Solution Extends Programmatic Marketing Benefits to Direct Media
Boston – September 10, 2013 – DataXu, a provider of programmatic marketing solutions for brands and agencies, today announced the global availability of DataXu for Guaranteed Media. The solution enables advertisers to customize their message to each consumer across the entire digital media plan. DataXu for Guaranteed Media extends the company’s #1 rated decision technology to work across all digital devices, channels, and media types to deliver the right offer, product, and creative to each individual consumer, improving consumer engagement, conversion rates and ROI (return on investment).
DataXu—the fastest growing advertising and marketing company in America according to the 2013 Inc. 500 – continues to define the future of the programmatic marketing industry, a burgeoning sector of the digital economy projected to grow by more than 70 percent by the end of 2013. Until now, marketers that sought the addressability, efficiency and transparency of programmatic marketing have had to limit themselves to exchange traded media. Now, with DataXu’s Guaranteed Media solution, marketers can also control and optimize the performance of sponsorships and other direct media buys on premium and endemic sites at scale – a significant benefit considering global advertisers tend to spend the majority of enterprise digital marketing budgets, approximately 80 percent according to industry statistics, on direct-sourced buys.
“Programmatic Marketing is fundamentally changing the way brands use data and analytics to better understand and engage customers,” said Mike Baker, CEO and co-founder of DataXu. “With DataXu for Guaranteed Media, marketers can now control the brand context while also personalizing the creative message to each customer or audience segment – at the speed of life. This is also great for publishers who can increase the value of their inventory while maintaining their direct relationships with advertisers.”
“Many enterprises have made investments in enabling technologies to consolidate customer and audience data, such as Data Management Platforms (DMPs) or CRM systems,” said Aaron Kechley, SVP of Products, DataXu. “Because the DataXu platform integrates with any of these systems, our Guaranteed Media capabilities improve the utility, impact and ultimately ROI of investments in stand-alone DMPs and other customer data platforms.”
The recently published Forrester Research report, “Maximize Media ROI with a Customer-Centric Approach” details how Ford Motor Company and Team Detroit embraced this approach and used DataXu for Guaranteed Media to drive a 20% increase in consumer engagement.
Under the direction of John Gray, SVP, Director of Interactive Media at Team Detroit, and Jim Farley, GVP of Marketing and Sales at Ford, “Cultural, organization, and structural changes began taking shape that would re-orient Ford’s marketing activities around customers and away from a strict nameplate orientation….Under this renewed focus, Team Detroit evolved, with the rest of Ford, by adapting its day-to-day operations to meet audience needs and macro business goals rather than managing to siloed brand or channel goals.”
For more information about how DataXu’s comprehensive platform helped Ford evolve to a more customer-centric media buying approach, join the live webinar on September 11th, 2:00pm EDT, “How Top Brands are Using Data & Analytics to Fuel a Customer-Centric Approach to Marketing” featuring Forrester Research Senior Analyst Joanna O’Connell, download the Forrester Ford Case Study or contact firstname.lastname@example.org.