What Happens When Ad Tech And Martech Collide?

MediaMath ANZ country manager Stuart Bartram shared his thoughts with us on how the industry is working together to deliver streamlined, relevant messaging to consumers across multiple channels.
Whether a consumer is browsing the internet for a new car or comparing car insurance providers, the primary objective for brands is to target the consumer with relevant communication at the right stage of their decision-making journey.
Yet achieving the goal of timely cross-device targeting is more complex than it sounds. With half of consumers in Australia describing themselves as ‘digital omnivores’ – owners of a tablet, laptop and smartphone – cookieless mobile devices create data blind spots that prevent a unique user from being identified across different channels.
For example – consider a consumer who has been researching a car on their smartphone for several weeks. The consumer then books a test drive from their laptop at work, before completing the purchase in a physical showroom, triggering a data input in the auto seller’s customer relationship management (CRM) system.
In an ideal world, marketers would be able to understand from these data points that the purchase has been completed, allowing them to target the consumer with relevant post-purchase adverts such as car insurance offers.
However, the cookieless environment of the smartphone means that the consumer cannot be recognised as the same person who booked the test drive from a laptop. This leads marketers to perceive that the consumer is still in the decision-making stage and will benefit from being retargeted with car adverts.
Not only is this a wasted opportunity for brands, but it risks irritating the consumer with irrelevant adverts.
So, how is the industry working together to deliver streamlined, relevant messaging to consumers across multiple channels? The key lies in the amalgamation of ad tech and martech, and it’s fast becoming a reality.
While martech uses personal data to engage consumers through owned marketing channels, ad tech typically focusses on paid media optimised via anonymous data points such as cookies or mobile IDs. The net result is that ad tech and martech businesses use different platforms and technologies to reach the same consumer. The integration has several key benefits for the industry:
More effective targeting
A 360-degree view of consumers enables marketers to improve campaign effectiveness by targeting the right people, with the right ads, at the right time. By integrating ad tech and martech, marketers can unify paid and owned media to leverage targeting capabilities.
Merging owned consumer data – which paints a richer picture of individuals – with CRM data that provides insight into customer interactions and behaviour, enables faster and more effective consumer acquisition.
The collision presents an opportunity for marketers to improve the customer experience from awareness and engagement, to purchase and retention.
Cross-channel messaging
Another benefit resulting from the convergence of ad tech and martech is the ability to breakdown data silos and engage consumers across all channels from a single platform. Doing so allows marketers to deliver consistent messaging and brand storytelling across mobile apps, social, display, email, and web, ensuring better performance on marketing strategies.
For example, marketers using mobile advertising strategies can boost mobile conversion rates by creating relevant and personalised experiences using customers’ profile and historical engagement data readily available in CRM or marketing automation systems.
CRM onboarding also enables the targeting of offline consumers online. From event attendees who provided registration details, to shoppers who have only ever made a purchase in store, offline contacts can now be reached via digital channels.
Re-engaging previous customers
In addition to acquiring new customers, the collision of ad tech and martech is highly effective for retargeting purposes. The ability to personalise ads over the entire customer lifecycle keeps consumers engaged for longer and promotes brand loyalty.
The integration of customer data with advertising technology makes it simple to re-engage existing, previous, or lapsed customers through paid digital media.
Collaboration of marketing teams
As organisations become larger, it becomes common for marketing departments to operate in silos. For example, there may be separate demand generation, email marketing and programmatic teams who focus primarily on their own budgets and metrics, rather than working together to increase customer engagement and revenue.
The collaboration of ad tech and martech will enable marketing teams to share online and offline data, enabling better targeting and an improved overall customer experience. While this will require an organisational shift in thinking or an investment in integrated technological systems, businesses will reap the rewards in an increasingly competitive marketplace.
The lines between ad tech and martech are blurring and an amalgamation of the two is inevitable. When marketing data is used to inform advertising strategies, and insights gained from advertising are used in marketing, an ongoing circle of optimisation is created, allowing CMOs to run seamless holistic campaigns that generate the maximum ROI.
Latest News

Voting For B&T’s 30 Under 30 People’s Choice Awards Is Now Open!
Of all the awards B&T hands out, THIS is one of our favourites. That & our in-house 'staff f@ck-up of the month' trophy.

QUT And BCM Launch Campaign Celebrating Women In STEM
QUT’s long-term agency partner, BCM, has developed a thought provoking and impactful campaign for the university to coincide with 2021 International Women’s Day.

NRMA Insurance Unveil Next Instalment Of ‘Every Home Is Worth Protecting’ Campaign, Via The Monkeys
To demonstrate that every home is worth protecting, NRMA Insurance has released its latest campaign that sees the return of young boy Sammy as he continues his quest to look out for the homes of Australia’s iconic but vulnerable koalas. Created by The Monkeys, part of Accenture Interactive, the campaign centres on Sammy as he […]

Westpac Launches New Campaign To Highlight Life’s Eventful Moments, Via DDB
Westpac has launched its new brand campaign, created by DDB Sydney, highlighting life’s eventful moments where all the surprise, excitement, vulnerability, and challenges can lie; in moments both big and small. Westpac Group Head of Brand, Advertising and Media, Jenny Melhuish said, “our new work builds on our ‘help’ series, which focused on those really […]

GHO Strengthens Equity Team With Hamish Stewart Promoted To Creative Partner
GHO has appointed Hamish Stewart as an equity partner in the business. Hamish joins GHO’s four existing partners to round out the diversity of experience offered by the agency across research, strategy, design, digital and creative marketing.

