Identifying the best prospects is one of the most difficult aspects of the sales process. MediaRadar CEO Todd Krizelman understands. “There are 3.4 million advertisers in the U.S., and the challenge for most is figuring out the ‘real right fit,’ and MediaRadar identifies those brands,” he says. With services like these, it’s no surprise that MediaRadar now satisfies more than 1,600 clients from regional and national media companies to pure play dot coms, as well as, programmatic companies. And the company is still expanding.
MediaRadar provides transparency into the programmatic landscape; Ad Tech users can uncover new prospects, see which DSP’s, SSP’s, and exchanges brands are currently using, and even access the most up-to-date trading desk contacts. Companies like Zoom Media and TripleLift have praised MediaRadar for having “completely intuitive” software and for focusing their company’s sales efforts. And, according to MediaRadar’s analysis, “users of the platform outsell their counterparts 72 percent of the time.” MediaRadar also gives B2B publishers an extra edge by revealing what advertisers spend digitally, through e-mail marketing, and on event participation effectively ensuring potential revenue isn't "left on the table".
Following MediaRadar’s expansion to include linear TV, over 40 new television customers signed on. One of those TV broadcasting companies uses MediaRadar to compete against YouTube. “This is a large linear broadcaster who wanted to understand which of their clients had given business to this competitors, how much money had moved, and how much of their business was at risk,” explained Krizelman. By using MediaRadar’s insights, the TV network was able to get information on how much business they were losing to YouTube (and other competitors) and why, so that they could take appropriate steps to reverse it.
There are 3.4 million advertisers in the U.S., and the challenge for most is figuring out the ‘real right fit,’ and MediaRadar identifies those brands
This not only stands as a testament to MediaRadar’s comprehensive ad sales enablement offerings, but it also showcases how the company has evolved to help their clients succeed. “For example, Advertising agencies are posed with the challenge of gathering specific information about the needs of the advertiser before offering them a tailor-made marketing solution,” says Krizelman. “By offering real-time advertising and campaign insights, we solve this predicament.”
Krizelman aims to take his company’s services to the next level; MediaRadar recently rolled out an RFP predictor, which will reveal which brands will be reviewing proposals. From a service perspective, MediaRadar will be offering more insights that will streamline the sales process, effectively linking disparate pieces of ad sales together. MediaRadar will also deliver increased intelligence around social media platforms, like Snapchat, in the near future.
Mediaradar Data: 87 Advertisers Ran Ads During 2021 Grammys, With Entertainment Brands Leading the Way
WHO: MediaRadar, the leading advertising intelligence and sales enablement platform.
WHAT: MediaRadar is releasing today its analysis of advertising spend during the 2021 Grammys. They found:
— During the Grammys on Sunday, March 14, 2021, there were 103 commercials from 87 different advertisers.
— Top advertisers were Remy Martin, Facebook, Geico, McDonalds, and Altice Mobile. Together they made up 15% of the commercial space.
— Top categories include Entertainment, Tech, and Automotive.
— Entertainment brands who advertised during the Grammys include Facebook, LinkedIn, and Dreamworks.
— Facebook was the most prominent advertiser in this category, running 2 60-second commercials.
— HBO Max, a top streamer, ran 4 spots: one 90-second, one 30-second and two 15-seconds. They partnered with Olay and Caf© Bustelo for the short spots to promote their new show The Heights.
— Viacom owned, Paramount+ was the only other streaming service to run ads during the Grammys. Disney+ did appear, but only to promote their upcoming Cruella release.
— The big three -- Google, Apple and Amazon lead the way as top advertisers within the Technology category. Together they made up 33% of all tech advertising during this programming.
—During the Grammys ads appeared for Ford, Lexus, Lincoln, Mazda, and Toyota.
— Lincoln was the most prominent advertiser in this category, running five commercials ranging from 25 “ 60 seconds each.
— Automotive brands made up 13% of all advertising.
— Todd Krizelman, CEO of MediaRadar, said: The 2021 Grammys reflect a shifting economy. With the rise of streaming services, entertainment advertising emerged as the leading segment of advertising. Tech advertising, however, was significantly reduced. Spots for tech firms declined from 23% of total to 14%.