Category: Conferences and Events

The Fusion of Creative, Media, and Technology

Watch “The Fusion of Creative, Media, and Technology” (page opens in a new window)

At AdExchanger’s Programmatic I/O in San Francisco, MightyHive CEO Pete Kim took the stage to discuss the need for advertisers to adopt a unitary approach to their creative, media, and tech. Advertisers who fail to do so risk missing crucial opportunities to hold meaningful conversations with today’s ultra-savvy consumer.

Got Creative?

Jeff Goodby, Co-Chairman and Partner, Goodby Silverstein & Partners, implied in a 2018 AdWeek Op-Ed that technology debases creativity in advertising. Goodby suggests that using data and tech to inform programmatic media buys amounts to nothing more than “targeting and tonnage,” eliminating good creative altogether. He asserts that this model produces an expensive and ineffective structure for advertisers, and an unpleasant experience for consumers.

In his Programmatic I/O talk, however, Pete paints a very different picture of how data and tech actually work together to elevate creative. In fact, Pete says, not only does this model yield more relevant, dynamic creative, but it does so at scale and in a constant optimization loop, so it always gets better. 

creative big idea

The Big Idea

While there has been an undeniable sea change in the industry leading to major digital disruption, one thing hasn’t changed: great advertising still requires “the big idea.” But the machinations behind producing and disseminating creative to consumers continues to evolve.

“We believe that technology doesn’t debase creativity; if used correctly, it elevates it. We are all really different people… that’s why personalization is necessary.”

– Pete Kim, CEO, MightyHive

In the past, technological limitations required advertisers to generate one message, and “broadly cast” it to all consumers. Now, it’s possible to personalize creative and target consumers based on their demographics, preferences, and other criteria. In addition, we’re able to create, test, and iterate upon these creatives in near real-time.

Personalization is the New Table Stakes

For the first time in history, consumers can watch, read, and listen to anything they want at any given time. This new on-demand, cross-screen culture has raised the bar for advertisers to meet the quality of the entertainment their content is interrupting. Unfortunately for advertisers, this expectation for perfection and relevance across all media means that consumer sentiment around advertising has never been lower–and a one size fits all approach is unacceptable.

creative many to many

The Battle of the Good Idea

On creative teams past, there was a “gladiatorial” fight to determine which big idea actually got produced and saw the light of day. That one idea then became the basis for a static, inflexible campaign lasting weeks, or even months (in some cases years!). Now, Pete says, marketers are no longer “locked into” one creative (e.g., one commercial, one print ad, one radio ad) that gets produced and is written in stone until the campaign’s end. Granular targeting and creative optimization capabilities give advertisers the iterative flexibility to deliver the right message to the right consumer, on an ongoing basis.

What’s Next?

Because this creative, data, and technology loop is relatively new, we are just at the beginning of recognizing its true power. According to Pete, the next change is a mindset shift to catch up to our newfound technological capabilities. In addition to learning how best to leverage dynamic creative optimization and programmatic tools, we need to adapt our mindsets to suit the new ways consumers interact with media. creative mindset

Better, Faster, Cheaper

In order for advertisers to get their story across in a way that resonates, it’s crucial to move away from giant, costly campaigns once or twice a year to a constant conversation model. Dynamic creative and programmatic technology allows advertisers to have not just one, but millions of simultaneous, personalized conversations in real time.

“If you are only updating your campaigns a few times a year, it’s like having a conversation with somebody who always says the wrong thing, and takes months before they respond to what you just said.”

– Pete Kim, CEO, MightyHive

Watch Pete Kim’s full “The Fusion of Creative, Media, and Technology” session for further insights about unleashing creativity at scale.  

AdExchanger Awards: Best Programmatic Consultancy

MightyHive for the AdExchanger Awards Win

This year’s inaugural AdExchanger Awards recognizes the strongest marketing and media achievements in the industry. AdExchanger’s community of marketers, publishers, technology platforms, service providers, and others came together to identify the companies and individuals who are making a major impact on marketing and ad tech. And we’re thrilled to announce that MightyHive is a finalist for “Best Programmatic Consultancy!” The winners will be announced at a Gala celebration on Monday, April 29, immediately following Programmatic I/O Day 1.

