Category: Clients

VIDEO: EA’s Belinda Smith shares her history of in-housing, recruiting talent, and instituting change

Recently, MightyHive hosted its first In-House Alliance Dinner in San Francisco where the conversations centered around recruiting and building in-house programmatic teams. MightyHive President Americas, Emily Del Greco asked Electronic Art’s Global Head of Media, Belinda Smith to share her experience as a change agent building teams at both AT&T and EA.

Belinda Smith, left, Global Head of Media, EA and Emily Del Greco, President of the Americas, MightyHive, speak at the inaugural MightyHive In-House Alliance Dinner in San Francisco.

“I feel like I have seen advertising from all sides… and at each junction I was so frustrated by people not willing to admit the failures of the ecosystem.”—Belinda Smith

Ultimately, Smith changed the culture of the companies she worked for. To do this, she moved teams halfway across the county, launched robust talent recruitment programs, and successfully campaigned for millions of budgetary dollars. But perhaps the biggest challenge was finding ways to blend agency culture with the deeply-rooted brand values.

“If I think about what I want to accomplish in my career, what’s going to be worth it to me to not be at home playing with my kid…then I really want to change the industry.”—Belinda Smith

During the interview, Smith confessed she missed the variety an agency affords, but showed no signs of wanting to return. At EA, Smith recognizes that she is in a place where she can make the most impact.

Smith and Del Greco spoke about building in-house teams in front of an audience at the MightyHive In-House Alliance Dinner.

“When you are at an agency… your client being happy is what is sustaining you. That creates an inherent conflict of interest when you have bad news to tell them…so for me, I am fulfilled by the fact that I am in a position to have the mandate to be audacious and to challenge what is going on and to think about how we do things differently.”—Belinda Smith

Case Study: MightyHive Helps Sprint Shine a Light and Take Control

MightyHive’s deep programmatic expertise and advisory capabilities made them an easy choice. They’ve helped us gain the control, insights, and flexibility to be able to better meet the needs of our customers and our business as a whole. Our partnership has been instrumental to Sprint’s digital transformation and has far exceeded our expectations.

– Rob Roy, Chief Digital Officer, Sprint

Digital Transformation in the Big Leagues

Sprint, the fourth-largest network operator in the United States, provides wireless services to over 50 million customers. As part of a massive digital transformation initiative, Sprint sought to uncover and eliminate superfluous fees, consolidate and control its data, and analyze and optimize its media investments for maximum results. Sprint turned to MightyHive to help reveal the true impact of its media investments, reducing overall ad spend while still increasing working media.

Sprint working media

Efficiency is Key

Before Sprint was able to more effectively activate its enormous wealth of customer data, it was crucial to establish transparency into the breakdown across Sprint’s digital advertising technology fees, data fees, and inventory costs. MightyHive worked directly with Sprint’s external vendors to identify opportunities to decrease tech and data fees and eliminate waste from audience over-saturation. These efficiencies allowed Sprint to reduce overall ad spend while still increasing working media.

On Your Mark, Get Set, Go!

With transparent service models and media spend in place, Sprint was ready to run with its wealth of marketing data. MightyHive oversaw the consolidation of disparate data sources into in-house data lakes, allowing for significantly more granular segmentation and targeted programmatic campaigns. Sprint’s newfound laser focus on precise and meaningful audience segmentation helped Sprint realize increased efficiencies in its programmatic media spend and stronger campaign performance.

sprint conversions

And Then? Optimize, Optimize, Optimize.

MightyHive’s approach to digital transformation yielded major results for Sprint, giving them more control over a newly transparent, efficient, and optimized media buying process. But Sprint didn’t stop there. In order to further capitalize on its new toolsets, they moved away from last-touch attribution to build a multi-touch attribution model. MightyHive then built a custom reporting solution that delivers real-time marketing data. Using these tools, the Sprint team can adjust its spend in real time to
address the needs of different customer segments.

The team of digital experts at MightyHive can help you take control, too. Please contact us to learn more.

MightyHive Helps Sprint
Shine a Light and Take Control

(click to read the full case study)

Sprint Case Study

BusinessWire: Cheddar Selects MightyHive for Programmatic Advertising – Press Release

Read the full release on BusinessWire.

NEW YORK–(BUSINESS WIRE)–Cheddar, the leading post cable networks company today announced that it has selected MightyHive as its partner for programmatic advertising services.

Cheddar has tapped MightyHive to extend the reach and impact of select client campaigns programmatically. Cheddar will also partner with MightyHive to implement and leverage Google Analytics 360 for full end-to-end performance tracking across web, mobile, and connected TV.

