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MNTN Performance TV is the world’s first connected TV advertising platform optimized for direct-response marketing goals. It redefines what advertisers can do with television, giving them the power to tie performance directly to their TV campaigns.
Mark Douglas joins Suzy founder and CEO Matt Britton on the latest episode of The Speed of Culture podcast. With 20 years of product development experience, Douglas is the president and CEO of MNTN, an advertising software firm for brands that helps drive measurable conversions, revenue, site visits and more through the power of television.
Douglas’ career started at Oracle. Shortly after, he founded a series of successful startups, resulting in IPOs and acquisitions. He was vp of technology at eHarmony and built new technology for the Rubicon Project as vp of engineering.
In this episode of The Speed of Culture podcast, Douglas talks about what makes MNTN a disruptive platform, commoditization of the physical TV and performance marketing strategies.
Discover more about performance marketing strategies for TV advertisers with these key takeaways from the episode:
- 01:03-07:46 – Marketing agencies – Marketers have evolved differently over time. Some focus on automation, replication and effectiveness. Others focus more on the values they uphold, the social good and the purpose. The path to leadership in marketing agencies has also changed. Most CEOs at major marketing agencies typically come from the accounting, operational or financial side. Lately, however, there has been a change to include strategists.
- 07:48-09:36 – Roles of CEOs within a marketing agency – CEOs of marketing agencies need to concern themselves with the big strategic questions. What motivates the talent in the agency? What does a brand stand for? Always delegate what is not in your zone of genius. Within a marketing agency, creative people must take accountability for coming up with solutions. Producers can get a lot done by thinking inventively and very quickly. Planners must be ambidextrous, think outside the box and make gut decisions.
- 17:43-33:10 – Hiring within a marketing agency – You shouldn’t hire an agency that can’t brand itself. Too many agencies think they have to act like canvases for the clients to feel like the agency is capable of branding them. What differentiates one brand over another is not just its features. Instead, it’s belief and philosophy that sells a brand. As a marketing agency approaching a client’s problem, advise them to pick a market problem and make a meaningful impact in that area. In the future, creativity will play a vital role in how advertising agencies solve their clients’ problems.