The MINT Partners Expand Client Line-Up For 2021
The MINT Partners, one of Australia’s leading integrated brand communications agencies have added a number of new clients to their roster for 2021. Using the exceptional disruption of 2020 as an opportunity to evolve the business, MINT has enjoyed recent success with an expanded portfolio across categories including food & beverage, fashion, design, and property. […]

Spotify Launches EQUAL: Global Commitment To Women In Audio
Coincidence this was unveiled on International Women's Day? Well, we don't think so. Well, we don't know, to be honest.

Northern Rivers Based Agency Barefruit Marketing Launches Innovative Campaign For Raine & Horne Office
The agency produced the commercial in just a few short months, when they were awarded the brief by Raine & Horne Ocean Shores, Brunswick Heads and Murwillumbah at the end of last year.

Institute Of Data Launches New Education Program For Marketers
Institute Of Data & the Ponds Institute are easily confused. Yet, one's the science of the epidermis & the other isn't.

Pinterest Launches International Women’s Day Campaign To Uplift Female Entrepreneurs
They say "the world's your oyster". That is unless you happen to be a Sydney Rock with a Kilpatrick or mornay dressing.

Tinder Supports LGBTQIA+ Community In Rural NSW With ‘Pride Ride’
Tinder is supporting the LGBTQIA+ community in rural NSW with a double-decker bus. Sounds like a plot to a film to us.

The Women Who Shaped Technology In 2020
Here's more confirmation of B&T's commitment to International Women's Day. And just wait for International Hot Dog Day.

Pymble Ladies’ College Collaborates With United Nations For New Brand Platform Via McCann
Thinking of sending your daughter to Pymble Ladies' College? Confirm the exhorbitant school fees with this new campaign.

Global Women Creates International Women’s Day Campaign Focused On ‘The Motherhood Penalty’, Via Saatchi & Saatchi
Here's some top work from "across the ditch". And by "ditch" we mean the Tasman Sea to New Zealand and not North Sydney.

Enero Group Snares 10’s Carla Webb-Sear For CFO Role
Enero's new CFO Carla Webb-Sear is down Officeworks getting supplies as we speak. Including a "JOHN" pencil case.

For International Women’s Day, Look Back At B&T’s Past Women Leading Tech Winners: 2021 Applications Close Today!
It's a fine line between retrospective & blatant rehash. As you'll discover in B&T's Women Leading Tech winner rehash.

LEGO Revises Its Iconic 1981 ‘What It Is Is Beautiful’ Campaign In Celebration Of International Women’s Day 2021
LEGO's undoubtedly a brilliant toy for kids, yet few grow up to design Barbie's camper or build the Millennium Falcon.

Taboola To Give $500,000 In Free Advertising To Women-Owned Businesses As Part Of International Women’s Day
It's top work from B&T's good friends at Taboola today. Not that we saw a card or fruitcake last Christmas, mind you.

Clarins Launches #LiveBeautifully Series Of Films To Celebrate International Women’s Day
Everyone needs a top Clarins moisturiser to fight the signs of ageing & the signs of putting up with dickheads all day.

BWS & M&C Saatchi Celebrate Mardi Gras With Store Makeovers & Drag Queen Deliveries
There's a few sore Mardi Gras heads in the B&T office today. We've not enquired to what else is sore, to be honest.

DDB Marks International Women’s Day By Recreating Iconic Phyllis Robinson Speech
Need motivation that doesn't need chocolate from a vending machine? Watch this & avoid anaphylactic shock from the nuts.

Sunday TV Wrap: Ultimate Tag Premieres To Play Chasey With The Competition
Last night's TV numbers proved robust indeed. Suggesting everyone was too hungover from Saturday to get off the couch.

Sportsbet Goes In-House For Latest Lunacy
Arguably not really reading the mood in the room, Sportsbet's gone and launched a campaign on global women's day.

Double J Shares The Fifty Game-Changing Women Of Australian Music For International Women’s Day
Double J unveils the 50 game-changing women of Australian music, with Collette and Nikki Webster shock omissions.

Samantha Armytage To Leave Sunrise
To her credit, NO ONE in Australia has had their weight & their ovaries profiled by media quite like Samantha Armytage.

Foxtel Doubles-Down On Women’s Sport For International Women’s Day
We are huge supporters of women's sport here at B&T. Although we can give or take that cage fighting stuff in all truth.

UN Women Australia Ask ‘When Will She’ll Be Right?’ In New Campaign, Via The Monkeys
The Monkeys again proving we're "not just ridiculously overpriced chops on the BBQ" with provactive new work for the UN.

WPP AUNZ Women Talk International Women’s Day
WPP AUNZ's top talent talks International Women's Day. And never does the toilet seat "up or down" debate rear its head.

Compare The Market’s Meerkats Take Centre Stage With Meerkat Mondays
In its first major creative work in 12 months, Compare the Market went to extraordinary lengths to bring audiences its latest TVC.

Digital News Sites Up 8% YOY, With SMH Retaining Top Spot
It appears the global pandemic has proven a boon for local news sites. Apparently, Pfizer shareholders are happy too.