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MightyHive’s combination of full transparency, technical expertise, and exceptional service has set the bar for consultancies in the programmatic and data transformation space. As one of the first companies working with marketers to bring their programmatic operations in-house, MightyHive is now one of the most experienced and skillful consultancies in the space.

“We broke the mold, building a model that gives marketers more control within their organization, instead of assuming expertise can only live with a service provider or agency. We apply the same philosophy to our internal teams, hiring fresh talent and training them in-house to be programmatic experts. This method allows us to build creative solutions to complex ad tech and operational challenges, which means exceptional results for our clients.”

– Tyler Pietz, VP Global Consulting, MightyHive

Speaking of Our Clients…  

We extend our warmest congratulations to our clients: Bayer, recognized for “Best In-House Media Operation,” and Sprint, a finalist in the “Best Use Of Programmatic Technology By A Marketer” category. We are proud to work with best-in-class marketers to help them take control of their programmatic operations.   

Where to Find Us

MightyHive is the title sponsor of AdExchanger’s Programmatic I/O San Francisco. Catch MightyHive CEO, Pete Kim and Wesley ter Haar, Founder & COO, MediaMonks, on the Plenary Program stage to address The Fusion Of Creative, Media And Tech.

Don’t be shy! Stop by the MightyHive table to learn more about how we’re helping leading brands take control, or contact sales@mightyhive.com to set up a meeting. You’ll also find us unwinding over cocktails as we host the Programmatic I/O Welcome Party on Day 1 and Day 2 Happy Hour. If you’re a night owl, join us for our post-gala AdExchanger Awards After Party.

Interested in In-Housing?

Request your invitation to the MightyHive In-House Alliance Dinner on April 30, 2019 to discuss all things in-housing with your fellow marketers. We’ll hear from Belinda Smith, Global Head of Media, EA, about one of the biggest challenges facing in-house marketers: talent — how to hire, how to retain, and how to organize your team to take control and fast-track results. Participation is complimentary for qualified senior marketers.

Event: Programmatic I/O in San Francisco

Join MightyHive at AdExchanger’s Programmatic I/O San Francisco, the largest industry conference focused on programmatic media and marketing where MightyHive is the title sponsor.

MightyHive CEO, Pete Kim will address The Fusion Of Creative, Media And Tech on the Plenary Program stage. Be sure to add his session to your calendar!

The Fusion Of Creative, Media And Tech

April 30, 2019 | 9:45 AM PST

Digital disruption has upended traditional models in the media world and triggered a reimagining of how marketers connect with customers. Pete Kim, co-founder and CEO of MightyHive, will discuss the barriers that are holding marketers back from delivering great experiences, lay out a vision of how media and creative will come together, and propose a new model for marketers seeking to connect with customers in an era that demands relevance and responsiveness.

Add to Calendar: GoogleiCal

We’re also thrilled to announce that we’ve been named an AdExchanger Awards finalist for “Best Programmatic Consulting Or Advisory Firm!” The AdExchanger Awards recognize the strongest achievements in the past year by leaders in the marketing and media industries. Congratulations to our client Sprint, a finalist for “Best Use Of Programmatic Technology By A Marketer.”

An In-Housing Deep Dive

Interested in making the most of your trip to San Francisco for Programmatic I/O? Request your invitation to the MightyHive In-House Alliance Dinner on April 30, 2019 at Birdsong to discuss all things in-housing. We’ll be chatting with Belinda Smith, Global Head of Media, EA, about one of the biggest challenges facing in-house marketers: talent — how to hire, how to retain, and how to organize your team to take control and fast-track results. Participation is complimentary for qualified senior marketers. 

Event: ANA In-House Agency Conference

The MightyHive team is thrilled to be attending the sold out ANA In-House Agency Conference. MightyHive CEO Pete Kim will be joined by Josh Palau, VP Media Strategy and Platforms at Bayer to deliver a pre-conference session on Paving the Path to In-Housing Success.

Other speakers from PwC, Nationwide, Verizon, Clorox, GlaxoSmithKline, Bank of America, and more will discuss topics like driving cost efficiencies, project prioritization, building a strong culture and fostering talent, and the future of in-house agencies.

