Category: Webinars and Talks

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.  

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.

Add to Calendar: Google, iCal

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

Attribution Solutions: Where to Start When Digital Metrics Fall Short

 

“It’s important for us to help our clients build the framework to identify how their KPIs tie back to their marketing and business objectives.”

– Cullen Urbano, Enterprise Consulting Lead, MightyHive

Attribution is an integral component of any successful marketing plan. But where should marketers start with attribution modeling, and what happens when digital metrics fall short? On January 17, practitioners from across the industry met at MightyHive NYC over pizza and drinks for a deep dive into the triumphs and challenges of digital analytics, and where advertisers often go wrong.

Rachel Adams, MightyHive’s Director of Accounts, moderated a panel entitled Attribution Solutions: How to be a Hero when Attribution Models Fall Short. On the dais for the evening were Ben Rudolph and Emma Tessier, both MightyHive Project Leads, as well as Cullen Urbano, an Enterprise Consulting Lead at MightyHive. Ben, Emma, and Cullen drew on their experience with clients and their in depth industry knowledge to provide a well-rounded perspective about the best strategies for attribution modeling.

attribution panel

Left to Right: Rachel Adams, Director of Accounts; Cullen Urbano, Enterprise Consulting Lead; Emma Tessier, Project Lead; Ben Rudolph, Project Lead

We Are Gathered Here Today…

Attribution is a hot topic. The MightyHive office was packed with people who voluntarily passed up a night of binge watching Netflix to talk about it. But what makes attribution so challenging for advertisers in the first place?

Tech Companies Aren’t Great at Sharing

Our panelists all cited tech limitations and walled gardens as major factors that make it tricky to figure out how marketers should optimize their media spend. As Ben pointed out, “In the ecosystem a lot of players want to demonstrate their specific value, so they put up walls and are unwilling to share data that will give marketers a more complete picture.” He continued, “There’s also no north star for advertisers to look to that isn’t last-touch, so it can feel risky or intimidating to look at different models.”

Also, Robots Aren’t Perfect

Another often-overlooked factor when dealing with high-tech, automated solutions is human oversight. Cullen stressed the importance of evaluating every model with a human gut-check. “If you do that, you can avoid instances where an MTA model might recommend a mass reach partner with sub-20% viewability and +30% frequency.”

Rachel echoed: “Even though all the decisions we make are highly data-driven, at the end of the day there’s an element of ‘does this feel right?’ Does something seem off? Are these impressions even viewable? Is there an instance of fraud? Are we utilizing all of the verification tools we have at our disposal, etcetera, that only a human can evaluate.”  

But Humans Aren’t Perfect Either

However, before even talking tech, all agreed that marketers need clearly defined KPIs and a full view of business objectives before they can tackle attribution modeling. Emma noted, “So many clients freeze when you ask, but they need to understand their KPIs and the platforms they’re running across. Someone who understands multi-touch attribution realizes the need to address the full funnel, whereas someone who’s not as intimately exposed might think it makes sense to allocate budget to last-touch because that’s what they see as driving conversions. They don’t understand how different touchpoints work together.”

Cullen and Emma both pointed out a common problem: clients who optimize towards the wrong goal. For example, if an advertiser makes most of its sales offline, they may be better served by optimizing for top funnel brand awareness than web traffic.

Attribution Challenges IRL

When asked about interesting attribution problems they’ve helped clients crack, Ben referenced a client with the “pragmatic goal of trying to be less wrong.” This comment elicited a chuckle from the audience, but he continued, “It’s a great way to think about attribution because there’s never really an end-state. This client wanted to move away from last-touch, so we shifted to a fractional model which was very successful for them.” Although the fractional model helped the client optimize budget, it’s still an iterative process as the ecosystem and consumer behavior are constantly in flux.

Cullen and Emma both pointed out a common problem: clients who optimize towards the wrong goal. For example, if an advertiser makes most of its sales offline, they may be better served by optimizing for top funnel brand awareness than web traffic.

