Adtech GumGum has moved to a programmatic-focus sales model in Australia and has announced the launch of a sports sponsorship analytics solution, Media Value Centre.
CEO Phil Schraeder says the shift in focus is a natural progression for the company as Australian advertisers increase their maturity and understanding around programmatic trading.
The company also announced the promotion of Annie Berntson to Director of Operations, APAC, to lead the programmatic charge. Sydney-based Berntson joined GumGum in 2016, most recently leading the account management teams across ANZ and Japan.
“The technology and demand for programmatic solutions has matured significantly so we believe it's the right time to invest in a programmatic-model in the region," says Schraeder.
"Australia is GumGum’s first global market to adopt a programmatic-focus sales model and will serve as an innovative programmatic hub to inform future sales strategy in APAC markets beyond GumGum's current Australia and Japan businesses.
As part of GumGum’s sports launch, the Media Value Center will now offer an analytics platform that gives brands and sports teams the most comprehensive analysis of sports sponsorship.
The technology tracks logo impressions across broadcast TV, online streaming and team and fan-owned social media accounts across all platforms.
It uses a Media Value Percentage (MVP) methodology to measure what it would have cost to buy an equivalent amount of reach. In North America, this method is used by the New York Mets, Seattle Founders FC, Chicago Fire, Los Angeles Dodgers Washington Redskins, Toronto Raptors and many other leading sporting teams.
Zenith’s latest Programmatic Marketing Forecasts predicts that Australia programmatic will account for 67.2%t of all digital display advertising by 2020, up from 46.8% in 2018.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.