Paving the Path to In-Housing Success

March 13, 2019 | 3:45 PM EST

The decision to go in-house should not be taken lightly, nor is a 100% in-house model right for every organization. Marketers who jump in without building a thorough business case for change are likely to struggle; a smooth transition requires planning, prioritization, and patience. In this session, Bayer and MightyHive will break down the organizational choices that, when examined preemptively and thoughtfully, will pave the path to in-housing success. We’ll consider how to decide what to bring in-house, cost calculations, managing expectations, partner selection, hybrid resourcing models, and more.

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SPEAKERS:

Meet the Team

Interested in learning more about how you can take control of your digital future? Schedule a time to meet with the MightyHive team onsite by emailing ana@mightyhive.com. We look forward to seeing you there!

See What Makes Confident Marketers Tick

If you’ll be onsite, be sure to visit the MightyHive table to get a cozy gift and a first look at our new report: The Data-Confident Marketer. We partnered with Advertiser Perceptions to survey 200 marketing decision-makers to find out what makes data-confident brands tick. Pick up our report to see how you measure up.

WHERE
The Ritz-Carlton, Orlando Grande Lakes
4012 Central Florida Parkway
Orlando, FL 32837

WHEN
Wednesday, March 13 – Friday, March 15, 2019

Event: Attribution Solutions – How to be a Hero when Attribution Models Fall Short

Let’s Play the Attribution Game

Attribution is an integral component of any successful marketing plan. It’s crucial to understand what’s working (and what’s not), and continuously optimize based on data-driven learnings. As we find more reliable ways to understand what impact a given channel had on producing a conversion, marketers are moving away from last click and fractional models that only tell part of the story. But what happens when even multi-touch attribution doesn’t cut it? And how can brands form a more complete attribution picture between digital and offline channels?

attribution solutions

Join Us!

RSVP here to join MightyHive subject matter experts for a timely conversation about how to bridge gaps left by even robust attribution models. We’ll discuss tracking limitations, how to tackle walled gardens, and new tactics for quantifying success across disparate metrics. You’ll come away with actionable insights that will make you an attribution hero.

Plus, complimentary pizza, cocktails, and gifts will be provided.

Where: MightyHive New York, 43 W. 24th Street, 6th Floor (between 5th and 6th)

When: Thursday, January 17, 6:30-8:30pm

Dress Code: Casual. Wear your networking pants. Bring your business cards. Don’t be shy!

You: An inquisitive mind. An experienced, hands-on-keyboard ad tech enthusiast. Someone interested in connecting with others to geek out about new technology over pizza and drinks instead of binging on Netflix after work.

Us: 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. We provide consulting and services in advanced marketing and advertising technologies, media operations, training, data strategy, and analytics. And we’re hiring, big time.

Whether you’re looking for your next career move, you want to expand your skillset, or you just like to chat with like-minded industry folks, we hope you’ll stop by.

Event: C Space at CES

MIGHTYHIVE AT C SPACE

Join MightyHive at C Space at CES where you’ll experience the latest technologies related to advertising and marketing analytics and hear from CMOs about data-driven marketing and measurement.

Don’t miss MightyHive CEO, Pete Kim on a panel alongside Sir Martin Sorrell and MediaMonks Co-Founder, Wesley ter Haaron. They will be discussing the intersection of content, first-party data, and media.

Additionally, MightyHive President of the Americas, Emily Del Greco will be moderating the panel “The Resurgence of Marketing Technology.”

C SPACE STORYTELLER: S4 CAPITAL

Digital content, first-party data and digital media planning and buying.  A discussion between Sir Martin Sorrell and his colleagues at S4Capital, MediaMonks and MightyHive on their new era/new age seamless, faster, better, and cheaper solution.

pete kim mightyhive CEO

Panelists: 
Sir Martin Sorrell, Executive Chairman, S4 Capital
Pete Kim, CEO, MightyHive
Wesley ter Haar, Co-Founder, MediaMonks

Add to Agenda:
January 8, 2019 | 12:45 – 1:30 PM | Aria, Level 2, Mariposa Ballroom

THE RESURGENCE OF OF MARKETING TECHNOLOGY

Last year, the duopoly’s market share wrote off ad tech. Today, the industry realizes ad tech isn’t dead; it just carried dead weight. This session debates market drivers, different players’ contributions to the value chain and how technologies like blockchain are ushering in tomorrow’s experiences.

