How mediasmart boosted its connected TV advertising offering during the pandemic

Started about 10 years back, mediasmart has developed a programmatic advertising platform for advertisers and media buyers. Since the past two years, mediasmart has been part of the Affle Group. Delivering her keynote address at the 3rd edition of Women Disruptors Summit 2022hosted by Adgully, Noelia Amoedo, CEO, mediasmart, spoke about how the company has been converting challenges into opportunities.

Elaborating on what mediasmart does, Amoedo said, “We are on the demand side of the ecosystem and enable advertisers to maximise the incremental impact on their advertising campaigns. We do so by using extensive data and technology to allow them to target the right user with the right message or ad at the right time and in the right place. The mentioned place is important because mediasmart is a mobile-first platform and, therefore, is always trying to bring together the online and the offline worlds.”

She informed that up to March-April 2021, mediasmart’s propositions were growing the fastest; “what we call our proximity campaigns or drive-to-store campaigns, more specifically. Basically, our clients, using our platform could run mobile campaigns and measure the incremental footfall traffic that went to physical places around the world, often stores, thanks to the mobile campaigns,” she added.

However, during the lockdowns brought about by the global pandemic across the world, nobody had an interest in driving footfall traffic to stores, which were closed. Speaking about that period, Amoedo said that things were out of their control. “We thought about how the end user’s life has changed. How has their experience changed? And we saw that they were not going to the stores, but were staying at home and consuming a lot of entertainment content on their connected TVs,” she added.

mediasmart then analysed how it could bring value to this new experience that is more in demand in the world today. “We thought, why not bring together the connected TV world with a mobile world, which is in our DNA, and we did it. That's how we came up with, what we called, our household sync solution for connected TV advertising. Basically, advertisers, thanks to the solution, can advertise on connected TV and in synchronised campaigns on mobile devices that target users in the same household where the connected TV ad was served, right after they’ve seen it. Through this, advertisers can bring together the best of both worlds, they have a big screen where they can tell their brand story, they can generate brand awareness, and brand impact, and then they can use the mobile channels to generate engagement and actually drive to a call-to-action, which is something that connected TV channel is not set for,” Amoedo explained.

She further informed that this new proposition helped the company grow quite a bit at a time in which the proximity campaigns continued to be stalled. She noted that these have been coming back in the past few months as the lockdowns were lifted and they can continue contributing to mediasmart’s growth.

These are edited excerpts. For the complete keynote address, watch below:


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