Similarly, Emma recently worked with a client who was focused on brand awareness, but stated KPIs as ROI and sales. Emma guided the client towards an MTA model that incorporated offline and third-party vendor data to create a less biased full view across channels.

There’s Hope Yet

Though tech limitations and walled gardens can present roadblocks for marketers, tools like Amazon Attribution, Google Analytics 360, and tech stacks that move away from proxy metrics are a step in the right direction for advertisers trying to marry disparate data sources.

MightyHive is Up to the Task

The MightyHive team, well-versed in Salesforce and Amazon Advertising solutions and globally certified across the Google Marketing Platform and Google Cloud, is uniquely qualified to help marketers solve complex attribution challenges. In fact, when asked what’s most exciting about working at MightyHive, the panelists all indicated that they love tackling new and interesting problems.

“We’re in a new frontier where we get to come up with processes to help companies figure out problems no one else is helping them solve.”

– Emma Tessier, Project Lead, MightyHive

“One Size Fits All” Isn’t MightyHive’s Thing

One such problem, which Cullen and the MightyHive consulting team recently addressed, was working to onboard a client’s first-party data to make it available to different attribution systems. While the most straightforward answer was to use an onboarding partner, sometimes that can yield match rates below 30-40%, which makes it difficult for advertisers to glean useful insights.

“We did some interesting things where we combined several approaches,” Cullen described. “We started with an onboarding partner, and for unmatched records, we used third-party and DMP data to model out lookalike audiences. We also included second-party data partnerships, and rounded them out by amplifying first-party login info, married to offline data where possible.” Using this strategy, the team was able to produce much more indicative results, giving the advertiser a 70-80% match rate.  

We’re Hiring… Big Time

If learning about new ways to approach complex digital analytics challenges excites you, MightyHive is hiring around the globe! Check out our careers page to learn more.   

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.

Marketers Looking To Go In-House Must Evaluate Where They Fall on the Spectrum of Control

“Digital transformation doesn’t happen overnight – you have to make an in-housing plan based on your goals and go step by step.”

– Pete Kim, CEO, MightyHive

In-Housing: From Trend to Solution

The ANA recently conducted a survey of their members asking about their in-housing plans. The results were compiled into a report, which revealed that 78% of marketers have some kind of in-house agency. Just five years ago, only 58% of marketers had these insourced resources. Research suggests that these numbers may be low, as many brands are hesitant to reveal their strategy by disclosing their plans.

There has been a trend towards increasing in-house capabilities over the last five years as marketers look to take more ownership of their data and digital strategy. With brands like GlaxoSmithKline, Bayer, and Uber announcing that they are taking programmatic in-house, it’s a trend that’s quickly gaining widespread adoption. With greater transparency, control, and cost efficiencies on the table, in-housing is an appealing solution for enterprise marketers who are under pressure to deliver results while simultaneously reducing costs.

in-house adoption graph

Source: “The Continued Rise of the In-House Agency.” ANA, 2018.

Driving Value With In-Housing

While there are benefits to be gained from in-housing, there are also considerations that marketers should evaluate when thinking about moving forward with an in-housing strategy. Taking any of your media or marketing in-house is not a binary decision, there is a full spectrum comprised of different levels of control.

in-housing-benefits-ana

Source: “The Continued Rise of the In-House Agency.” ANA, 2018.

The Spectrum of Control

As MightyHive CEO, Pete Kim, presented on stage at AdExchanger’s Programmatic I/O in October, there is not a one size fits all approach for digital transformation. Individual organizations need to evaluate their capabilities to determine the right mix of in-housing and outsourcing that aligns with their goals and resources.

in-housing spectrum of control 4 options

 

There are multiple approaches to successfully and effectively execute any solution along the spectrum. However, each and every solution takes time to execute on — transformation doesn’t (and can’t) happen overnight.


Watch Pete Kim’s full “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.

For those considering in-housing, join MightyHive at the ANA’s inaugural In-House Agency Conference on March 1-15, 2019 in Orlando, Florida where we will be presenting.   

