MoPub is celebrating 10 years, and as part of our anniversary festivities, we honored 10 clients and partners on our Next 10 list. The Next 10 celebrates companies driving forward the future of mobile apps and mobile advertising for the next 10 years (and beyond). In this interview series, we’ll hear from some of our “Next 10” honorees. Today we have Paul Gelb, Head of Digital Activation & Investment at Bayer Consumer Health.
MoPub: How does programmatic fit into Bayer’s overall strategy?
Paul Gelb: Programmatic ad buying is a key mechanism for marketers to bring precision, control, and relevance to media buys; we’ve been able to approach it as such across various channels and functions. Closed loop measurement within programmatic channels allows us to be more intentional with our digital investment and ultimately verify success, as well as fail quickly and iterate.
MoPub: What was behind Bayer’s decision to bring programmatic in-house, and what success have you seen? Any advice for other marketers considering this?
Paul: Our journey to move to an in-house model began in 2018, folding in strategy, planning, buying, and media analytics. The main driver for Bayer bringing media in-house was a marketing and digital team that was committed to maximizing performance and outcomes for the business and self care consumers. We spent time looking at the talent we had and realized it would be more efficient and effective, better and faster, in helping each of our brand managers continue to grow a portfolio of iconic brands. Once we proved out the model and results, it was full steam ahead.
Having an in-house team opens up many high impact opportunities as media activation can be more informed by sensative business data and increase the speed of decision making. The shorter execution feedback loop and additional information on performance allows us to take on new objectives, achieve larger business goals, and make changes faster.
MoPub: Why is mobile in-app inventory attractive for your campaigns? Are you able to find your audiences at scale?
Paul: Consumption habits continue to shift towards mobile in app — with significant scale and a disproportionate amount of ad inventory and reach. Executing media activation in-app is newer and can be more complex. However, our in-house digital team is experienced and very comfortable executing within the in-app environment.
MoPub: What’s top of mind for you as we look towards the next 10 years — or at least 2021? Anything you’re particularly excited about?
Paul: Consumer behavior continues to shift towards digital experiences, both in-store and online. Bayer continues to focus and is increasingly excited about the opportunity for integrating a data-led and performance-driven approach to optimize current channels, expand to new channels, and extend the impact of digital media across all aspects of the business deliver our missions of #HealthcareForAll and #HungerForNone.
From Bayer: Bayer is a global enterprise with core competencies in the life science fields of health care and nutrition. Its products and services are designed to benefit people by supporting efforts to overcome the major challenges presented by a growing and aging global population. At the same time, the Group aims to increase its earning power and create value through innovation and growth. Bayer is committed to the principles of sustainable development, and the Bayer brand stands for trust, reliability and quality throughout the world. For more information, go to www.bayer.com.
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