Category: Blog Posts

MightyHive Announces Agreement to Merge with S4 Capital

To our clients and partners:

On December 4, 2018, MightyHive announced its agreement to merge with S4 Capital, with an anticipated closing date as soon as practicable. The official announcement London Stock Exchange UK regulatory disclosure can be found here.

MightyHive is proud to join forces with S4 Capital. The merger will enable MightyHive to meet rapidly growing demand from clients and expand the opportunities that MightyHive can help our clients unlock. We are particularly excited about the impact this news will have on the global brands and agencies we serve and are pleased to communicate the facts below.

What is S4 Capital?

The mission of S4 Capital is to create a new era, new age digital solution embracing data, content, and technology in an always-on environment for global, multi-national, regional and local clients, and for millennial-driven digital brands. Earlier this year, S4 Capital merged with MediaMonks, a global creative production firm that has produced award-winning creative for clients like Audi, Google, Netflix, and Adidas. The MightyHive acquisition is the first entry S4 Capital has made into digital media.

Why are MightyHive and S4 Capital Merging?

MightyHive is aligned with S4 Capital’s mission to create a new era marketing services firm that focuses on digital content, digital media, and first-party data. As advertising, content, and commerce continue to converge and data plays a central role, our clients will be able to do more through an integrated offering created by the companies that are a part of S4 Capital. The integrated solution will also be amplified by the strength of our partnerships with Google, Amazon, and Facebook. These technology partnerships set the operational heartbeat of the MightyHive business. Additionally, the merger will allow us to scale our people development to ensure that MightyHive talent continues to lead the market.

What is the Structure of the Deal?

As a result of the merger, MightyHive will become a wholly owned subsidiary of S4 Capital. Pete Kim, MightyHive CEO and Co-Founder, and Christopher S. Martin, MightyHive COO and Co-Founder, will join the S4 Capital board of directors while also remaining in their roles running the day-to-day operations of MightyHive.

What are the Benefits of the Merger for Clients and Partners?

There is a fundamental shift in media today. Consumers can now access content anywhere, at any time, and with greater personalization than ever before. Rising consumer expectations for relevance, coupled with the complexity of the ad tech ecosystem, have left marketers underserved.

MightyHive recognized this change in 2012. But our crucial insight was that while the market produced a proliferation of technologies, the highly skilled talent required to master this new space was lacking.

S4 Capital brings together the pioneers of the new era. Both MightyHive and MediaMonks are regarded as leaders in their respective fields: MediaMonks is one of the most awarded creative production companies in the world; MightyHive is a recognized leader in programmatic digital media buying. With our complementary capabilities, MediaMonks and MightyHive will explore integrated solutions that enhance our ability to service clients in the new media landscape.

As MightyHive develops a combined digital content and media offering with S4 Capital, interested clients will have unique opportunities to help shape these solutions. Otherwise, MightyHive will conduct business as usual, focusing on delivering superior service and solutions.

A Closing Thought

We are excited about the opportunities ahead, but for now, you can expect business as usual. MightyHive is still on the same mission of digital marketing transformation we’ve been on since our founding. The company’s leadership will remain involved in the day-to-day operations of the company, and our services and approach are not changing.

As we mark this milestone in our shared history, please know the team at MightyHive is proud to join forces with S4 Capital and MediaMonks because of one reason — it allows us to serve you, our clients and partners, in a way that was impossible in the past and will drive the future. We extend a heartfelt thank you to our clients, partners, investors, and our advisors, Petsky Prunier Securities who served as exclusive financial advisor and Cooley LLP who served as legal advisor to MightyHive on the transaction.

Lastly, we want to thank our people for being with us on this journey. MightyHive would not be where it is today without you.

Kind Regards,

Pete Kim
Co-founder and CEO

 

Chris Martin
Co-founder and COO

 

Lexi Viripaeff
Co-founder and CTO

 

About S4 Capital plc (Founded 2018)

S4 Capital was created with the objective of building a digital, multi-national business in the advertising and marketing services sector. S4 Capital’s mission is to create a new era / new age digital solution embracing data, content, and technology in an always-on environment for global, multi-national, regional and local clients, and for millennial-driven digital brands.

About MightyHive (Founded 2012)

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.

MediaMonks (Founded 2001)

MediaMonks is an award-winning international digital creative content and production company. MediaMonks partners with clients across industries and markets to craft amazing work for leading businesses and brands with integrated production capabilities that span the entire creative spectrum, covering anything you could possibly want from a production partner, and probably more.

