Whether they know it, every holding company media agency has a target drawn on their backs. Because it seems not a week goes by without another company launching a new product or service to infringe on their turf, claiming heightened agility, superior technology, better value or just finer instincts to serve media solutions to clients.
The latest company to target winning clients away from media agencies is Model B, a tech firm that is announcing today the formal launch of an automated omnichannel media planning and buying solution called Blueprint. Model B’s president, Todd Silverstein, described it as a service that can replicate in hours what media agencies take days to do.
Blueprint aims to integrate multiple elements of media planning, buying and analytics for marketers looking to take those responsibilities in-house, or for small agencies looking to enhance their media-side abilities. “Nothing great really exists to empower marketers to simplify, add transparency to, and enrich cross-channel data for media buying,” said Silverstein. “I want to empower brands to license this directly and take it in-house.”
For agency clients, “it’s very much a hybrid model, where we’re not going to hand over a piece of tech to the end-user and give them a bucket of hours or make them pay for enablement — like many do — to figure out how to use it,” said Silverstein. Instead, he said, Model B helps agencies get up and running over a time frame to eventually transition and license the tech directly.
For marketers, two of which are already using Blueprint, Silverstein said the goal is to wean them off requiring a media agency and become self-sufficient. “It’s not cold turkey — it’s giving them a succinct roadmap to get to where they don’t need that [agency].”
Pricing is dependent upon a multitude of variables, but starts at $10,000 per month, said Silverstein, adding the company is willing to structure agreements that focus on outcomes/results by including an element of performance-based pricing. “We feel very confident that our solution is much more cost effective than anything currently in the market,” he said.
“Launching advertising with Blueprint made it surprisingly simple to scale our program across 30 audiences and three different marketing channels,” said Hodges Markwalter, COO of Blueprint client Viva Finance, a fintech provider looking to change the lending business. “Initial results have exceeded our expectations by delivering conversions at one-third of the cost we had budgeted for. We’re excited to see where this new platform can take our business.”
Without giving specific figures, Silverstein touted Viva’s success as reaching a cost per origination that was half of the company’s goal, predicated on performance based on organic channels. He called it a “perfect use case” for Blueprint.
Though Blueprint has no agency clients yet, its second client has some consumer cachet: Ayesha Curry, who is launching an e-commerce brand called Sweet July. The wife of basketball superstar Stephen Curry, Curry said in a prepared statement: “Blueprint has made launching Sweet July much easier than I thought. I looked at several solutions but Model B’s technology is much more seamless. After talking it over with my team, it was a no-brainer.”
Though it was built on the back of existing extract, transform, load (ETL) software from a major tech vendor, which Silverstein declined to identify, Blueprint is now 80 percent powered by originally developed algorithms, with the goal of being fully proprietary in the near future.
A veteran of building products in agencies including 360i and Edelman, Silverstein joined Model B three months ago to get Blueprint up and running. He said he was drawn by the firm’s serial entrepreneur founder, Abtin Buergari, who looks to build tech solutions that fix broken models.
Blueprint isn’t the only solution launching today. Frequence, an ad sales automation software company, is rolling out SmartProposal, which aims to help local media ad-sales operations optimize media campaigns. According to a company spokesperson, SmartProposal uses machine-learning tech to analyze data points from thousands of media campaigns to generate campaign proposals designed to help media sellers close more business and generate added revenue.
How Yeti is marketing like a DTC brand on social media and in the outdoors
Known for being a brand of indestructible coolers, cups and increasingly lifestyle apparel, Yeti has been evolving from a wholesale company to one that markets more like a direct-to-consumer company as it experiments on platforms like TikTok, Pinterest and its own media properties.
How Zola is boosting its OOH spending in New York for ‘engagement season’
OOH ads for the startup, best known for offering wedding registries, will not only be in the Rockefeller Center subway station (where they are hoping to capture the attention of couples going to visit the Christmas tree) but also with subway digital ads, billboards near Bryant Park as well as downtown in Soho and with wild postings throughout the city.
Inside the tensions countering advertisers’ latest quest for programmatic transparency
Brands such as P&G and Unilever have cooled on auditors' proposals in a study led by the ANA.
SponsoredHow Comscore is simplifying pre- and post-campaign measurement for advertisers
Produced in partnership with Marketecture The following article provides highlights from an interview between Greg Dale, Comscore’s general manager of digital, and Mike Shields, co-founder of Marketecture. Register for free to watch more of the discussion and learn how advanced advertising measurement is providing advertisers access to the deep data they need across all platforms. […]
Acxiom’s CEO on why everything’s an ad network now, and what that means
Chad Engelgau talks about how Acxiom will harness retail media networks and the metaverse -- as well as the need for marketers to connect internal data to be more effective.
Florist brand uses video to connect with families during the holiday season
FTD LLC, also known as Florists' Transworld Delivery, is looking to stand out during the holiday season through connected TV with the goal to drive brand recognition and incremental traffic.