Finnish-based ad tech firm Enreach has launched its new product Audiences Guaranteed™ with the aim of cutting out the middlemen in the digital ad buying process and increasing publishers’ yields. Its automated guaranteed product, targeted at agencies and advertisers alike, will do away with complicated SSP and DSP tech and the need for intermediaries who at the moment cream off as much as 50% of the digital ad spend in the buying process.
Audiences Guaranteed™, the next wave of guaranteed programmatic delivery, is unique. It will put first party audience data at the heart of the digital ad buying and selling process allowing agencies to segment and target audiences in an efficient way. The new product will enable publishers or publishing collectives to open their inventories directly to agencies or advertisers who can then construct their plans, segment audiences, buy ad space and monitor campaigns in a single workflow tool. The product aims to replace a lot of the manual work currently undertaken by agencies by automating much of the process, making it more efficient.
Audiences Guaranteed™ gives agencies more control over their ad campaigns enabling them to guarantee to their clients that they can reach a defined number of people, for a defined period, for a defined number of times, delivering different creative messages to the most appropriate andrelevant audience segments. The product will guarantee that ads will run on selected premiumpublishers’ sites until the defined planning criteria have been reached.
Agencies can plan how their clients’ campaigns will look, and can buy and report on criteria such as socioeconomics, demographics, geo-targeting, site behaviours and social data at a click of a button. CEO of Enreach Solutions Kimmo Kiviluoto said: “Audiences Guaranteed™ offers tremendous efficiencies for agencies as well as for publishers. The publisher will see a greater yield from the digital ad spend and the advertiser will have a guaranteed ad on premium publishers’ site.”
Furthermore, Audiences Guaranteed™ will eliminate by far the majority of the so called ‘tech tax’ imposed by intermediaries, which currently means that buy side ad servers, rich media vendors, viewability verification vendors, DMPs, DSPs, Ad Exchanges, SSPs, Sell Side Ad Servers are all standing between the advertiser and the publisher.
Audiences Guaranteed™ has a built in tool that allows the publisher to talk directly to the buyer. Kiviluoto said: “It reduces the reliance on the middlemen. It simplifies the whole buying and selling process and speeds it all up - making huge time and cost savings for agencies and publishers alike.”
Enreach has been backed by Finland’s tech venture capitalists Vision+. Earlier this year its co-founder Tero Ojanperä invested more than half a million Euros in Audiences Guaranteed™. Ojanperä said: “Enreach has created an exciting direct programmatic ad and audience data platform. AudiencesGuaranteed™ is an excellent product and one that will not only benefit publishers but advertisers too.”
Chief Marketing Officer Martin Klode, who recently joined Enreach from Danish publisher Jyllands-Posten said: “Audiences Guaranteed™ will benefit the publisher by elevating their market position, increase their revenue and lower their costs through securing smoother processes, reducing manual work and maximising usage of their first party data.”
Here Martin Klode outlines six major benefits for publishers adopting Audiences Guaranteed™:
- Publishers will receive a higher share of the advertisers marketing budget. The current Real Time Bidding system means as little as 40% of an advertiser’s budget ends up with the publisher.
- Publishers get to leverage and use their valuable and unique first party data to maximise revenues. Publishers will thus be able to control their own data.
- Sales teams can reduce time wasted on paperwork, emails and phone calls back and forth and spend time on selling instead.
- The single workflow tool makes campaign booking smoother for traffic managers. There is less need for manual input which will mean fewer mistakes, leaving more time for the traffic manager to optimize performance.
- Audiences Guaranteed will minimise discrepancies driving a higher yield on inventories.
- The workflow tool will enable campaign managers to have a better overview and enable advanced planning unlike the current RTB process which is done on a daily basis.
Enreach helps publishers to turn audience data into profit. Founded in 2010, Enreach is headquartered in Helsinki, Finland, with offices in Stockholm, Aarhus, London, and Miami. Customers include Alma Media, MTV Finland, El Universal, Grupo Expansion, Grupo El Comercio, El Confidencial, Jyllands-Posten, Dagens Naeringsliv, Egmont Publishing, TV2 Norway, and Delfi.
For more information: Martin Klode, +45 40 33 38 58, firstname.lastname@example.org; www.enreach.me