In a crucial phase such as that of the restart after three months of pandemic MainAd, a leading Italian company in the field of programmatic and performance marketing, opens a new branch in the United States, in New York, with the aim of supporting brands with customized marketing strategies.
The focus of MainAd, the reality that developed proprietary technology for the midder and lower funnel activities Logical, Is to accelerate the growth of brand awareness and sales using artificial intelligence and first-party data for personalized media buying and increased conversions.At the helm of the new American headquarters in the role of VP Americas, Ben Segal will manage the development of the commercial strategy in the United States. Segal previously covered the role of VP Sales & Programmatic Partnership at Iponweb, after the experiences in the commercial area of DataXu and Salesforce. The manager then arrives in MainAd with an important background in the programmatic, marketing and sales area.
“In a time of major global change, the launch of MainAd USa takes on particular significance,” says Segal. “When advertising budgets are falling and pressure on performance increases, it is essential to be able to design tailor-made strategies for brands based on first-party data. MainAd offers the ideal approach to the problems that marketers are facing right now and we believe this can contribute to the recovery that we all expect. ”
Following the opening of the new headquarters, MainAd plans hiring in different areas of the company by the end of the year: ad operation, business analysis, sales and account management.
MainAd’s expansion in North America is supported by the results obtained in the Apac and Emea regions, where the reopening phase has already begun. In a recent study based on customers active during the pandemic, it emerged that only 19% of those operating in January decided to suspend campaigns in March and April. In addition, 40.2% of active customers saw an increase in sales between the first week of February and the first week of April. A trend that MainAd expects to be replicated also in the United States in the coming months.
“The data on our partners show that with the advent of what analysts call” new normal “, marketers will try to remain top of mind for their target audience and increase conversions despite cuts in advertising budgets,” he says. Michele Marzan, Chief Strategy Officer and member of the board of IAB Italy. “We expect a similar trajectory globally and in particular in the United States, the most dynamic market in this sector.”
“Since we started our international expansion path, we have been able to open branches in different regions such as EMEA, Apac and Latam”, he concludes Marino Gualano, General Manager and co-founder of MainAd. “We are delighted to enter the US market, the most competitive in terms of advertising technologies, and we are confident that our performance-based and client-oriented approach will be the key to our success.”
Logico, the proprietary technology created by MainAd, is a programmatic performance marketing platform designed to connect brands and their audiences using first-party data, reducing advertising investment and increasing conversions. Built to increase sales through campaigns focused on the midder and lower-funnel, Logico guarantees an average win rate of 250% higher than its competitors and has an impact on the conversion rate of + 31%.