Case study: how Mumbrella hosted a half-day event to tackle programmatic’s misconceptions
Automated advertising was initially billed as a marketing revolution but it's now mired in controversy. In 2017, a new media agency specialising in the practise contacted Mumbrella to help them educate Melbourne marketers on its benefits, and tackle candidly the stories they had read in the world's media
Programmatic Media (PM) is a new agency dedicated to helping businesses buy and utilise automated advertising.
The concept of programmatic is that, rather than buy specific banners or slots, marketers instead bid in an auction to display their adverts to a specific demographic of customer across a number of different websites. Essentially, they buy viewers rather than so-called inventory.
However, in the last year, marketers have become sceptical of this new technology because of fears over its transparency. For instance, there have been reports of prestigious brands’ ads appearing on unscrupulous website and fears that its targeting isn’t as accurate as claimed.
PM wanted to reassure potential clients in Australia about these reports and educated them about the new medium’s benefits. They came to Mumbrella for help.
Mumbrella’s Insight
Mumbrella is the most popular news site for Australia’s media and marketing industry by a huge margin. We’re currently averaging 850k monthly page views and 14k daily browsers – three times higher than our nearest audited rival.
What Mumbrella did
Mumbrella organised a free, half-day conference in Melbourne for marketers called Demystifying Programmatic.
Speakers included Spotify’s head of programmatic Dan Robins, Suncorp’s performance media manager Kathy Damatopoulos as well PM’s founder Virginia Hyland. Topics included explaining how the programmatic “trading desk” really works, the pros and cons of taking that in-house and how to get the best out of it.
At the end of the morning, all three guests were quizzed in a question and answer session by Mumbrella. Mumbrella handled every aspect of the promotion, organisation and hosting of the event at Melbourne’s Stamford Plaza, including publishing a news article in the weeks before.
While registration was open to anyone, Mumbrella picked the marketers who would be most relevant to PM – meaning the guests were all potential leads. Afterwards, we turned the event into a feature that was published on Mumbrella.
How it performed
Nearly 100 marketers attended, including heads of marketing, commercial directors and digital managers from companies as diverse as NAB, Domain, BMW and Yahoo.
The news story announcing the conference was read by just under 900 people while the final, post-event feature accumulated 1,236 views and 52 shares.
Want to find out more?
Vist Bespoke’s homepage at mumbrella.com.au/bespoke. If you’re interested in working with us, just send an email to adam@mumbrella.com.au and we’ll get back to you to arrange a meeting. To see our different packages, click here.