From creative campaigns and content to bespoke development and design, MediaMonks works above the line and below the fold at the intersection of creativity and technology. MediaMonks operates across teams, time zones and technologies with a team of 900+ Monks. Their work is recognized by advertising and craft awards around the world, with 110 Cannes Lions and 200+ FWAs to date.

Founded in 2001 and rooted in digital, MediaMonks has offices in San Francisco, Los Angeles, New York, Mexico City, Buenos Aires, São Paulo, London, Amsterdam, Stockholm, Dubai, Singapore, and Shanghai.

The Search is on: Search as a Tool for Brand Building

Sam is an Account Manager based in the MightyHive Sydney office. As well as managing a number of agency and brand clients across all of their online advertising, she is also a Search SME (Subject Matter Expert) for the APAC region.

 

Historically, search engine marketing has been considered a tactic for driving lower-funnel performance, but marketers often overlook search when it comes to brand marketing. Smart marketers know that a well-constructed search campaign can create and support brand building in addition to driving lower-funnel KPIs like clicks and conversions.

Here are some guidelines to help you create a powerful campaign that will work harder for your brand.

Brand vs. Search Generic Campaigns Explained

Search campaigns can typically be categorised as brand (containing brand-specific keywords), or generic (keywords not containing a brand name). While the purpose of a generic campaign is to raise awareness, a brand campaign nudges the user down the funnel towards a conversion.

TYPES OF SEARCH CAMPAIGNS
Brand campaigns
  • Contains brand-specific keywords (e.g., ‘Nike’)
  • Typically lower-funnel, since the search is usually specific to both a brand and a product (or product type)
Generic campaigns
  • Limited to generic, unbranded keywords (e.g., ‘basketball shoes’)
  • Typically upper-funnel, since the prospect is interested in a product or service but has not yet decided on a brand

Bidding on Your Brand Keywords

Users show a high level of organic intent when searching for specific brand names. Despite this, campaigns should not rely solely on organic results and exclude brand search terms. In fact, brand searches provide enhanced opportunities for advertisers, and the benefits can far outweigh the incremental Cost Per Click.

Let’s look at an example. Myles, our hypothetical shopper, is interested in getting his wife a new backpack, and he’s heard good things about Herschel. He goes to his search engine of choice, and types “Herschel backpack.”

A budget-savvy advertiser might argue that organic results from Myles’ search are adequate to encourage conversions, and consequently, no further budget should be allocated to bid on brand keywords. However, there are benefits to bidding on brand keywords:

  • Controlling search engine results page (SERP) real estate
  • Leveraging a high Quality Score for brand search terms
  • Brand consistency in multi-channel campaigns

Controlling Search Engine Results Page (SERP) Real Estate

Significant Search Engine Results Page (SERP) real estate is a benefit of combined organic and paid results. SERP placement is best achieved when advertisers bid on their own brand keywords. The investment ensures that prime real estate on the results page (the top positions) is dominated by the searched brand, with less opportunity for competitors to win impressions.

paid search results

Leveraging a High Quality Score for Brand Search Terms

Due to the positive impact of site content relevancy and ad copy on the Quality Score, brand keywords will always win bids over competitors, and will tend to be less expensive due to the high Quality Score.

Despite these benefits, there are some instances in which brand search terms do not require paid investment. For example, if Myles searches “Herschel backpack reviews,” indicating he is in the research phase, a brand keyword bid would be crucial to ensure he doesn’t click on a competitor’s ad. However, if Myles searches “where to buy Herschel backpacks,” his granular search term indicates he is lower in the funnel and well on his way to conversion. Organic results should suffice in this case.

Hot tip: Optimising a brand campaign in this way can be done by negatively targeting lower funnel brand keywords, or by lowering the max CPCs on these high-converting search terms.

Maintaining Brand Equity Through Paid Search

Search is one of the most creatively restrictive mediums for brand messaging. Search forces advertisers to support their brand without the aid of visual cues such as colour palette, logos, or imagery. Without visual identity, the only levers left to pull are the brand name, and the verbal tone & messaging (which is further limited by a strict character count).

When crafting your search campaign, it is imperative to adapt brand messaging to work in a search engine environment. Creating a compelling search ad requires far more thought than cutting existing taglines to fit character limits. Maintaining consistency between keywords and ad copy is crucial. The tone of the ad copy should mirror the tone of the brand and resonate with the correct purchase funnel stage.

