ANOTHER SUCCESSFUL YEAR WITH BRANDVERGE AND IAB: VIRTUAL EVENT MARKETPLACE ENGAGING BUYERS AND SELLERS THROUGH A PANDEMIC
Challenge
A year into the pandemic, as companies continue to host events online, many organizations have found it difficult to keep audiences engaged in front of a screen. In 2020 IAB was able to host a fully virtual NewFronts Event, the first of its kind, and many people were excited by this new way of working. This year, in May 2021, the event would still be online due to the lingering global pandemic, which lead to some interesting new challenges. This included the need to keep an at-home audience engaged while maintaining the crucial connection between buyers and sellers.
Solution
BrandVerge partnered with the IAB to help alleviate this digital fatigue by creating an exclusive IAB Marketplace that extended beyond the event, allowing advertisers to revisit event content as they needed. The IAB Marketplace, powered by BrandVerge, allowed for valuable connections to be made post-event all online, from the comfort of users homes. BrandVerge improved on the 2020 marketplace this year, with the creation of a sell-side analytics suite, which allowed the presenters
to see who was engaging with their content in the marketplace. The addition of these analytics have allowed easier ways for partners to efficiently share content across a variety of platforms and understand who’s leaned into their offerings.
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Result
For the 2021 event, presenters joined the marketplace, launching profiles during and after presentations, drawing in buyers from across the country to a range of verticals, including news and media, arts and entertainment, gaming, social and business. The goal: keep the communications flowing post event and open up relationships between buyers and sellers. With the addition of software improvements and changes, this year Brand Verge wanted to take a deeper look at the concrete improvements being made for their clients. BrandVerge saw huge engagement spikes year over year.
Here’s what customers say about us
Senior Media Manager at Assembly
“BrandVerge makes it possible to see all the vendors and know who to reach out to and how to negotiate, when I’d typically have no idea where to start. They put everything right there in front of me, and the partnership saves a ton of time from having to research on my own.”
Ryan Montañez, Marketing Director at Skip Hop
"What I really loved about working with BrandVerge was how they were so responsive to our feedback and so transparent during the process. They made it easy to work with several influencers at a time and future campaigns. Really great to find a team that creates successful campaigns while being great to work with."
Diana Van Eeuwen, Senior Negotiator at Assembly
“BrandVerge helps me work more efficiently. Without it, I would have spent over a week reaching out to a ton of vendors that might not have even made sense for my campaign. Being able to search from a known pool of options put me in control to work much more quickly.”
Danielle Kushner, Team Manager, New Business & Sales Strategy at Her Campus Media.
“Using BrandVerge analytics, we're able to quickly & easily pinpoint new opportunities, for example, our recent Earth Day program. Once engaged with Earthbound on our Earth Day program, we were able to finalize details in under three months compared to spending up to a year establishing a new relationship,”
Kamelle Wilson-Cornell, Brand Partnerships at Brit + Co
“Typically, it takes us several meetings to really understand what’s important for the client. We’ll go through our entire capabilities deck before able to identify specific opportunities that make sense for that brand. With BrandVerge, we were able to get straight to the point. BrandVerge helps you cut to the chase.”
Yuting Zhang, Senior Strategist, The Media Kitchen
“What’s unique about BrandVerge is different partners & packages available all in one place, everything's aggregated. This wasn’t possible before using BrandVerge. What would have taken weeks to find now takes just a few minutes. We can search by keywords to find new, unique different packages available to us almost instantaneously.”
Ryane Montañez, Marketing Director at Earthbound
“It can take two months to run through the standard RFP process to find the right media partner. With BrandVerge, it takes only three weeks for discovery and evaluation, including reaching out & getting a plan back. Now it takes just a couple of days to sort through the details. We’ve cut down 60% of the time needed for the entire process.”
Lorraine Schwartz, Media Director at Digitas
“Finding new, niche partnerships is difficult. BrandVerge helps facilitate the research process. We look for partners with ample reach against our campaign target audience and BrandVerge saves time.”
“With BrandVerge, you’re able to browse and inform yourself, find all the different media options that are available and what you can get for it, transparently. I think that’s amazing.”
Howard Rosenstein; Meredith
“At Meredith, we really loved the training, accessibility to help, the templates, the simplicity/intuitiveness of the marketplace overall.”
Tess Neudeck; Acast
“We loved the analytics section of the platform, it was amazing to be able to see who was leaned into our content!”