“Cheddar is a leader and, in some ways, unique in over the top video news broadcasts. Their ad offering is innovative, and advertisers are clearly responding. We are thrilled to be working with Jon and Cheddar,” said Martin Sorrell, Chairman of S4 Capital.

“Several of our clients asked us to extend the campaigns we were doing for them across the web. We saw an opportunity, need, and in MightyHive, a solution to do and measure this,” said Jon Steinberg, founder and CEO of Cheddar.

About Cheddar

Cheddar is the leading post-cable networks company. Its programming is available on Sling TV, Hulu, YouTube TV, Snapchat, fuboTV, Philo, Amazon, Twitch, Twitter, 60% of smart TVs in the U.S., and Facebook. Cheddar currently broadcasts two live video news networks: Cheddar, a business news network covering the most innovative executives, founders, products, and technologies transforming our lives and economy, and Cheddar Big News, a fast-paced, young, non-partisan general news and headline news network. The company broadcasts from the trading floor of the New York Stock Exchange, its street level studio in the glass corner of the Sprint Store in the Flatiron Building, WeWork in Los Angeles, and the White House. Cheddar was founded by Jon Steinberg, President and Chief Operating Officer of BuzzFeed from 2010 to 2014. Its investors include Lightspeed Venture Partners, Raine Ventures, Goldman Sachs, Liberty Global, Comcast Ventures, AT&T, Amazon, Antenna Group, Ribbit Capital, The New York Stock Exchange, Altice USA, 7 Global Capital, and Dentsu Ventures.

About MightyHive

MightyHive is a new breed of media consultancy that partners with global brands and agencies seeking transformative marketing results in a time of significant disruption and opportunity. Recognized as a global leader in advanced marketing and advertising technologies, MightyHive provides consulting and services in the areas of media operations and training, data strategy, and analytics. The company is headquartered in San Francisco, with offices in New York, London, Toronto, Singapore, Stockholm, and Sydney.

About S4 Capital

S4 Capital plc (SFOR.L) is a new age/new era digital advertising and marketing services company established by Sir Martin Sorrell in 2018.

Its strategy is to build a purely digital advertising and marketing services business for global, multi-national, regional, local and millennial-driven influencer brands. This will be achieved initially by merging with leading businesses in three areas: digital content, digital media planning and buying and first party data, along with an emphasis on “faster, better, cheaper” executions in an always-on consumer-led environment.

S4 Capital merged with MediaMonks, a creative digital content production company led by Victor Knaap, Wesley ter Haar and Peter Rademaker, in July 2018, and with MightyHive, a market-leading programmatic solutions provider for future thinking marketers and agencies led by Pete Kim and Christopher S. Martin, in December 2018. Victor, Wesley, Peter, Pete and Christopher all joined the S4Capital Board as Directors.

The company (SFOR.L) has a market capitalization of approximately $550 million and approximately 1,200 people across North and South America, Europe, the Middle-East and Asia-Pacific.

Contacts

Daniel Schneider
Distro@Cheddar.com

Digiday: Inside MightyHive, The Agency Helping Brands Create In-House Agencies

Digiday takes a deep dive into MightyHive’s services and solutions. MightyHive CEO, Pete Kim, explains our approach to in-housing and why that has resonated with brands like Bayer, Sprint, and Nationwide.

“[Pete Kim said] Companies are in need of flexibility when it comes to moving media in-house and, therefore, [MightyHive] doesn’t have one way it works with clients. Deals are constructed on a case-to-case basis, and offerings vary from strategy consulting to media buying execution to training.”

MightyHive helps brands take control of their digital futures by providing guidance and training as they move their media buying in-house. There is no one-size-fits-all approach to in-housing and MightyHive creates custom activations for each client, depending on their individual needs. Ultimately, MightyHive helps brands own their digital strategies and help train the right talent to get to self-sufficiency. As Josh Palau, VP of Digital Strategy for Bayer said,

“We wanted to work with MightyHive because of their experience with getting people to self-sufficiency.”

Additionally, Sprint engaged MightyHive as a partner for the same reason, the appeal of total ownership and self-sufficiency. Rob Roy, Chief Digital Officer at Sprint said of working with MightyHive,

“We’ve seen results better than expected, and those have continued to grow. It’s almost like jumping off the high dive—you’re a little bit nervous, but you know when you land, it’s not going to hurt. [MightyHive] gave us the right to move quicker than we thought we would be ready for. That’s been the ultimate luxury for us.”

