These days, everyone is talking about programmatic TV. Fact is, not all programmatic TV is created equal. i.Predictus was designed with one purpose in mind. To:
planned, bought and evaluated.
Using predictive analytics, i.Predictus evaluates every media buy and recommends performance-based changes in near real-time. In fact, only i.Predictus guarantees media placements so responsive, users see up to a 40% lift in ROI over their previous plans.
Most media placements • Greatest response attribution • Highest rates of return
• Easiest data visualization
Probable media efficiency improvement without i.Predictus
Probable week over week improvement with i.Predictus
May, 20, 2015
i.Predictus launched its Business Intelligence Module built on Microsoft Power BI to its demand-side platform that will become part of its basic platform offering. Developed over the last nine months, the Business Intelligence Module sets a new industry standard for reporting measurement metrics for linear TV within a demand side platform.
“When large agencies started to use i.Predictus every day as part of their normal workflows we saw an urgent need for fast and accurate business intelligence,” said i.Predictus CEO Monica C. Smith. “Not only did we have to generate reports against specific ROI goals for each brand, but we had to absorb a host of other reports essential to the media buyer’s day-to-day workflow. When Microsoft Power BI proved it could handle the ad hoc reporting requirement at a reasonable cost, we decided to make it work with our platform.”
Horizon Media, the largest privately held agency in the world, was the inaugural client for the i.Predictus Business Intelligence Module. Horizon was able to scale its business intelligence quickly. The result was a tool that supported media buyers, managers and C-level leadership with customized views of the data. By consolidating all reporting under one tool, Horizon saved an estimated 27 hours of analyst time per week. Performance like this is what led to Horizon’s announcement last week of a long-term agreement with i.Predictus.
Adding compatibility to mainstream business tools like Microsoft BI supports i.Predictus’ goal of providing flexible, customizable business intelligence to both agencies and brands in addition to its core programmatic capability. Business intelligence provided by i.Predictus gives media buyers performance down to the individual airing level, recommends action and provides an integrated trading solution that agency media buyers can use every day to buy and sell media more effectively.
May, 19, 2015
Horizon Media, the largest and fastest growing privately held media services agency in the world, announced today that after a successful pilot program, it has signed a long-term agreement with i.Predictus, the only comprehensive ad tech solution designed to address the needs of the direct response community. The three-year partnership allows the agency to more closely integrate i.Predictus technology into its proprietary suite of tools to enhance buying insights for its full suite direct-marketing clients.
“i.Predictus technology provides us with an incredibly flexible data fusion and visualization solution that seamlessly weaves into our existing proprietary products,” said Gene Turner, EVP, Managing Partner at Horizon Media. “The product’s ability to consolidate and visualize data allows our team more time to interpret and react to data in real-time, allowing for a more robust conversation on how to drive business results for our clients overnight.”
The multi-year deal allows the agency to continue to consolidate, organize and provide real-time visibility to data for clients from many different sources, allowing for a more sophisticated conversation about media performance throughout all levels of the organization. Additionally, the i.Predictus platform will enable Horizon’s rapidly growing analytics team to model cross-channel interactions for clients.
“Data is more important than ever before,” says i.Predictus founder and CEO Monica C. Smith. “Our partnership allows Horizon Media to provide greater value, transparency, and more efficient performance for its clients in real time.”
The integration of i.Predictus technology into Horizon’s suite of proprietary tools gives the agency’s media buyers an unprecedented look into lead-in and lead-out performance details, proximity filters by creative format, retail attribution, and many other near-real-time features designed to accelerate visibility, speed and scale.
The technology provides information about past buys in a predictive, fast, and digestible format that will allow Horizon’s direct marketing strategists to assess and plan evolution, enhancing the precision of optimization. With it, the agency can react faster to the marketplace, improve workflow efficiencies in reporting and analytics, and sales attribution in all channels, including retail.
May, 14, 2015
Q: This week we learned Verizon made on offer to buy out AOL for $4.4 billion. What does that mean in the industry?
