Page 89 - AdNews magazine Mar-Apr-May 2023

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MEDIA TRADING TEAM OF THE YEAR FINALISTS
Initiative
Initiative: The first agency to realise machine-led automation. “For the first time in Australian advertising, we are not sacrificing high-value talent’s time, skills,
or development on low-value tasks.” This multi-million-dollar transformational project has revolutionised the employee experience; liberating Initiative from mindless data-entry tasks, unlocking resource to design
new buying models, develop effectiveness, and energy to invest in strengthening partner relationships, but it’s the real human impact that Initiative is most proud to see. Sophie Hobson, Investment Manager: “Automated OOH loading and TV tracking have been a game-changer. Tasks that would take hours now take less than 5 minutes and are completed with 100% accuracy.”
High-Value Trading (HVT) is Initiative’s data-led investment
MediaCom Marketplace
MediaCom Marketplace: “A big warm welcome to MediaCom Marketplace, the largest trading team in the country with 200+ traders across 5 offices, trading $900m dollars annually. We're proudly the only trading team where every individual trades across all channels (digital and offline) whilst also spanning implementation planning, buying and reporting capabilities.
“Our purpose, beyond delivering best in class trading results, is to foster a team that's proud of the work they do. Trading is a dying craft in an increasingly automated marketplace. It's a complex,
time consuming discipline
which demands endless hours in spreadsheets. In this context it's important to us that we create an environment whereby our team feels both fulfilled and proud to be a trader at MediaCom.
“Change is the only constant in media, and we pride ourselves
approach recalibrating how media is bought. Powered by market- leading systems, HVT accelerates on-target, attentive, accountable, and responsible reach.
Audience: “The connection between planning and buying has been an evergreen challenge in media, however Initiative have forged partnerships establishing the infrastructure required to connect our High-Value-Audiences to publishers at PII level delivering greater precision.”
Initiative are measuring human gaze to identify when audiences are more attentive to content. The results have helped Initiative plan and buy media more effectively by knowing what impact environment and ad-length have on attention, ultimately benchmarking inventory from an attention perspective.
Partners: IAS, Applied Intelligence and Attention Trace, Foxtel.
in leading the market in new trading innovations.”
Mark Fairhurst, Chief Customer Officer QMS: “MediaCom were our first real Test and Learn partnership in the programmatic space. Their open and transparent approach to partnership gave us the knowledge and confidence to accelerate our network offering.”
Kurt Burnette, Chief Revenue Officer & Director of Olympics, Seven West Media: “MediaCom were leaders in recognising CTV as a highly effective marketing weapon from the beginning, utilising Finecast. From the start they’ve understood the value proposition and scaled Finecast and CTV and it’s benefits faster than any agency in Market.”
MediaCom Marketplace: “We also launched ‘INCA’ in 2022 - the country’s first AI-powered influencer platform, designed for activating influencer activity at scale.
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Top: MediaCom Marketplace Sydney team. Below: MediaCom Marketplace Brisbane team.