Media Innovation Group - WPP and GroupM, through the Media Innovation Group (MIG), and Compete, a Kantar Media company, have combined forces to evolve the B3 ad optimization product, enabling agencies and online advertisers to easily and effectively build custom advertising marketplaces. The combination of Compete’s rich online consumer data with B3’s platform delivers precise audience targeting by providing a customized inventory of the most effective online properties for a given consumer segment. Agencies can then execute a media buy directly through MIG’s advertising platform (ZAP) and subsequently measure, optimize and track campaign performance using a combination of Compete and MIG data.
“Delivering your message to the right audience is essential to an effective advertising campaign. But aligning that audience with a premium marketplace of publishers is most valuable for advertisers with brand objectives in addition to performance goals,” said Brian Lesser, general manager of the Media Innovation Group. “By combining the industry’s best ad optimization platform with the deepest behavioral segmentation data from Compete, this partnership delivers a safe and transparent alternative to brand-conscious advertisers.”
The enhanced B3 offering delivers:
- A custom advertising marketplace for every media plan, mapped to each brand’s unique business, marketing and sales objectives.
- Audience-centric segmentation that is uniquely suited to each campaign based on Compete’s industry-leading consumer panel.
- An all-in-one solution for buying, invoicing, allocating and reporting.
Despite the explosive growth in overall Web traffic in recent years, advertisers and marketers still lack the proper tools to target consumers at the granular level necessary to achieve high returns. According to a recent study by IAB and Bain & Company, “Building Brands Online: An Interactive Advertising Action Plan,” online advertising is missing the mark when it comes to delivering on brand marketers’ expectations. The report found that while marketers believe the online channel can be highly effective at all stages of the purchase funnel, they still feel that current planning tools fail to deliver powerful ROI.
“Whether advertisers are targeting based on lifestyle or purchase intent, or want to unlock the power of their own customer segmentation schemas in their media plans, they can now confidently and systematically track performance throughout a campaign’s lifecycle,” said Stephen DiMarco, chief marketing officer at Compete. “We’re giving online advertisers a way to plan, control and measure campaign effectiveness with precision instead of guesswork.”
Media Innovation Group and Compete have developed this enhanced offering in partnership with GroupM, the world’s largest media investment management operation. GroupM serves as the parent company to WPP media agencies including MAXUS, MediaCom, Mediaedge:cia and Mindshare. “As the largest buyer of digital advertising in the world, our job is to constantly innovate on behalf of our clients,” said Rob Norman, chief executive officer of GroupM Interaction worldwide. “Our technology is unrivaled in the industry and this partnership gives advertisers even more transparency and control over their performance and brand message.”
About the Media Innovation Group
The Media Innovation Group (MIG), a WPP Digital company, develops technology products that improve the process of acquiring, optimizing, and measuring digital media. In close partnership with GroupM, the MIG uses its proprietary technology and strategic partnerships to dramatically increase the performance of digital advertising. B3, the MIG’s digital advertising optimization product, is the leading agency tool for acquiring and optimizing display advertising. ZAP, the MIG’s integrated advertising and analytics tool, gives advertisers unprecedented visibility into the performance of digital advertising campaigns. With offices in New York and London, the MIG operates across North America and Europe. Please visit www.themig.com or more information.
About Compete
Compete, a Kantar Media company, helps the world’s top brands improve their marketing based on the online behavior of millions of consumers. Leading marketers such as Carlson Hotels Worldwide, Hyundai Motor America, Upromise, Chrysler, and Verizon Wireless rely on Compete's services to create effective online experiences and highly profitable advertising campaigns. Compete’s online behavior database—the largest in the industry—makes the Web as ingrained in marketing as it is in people’s lives. Compete is located in Boston, MA, with offices throughout the U.S. For more information about us, please visit http://www.competeinc.com, to join the conversation visit http://www.compete.com/.
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