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
Jun, 24, 2015
As the definitive leader in programmatic TV, i.Predictus’s rapid success demanded a huge boost in manpower. To fill this need, the company has been on a hiring spree, welcoming a number of major industry players to the platform company’s growing pool of talent.
James Phillips, a 17-year IT veteran, has joined the team as Senior Performance Lead. A master of Microsoft Business Intelligence, Phillips has been tasked with ensuring best practices are followed within the entire platform, including application and database design as well as its groundbreaking new Business Intelligence Module. Built on Microsoft Power BI, it has already dramatically reduced workflow inefficiency for clients and offers media buyers and sellers media analysis down to the individual airing level, making it possible to visualize data well beyond any other platform.
John Bontempi steps in as the company’s newest Vice President of Sales. A proven leader in the television space, he has held positions at prominent media groups such as Katz Television Sales and HRP, Inc. He has achieved record-setting share performance for multiple Hearst stations and held direct responsibility for many top markets. With Bontempi’s real world understanding of clients’ needs for a programmatic TV tool like i.Predictus he will lead the team to its aggressive sales goals for 2015 and help further solidify i.Predictus’s position as the industry’s go-to platform.
Hired earlier in the year, ETL developers Jerry Aclan and Bill Merk are critical components behind the company’s data-driven power.
Jerry’s 22 years of experience has been in all aspects of System Life Cycle Development. His knowledge and skillset will help i.Predictus make its data manipulation even cleaner and more efficient.
Bill has more than 14 years of database technology experience. He will be ensuring client data is flawlessly loaded so that the IP application is able to be refreshed daily.
“Bringing a Microsoft BI expert like James, media expert like John and developers like Jerry and Bill onto our team was crucial at this point in the game,” explains CEO Monica Smith. “Our new BI Module is fully integrated. Now so is our talent. Keep your eye on i.Predictus over the next few months. We’re gaining a lot of traction and are already changing the way media is being bought. So to use TV language, stay tuned.”
i.Predictus continues to seek people who want to disrupt convention, jar the status quo, and make a real difference. If this sounds like you, send your resume to Natalia Young at email@example.com
Jun, 22, 2015
Mercury Media, one of the largest and most integrated DR Media agencies, and i.Predictus, the leading demand side accountability platform, today announced an extension to their partnership to include business intelligence and daily work flow solutions. i.Predictus will become a central tenant of Mercury Media’s technology stack and provide detailed visibility into spot by spot ROI and attribution through the customer journey.
“We have a goal to raise the level of accountability of every media dollar of investment we manage on behalf of our clients,” said Mercury Media’s CEO, Andrew McLean. “Mercury Media is the performance agency and we are using i.Predictus in our real time optimization of television buys. There is a healthy amount of BS regarding Programmatic TV Buying – and the reality is that simplifying and automating the buying and selling on TV is only doable with actionable learning.”
The extension follows a six month integration and roll out where a large number of campaigns where run through the platform. The result is a daily-use tool that utilizes continuous data streams to allow buyers to optimize TV buys and for all stakeholders to see the results.
“Mercury puts the platform to the test and through their rigorous testing methodologies and clear vision of their future offering, it was a great fit,” said Monica C. Smith i.Predictus CEO. “Technology integration is never easy but I found Mercury Media’s desire to embrace marketing automation and media performance to be in-line with our natural desire to implement seamlessly. Their adaptation to innovation was impressive.”
Jun, 18, 2015
James Phillips has been in IT for over 17 years focusing primarily on Database Technologies, Business Intelligence (BI) and Custom Development. He has brought to market over ten commercially sold BI products within different vertical industries such as insurance, finance, marketing and supply chain management.
Most recently, James worked for Pragmatic Works as a Senior Consultant delivering various database and BI solutions to over twenty clients. Prior to that, he worked for Magenic Technologies as a Senior Consultant and was the founder of JP Solutions, an IT consulting firm that was acquired in 2012. In addition to his technical skills, he successfully managed BI product development and IT resources for the world’s largest financial service provider, FIS, in Orlando, Florida where he transitioned to from Rockland Trust as the VP and IT Development Manager.
Jun, 3, 2015
In marketing today, particularly digital marketing and programmatic advertising, there is an abundance of measurable data; a near treasure trove of meaningful insights to help shrewd marketers take back their share.
Or is there? While it may be conventional wisdom to assume that more data equals greater efficiency and superior return on investment, the truth may be a little more complicated. Confusing, even. What data to collect and how much is often the question.
Robert Brecht, blogger at DMN3, elaborates on the paradox:
You should know that even those marketers who have access to big data are confused by it. They are struggling to incorporate it into their marketing decision-making process. It still takes people and their expertise to turn data into useful information. It still takes a process that provides for continuous measurement, analysis and improvement to optimize any marketing strategy.
In other words, you need a plan. Businesses need to identify their key performance indicators to proceed intelligently. They need to align their goals with their measurements. But how do you identify the tools to help you meet your metrics? With the rise of marketing technology and the requisite skill set required, it can be difficult to know where to turn for the right tools. Target Marketing Magazine offers 5 tips for choosing the appropriate tools, which have been glibly summarized below:
• Begin with the end in mind. Having goals is the first step towards achieving them.
• Get buy-in. The desired end result must please all stakeholders.
• Make peace with IT. Marketing and IT are growing more inextricably linked. Lean in.
• Think long-term. Define your strategy. Build your blueprint.
• Don’t think of marketing as a silver bullet. Marketing is only so miraculous.
Here’s another, courtesy of i.Predictus. See the tool in action. Meet the team behind it. Learn the methodologies at play and get the proper training to use the tool most effectively. i.Predictus can be your partner. Ask for a demo today.
Jun, 2, 2015
SDG Corporation, a technology leader in IT security and risk, and i.Predictus, front runners in the TV media optimization space, strengthen their technology partnership to support i.Predictus’ plans to become the leading data collection company in media planning and marketing automation.
“We are excited to continue our relationship with i.Predictus in building their next generation analytics platform,” said Ajay Gupta, CEO SDG. “It’s very motivating to help a start-up realize their vision through robust technology, information security and rapid deployment afforded by TruOps Core, our business integration platform. Speed to market and out-of-the box thinking are so important with emerging and disruptive business models, which is something we do well.”
“Market acceptance for our solution has been strong and our customers know what they want next to really strengthen the value of the platform and broaden the value from media optimization to other data driven inputs for smarter marketing in B2B and B2C,” added Monica Smith, Founder and CEO, i.Predictus.
i.Predictus is leading the programmatic media space with their data automation, visualization and optimization capabilities. This partnership will further enhance their ability to drive results for their clients and keep them at the forefront of the marketing-tech space.
SDG’s IT security and risk management solutions help businesses minimize threats and risks to critical corporate information and related assets. We help some of the largest brands in the world realize their business vision through a mix of actionable strategic advice, expert systems integration, relevant technology recommendations and smart managed services.
Our value proposition to our customers is that we bring thought leadership to the table, a passion for customer success and an eye to risk management in everything we do. www.sdgc.com
i.Predictus is a leader in the practical implementation of programmatic TV, offering advertising attribution modeling down to the individual airing level. As a high-performance platform designed and tested with high media throughput, i.Predictus optimizes media schedules with a high degree of accuracy and consistency. Using its patent-pending algorithm, i.Predictus is able to deliver large television advertisers continuous improvement in media ROI.
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.
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