How Mediaocean’s Imposium Makes Personalization Possible

In this latest video from our Thought Leaders Circle series, Mediaocean COO Ben Kartzman talks about the benefits of ad personalization and how their Imposium software makes it easy for brands to take advantage of this powerful tool.

BEN KARTZMAN: We've been telling a story in and around personalization for the better part of a decade.

And we've been attempting to do this as video has has grown and proliferated.

We've been telling the same story that has worked in display and has worked in social

and we've been telling it in video.

Video is naturally harder, given everything that we just we just talked about. So one of the benefits of Imposium is it gives us that what we call kind of speed to scale.

So if you're a tier two auto advertiser and you've got different price points with different interest rates and different product shots for different geos and different audiences, now you've got all these variations and permutations of creative that you want to put out into market and that your dealers want to make sure gets put out into market because, say, in the Northeast in the winter, you don't want to have messaging around convertibles.

You want to have stuff that's relevant.

You want to have SUVs with good, strong snow tires and messaging that's around that.

So the ability for us to acquire that business, to allow us to make personalized, creative, just more streamlined and more efficient—things that used to take 10 day are now taking 10 minutes.

You're now putting the control into the hands of marketers and really almost back into the hands of creatives to say, “Hey, these things that we've always talked about doing that we all think are really cool to do, but were just almost impossible to do given the tight time constraints that you have.”

Just sticking with that auto example where every month there's a new schedule, there’s a new set of creatives, there's new pricing, and it’s updating all the time. So imagine trying to get that out into creative. You couldn't do it.

And now with technology and the way that it's advanced, especially with what Imposium brings to us, it creates that opportunity. It creates that potential that really wasn't there before.

And so it's really just using software to create efficiency.