John Wanamaker infamously stated: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” More than a century later, Wanamaker’s lament is finally beginning to be a quaint ghost of Advertising’s past. Marketing solutions like Programmatic Advertising enable brands to obtain real time data on the effect of their advertising and to automatically pivot in response. Keith Eadie, CMO of video advertising optimization platform TubeMogul, joins Moneyball for Marketing to discuss this and other remarkable B2B marketing technology developments changing the way brands influence buyers. Keith boils down complex AdTech concepts into easily understandable examples along the way. Highlights include:
Adtech Aptitude: Keith walks us through the decade long development of Ad Networks, Ad Exchanges and Demand Side Platforms, explaining the inherent challenges and marketing solutions behind their collective evolution.
Creative Computing: Using a real world example from B2B marketing technology early adopter Lenovo, Keith demonstrates how brands “working in a triangle with their ad agency and their marketing software provider….drive scale, reach, and efficiency,” without sacrificing creative.
Adaptive Automation: A key benefit of programmatic advertising, says Keith, is the power it gives brands to simultaneously test multiple campaigns, measure results against pre-determined objectives and adjust on the fly to achieve the largest effect at the lowest cost.
Digital Developments: Keith also discusses at length the most current developments in the B2B marketing technology world, including the preference for choosing marketing software providers who remain independent from the main media asset holders, the challenges and potential benefits of cross-screen and cross-media advertising integration and the application of aggregated consumer data in media buying and measurement.
Keith Eadie is the CMO at TubeMogul and oversees corporate, digital and product marketing. TubeMogul’s marketing efforts focus on education for brands and agencies that are adopting a cross-screen media buying platform for the first time.
TubeMogul is a software company focused on brand advertising. The TubeMogul Platform enables brands and agencies to plan, buy, measure and optimize their global video advertising spend. Clients include Allstate, Lenovo, Heineken, Mondelez and all the major media agencies.
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Glenn Gow is an expert in marketing performance, Coach, Board Advisor, Author, Speaker, Podcast Host and Founder & Advisor of Crimson Marketing. Follow me on Twitter, LinkedIn, Google+. To get a free copy of Crimson’s One-Page Marketing Metrics Funnel, visit here.