Brand Consistency in Multi-Channel Campaigns

Consistency across an integrated brand experience from above-the-line mediums to SEM is important for brand recognition in a competitive environment. If an advertiser is running a holiday promotion, for example, it’s a best practice to mirror that message in search results. This could require sending the user to a promotional landing page instead of the site homepage.

In our backpack example, let’s assume Herschel is running a 20% off holiday promotion, which Myles learns about offline. In this case, if Myles searches for “Herschel backpack promotion,” organic results could lead him to the Herschel homepage, not the holiday deal landing page.

Using paid search, Herschel can push Myles from the middle to lower funnel using consistent promotional messaging and granular sitelinks. Paid search ads that mirror landing page and offline promo messaging give the advertiser more control to show the promotion.

organic vs paid search

Now We’re Talking!

Investing in paid search for brand campaigns can be extremely powerful. Using a strategy that optimises towards your brand KPIs and funnel stage-specific messaging, branded keyword bids can raise brand awareness and push customers from research to conversion. Now it’s time to consider: what can search do for your brand?

MarTech Advisor: The Death of Proxy Metrics – Optimizing Towards Real Business Objectives

Historic proxy metrics like CPC, CTR, and CPA are dying. MightyHive’s Chris Brook argues that proxy metrics are distracting marketers from measuring the true impact of their campaigns. Instead, he argues that marketers should be focused on measuring the success of their campaigns against business outcomes. By measuring against actual outcomes, marketers gain a clearer picture of their audience and the return on their programs.

As digital advertising continues to evolve, it’s evident that the industry needs to set a new bar for media and consumer measurement, and begin to sunset legacy metrics in favor of real business objectives. While breaking decades-old habits is never easy, it is critical that we change our way of thinking, or get left behind.

For marketers looking to measure the true value of their campaigns, Chris outlines three steps that marketers can take to advance their measurement standards.

Read the full article on MarTech Advisor.

Contact us to learn how MightyHive can help you take control of your data and measurement strategy.

MightyGuide: Stockholm With Marcus Sundvall, Sales Director, Nordics

Marcus leads sales for MightyHive’s Nordic office. He brings extensive experience in digital marketing and aims to help Nordic brands and agencies take control of their programmatic marketing.

 

MightyHive recently announced our expansion into the Nordic market, with the opening of MightyHive Sweden—headquartered in Stockholm.

Our Nordic sales team is lead by the experienced digital leader, Marcus Sundvall. Marcus will work alongside our Nordics Account Manager, Andreas Gimmerborn. We are very excited to welcome both Marcus and Andreas to the MightyHive team.

We wanted to get to know Marcus and Stockholm a little better, so we asked him a few questions about his favorite places in Stockholm and what makes it such a special place to live and work.

Check out the interactive map at the end of this post for more information on each of Marcus’ recommendations.

Q: What brought you to MightyHive?

There are a few things that brought me the MightyHive. I received a recommendation from a MightyHive partner to check you out. I also had heard some buzz about MightyHive and wanted to learn more.

“When I met the team, I was truly impressed by the deep expertise of everyone in the company. It also helped that everyone at MightyHive is so friendly!”

I believe there is a gap in the Nordic programmatic market that MightyHive is well positioned to fill. With the number of multinational corporations headquartered in Stockholm, it’s a huge advantage to work with a partner like MightyHive that has standardized services and offerings globally.

Q: What’s your favorite part of working in Stockholm?

I really love the environment in the city — It’s just the right size, neither too small nor too big. Unlike most cities, Stockholm has a lot of parks and water so it’s a very green city.

There is a unique mix of multinational corporations and start-ups, so it’s a very exciting city to work in. It also challenges everyone in Stockholm to constantly be striving to improve themselves – I guess you could say we’re a city of overachievers!

Q: What are your favorite restaurants in Stockholm?

stockholm restaurants - photos of food

I love all the different varieties of Asian food. Stockholm has a lot of really great Asian restaurants, but my favorite is Berns Asiatiska. It’s right in the center of town and they offer a wide variety of different regional dishes. You tell your waiter your preferences and suddenly all these different fantastic dishes appear. You never know what you’re going to get, but everything is great and you’ll enjoy every bite.

There is also an amazing Sichuan restaurant called Surfers that serves delicious, spicy food alongside inventive drinks like apple pie—which actually tastes like apple pie! The wait staff are very knowledgeable and will sit down with you to walk through the menu and make recommendations.

