SAN FRANCISCO, CA and NEW YORK, NY and LONDON – Martini Media, a global media and advertising company, today announced that effective March 31, it will open a private premium programmatic marketplace in conjunction with hundreds of agency, publisher and technology partners. The marketplace will combine real-time bidding (RTB) and automation with guaranteed, 100 percent ready-to-run, truly premium rich media and tablet inventory.
Martini Media’s new marketplace is an extension of its Martini Live exchange, which has already been earning the company revenues that significantly outpace industry averages. Unlike current RTB exchanges that typically auction non-guaranteed, standard remnant inventory, Martini Media’s marketplace packages the highest quality inventory with audience analytics across diverse content categories. It also provides advertisers with the ability to successfully plan and execute branding campaigns that reach a high composition of affluent individuals, who are reading about passion based interests coupled with high-impact rich media embedded in the content. The launch precedes the 2013 Television Network Upfronts and New Digital Upfronts, and follows months of private and public sessions with many of the top global digital media players.
Martini Media’s current revenue streams and industry forecasts support the company’s belief that now is the time to capitalize and extend its platform for affluent advertising to include a premium programmatic marketplace. Reports currently forecast programmatic and RTB ad spending to represent 50 percent or more of ad buying in the U.S. and 75 percent in the U.K. eMarketer forecasts 72.4 percent growth in U.S. programmatic and exchange ad spending for 2013.By 2016, U.S. programmatic and RTB ad spending will climb to 7.1 billion. Until now, the programmatic and exchange marketplace has been plagued by a lack of quality inventory. Martini Media’s marketplace marries premium inventory with the efficiency of the exchange model to deliver the greatest value to advertisers and publishers.
“Martini Media is the number one provider of affluent reach across the U.S. and U.K., and offers unique, actionable data insights around the coveted audience,” said Skip Brand, CEO of Martini Media. “Our IAB Rising Stars, rich, mobile and tablet inventory have also proven to produce significantly stronger results for advertisers. When you couple that with strong partner demand to work with us through a self-serve, marketplace model, now was the perfect time to extend our platform to include a premium programmatic marketplace.”
Martini Media’s first marketplace partners include AdGent Digital (Tablet), AppNexus (Number One Exchange), Forbes (Premium Content), nPario (Leading Consumer Intelligence Data Management), Moat (Brand Measurement) and three of the major agency trading desks.
“As we work more with brand marketers to not only qualify audiences but also quantify the value of an exposure or an impression, it’s been the IAB Rising Stars that have leaped ahead by every quantifiable measure indicating that users are paying significantly much more attention to them,” said Mark Howard, SVP of Digital Advertising Strategy, Forbes Media. “They’re driving much higher levels of interaction, and ultimately, these marketers are benefitting from much more time in front of their target audience.”
Cameron Yuill, CEO, AdGent Digital, said, “We believe the premium programmatic marketplace needs to contain tablet inventory, which is the engaging brand platform for advertisers. Tablet growth and engagement requires private marketplaces for luxury and premium brands to automate the buying process.”
Bassel Ojjeh, President and CEO, nPario, said, “We believe that Martini Media’s marketplace is comprised of the key ingredients needed to assure a marketplace driven by the very best data, segmentation and data science insights. The richest media IAB Rising stars unit and tablet inventory is by far a must buy with tier one advertisers.”
Brian O’Kelley, CEO of AppNexus, said, “Martini Media has leveraged the AppNexus platform to drive substantial programmatic demand to its publishers for the last several years. It’s exciting to see real scale behind real-time branding through players like Martini Media.”
Jonah Goodhart, CEO and founder of Moat, said, “We’re excited to support the rich media exchange because it offers the promise of bridging the gap between brand buying and the existing programmatic world. The original concept of an exchange was about the efficiency of transacting — it had nothing to do with the types of ads, formats or inventory that it would enable. Exchanges were put into a second-class bucket and they don’t need to be. If we, as an industry, can deliver branded experiences in a more scalable way, everyone wins.”
For more information about Martini Media’s private premium exchange and/or to request an invite, please contact JD Ambati, GM of Global Trading Desks.
About Martini Media: Martini Media is the digital media and content platform for engaging the audience with the most money and influence online. With more than 1,000 publishers organized across multiple lifestyle and business verticals, Martini Media has helped the world’s leading brands reach over 125 million consumers across the globe that invest in their passions at work and play. Martini Media’s full-service marketing capabilities encompass display, video, mobile, social, and audience targeting to effectively engage the most valuable audience online at scale. Since 2008, Martini Media has been the premier media destination where influence meets affluence. Headquartered in San Francisco, Martini Media has offices in New York, Chicago, Detroit, Los Angeles and London. Visit www.martinimediainc.com to learn more.