Smith: Well we all know that AOL has been up and down over the last fifteen years. For me, the Verizon deal validates some acquisitions that AOL made last year. They bought out three programmatic players: Precision Demand, Convertro and Adap.TV. At the time we thought there was a lot of blue sky in those deals. But since the price of AOL stock rose 18% after the announcement, it seems like some of that blue sky turned into value to the stockholders. It shows that the programmatic industry is alive and well.
Q: Is there going to be more consolidation in the industry?
Smith: Probably. When you look at the companies that have traction in the industry, there are a bunch of more mature digital companies that look ripe for takeover. There are also a handful of digital video companies that might be attractive to some larger media companies. The programmatic TV start-ups, including i.Predictus, are the new kids at school. Everyone is trying to figure out how cool they are. I think consolidation will start when someone bigger than Verizon decides to be a player. It might be the social network sites.
Q: AOL includes content properties like TechCrunch and The Huffington Post. Does it make sense for Verizon to get into the publishing business?
Smith: From a growth perspective, I think it makes sense. Wireless services have become a commoditized business. So the only way to get sustained growth when all the people have smart phones is to look at the content publishing as being the next frontier. Media is part of content, so I think Verizon is betting that media is the long-term growth opportunity.
Q: How does a merger like this affect i.Predictus
Smith: I think it validates the valuations we are seeing out there. i.Predictus is only a few years old, but we have healthier valuations than many other industries. And as I like to point out, data has a certain inherent valuation of its own. If you look at the value of household data that includes purchase data down to the SKU level, it can blow your mind. Some analysts place a value between $5 and $10 per household just on the data. Those valuations exceed investment-based valuations by at least double.
Q: What does AOL do right?
Smith: AOL was left for dead only a few years ago. They have more than 2 million people still on 56k dialup services. That is where they make all their money. In fact, advertising platforms lose money for them. So if anything AOL has been successful dominating the niche of folks who can’t get broadband, can’t afford broadband or forgot to unsubscribe. But let’s focus on AOL’s platform capability for a minute. AOL’s CEO published a piece I just read where he recognized that the key to media platforms is an ability to connect with other platforms – the network effect, I think he called it. I agree with that idea. Open connectivity is the better way to go for us because no one can create one platform that does it all.
Q: What is your idea of the next big move in programmatic TV?
Smith: Like other industries product is everything. You have to be able to take a vision and create something that everybody wants to use. I think that programmatic TV has a bright future. We are concentrating on measurement and trading. Others are focusing on managing the supply side. We are probably a few years away from formal exchanges but if the demand side can figure out a way to connect with the supply side, both sides will benefit. Even if they interact through an API connection, that will be progress. In the end, I believe that whoever can deliver the best improvements in ROI in the shortest amount of time, will win. Our focus has been on delivering a tool that can be used to improve ROI within an ongoing campaign. And so far that has been a great place to start.
May, 8, 2015
John Wanamaker, an early 20th century merchant and early adopter of marketing strategy, is credited with advertising’s most famously ambivalent phrase when he said, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
This was true of marketers for a remarkably long period of time but Mr. Wanamaker would likely be satisfied in knowing that attribution has become a keyword in advertising today and brands can now account for reach and effectiveness with remarkable precision.
This is particularly true in the emergent realm of programmatic TV, where – through the power of data – brands can retrieve results in real time and pivot accordingly. Winners move on and losers go home with an effective programmatic buying strategy. MediaPost says the sky’s the limit in 2015:
Clearly, marketers and agencies stand to reap huge benefits from programmatic. In addition to showing up in the channels where Millennials and others spend most of their time, programmatic lets marketers eliminate waste by focusing their ads on qualified audiences, measure consumer reaction to their messages, and tweak their creative based on those reactions.
Net effect, brands can gain greater autonomy over their media spend, better transparency in their reporting and dramatically improved ROI through in-campaign adjustments. It’s simply a better way to buy.
The iPredictus platform is a good place to start or transition. With nearly $1 billion in real world ad spend (more than all other combined), iPredictus is dedicated to ensuring that media is 100% accountable. Take that, Wanamaker!