For a nice night out, I also enjoy Strandvägen 1. It’s located next to Dramaten, the most famous theater in Sweden and in a very posh part of town. The menu is bistro style with a selection of great food and drinks. They also have a rotation of artists who perform on their small stage at night, which makes a nice experience. Plus, it’s a great place for people-watching—you just might catch a few Swedish celebrities while you are there.

Q: Favorite cultural activities?

I have two small(ish) children which doesn’t always allow for too much time enjoying Stockholm’s cultural scene. The one I miss the most is being able to go to the movie theatre and enjoying that full experience—candy, popcorn, and all.

That being said, there are certainly a lot of great cultural activities for small children and we all enjoy being able to take advantage of the green space in Stockholm when the weather is nice.

Q: What are some of your favorite off the beaten path activities?

best of stockholm archipelago

I don’t know if this counts as “off the beaten path” but I really love to ride the old steamboats to the archipelago, getting off on an island and finding a small restaurant with a view, having some food and watching the kids play around—that is true quality of life!

Q: Where are the best places for a great cup of coffee (or tea)?

When I lived in town, there was a cafe just outside my house that was run by three New Zealanders. They’ve split up across different shops, but no matter where they are there will be good coffee. You’ll be able to find great coffee at Snickarbacken 7, GULD, and Kafé Orion.

In general, the coffee scene has simply exploded over the last 5-10 years so you will find good coffee pretty much everywhere now.

Q: Finally, what’s your favorite neighborhood in Stockholm?

I love Vasastan, I lived there with the family for about 12 years before moving out to the suburbs. Vasastan is known for its large park called Vasaparken, where there is a huge football field that turns into an ice skating rink in winter and has a big play area for kids.

Vasastan also has a LOT of restaurants, all of the previously mentioned cafés are there, theaters, etc. You will also find many boutiques, shops – pretty much anything you could need is there so it’s very convenient.

We are excited to bring MightyHive’s solutions to Sweden, Denmark, Norway, and Finland to offer full regional support, helping Nordic marketers take control of their programmatic futures and providing unified Google Marketing Platform Solutions across regions. MightyHive is currently looking for skilled account managers to join this enterprising team. Please visit our careers page to apply.

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.

Press Release: MightyHive Opens New European Office in Stockholm

SAN FRANCISCO and STOCKHOLMNov. 20, 2018 /PRNewswire/ — Digital transformation partner MightyHive today announced the opening of a new office in Stockholm, its second European office within a year of opening its first European office in London — with more to follow. The Stockholm location will allow the company to extend the sales and service of its integrated programmatic buying and analytics approach into the region. MightyHive is a global, full-stack Google Marketing Platform Sales partner in Sweden that offers standardized service across all countries.

MightyHive customers in the Nordics include Peugeot Sverige, Pandora, and Renault. An increase in the number of local Google Marketing Platform partners offers the numerous multinational brands headquartered in the Nordic region with greater opportunities in programmatic.

MightyHive’s solution addresses the growing trend of advertisers taking ownership of their platform relationships for greater data transparency. With the evolution of digital advertising, brands now have the tools needed for advanced measurement so they can better focus on real business outcomes. A Google Marketing Platform partner with full-stack certification is critical to this end.

“As a long-time Google partner, MightyHive can provide what no other GMP partner in the region can with its full-stack offering. We are excited to deepen our partnerships in Europe and provide focused attention and support to companies in SwedenDenmarkNorway, and Finland,” said Marcus Sundvall, Nordics Sales Director, MightyHive. “Our aim is to upskill agencies and marketers and provide them with even more choice as they take control of programmatic.”

For more information or to get in contact with a MightyHive representative in other regions, contact questions@mightyhive.com.

About MightyHive

MightyHive is the digital transformation partner that combines the capabilities of a consultancy and the media knowledge of an agency with deep expertise in cloud and leading ad tech platforms. Serving enterprise customers and agencies alike, MightyHive services include in-housing consulting, full-service campaign management, and platform implementation, all under one roof and with complete transparency. The company is headquartered in San Francisco with offices in New YorkLondonSingaporeStockholmSydney, and Toronto.

Contact:
Andrea Boren 
Gull Rock Communications 
andrea@gullrock.com 
650-644-1700

Read the press release on PR Newswire.

