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Immediate Media Case Study

Immediate Media Case Study

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Background

Immediate Media, home to beloved and famous brands.

Immediate Media was created in November 2011 when the digital media company Magicalia merged with BBC Magazines and Origin Publishing.
Home to beloved and famous brands, such as BBC Good food, radio times, BBC Gardeners’world, Immediate Media reaches over 42 million consumers and offers world-class content and new and innovative products and services across multiple platforms, as well as a range of specialty markets, including Entertainment, Crafts, Gardening, Weddings, Food, Cycling, and Science & History.

The Background in numbers

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Consumers
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Brands
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How we help them

“The Adomik team and platform have been great and are helping us immensely. The market reports on current trading and market conditions are really helpful and the information and insights are invaluable.” -Dominic Perkins, Digital Advertising Strategy Director at Immediate Media Co

Challenge

When Immediate Media’s Programmatic Team adopted the Index Header Bidding Wrapper, they plugged in multiple partners to compete in the wrapper, and they didn’t initially receive any insights about how the partners were performing. The Programmatic Team spent a lot of time getting the data ready rather than analyzing it, and the biggest frustration was putting together the reports from all the programmatic channels. This was something they used to do once a week and once a month in detail in order to be more fluid and detailed in their work and to analyze any changes that had been made. They soon realized that:

– It was very frustrating and time-consuming to understand the revenue from each partner.
– They needed more visibility to understand how each partner was performing on a daily basis to increase their efficiency in their header bidding wrapper.

In other words, the Immediate Programmatic Team needed something more intelligent to be able to integrate the platforms altogether.

“Our programmatic revenue grew massively over the last years, so the biggest frustration was trying to get an idea of how much revenue we were getting across the different partners. We got to the point where we were able to create reports but it was a very time consuming process and we got very little details about how we were performing across different SSPs (Supply side platforms) . The insights we were able to get from linking this data internally gave a taste of what we could really do with more data.”

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Mario Lamaa
Head of Commercial Intelligence

Immediate Media

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Solution

What was achieved

Immediate Media has been using Adomik’s REPORT, BENCHMARK, DEAL apps, and DATA EXPORT since February 2019 to address revenue management, sales enablement, and yield management challenges.

More revenue
Increase in revenue by being able to effectively optimize the monetization of their inventory

Consolidated Data

Provide strong Programmatic reporting, Access consolidated & accurate data for across their full stack

Zero Discrepancy

Harmonize their SSP data thanks to Adomik robust mapping engines with zero discrepancy

Better package inventory

Understand its key buyers to better package inventory and build stronger relationships with their clients

New sales opportunities

Provide weekly Benchmark report regarding the 20 top advertisers and discuss missing campaign with clients

More efficiency

Increase in efficiency by reducing risk of error and troubleshooting time

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