Apr, 30, 2015
It wasn’t so long ago that Information Technology, or IT, was synonymous with the Help Desk, the number you called when the paper jammed or the server blinkered. Helpful, to be sure, but a spoke in the wheel nonetheless. Now, IT is the wheel, spinning into ever-new territory and taking the lead in virtually all communication channels.
Now, on the cusp of Internet Week in New York, Adweek asks, “Is marketing the new I.T.?” pointing to evidence that by 2017, CMO’s will spend more on IT than CEO’s in an effort to keep pace with the customer experience, or CX if you will. You know the customer experience: drones making deliveries, tablets taking restaurant orders and the entire digital transformation of the culture. “It’s becoming all the more evident that the pace of change in technology and marketing is accelerating at an incredible rate,” writes Matt Janaway, the digital marketer and entrepreneur. “The integration of technology with marketing and strategy will be a key issue in 2015.”
A new study conducted by The Economist Intelligence Unit echoes this sentiment, revealing that more than 80% of marketers believe that their organizations will need to undergo dramatic changes in order to keep up with increased technical and consumer demands.
So what’s a CMO – the undisputed champion of the customer experience – to do? DM News says get busy.
Half of senior marketers list investing in technology (52%) and integration of technology (51%) as their greatest barriers to successful CX management. Therefore, marketers need to ensure that all of their CX technologies are in synch—before they let the customers they love get away…Customer experience is the heart of a brand. Failure to integrate CX management technologies may cause it to skip a beat.
Did they just say change or die? Maybe, but the prognosis needn’t be so grim. In fact, it’s practically happy hour for creative problem solvers and data strategists. One piece of advice from econsultancy.com: Get to know your IT.
In our recent research, only 29% of marketers told us that they have access to any kind of data in real-time, which is essential for effective customer experience management. This move to data-focused strategies is changing the relationship that marketing professionals have with IT and, with IT professionals traditionally the owners of data, a much closer relationship between the two looks to be essential.
Left brain, meet right. Some marketers are better positioned to roll with the changes. They were the early adopters of technology and data that helped deepen relationships between consumers and brands. For others, it’s never too late to be what you might have been.
But it’s getting there.
Apr, 29, 2015
How we consume media is changing. But one thing is for sure in our exceedingly digital, increasingly saturated media world—data matters. Brands need to be able to analyze their consumer data effectively and build marketing plans based on real world results. We learn from data. It shows us the successful plays and the errors of our ways. If you’re looking at TV, there’s no better place for the intersection of media and data than DRTV. Here are five important lessons we’ve learned from working with DRTV data.
One of the problems historically of the network buy is the inability to measure its effectiveness beyond the anecdotal. DRTV is uber-accountable and the metrics are as close to immediate as the technology allows. “No other television advertising medium allows a marketer to track the sales process from the initial point of contact right on through to the actual sale to the upsell to the continuity program,” says Target Marketing Magazine.
Because of DRTV’s swift results, media buys and sells can be tweaked on the fly to maximize return on investment. With the advent of programmatic TV, this process will be faster and automated, putting direct responders at the vanguard of the new business model.
Direct Response TV is a driver – to web, to mobile, to retail and sometimes back to the drawing board. According to DM News, up to 70% of consumers watching short or long-form DRTV head for the Web to learn more, ever enhancing the brand experience.
The future of television advertising is trending well beyond the 30-second spot to include all formats (60, 120 and beyond). Consumers have embraced richer storytelling and online video to engage with brands on a more experiential level. “Nobody cares what you have to say,” Adweek wrote last week. “We are here to grab people’s attention and get them to take action.”
Great DRTV campaigns are built on testing and buying more of what works and avoiding more of what doesn’t work. In fact, testing is the “T” in the iPredictus B.E.S.T. algorithm, the last step in a virtuous circle of delivering winning R.O.I for clients. Testing, however, takes courage. But outside of your comfort zone is where the magic happens.
So yes, change is coming and it will be measured. We’ve been analyzing data since before it was the thing to do. So as the market, and your consumer, change, do you want to be playing catch up or paving the way?
