Mail Metro Media says it is investing in commercial opportunities for its audience connections with the launch of new commercial audience data team, and appointment of Dave Randall into the new specially created role, head of performance & data sales.
Former commercial director at Future, the publisher says Dave is a data-driven and creative leader with over 20 years’ experience in media and technology. He has been at the forefront of the industry’s progression into programmatic, with a proven track record in performance sales, so is the ideal candidate to drive Mail Metro Media’s audience-driven advertising solutions and first-party data advancements, continued the publisher.
Dave Randall said: “I’m incredibly excited to be joining an award-winning team who are going from strength to strength during what is a seismic time for data. I’m looking forward to utilising my experience and strengths in strategy and data sales to secure Mail Metro Media’s position as innovative leaders in first-party data, with a performance-driven approach.”
Dominic Williams, chief revenue officer at Mail Metro Media said: “Dave brings a wealth of experience to Mail Metro Media at a crucial time when we are evolving to be a data-led business, with our data team already growing by 50% so far this year, expanding our offering and ultimately ensuring optimal results for our advertising partners.”
Dave’s appointment coincides with the launch of a new commercial audience data team, creating data-led solutions throughout the advertising cycle, led by Head of Commercial Audience Data, Sammie Eales. Powered by Mail Metro Media’s identity solution, dmg::ID, the publisher says the new team of data storytellers is embedded within the commercial team specifically to add colour to data targeting, leading data-led solutions for planning.
Sammie Eales said: “What’s unique about our data offering in market is that we not only deliver unrivalled scale, but also guaranteed outcomes via engagement, loyalty, and intent. Our new data team members have backgrounds in both editorial and sales, now embedded within the insights team and working alongside the wider commercial team, bringing a holistic approach with deep knowledge of our growing portfolio of brands. We’ve always had the infrastructure, but now even more resource to deliver on it!”
Hannah Buitekant, managing director – Digital at Mail Metro Media said: “Innovation across data and insight is a top priority for our business, as we implement a bespoke segment and data strategy to drive data sales and create precision targeting for our clients. Since its launch in 2022, dmg::ID has been connecting audiences across our expansive portfolio of brands and leveraging our universe of connections to drive better outcomes. We’re beyond excited that our new bespoke data-targeting strategies now deliver even more value from our data cohorts for our valued advertising partners.”
Every campaign booked with the data-applied offering now has a dedicated commercial audience data team member assigned to it, helping partners to effectively plan, activate, optimise and measure, whilst making recommendations throughout the advertising cycle. Advertisers receive a post campaign analysis report, with data learnings and an updated dmg::ID outcomes segment – which can be activated against for direct, programmatic or PMP, by brands and agencies for their own future planning.
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