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Moderator: 
Emily Del Greco, President of the Americas, MightyHive

Panelists: 
Bill Magnuson, Co-Founder and CEO, Braze
Oded Noy, Chief Technology Officer, Zefr
Kristin Frank, President and Board Director, AdPredictive
Serge Matta, President, GroundTruth
Linda Yaccarino, Chairman, Advertising Sales and Client Partnerships, NBCUniversal

Add to Agenda:
January 8, 2019 | 10:15 – 11:15 AM | Aria, Level 1, Joshua 9

Video: Five Factors to Consider When Going In-House

Watch “The Spectrum of Control” (page opens in a new window)

At AdExchanger’s Programmatic I/O in New York, MightyHive CEO Pete Kim took the stage to offer guidance to marketers looking to go in-house. His presentation addressed five factors marketers should consider when evaluating where they fall on the Spectrum of Control—a framework for in-housing—along with actionable next steps.

A Fundamental Shift

Pete highlights the fundamental shift that we are seeing in consumer viewership and media consumption habits where attention is a commodity:

“Consumers today can watch anything they want, listen to anything they want, read anything they want, consume any media that they want, at the touch of a button. Perfectly integrated, perfectly synchronized across every device that they own.”

– Pete Kim, CEO, MightyHive

As Pete attests, consumers expect more out of their screen time and by extension, their ads. This presents new challenges for advertisers who are battling low consumer sentiment around ads in general.

In order to create more meaningful, personalized, targeted ads that meet rising consumer expectations, advertisers must be smarter about how they deploy their vast amounts of data. This requires enhanced and unified control over media planning, data, and analytics. For many companies, however, bringing everything in-house is neither  a realistic or necessary solution.

Control is Not Binary

Most brands feel that in-housing is an all-or-nothing insurmountable hurdle, but Pete proposes that there is no one-size-fits-all solution. Rather, there are various levels of control advertisers can have for in-housing to accommodate their available resources and technical expertise.

in-house spectrum of control

These options range on a sliding scale from completely outsourced, which gives advertisers little transparency but also requires fewer brand resources, to fully in-housed, which offers full control but requires deep technical expertise or training and headcount resources.

Five Factors to Consider When Going In-House

Next, Pete introduces five points marketers must consider to assess where they belong on the Spectrum of Control:

in-house factors to consider

Depending on the combination of factors that apply to a specific advertiser, this framework is how marketers can determine the right combination of in-housing and outsourcing for their brand.

Where to Start

Pete then provides a tangible roadmap for marketers once they have evaluated where they fall on the Spectrum of Control.

“When done correctly, this can well and truly revolutionize our industry, address many of the huge issues we face every day, and ultimately will help the businesses that will win tomorrow figure out how to talk to their customers today.”

– Pete Kim, CEO, MightyHive

Watch Pete Kim’s full “Spectrum of Control” session for actionable steps to get started with in-housing.

Did you know 67% of marketers think they’ll have first-party data solved within 18 months? Request a copy of our upcoming report about how enterprise brands are activating their first-party data to see how you measure up.

Event: Programmatic Innovators Circle

On Monday, October 15, MightyHive participated in the inaugural Programmatic Innovators Circle dinner at The Grill in New York City to address the challenges and opportunities presented by in-housing. According to an IAB report, “Nearly two-thirds of brands purchasing ads through programmatic means have fully or partially moved the function in-house.” However, in addition to noting the many benefits of in-housing, the IAB report also pinpoints the challenges of doing so: “the programmatic in-housing transition typically requires at least a one-year commitment, complex coordination of partner contracts, staff training, and more.”