 

At MeasureCamp, MightyHive Helps Analytics Professionals Prepare for ITP 2.0

 

On 20 October 2018, MightyHive presented at MeasureCamp Sydney. We helped local Sydney analytics professionals understand the impact that Safari ITP 1.0 and 2.0 are having on the viability of 3rd party cookies in digital marketing and analytics.

For context, in the AUNZ region, Safari currently has about 30% browser market share across all devices (StatCounter). Safari ITP 2.0 will tend to have a weaker impact on desktop traffic and a stronger impact on mobile traffic, but overall it can’t be ignored.

Explore the information and solutions we presented:

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: Data Privacy & The Future of Advertising Expert Panel – Hosted By Metric Theory

MightyHive’s Myles Younger will be participating in Metric Theory’s expert panel “Data Privacy & the Future of Advertising.” Join Myles and a panel of data experts from LiveRamp, Tealium, Quantcast, IAS, and DataXu as they discuss GDPR, the aftermath of the Cambridge Analytica scandal, and how a renewed focus on data privacy could impact the advertising industry.

WHERE
Metric Theory HQ, San Francisco
311 California St, Floor 3
San Francisco, CA 94104 (map)

WHEN
Wednesday, August 22, 2018
5:00 PM – 8:00 PM PST

Register your attendance here.

Video: Caesars Entertainment on Partnering with MightyHive

“…this amazing success we’ve had in the digital media pillar for our company, we certainly wouldn’t be here without our partnership with MightyHive and Google.”

Taryn Proctor, Director of Advertising Strategy
Caesars Entertainment

At Google Marketing Live 2018, Taryn Proctor, Director of Advertising Strategy at Caesars Entertainment took the stage to highlight how Caesars has achieved success with partners MightyHive and Google.

Against the backdrop of a highly competitive leisure, gaming, and hospitality industry, Caesars has been able to achieve its strategic goals of better digital advertising performance (marketing as a growth engine), greater efficiency (doing more with less), and preparing for the future (building an agile architecture).

Marketing Independence

Specifically, Taryn called out in-house hands-on-keyboard capabilities as being a key driver of operational efficiencies for the Caesars team, making better use of the team’s time and resources. Caesars has also found success by taking closer ownership of audience segmentation and personalized ad creative with messaging and offers that are both relevant and helpful to customers.

Looking Toward the Future

Caesars is also investing in digital advertising infrastructure that brings site analytics (Analytics 360), media buying & targeting (Display & Video 360), dynamic creative, and advanced analysis tools like Google BigQuery together. This enables the Caesars team to take a deeper dive into their own data to identify distinct customer segments based on signals strongly tied to revenue, such as room price point and resort activities. The integrated ad stack enables the team to develop and test these customer segments in a seamless workflow.

MightyHive is proud to collaborate with a future-focused, data-driven brand like Caesars.

Webinar March 22: MightyHive and DoubleClick Explore Programmatic Guaranteed

WATCH THE RECORDING

VIEW PETE KIM’S SLIDES

On March 22 at 10am PST, MightyHive CEO Pete Kim and Google Programmatic Deals Manager Joel Aranson will explore how Programmatic Guaranteed can boost the efficiency and precision of your campaigns.

Consolidating direct and open auction ad buys through a single platform delivers several key advantages. When direct and open auction buys are managed separately, marketers lack the ability to precisely control reach and frequency, resulting in sub-optimal performance and wasted impressions.

In fact, consolidating management of direct and open auction buys was found by Nielsen to lead to an 11% increase in reach efficiency, meaning that for the same investment, brands reached 11% more unique consumers.

Sign up for ‘Consolidating ad buys—a winning strategy’ and get a step by step look at how to build a Programmatic Guaranteed strategy.

WHEN
22 Mar 2018 at 10:00 AM PST

WHERE
Online. Sign up here.

Pete Kim
CEO, MightyHive

Joel Aranson
Programmatic Deals Manager, Google

REGISTER