Telstra to reveal how it has revolutionised its digital marketing through programmatic buying
Telstra is to publicly share for the first time how it has implemented an in-house trading desk to become arguably the biggest brand buyer of programmatic advertising in the country.
The case study will be presented at next week’s Mumbrella Programmatic Masterclass.
Work on the Telstra Always On marketing strategy won a Silver Effie at last year’s Effies marketing effectiveness awards.
The Telstra case study will be presented by Telstra’s GM of digital marketing Harry Lowes and Dan Robins; head of performance at Telstra’s media agency OMD.
The duo will reveal how Telstra took a new approach to its digital marketing, using data in increasingly sophisticated ways to understand customers and prospects. The company is now able to individualise its marketing messages and bid on ads in real time based on the likely value of the customer.
The complex operation also involves a team from creative agency DDB in what is understood to be a global first as a media/ creative programmatic buying hub.
The half day Mumbrella Programmatic Masterclass takes place next Wednesday April 2, with a $50 discount available for places booked before the end of this week.
The masterclass is intended to offer an overview to anybody working in the industry who needs to understand the basic principles of programmatic trading. These include those in marketing roles, at media agencies and at media owners.
The full program is available via this link.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Very nice iniciative from Telstra 🙂
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