MightyHive believes there is a spectrum of control when it comes to in-housing, and marketers must determine where they fall based on their own goals and resources. We are fortunate to partner with forward-thinking brands like Sprint, Bayer, and Nationwide on their in-housing strategies.

If you are interested in learning more about MightyHive and how we can help you take your media buying in-house, please contact us.

Case Study: Dynamic Creative Boosts Conversions for ShopYamaha.com

MightyHive developed a suite of dynamic creatives and a more refined prospecting and re-targeting strategy. This resulted in a 5x increase in conversions and a 94% decrease in CPA.

Getting to Data-Driven Personalization

Consumers are demanding a more personalized ad experience. Yet, according to a recent Ascend2 study, 63% of marketers named data-driven personalization as the most difficult online tactic to execute.

However, successful data-driven marketing is especially important for retailers looking to increase conversions through targeted marketing campaigns.

Source: eMarketer

While important, many marketers don’t have resources to develop the necessary creatives or the right tools to optimize targeting based on customer data.

When ShopYamaha.com approached MightyHive for help solving this challenge, MightyHive used a combination of dynamic creative and a fine-tuned targeting strategy. MightyHive helped ShopYamaha.com streamline its creative strategy and optimize their programmatic execution.

Site Conversions Increase 5x

With only a handful of conversions recorded—and the holidays quickly approaching—ShopYamaha.com enlisted MightyHive’s help to improve their digital strategy. After evaluating the ShopYamaha.com existing assets and resources, MightyHive developed a suite of dynamic creatives and a more refined prospecting and re-targeting strategy that resulted in a 5x increase in conversions and a 94% decrease in CPA.

With MightyHive’s guidance, ShopYamaha.com was able to shape a successful personalized digital marketing strategy, resulting in the highest performance the retailer had ever seen.

Dynamic Creative, Optimized By Data

“I feel a greater sense of partnership with MightyHive. Your team does an excellent job of trying to understand Yamaha’s goals and keep the conversation going. Working with MightyHive has helped Yamaha’s Customer Support Group take our digital advertising to a new level.”

– Ken Inamori, ShopYamaha.com

MightyHive was able to reduce the ShopYamaha.com creative requirements from 15 sets of static creative to a suite of dynamic creative shells with messaging that could be easily adjusted.

In addition to building dynamic creative that saved the team time and money, MightyHive worked with the brand team to identify and target new, in-market prospects and implemented Floodlight Tags for improved remarketing. As a result, ShopYamaha.com was able to utilize customer insights collected from their website to personalize messaging. 

Read the Full Case Study

Want to read the full results of our partnership with ShopYamaha.com? Download your copy here.

Dynamic Creative Boosts Conversions
for ShopYamaha.com

(click to read the full case study)

Let’s Talk

Interested in learning how MightyHive can optimize your digital marketing with dynamic creative and personalized retargeting? 

CONTACT US

 

Digiday: By 2020, Bayer Will Take All of Its Digital Media Buying In-House

Bayer plans to in-house all digital media buying by 2020. Josh Palau, VP Digital Strategy and Platforms at Bayer told Digiday that the goal is for the brand to be completely self-sufficient and have the in-house transition completed by 2020.

In order to meet their goals, the team at Bayer wanted to work with a strategic partner to help them successfully navigate the insourcing process. MightyHive will work with Bayer on executing their media buys while Bayer scales up its team and sets its strategy.

“Palau said Bayer was attracted to using a transition agency like MightyHive because it allows the company to avoid a lot of the growing pains when it comes to bringing media in-house. Unlike other agencies, MightyHive promises that a company will be self-sufficient after a dedicated time period.”

We are thrilled to be working with forward-thinking marketers like Bayer. You can read the full article on Digiday.

To learn more about MightyHive’s enterprise in-housing capabilities, please contact us.

Campaign: Sprint ‘Taking Media In-House Has Blown Away Our Expectations’

Our client Sprint spoke to Campaign about the success they’ve had in gaining marketing efficiencies as a result of their decision to in-house their digital media buying. As Sprint Chief Digital Officer, Rob Roy, said:

“Quite honestly, moving in-house has blown away our expectations in terms of how much year-over-year improvement we’ve been able to see, both from a top-line and a bottom-line perspective.”

Congratulations to the entire team at Sprint on your continued success, we’re lucky to work with clients like you.

Read the full article on Campaign.

