with these additional connections.” In effect the company has morphed from a MediaMath spinoff to what Hauptman calls a “self-service DSP aggregator.” While MediaMath’s downfall was potentially catastrophic for AdLib, the latter’s quick pivot put it in a better place. “I can say that now,” Hauptman says, noting that the interim months were fraught with tension and uncertainty. “It was really awful while we were going through that,” he said. In February the company regained access to some key MediaMath assets through a deal with adtech firm Infillion which acquired those assets late last year. In addition to enhanced first-party audience segmentation tools, the agreement provides users on the AdLib platform with access to CTV and mobile inventories and other benefits. Today, some 50 midsized agencies are using the AdLib platform. A major opportunity this year, Hauptman says, is helping agencies navigate political advertising channels. Compared to four years ago, a lot has changed in the space. “If you want to reach consumers who are watching TV you really need to be focusing on programmatic buying instead of buying local broadcast media,” he says. There’s more flexibility in the space, he notes, so that budgets can be redistributed quickly based on real-time analytics of what’s working, or not working. As a DSP aggregator, Ad-Lib also streamlines contract and compliance issues so that agencies don’t have to negotiate with individual DSPs. “Usually there’s this whole back and forth at the DSP level” specific to political advertising, says Hauptman. “We automatically address those issues for them,” with technology tailored to navigate the guardrails in place for political ads. Separately, AdLib announced today a deal to add tools from software firm Ad Reform. The integration fully automates the proof of placement and campaign screenshot process for all campaigns running through AdLib, further helping agency clients save time and expense. The last eight months have been perhaps the most challenging time in AdLib’s nearly decade-long existence. MediaMath’s demise was a shock, but it put AdLib on a new and better course. “We’re in the best position we’ve ever been in,” says Hauptman. Mobile Marketing via MediaPost.com: mobile https://ift.tt/TBYMXV6 April 16, 2024 at 01:07PM |
CategoriesArchives
April 2023
|