What’s in a Name? The Importance of Campaign Naming Conventions

Kirsten Hoff is a Senior Account Manager on the Marketing Transformations team. She has been helping large clients bring their media buying in-house while streamlining their processes along the way. She loves long walks on the beach with her husband and dog and a good glass(es) of red wine.

 

A digital marketer’s world is filled with fire drills, deadlines, and distractions. Between budgets, launch dates, and optimizations, campaign naming conventions might be pretty low on your list of priorities. But investing time up front to build a consistent campaign naming convention will pay off over the long run and allow you to:

  • Understand campaign goals and details at a glance using just the campaign name
  • Resolve insights across campaigns, channels, creative formats, and funnel stages
  • Easily pull together reporting data that spans multiple ad servers and DSPs
  • Immediately bring insights and optimizations back to related campaigns, line items, placements, and creatives

Developing a formal campaign naming convention is similar to laying a foundation for a tower. Without a solid foundation, you’ll end up with a short tower that doesn’t let you see very far. With a strong foundation, you’ll be able to build a taller tower, and then keep on adding to it, allowing you see more and see farther than your peers who didn’t plan as well.

This post will walk you through the process of developing a campaign naming convention and taxonomy that can be applied to campaigns in your ad server(s), DSP(s), and reporting & attribution platforms.

Developing a formal campaign naming convention is similar to laying a foundation for a tower. Without a solid foundation, you’ll end up with a short tower that doesn’t let you see very far.

Understand your Key Reporting Metrics

Key reporting metrics are perhaps the most important consideration before, during, and at the conclusion of your media campaigns. What needs to be reported on across teams, products, and services? How will campaign results need to be broken down? What are the metrics that will help gauge effectiveness and optimize for the future?

There are a number of important potential reporting variables to think about:

  • Products
  • Categories/Sub Categories
  • Brands
  • Targeting/Audience
  • Funnel Stage
  • Geography (e.g., ZIP, DMA, state)
  • Objective
  • Publisher
  • Quarter/Month/Year

Think about the variables you (and your clients) will want to report on before you start crafting your naming convention; you’ll want to account for all major variables so that you can report on them in a consistent manner once your campaigns start running, regardless of the reporting platform.

What is the Campaign Goal? How Will Customers Convert?

Take the time to research and ask questions to help you gain a deep understanding of your (or your advertiser’s) marketing funnel. More importantly, make sure you are very clear on the goals for each campaign. This will inform your campaign structure and naming conventions, which will help you build clean, actionable reporting.

Visualize the funnel. How are you trying to guide consumers through the purchase funnel? When in doubt, draw it out!

Format and Consistency

The care you put into developing campaign naming conventions and taxonomies won’t be of much use unless your naming convention format is used with 100% consistency.

1. Pick a Standard Delimiter

Pick a standard delimiter (e.g., underscore, dash, or pipe) to mark where one variable ends and the next begins. This is a must. Do not just use a blank space. A standard delimiter will make reporting and data filterable, regex-friendly, and therefore machine-readable.

Here are some examples of what delimiters look like in practice:

  • Underscore-delimited: these_are_my_variables
  • Dash-delimited: these-are-my-variables
  • Pipe-delimited: these|are|my|variables

Lastly, make sure to note blank spaces with a character different from your delimiter (but don’t ever use actual blank spaces!). For example, a pipe-delimited campaign name for a pet supplies advertiser might use underscores to represent blank spaces like this: cats|cat_food|awareness|paid_social|q4_2018.

BEST PRACTICE: USE ALL LOWER CASE
Because many analytics platforms and databases are case-sensitive, your campaign names should be all lower case. This avoids the inconsistencies that tend to emerge when using terms like “site-retargeting,” which might also get typed as “Site-retargeting” or “Site-Retargeting.” Any inconsistency in capitalization might cause some platforms to interpret multiple different values when in fact there is only supposed to be one value.

However, note that going 100% lower case means that your campaign names can’t use any terms or acronyms that rely on capital letters for their meaning.

2. Use a Data Dictionary

Use values consistently. Put together a ‘data dictionary’ before you start building out naming structures. This will ensure everyone is naming variables in a consistent way (e.g., pick ‘PaidSocial’ or ‘Paid-Social’; everyone should use the same convention). Abbreviations or acronyms should also be agreed upon by all participating parties.