The Programmatic Innovators Circle is a supportive coalition of savvy marketers designed to address the unique challenges and opportunities of bringing programmatic in-house. Co-chaired and driven by senior marketing leaders, this invitation-only group met over dinner to seek advice, share best practices, and discuss strategies around in-housing. The group’s goal is to create a network to help marketers:

  • Learn strategies and tactics to empower their teams and unlock the full potential of in-housing
  • Stay on the cutting edge of the industry through regular knowledge-sharing and updates from subject matter experts
  • Discuss team structure and skills needed to successfully transition to in-housing
  • Benefit from resources shared by marketers at different stages of the in-housing process

“With the Programmatic Innovators Circle, we’re creating a network of marketers who are transforming their organizations, becoming more data-driven, and building transparency into their relationships across the advertising ecosystem. It’s about creating a safe space to have conversations about the opportunities and challenges of setting up a team, and a way for marketers to stay relevant by driving their own learning agenda.”

– Leah Kim, CMO, MightyHive

Senior marketers from verticals including insurance, CPG, durables, auto, F&B, and others gathered to share insights and learn from one another. In-housing has gained popularity in recent years as marketers are under pressure to take ownership of their data and digital strategy. With major brands such as Anheuser-Busch InBevGlaxoSmithKline, and Bayer going public with their plans to bring programmatic in-house, communities like the Programmatic Innovators Circle can provide a clear roadmap to in-housing success.

Watch MightyHive CEO Pete Kim’s “Spectrum of Control” presentation to learn five ways you can get started with in-housing. Also, be sure to sign-up to receive a copy of our upcoming report about how enterprise brands are activating their first-party data.

Event: Programmatic I/O NYC

Join MightyHive at AdExchanger’s Programmatic I/O New York, the largest industry conference focused on programmatic media and marketing where MightyHive CEO, Pete Kim will be speaking on the Programmatic Essentials Buy-Side track and MightyHive President of the Americas, Emily Del Greco, will be speaking on the Spotlight: TV track. Be sure to add their sessions to your calendar! 

 

Pete Kim, CEO, MightyHive

WHERE DO YOU FALL ON THE SPECTRUM OF CONTROL?

Taking programmatic in-house can be a daunting prospect, but a little planning will make you look like a hero. Before jumping in, there’s a steep learning curve and some decisions to make – enter the spectrum of control. You will learn actionable strategies and insights that will ease the pain of in-house programmatic implementation.

October 15, 2018 | 2:00 PM EST | New York Midtown Hilton | New York, NY

Add to Calendar:  Google Calendar  |  iCal

 

programmatic_io_emily_del_greco

Emily Del Greco, President of the Americas, MightyHive

THE ADVANCED TV ECOSYSTEM MAP

What we now call “advanced TV” follows few of the rules associated with today’s ad tech. In fact, advanced TV has an ecosystem all its own, with unique technology, principles and market leadership. This session offers a new approach to visualizing this landscape, from rabbit ear antennas to addressable TV, and will break down the key components of the ecosystem relative to their relationship with the end viewer in the hopes of unlocking greater insight for both buyers and sellers.

Panelists:
Emily Del Greco, President of the Americas, MightyHive
Marc Brodherson, Partner, McKinsey & Company

October 15, 2018 | 3:40 PM EST | New York Midtown Hilton | New York, NY

Add to Calendar:  Google Calendar  |  iCal

 

MightyHive will also have a live exchange table, so be sure to stop by and meet the team. If you would like to schedule a meeting with the team, please submit a form request.

 

Event: ANA Data & Measurement Conference

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Join the MightyHive team at the ANA Data & Measurement conference. Speakers from General Motors, Coca-Cola, Procter & Gamble, Peloton, Nationwide, and more will discuss the importance of maintaining a unified data and measurement strategy, cross-platform attribution, AI, and predictive analytics. Plus, MightyHive will be hosting a coffee break between sessions (with a special surprise!) that you won’t want to miss.

Interested in learning more about how you can take control of your digital future? Schedule a time to meet with the team at MightyHive onsite by emailing ana@mightyhive.com. We look forward to seeing you there!

WHERE
The Ritz-Carlton, Orlando Grande Lakes
4012 Central Florida Parkway
Orlando, FL 32837

WHEN
Wednesday, September 12 – Friday, September 14, 2018