Category: Webinars and Talks

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.

At MeasureCamp, MightyHive Helps Analytics Professionals Prepare for ITP 2.0

Analytics Director, APAC

 

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: 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

MightyHive at General Assembly: How to Build a Data-driven Marketing Stack in the Real World

WATCH THE TALK

VIEW PRESENTATION SLIDES

On 21 Feb 2018 (that’s a Wednesday…you won’t have plans), MightyHivers Myles Younger and Ben Rudolph will be giving a talk at the General Assembly San Francisco campus titled “How to Build a Data-driven Marketing Stack in the Real World.”

If you find textbook best practices to be overly idealized and unhelpful (if not downright confusing), then come to the talk and get some specific ideas from a couple of hands-on-keyboard types.

Stop by, see the talk, ask questions, and say hi afterward.

WHERE
General Assembly, 225 Bush Street, 5th Floor (East Entrance), San Francisco, CA map

WHEN
21 Feb 2018 at 6:30 PM PST

REGISTER

Recorded Webinar: The Top 5 FAQ’s When Considering Programmatic

Our friends at PPC agency Hanapin Marketing invited MightyHive to collaborate on a webinar covering foundational programmatic concepts. MightyHive Director of Marketing Myles Younger and Hanapin Account Manager Bryan Gaynor covered basics such as “What does ‘programmatic’ mean?” and built up to the current state of the art in end-to-end, integrated ad stacks.