MamasLatinas Programmatic strategy bets on Audience Extension and PMPs
As programmatic trading is increasingly becoming a part of the Hispanic digital media market, with major brands such as Kraft also targeting the Hispanic demographic via computer software driven trading, we asked MamasLatinas, owned by CafeMom, about the way it integrates programmatic trading (including private marketplaces and RTB) into its offering for advertisers.
While according to MamasLatinas programmatic amounts to approximately 10% of overall ad sales, RTB (Real-Time Bidding) and PMP's (Private Marketplaces) are increasingly being offered to major national advertisers by CafeMom and its Spanish-language property Mamaslatinas.com . (The ratio is actually much lower for most digital media properties targeting the Hispanic population). A look at how programmatic works at MamasLatinas:
Audience Extension ....
"For us, programmatic works primarily in two ways", Lucia Ballas-Traynor, - Co-Founder & EVP at MamásLatinas tells Portada. "We extend our marketers’ programs to our own audience across the web. Since we have such a rich data set on our consumers, as well as one of the largest pools of data about Hispanic women, our ability to target these women elsewhere is unparalleled."Last fall, CafeMom introduced an audience targeting platform called Athena, lead by Patrick McCann - VP, Data Science and Rachel Parkin - SVP, Data Strategy & Sales. to deliver scale and performance for the entire women's audience. Dozens of leading women's lifestyle sites joined the consortium, allowing to reach an audience of 60 million unique users -- which includes 44% of women in the US ages 18-34 -- through CafeMom's owned and operated properties. Athena was established in partnership with MediaMath.
....and Private Marketplaces
In addition MamasLatinas offers a selected range of marketers access to a private market place where they can buy mostly premium inventory on CafeMom properties. "We allow marketers to access our inventory directly via private marketplaces.", Ballas Traynor notes.
Across the above named types of programmatic trading MamasLatinas has seen "all sorts of brands executing programmatic deals – including major CPGs, retailers, food and others. Often we are running deals for brands via our direct-sold campaigns and programmatically, so there’s a lot of overlap."
Mamaslatinas main Ad-Tech partners are MediaMath, Rubicon and Audience Science.
CafeMom introduced an audience targeting platform called Athena to deliver scale and performance for the entire women's audience. Dozens of leading women's lifestyle sites joined the consortium, allowing to reach an audience of 60 million unique users.
Does Programmatic deliver the desired Audiences?
Some marketers have claimed that programmatic buying often doesn't deliver the desired impressions. We asked Ballas-Traynor whether this is also the case for MamásLatinas: "Because we are a specialist in this space, not a jack-of-all-trades, we excel at delivering precise desired audiences for brands. Many marketers are buying data about audiences from large data aggregators who are selling data on thousands of segments. Some audiences will be well-defined and others will be less-so. Because of the history of programmatic being so heavily direct-response oriented, the best data is in categories like travel and automotive.Since our only business is getting marketers access to a valuable Hispanic female audience (and women more broadly using our Athena audience platform), it allows us to focus in a particular area and be truly great at it, " Ballas-Traynor notes.
More on Programmatic Digital Trading:
Programmatic Buying for Hispanics, what's in it?
Programmatic: Batanga Media introduces private Ad Exchange
Programmatic? Estee Lauder, L’Oreal and Spark on when it makes sense and when it doesn’t