The Compass Point Media unit of Campbell Mithun has launched an agency trading desk called OdinRTB for retail and consumer packaged goods (CPG) clients, tying together real-time bidding fueled by analytics. The category focus makes driving brick-and-mortar, in-store transactions top priority for OdinRTB. 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.”
Hold on to your hats, we're about to get super media nerdy in an awesome way. 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. 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. Nice.
“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.”