AppNexus is global cloud-based software platform that enables and optimises programmatic online advertising and it was launching in the UK. It’s benefit was the issue. We had to make something that sounds too technical, jargonistic and potentially intrusive easily understood by marketers and sceptical media normally interested in stories about sex, big-budget ad campaigns.
We embarked on a programme of media engagement to demystify and simplify the workings and benefits of how brands and marketers could – and would – use programmatic advertising to engage with consumers. Through one-to-one briefings and demos, media roundtables and a series of trade media opinion pieces we positioned Nigel Gilbert of AppNexus as the lead voice on programmatic in the UK.
With top-tier features in titles ranging from The Financial Times, The Guardian, Campaign, Marketing Week and The Drum, AppNexus (now Xandr) is considered one of the most innovative tech companies globally.