dmexco edition: Meet Matt Keating, our Head of Sales
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You are and you do…?
– I’m Matt Keating, MainAd’s Head of Sales. My role is primarily about bringing in new clients to the business and driving revenues, both within the UK and internationally. This includes the ongoing management of client relationships once they are in the door, alongside our dedicated Account Managers. Secondarily, as you might expect there are all sorts of other things that I get involved in from events and speaking engagements to marketing and PR, strategy etc.
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I’ve come to your stand. Tell me more…
– MainAd is the display retargeting equivalent of the specialist high street deli versus the stack ’em high supermarket just out of town. That doesn’t mean we are more expensive- far from it, we usually work on a pure performance basis, so we only get paid when we are driving actual business outcomes for our clients. Rather, our emphasis is on close account management and a retargeting service that is personalised from the ground-up for each client’s brand style and needs: there is no ‘black box’ and there are no standardised ‘off the peg’ solutions which we shoehorn you into. This is reflected not only in the (dynamic) creative assets we produce and deploy, but also the strategy behind the algorithm that powers the campaign.
The big story for 2017 is the launch of our new bidder/DMP Logico, which in essence uses machine learning to greatly improve the sophistication and efficiency of our targeting and traffic buying. This translates directly into more sales, higher conversion rates and a higher ratio of new vs existing customers for our clients.
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What are you looking forward to at dmexco?
– I enjoy exhibiting at large international shows like Dmexco as you get to meet such a wide range of people that you would otherwise never encounter, regardless of how good your lead generating skills are! A busy stand has a certain ‘buzz’ that you feed off and sees you through until you can crack open a beer in the afternoon. Likewise, I enjoy dropping in on the other halls, seeing what’s going on and what topics are being discussed. Last year’s OMClub party, which we are once again co-sponsoring, was a blast and I’m looking forward to that in particular it has to be said! The fuzzy head the following morning perhaps not so much, but with any luck the temperature won’t be up into the 30s like in 2016, so perhaps more bearable…
Your survival tip for dmexco: Don’t give yourself too much to do – the show is already too big for one person to cover in two days, and that is even before you consider attending more than one or two talks. Prioritise, split up tasks between the team and focus on quality not quantity. Figure out the metro system (taxi queues may get very long) and expect it to take more time than you think to get from A to B; both within the Messe building and around town when you’re trying to leave with the crowds. Oh and get a good breakfast in; the food within the show generally leaves a lot to be desired! Overall, have fun and get stuck in!