Mercury Media Technology GmbH
Neue Rabenstraße 12
20354 Hamburg / Germany
The ABC of Campaign Metrics - Part 1: Viewability
It’s a well-known fact that Digital Advertising offers far better targeting and performance tracking opportunities than traditional channels like TV or published media. However, it has its own challenges and deficiencies. Imagine you have a campaign running online and you see that impressions are hitting the targets but somehow the click-through rate is below your expectations – and so are your conversions. What could the problem be? One of the possible answers is viewability – displaying an ad does not always mean the user gets to see it or looks at it long enough to get the message. Measuring viewability [...]
Cookie Life - Part 1: Status Quo
Google announced at the beginning of July that it will postpone the launch of the Privacy Sandbox solution in Chrome to the “end of 2023” hence maintaining the support to third-party cookies. It gives the industry some air to implement their new strategies and arbitrage for future open-web campaigns. Let’s use this time to understand what is at stake. Why is scraping third-party cookies from Chrome bringing so much trouble to the advertising industry? Because Chrome represents 65% of all web navigation (cf. Gartner) and 75% of mobile ones (cf Visual capitalist). Google alone attracted almost 31% of the [...]
Why focus on code quality in media and marketing software development?
Media is a great microcosm for understanding the big data universe. Social media and the rest of the digital world provide an awesome amount of information and that information evolves considerably over time, in terms of granularity and utility for business performance. Content Sections Why owning your data? What do we mean by code quality? Why is code quality so important for your solutions? Why hiring a media-tech expert can make a difference? How do we ensure code quality? How to use peer reviews as a company strategy for quality in software development? Summary Why owning Data? Marketers know that [...]
Using modeling for efficient campaign planning
How can you achieve the highest possible impact with a campaign? How should your marketing budget be distributed across different channels over a planned period of time? These are the challenges marketing managers and media planners regularly face in order to achieve their objectives such as brand building, attracting attention to specific (advertising) content and sales. How can media mix modelling help with campaign planning? The underlying question is: how can the effect of marketing be estimated and directly integrated into campaign planning? Media mix modeling or sales modeling offer a solution. What is media mix modeling or MMM? [...]
5 tips to help you understand your data
The growth in the amount of data we as people store is staggering. In the past two years, we have generated more data than ever created throughout our entire history. In the data driven professional world, it is imperative that you bring some kind of expertise to the market. But employees frequently feel overwhelmed by the amount of data with which they are confronted. Here is a short guide that will show you how to get started. 1. Define a research objective Before starting your analysis, you should formulate an objective. All too often businesses start their research without a [...]
Data-Driven Marketing Basics
How to optimize marketing activities with a successful data strategy. Table of content Goals: What can you achieve with data-driven marketing? Process: How does data-driven marketing work? Implementation: How does MMT help with data-driven marketing? Conclusion: Is data-driven marketing the right strategy for my company? What is data-driven marketing? Data-driven marketing is a holistic marketing approach that is used for much more than conducting data-driven and automated advertising campaigns. This comprehensive process also enables advertisers to gain insights based on in-depth big-data analyses. These insights then flow into a data-driven marketing strategy. Goals: What can you achieve with data-driven [...]
Budget allocation – target-optimized media budget investment
Marketers should spend their budget where the absolute ROI is greatest or the return-to-cost ratio is best. This can be achieved with the help of data-based budget allocation. Budget allocation in media Budget allocation generally means to allocate a budget for a certain period (typically for a year or a quarter) to different investment alternatives. Investment alternatives in the media context range from the communication channel level (TV, OOH, radio, digital social, digital video, digital display, etc.), to publishers and placement. We can start, for example, by looking at what share of the media budget should be allocated to which [...]
Digital transformation demands automation
Many media agency workflows are still analog, something that’s a no-go in a digitized world where you can run digital processes like collecting data on campaign effectiveness in real time. And digital workflows require software solutions that ensure high speed and agility. Marketing as we know it has changed. And, as you can imagine, the force behind this change is digitization. Over the past decade, digital innovation has basically reset the course for the entire advertising industry. Even though everyone has been working hard to establish data-driven marketing, we at MMT find that internal marketing workflows still have a long [...]
How pilot, ranked the number 1 media agency in 2020, works
As one of the largest owner-run media agencies in Germany, pilot has always ranked among the country’s industry leaders. Over 400 media experts work at the company’s six locations to create and implement effective communication concepts. pilot is aware that the media landscape is always changing and becoming increasingly dynamic, digital and fragmented. With “moving into the future today” as their core principle, pilot implements campaigns that give its clients a significant advantage in today’s ever changing market. We are thrilled to be able to help them on their way to success as their long-term partner. Our clients use our [...]
Does your support meet your high standards?
While many different factors play a role in a SaaS company’s success, customer support is one of the most important. The customer support team is responsible for ensuring that paying customers are both satisfied with their investment and are able to maximize their use of the product. The goal is to make it as easy as possible for users to succeed with your product. Ensure best in class support At the same time, customer support can be the most time-consuming (and expensive) activity in your business. Nevertheless, it is critical that you equip your frontline staff with the right tools [...]
How Dentsu Austria significantly improved efficiency in implementing media campaigns
Dentsu Austria and its brands Amplifi, CARAT, dentsuX, iProspect, isobar, media.at and Vizeum are the leading marketing and media agencies in Austria. About 200 experts provide services ranging from marketing and communication strategies to planning and purchasing, content marketing, digital creation, mobile solutions, performance marketing and programmatic solutions. Dentsu is dedicated to “Innovating the Way Brands Are Built” and employs a total of 45,000 people in 145 countries. The collaboration between Mercury Media Technology and the Austrian agency officially began in April 2018 with the long-term goal of mastering the increasingly complex challenges in online marketing and fully digitalizing the [...]