Case Study: MightyHive Drives Conversions for Auto Agency Intice®

“Ultimately, this experiment with Optimize 360 helped us enhance the customer journey. The results will act as a catalyst to implement similar designs on other dealership websites. And we’ll be able to continuously improve upon those results in a way that we simply could not have done previously.”

-David Farmer,
CEO, Intice

Testing and optimization is an important part of any marketing strategy, but many marketers and agencies struggle to establish successful testing and optimization strategies. When Intice approached MightyHive for help optimizing their visitor engagement tool, Leadmaker, MightyHive worked to identify the right variables for testing with Google Optimize 360. Using Google Optimize 360 and drawing on MightyHive’s A/B testing experience, conversions increased 138% in just 18 days.

 

 

Intice is a digital agency that specializes in auto dealership marketing. Intice helps their dealership clients develop their digital presence and improve lead generation through a series of owned web engagement tools, including Leadmaker. Leadmaker is a pop-up alert that offers an incentive to visitors in exchange for filling out some information about their purchase intent as they enter or exit the dealership’s website.

 

image of ads with variations

 

Once MightyHive evaluated the Leadmaker architecture to determine variants for testing. MightyHive determined that there were color and text variations that could be tested on the pop-up. MightyHive created a handful of variants, which they tested over a period for 18 days.

After the test period, Intice and MightyHive calculated the results and the winning variation delivered a 138% increase in conversions. Additionally, Intice saw an increase in overall goal conversions and a decrease in the bounce rate. With the success of the first optimization campaign, Intice wants to apply MightyHive’s expertise to their other marketing products for better optimization. Intice is now ready to drive even more value for their clients and increase the success of their campaigns.

Want to see the full results of our Optimize 360 case study with Intice? Read the full case study hereReady to start optimizing your website with MightyHive? Please contact us.

MIGHTYHIVE DRIVES CONVERSIONS
FOR AUTO AGENCY INTICE

(click to read the full case study)

intice optimize 360 case study image preview

Case Study: Autodesk Takes Control With Dynamic Creative

When Autodesk revamped their flagship product line, they turned to MightyHive to streamline their creative production. The in-house team at Autodesk wanted to be able to efficiently manage their increased workflows with transparency into all of their active campaigns globally.

To achieve Autodesk’s goals, MightyHive built custom modular dynamic shells that linked to a content feed. This bespoke, integrated approach gave the team at Autodesk the ability to monitor all of their campaigns and quickly make updates.

Using the modular system, Autodesk could easily build the creatives they needed without having to contract individual creatives for each ad size, locality, and product line – a cost savings of $30,000 – $50,000 USD per production workflow.

The flexibility of a modular dynamic creative platform gave Autodesk the direct control they needed to successfully manage their campaigns. MightyHive’s expertise in building scalable creative solutions resulted in increased efficiency and significant cost savings, reducing the standalone creatives required for individual trafficking from 240 per workflow to just 12.

Read the full Autodesk case study here. For more information on how MightyHive can help you streamline your dynamic creative solution, please contact us.

Autodesk Takes Control
With Dynamic Creative

(click to read the full case study)

 

Case Study: MightyHive Creative Solutions Puts Intice in the Driver’s Seat

“When we made the decision to migrate our creative feeds to Google Studio, MightyHive was instrumental in making this a reality. Their creative solutions team understood our complex data needs and quickly rebuilt our creatives. Thanks to MightyHive, Intice can now deliver more agility and performance to our clients.”

David Farmer
CEO, Intice

Unlocking the full potential of rich media and dynamic creative is critical to Intice’s success as a pioneer in the auto dealership retargeting space. Intice had been working with a third-party platform to manage their dynamic executions. However, without direct ownership of their technology solution, Intice found it challenging to quickly turnaround client requests and were missing out on inventory opportunities due to fast turnover.

When Intice approached MightyHive about migrating their dynamic creative executions, MightyHive wanted to build Intice a solution that would allow them full transparency and ownership over their technology. Not only did MightyHive give Intice the control that they needed, they did so in just one week.

With full control over their rich media and dynamic creative, Intice is able to better respond to their client requests and provide them with best-in-class service.

Having architected solutions for a roster of independent agency clients, the MightyHive creative solutions team understood the importance of creating agility for the team at Intice so they would be able to enhance their client’s experience. MightyHive was able to successfully implement a scalable solution that accounted for Intice’s short-term and long-term strategic goals.

To find out how MightyHive gave control back to the team at Intice, read the full case study.

To take control of your rich media and dynamic creative campaigns, please contact us.

MightyHive Creative Solutions
Puts Intice in the Driver’s Seat

(click to read full case study)