Apr, 24, 2015
i.Predictus, an industry-leading programmatic television platform focused on data transformation, automation and visualization, has named John Bontempi Vice President of Sales. John is charged with leading the company to its 2015 sales goals and solidifying i.Predictus’ position as the clear go-to advertising analytics and optimization platform.
Prior to joining i.Predictus, John held a number of high-level positions at top New York media groups including Katz Television Sales and HRP, Inc. During his career, John achieved record-setting share performance for several Hearst stations, and held direct responsibility for top markets. He led national sales efforts for big names like Scripps, Lin and Bonneville.
“The time is now for i.Predictus,” said Monica C. Smith, Founder. “We needed someone with a track record of proven successes to help us reach our aggressive goals. John brings extensive industry knowledge and a strong background in transformative sales. If you want to improve campaign response and conversion, increase acquisition or just understand which channels are contributing revenue to the bottom line, then you need to be talking to i.Predictus. You need to be talking to John.”
John’s creative and innovative approach to sales will be an asset to the team.
Apr, 23, 2015
Privacy has become perhaps the hot-button issue of our time. How much information do we knowingly volunteer? Is the government infiltrating our everyday lives in the interest of national security? Are our kids protected from stranger danger? Is that a drone in my Cocoa Puffs?
For marketers, it is a brave new world and it presents a conundrum: How to deliver meaningful and personalized content while preserving appropriate individual privacy.
As Foundation Capital’s Ashu Garg points out, all consumers will eventually expect and demand that their experiences with brands be uniquely tailored to the context that they’re in. What was once science fiction – Tom Cruise walking around being served targeted ads in “Minority Report” – is not so far-fetched nowadays.
“When retargeting took off, it was kind of eerie but now we take it for granted,” Garg says. “But as that personalization starts to transcend every experience we have with a brand, it’s going to mean that consumers and brands are going to have to find a new balance between what’s okay and not okay. There are huge challenges in our data and privacy that have to be solved for mass personalization to take off.”
We see that playing out most publicly, probably, with Facebook, where every change to privacy settings invokes another round of public debate that plays out, well, on Facebook. Most recently, The Guardian reported that Facebook tracks even users who opt out of Facebook, a violation of EU law.
The future of privacy is spectacularly speculative. Yet that hasn’t stopped the Pew Research Center’s Internet & American Life Project from tackling it head on with their recently released report “The Future of Privacy,” in which they asked 2,511 respondents one not-so-simple question:
Will policy makers and technology innovators create a secure, popularly accepted, and trusted privacy-rights infrastructure by 2025 that allows for business innovation and monetization while also offering individuals choices for protecting their personal information in easy-to-use formats?
In short, 55 percent of respondents said no and 45 percent answered yes but, as usual, the more interesting takeaways were more nuanced.
For marketers that leverage data insights, it can be tempting to think that there is no limit to the useful data that can be curated in mapping the consumer journey. After all, the more you know. But sometimes it’s helpful to heed the words of Einstein, who said, “Not everything that can be counted counts and not everything that counts can be counted.”
Apr, 22, 2015
Einstein supposedly said that the definition of insanity is doing the same thing over and over again and expecting different results. Most media buyers would agree. The repetitive aspect of planning, buying and measuring television advertising is in need of a ground-breaking discovery along the magnitude of E=MC2.
Enter programmatic. But as with any innovation, there are optimists and pessimists. Programmatic optimists see a day where television stations trade TV time with media buyers like stock. Programmatic pessimists think that ad exchanges are many years away and that the supply side has no real incentive to do business with the demand side as long as exchanges remain private.
The optimists among us expect a number of improvements:
Traditional media buying will still have its place (like record players and typewriters) but the market demands programmatic. Programmatic spending is expected to grow more than 2,000 percent in the next 3 years, or how John Green described falling in love: Slowly, then all at once.
Apr, 17, 2015
Brands have tried to siphon their media dollars out of TV and into digital, only to find TV still has a major impact on sales and is a critical piece of the omnichannel marketing mix. TV isn’t going anywhere. Don’t believe us? Just look at the numbers.
Load More Posts