DATA DICTIONARY STANDARD VALUE INCORRECT, NON-STANDARD VALUES
300×250 300 x 250, medium-rectangle
north-america north america, na, NorthAm
run-of-site ros, RunOfSite, run of site
q4_2018 q4, 2018q4, 4Q_2018

3. Arrange your Variables Hierarchically

Arrange variables hierarchically, from broadest to most narrow variables or dimensions. This will be unique to each advertiser. For example, if you find that the brand is the most all-encompassing variable, and product, date, or promotion are more specific, the broad variable should come first. The human brain breaks down problems from big to small, left to right. This structure allows anyone to easily understand your campaign goal just by looking at the name.

Here’s a simplified example of what it looks like to have variables descend from broadest on the left to narrowest on the right:

Once you’ve settled on a hierarchy, it needs to stay locked in. Variables should always be in same order within campaign or placement names. Changes in the order of variables will break reporting.

When you put everything together, here’s a more realistic example of how a campaign naming convention for a pet food advertiser might look like:

Clean Data In, Clean Data Out

Once you have a plan in place, you’re ready to start naming your campaigns! By being consistent with your setup, you can easily interpret campaign goals at a glance, and anyone should be able to make ad-hoc analyses simply by filtering for variables like creative size, funnel stage, campaign objective, etc.

This approach easily solves issues caused by reporting across multiple DSPs and platforms. The example below shows a complex setup, and in this instance all teams associated with this account can report across all DSPs and platforms seamlessly, delivering comprehensive and actionable reporting and attribution.

Apples to Apples FTW!

Intelligent, strictly-applied naming conventions will let you report on, generate insights for, and optimize your campaigns quickly and easily, even across multiple DSPs and reporting platforms. Consistency lets you instantly filter and pivot across variables.

With clean, apples to apples data, you can quickly identify both weak and strong points within your campaigns (e.g., pause a certain creative size because it’s performing poorly across multiple campaigns and placements, or put more budget towards a certain geo because it is generating a lot of conversions), leading to faster optimization and stronger performance.

Press Release: MightyHive Receives Google Analytics 360 Certification for Australia-New Zealand

SAN FRANCISCO and SYDNEY — November 20, 2018 — Digital transformation partner MightyHive today announced that it has been awarded Google Analytics Sales certification for Australia and New Zealand. In addition, Jakub Otrzasek joins as Director of Analytics, APAC, based in Sydney, Australia. Mr. Otrzasek will be responsible for building out MightyHive’s Analytics Program in APAC, training clients and offering top-tier analytics consulting.

Mr. Otrzasek’s career began in his native Poland more than a decade ago where he worked as a tech team lead and software engineer in the insurance industry. His work focused on data enrichment, data cleansing, customer analysis, fraud detection, and segmentation. He moved into the digital space when he joined Cognifide, a WPP marketing technology consultancy, helping brands like Shell, Ford, Penguin, and Random House leveraging Adobe Analytics. In early 2016 Mr. Otrzasek moved to Australia for a role as Lead Web Analyst for Datalicious, where he led their Google Web Analytics team distributed across Australia, New Zealand, and Asia.

“We are thrilled to have Jakub take the lead in analytics for MightyHive APAC just as we completed certification for Google Analytics 360 — a recognition we earned as a result of our long-standing partnership with Google activating its advertising solutions to enterprise clients,” said Kenny Griffiths, Managing Director, APAC. “Jakub will have a pivotal role in helping analytics enterprise clients understand and harness the power of the full-stack solution.”

Certification in Google Analytics 360 makes it possible for MightyHive to help customers discover new insights from their data and deliver better results using the power of the Google Marketing Platform. With this, MightyHive is the analytics partner with global, full-stack certification that has the capacity and expertise in Australia and New Zealand to provide both strategy and implementation. A key capability for marketers in the long term, analytics will drive real business outcomes for brands.

“At MightyHive, we are armed with experts with deep technical knowledge and we pride ourselves on being able to solve challenges that others cannot,” said Jakub Otrzasek. “Our goal now is to grow this team of analysts aggressively to service the APAC region with the same level of exceptional service.”

For more information or to get in contact with a MightyHive representative in other regions, contact questions@mightyhive.com.

About MightyHive
MightyHive is the digital transformation partner that combines the capabilities of a consultancy and the media knowledge of an agency with deep expertise in cloud and leading ad tech platforms. Serving enterprise customers and agencies alike, MightyHive services include in-housing consulting, full-service campaign management, and platform implementation, all under one roof and with complete transparency. The company is headquartered in San Francisco with offices in New York, London, Singapore, Stockholm, Sydney, and Toronto.

Read the full press release on Medianet.

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)

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

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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.