MediaMath to Offer Influencer Marketing Programmatically

What: MediaMath has partnered with ROI Influencer Media, which connects brands with influencers and their followers. Through the partnership marketers will have the ability to purchase influencer social media endorsements programmatically.
Why it matters:  Influencer marketing dollars are growing, particularly in Latin markets. Now DSP MediaMath is enabling media buyers to bid on influencer marketing programmatically and in real time. Marketers will plan and buy influencers’ native social content in much the same way they buy other forms of digital media (programmatically).

 

aaeaaqaaaaaaaampaaaajdhlytm5mzhklwflotktngfhnc05zju0lwi2ztdlmtexyze0ng mm_facebookv3_400x400MediaMath will partner with ROI Influencer Media, Mediapost reports. ROI Influencer Media connects brands to celebrities’ influencer followings and offer marketers the ability to purchase influencer marketing programmatically. An array of  relatively new ad-tech companies (e.g. Fanbytes recently launched Programmatic Snapchat Influencer Marketing platform) are offering media buyers dashboards through which they can select and programmatically buy influencers' social media impressions that endorse their brands.

Marketers will be able to access celebrities to provide branded content on their social media pages, blog pages, and Web sites and bid on influencer advertising programmatically, in real time. In addition marketers can include influencer media packages for campaigns related to specific events like holiday shopping, the Super Bowl, Mother’s Day, and Father’s Day.

ROI Influencer Media is initially providing MediaMath partners a mix of celebrities, along with up to 425 digital media stars in fashion, style, and shopping. The partnership is for the U.S.  and is not available yet for Latin America.

Companies like Google’s DoubleClick, Rubicon Project, PubMatic and OpenX have already made this service available to buyers.

Under the partnership,  celebrities and their agents can accept or customize offers to integrate content for their respective audiences. ROI Influencer Media will also use so-called “micro-influencers” to guarantee specific audience reach for brands.

Obtain major insights about passion point marketing (Sports, Multicultural etc). PLUS: Get 1:1 introductions with senior brand and agency executives.

 


Editorial Staff

Portada Staff

MORE FROM PORTADA

Meltwater’s Ana Hoyos: “We See Great Potential for AI Expansion in Latin America”

Meltwater’s Ana Hoyos: “We See Great Potential for AI Expansion in Latin America”

The social media landscape is changing at an accelerated pace; artificial intelligence is acquiring a prominent role and companies have to adapt to survive. We talked to Ana Hoyos, area director at Meltwater Latin America, about the recent acquisition of Sysomos and what it means for social media analysis.


Loyalty, Brand Preference and the Economy Segment Traveler  

Loyalty, Brand Preference and the Economy Segment Traveler  

With the tremendous growth of economy segment hotels and low-cost air carriers, hotel and travel companies as well as the airlines, have begun to take notice and adapt to this expanding segment of travelers. To ensure that their brands stand out and become the best choice for these travelers, players in the travel industry are delving deeper into loyalty, personalization and brand preference in the economy travel segment.


Gatorade’s Jill Leccia: “We Promote Sports Within Young Soccer Players and Document Their Amazing Stories”

Gatorade’s Jill Leccia: “We Promote Sports Within Young Soccer Players and Document Their Amazing Stories”

Jill Leccia, Gatorade Sr. Director of PepsiCo Latin America Beverages, talked to Portada about the process of creating a global marketing campaign that's also aware of consumer's individual needs. Today it is more important than ever for brands to connect with consumers at a personal level while keeping local idiosyncrasies in mind but within a global context.