Nick Boulstridge, head of digital at Vivaki
How have you found KPEX since it started?
Being one of the first trading desks to test the platform AOD (Audience On Demand) has found that market place works really well for our clients. There were a few teething problems early on but it was very easy to work with KPEX to address these, normally around available inventory.
How has the performance of KPEX been for your clients?
Although the CPM level we see in some cases is higher than other marketplaces the overall CPA has been lower, meaning that its performance is good for our clients. Looking at the historical buys across our trading desk, AOD, it is our belief that this is due to engaging with highly relevant Kiwi audiences
How does KPEX compare on the data side?
In terms of targeting we are able to currently utilise basic data points but were keen to explore how the four media owners can work together to provide one view of data for us to overlay in the buy layer to be more targeted. AOD has great experience in utilising data parties from both a 2nd and 3rd Party POV to ensure our client’s brands and products are being exposed to the right audience at the right time. Working closely with KPEX it is exciting to hear their plans for a DMP which will allow the platform to build this one view of the consumer, which we can then overlay in AOD as part of the buy.
What are some of the significant advantages of KPEX?
There are several significant advantages for brands to use the KPEX market place. The one that stands out most is that it is local. While it is great to have global publishers in the market, it is also important to be able to speak to customers on a local level. KPEX gives clients that local scale alongside highly engaging local content allowing Kiwi brands to connect with a Kiwi audience.
What are some of the areas where it can improve?
Inventory for video is an area that can be improved, especially as more clients are hearing about the performance levels. This is being addressed and again is great to be able to have a local market place that can listen to concerns and be able to react quickly.
As a media guy, what are you hoping to see from KPEX in the future?
Kiwis love their local content and it would be great to be able to tap into this in the future through programmatic native placements providing an audience with bespoke relevant content provided by our client’s brands.
Any other thoughts?
KPEX is still in its infancy and like any child is keen to learn. I personally think that the nimbleness to provide advertisers with what they need is great to see and I look forward to seeing KPEX grow in the market.