Blog Archives

Jennifer Beaudoin

Varick Media

Campaign minimums got you down?

Although all clients and campaigns are significant, they don’t always have budgets for massive campaigns. While there may be a perfect media channel for your campaign, it may not be executable due to minimum budget constraints. Varick Media is one of many great partners who have created solutions to this very problem.

Who is Varick Media?

Varick Media Management LLC offers digital advertising consulting services. It provides campaign planning, research, consumer insight, campaign monitoring and measurement services. The company was founded in 2008 and is based in New York, New York. Varick Media operates as a subsidiary of MDC Partners Inc., a marketing and communications network. MDC Partners has 50+ advertising, public relations, branding, digital, social and event marketing agencies under its umbrella.

What is the technology?

In 2012 Varick Media Management built its own in-house digital monitoring product.

That product, called The Lens, is paired with an internal pixel server so that Varick can track its online display and video ad campaigns across the various demand-side platforms and plug the resulting data into one central data repository that their clients control.

In October of 2015, Varick Media released Alveo—a planning, buying and reporting platform. Operating originally as more of an internal trading desk, Alveo can now be used by Varick’s clients to manage and visualize data as well as access reports across multiple campaigns. Alveo is available as a managed service “with all of the access and data of a self-service offering,” described Jim Caruso, SVP of product and client strategy at Varick. While agency trading desks aren’t renowned for open access and transparency, Caruso said, “Alveo was designed to be agnostic across media channels, DSPs and inventory sources.”

What is the solution?

Combining both The Lens (DMP) and Alveo (trade desk) technology, Varick’s clients can access inventory through a robust channel inventory and layer with premium custom audiences to manage through one platform. This married opportunity allows for accurate performance and audience insights across multiple channels. Because Varick is a subsidiary of umbrella network MDC Partners, campaign minimums can be achievable for a wider set of clients.

 

Q1 Media

A lot of innovative media and technology providers pass through the halls of Penna Powers. We’ve decided to showcase some of these partners, tell you a little bit about what they do and/or how they have been a part of campaign solutions.

“We could always open up the targeting a little bit”

Hyper-targeted campaigns can be difficult to deliver on the local level. Too often local campaigns are faced with an inability to scale against the targeting that has been sold in. Common “solutions” to this under delivery is to open up the targeting, eliminating the customization that a campaign requires. Q1 Media has a solution that historically has delivered without compromise.

Q1 Media established their business 14 years ago in Austin, Texas. They recognized at that time that smaller publishers would need help moving into the digital media age and monetizing their websites. They saw this as an opportunity to begin establishing partnerships with publishers to develop custom digital media placements. In return, Q1 Media received premium inventory not available anywhere else.

As Q1 has grown, so has their breadth of publisher partnerships and targeting capabilities. One of their relatively recent partnerships includes targeting capabilities using polygon location targeting. Polygon targeting allows an advertiser to map an area -or multiple areas- to expose those within, to the campaign messaging. In our case, we used this technology to map specific road ways. This targeting allowed our campaign to capture all the people who had traveled through the mapped area.

With this captured audience pool, we could serve media to them in the mapped area as well as save them to serve later throughout the entire campaign. Additional customization included audience segmentation to deliver custom messaging. Q1 Media proved to an excellent vendor, in combination with the Polygon targeting and premium publisher inventory, our campaign earned an engagement rate 8x above the industry average.

Thank you Carlos Casas and Drew Warriner, we are excited to see what’s next.