Campbell Mithun’s Compass Point Media Launches OdinRTB Agency Trading Desk for Retail/CPG Clients
The Compass
Point Media unit of Minneapolis advertising agency Campbell
Mithun has launched an agency trading desk called OdinRTB for retail
and consumer packaged goods clients, tying together real-time bidding
(RTB) fueled by sophisticated analytics. The category focus makes
driving brick-and-mortar, in-store transactions (not just online
conversions) top priorities for OdinRTB, which was named for Odin, the
Norse God of wisdom. Real-time bidding is a key feature of programmatic
ad buying in the digital space.
“This offering grew organically out of meeting very specific client
needs,” said Chris
Wexler, director of media strategy and interactive at Campbell
Mithun’s Compass Point Media. “These marketers consistently reach out to
connect online with consumers who purchase their products off-line,
which requires a niche interactive strategy.”
That category-specific approach gives the OdinRTB team the ability to
prioritize factors such as: understanding data sets that link online
exposure to offline sales, identification of online behaviors that index
highly for likelihood to purchase, and the importance of geography in
developing the connection plan (given that consumers purchase the
products at a retail location). Nimble strategies piloted by OdinRTB
include the successful use of instant sampling and
event/holiday-triggered promotions, among others.
The new trading desk has experienced solid early growth and already
serves six of the agency’s existing media clients -- including
GreatClips, KeyBank and Land O’Lakes, which relied on OdinRTB as part of
the integrated connection plan that supported launch of its new Sauté
Express® Sauté Starter.
“Development of OdinRTB grew out of our holistic approach to digital
planning, a deepened analytics practice and a years-long test-and-learn
process,” said Dick
Hurrelbrink, president of Campbell Mithun’s Compass Point Media.
“We’ve also built it with a transparent agency compensation model, which
our clients value given increased cost pressures across the industry.”
The launch of OdinRTB by Campbell Mithun’s Compass Point Media adds heft
to programmatic capabilities within the Interpublic Group (NYSE: IPG)
network, complementing the Cadreon
trading desk launched by IPG Mediabrands in 2009. Campbell Mithun is an
independent, full-service agency within Interpublic.
About Campbell Mithun’s Compass Point Media
(NYSE: IPG)
Compass
Point Media, established in 1976 as the media unit of advertising
agency Campbell
Mithun, makes connections in all the right places – mass, digital
and social – to tap the integrated power of emerging media platforms.
Team strategists and negotiators maximize media impact and minimize
costs for both media-only and shared Campbell Mithun clients, including
Chipotle, GreatClips, KeyBank, Johnsonville Sausage, Land O’Lakes,
Save-A-Lot and Schwan’s.
Since its founding in 1933, Campbell
Mithun has created client marketplace success guided by Ray Mithun’s
founding philosophy: make Everything
Talk at each point of customer contact.
Websites: www.compasspoint-media.com,
www.cmithun.com
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