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Todd Krizelman, CEOIdentifying 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
Friday, March 19, 2021
MediaRadar Acquires Kantar Group’s Vivvix to Offer a Comprehensive View of the Advertising Industry
Friday, November 10, 2023
NEW YORK, -- MediaRadar, the award-winning advertising intelligence and sales enablement platform backed by Thompson Street Capital Partners and Endicott Capital, today announced the acquisition of Kantar Group’s (“Kantar”) North American Advertising Intelligence unit, Vivvix (the “Transaction”) Vivvix offers competitive advertising intelligence across both digital and traditional media channels, such as mobile apps, streaming services, and social media. This transformative deal positions MediaRadar as the definitive source of advertising data and insights, serving the entire industry ecosystem from media owners to agencies and brands.
“By combining Vivvix and MediaRadar, we offer a complete view of the entire advertising industry,” said Todd Krizelman, CEO and co-founder of MediaRadar. “Together, our unparalleled market intelligence will enable strategic decision-making, allowing media sellers, brands, and agencies to navigate the dynamic advertising landscape with even greater confidence.”
As the ad industry continues to innovate and evolve with new formats across traditional channels and emerging platforms, the need for transparent, trusted, and high-quality data has never been more critical. These insights allow media companies, brands, and agencies to navigate the growing fragmentation and complexity, informing decisions in ad sales, brand strategy, and media planning and buying. The acquisition of Vivvix, with its complementary channel coverage, bolsters MediaRadar’s data capabilities, introducing new areas such as local TV, radio, and search, while also extending its reach into out of home advertising and the Canadian market. Unified as one platform, MediaRadar will deliver the most comprehensive near real-time advertising intelligence available.
“When we launched Vivvix earlier this year, our mission was to become the world’s leading ad intelligence company,” said Andrew Feigenson, CEO of Vivvix. “In joining forces with MediaRadar, we take a significant step toward that goal. We are incredibly excited to work with Todd and his team to achieve a common vision and deliver a complete view of the market to media companies, marketers, and agencies.”
“Today’s transaction brings Vivvix together with a highly complementary business that goes a long way to delivering on their vision of building the most future-facing advertising intelligence business in North America,” added Chris Jansen, Chief Executive, Kantar. “We’re excited about the possibilities that emerge from the combined entity and wish the Vivvix and MediaRadar team well on the next phase of their growth journey.”
Today, more than 20,000 users rely on MediaRadar’s extensive database that tracks more than $200 billion of annual media spend across more than four million brands. Vivvix’s advertising intelligence footprint spans $250 billion-plus in media spend. Together these platforms are relied on by brands, agencies, and media sellers to provide advertising intelligence integral to their core business decisions.
MediaRadar and Vivvix are both AI-powered platforms, with AI used to track and collect advertising insights across media channels, as well as to power sales recommendations and prospecting tools. Following the Transaction, MediaRadar’s expanded resources and capital will allow it to further invest in cutting-edge data and tech capabilities, building next-gen solutions that drive maximum value for its customers and cementing its position as the industry’s analytics leader.
Simpson Thacher & Bartlett served as legal advisor and Solomon Partners served as financial advisor to MediaRadar.
Weil, Gotshal & Manges served as legal advisor and Barclays Bank PLC, acting through its Investment Bank (“Barclays”) served as financial advisor to Kantar.
Company
MediaRadar
Management
Todd Krizelman, CEO
Description
A SaaS company created to provide real-time advertising insights and streamlined sales processes
