MasterCard

Using artificial intelligence to identify social media conversations in which to best place an ad? Priceless. Mastercard is a brand sitting on top of a lot of customer data. In this video interview with Beet.TV, Raja Rajamannar, Chief Marketing Communications Officer & President, Healthcare Business, Mastercard, explains how he is tapping customer data and social […]

CANNES – If you thought Mastercard’s brand revision was just about the logo, think again, listen up or… have a sniff. For Raja Rajamannar, Chief Marketing Communications Officer & President, Healthcare Business, Mastercard, marketing has to go “multi-sensory”. That means appealing to ears, noses, tastebuds and skin receptors. Sensory clutter “When we are trying to reach […]

OTT, CTV, SVOD, FAST – whichever acronym you care to use, there’s no escaping the fact that each is just another variant for the same thing, television. For all the industry’s contortions to make the new TV ad infrastructure work, the end result – TV ads – looks an awful lot like the old world […]

He thinks the challenges posed by the search for alternatives to third-party cookies add up to a “holy mess”. But Raja Rajamannar isn’t sorry. The chief marketing officer of Mastercard’s health business says the quest for user privacy is right-on. In this video interview with Beet.TV, Rajamannar explains which replacements may work best, and how […]

In a new data-led marketing world, driven by technology, marketers are being left behind.  The obsolescence of marketing has begun, declares Raja Rajamannar, Chief Marketing & Communications Officer and President, Healthcare Business, Mastercard, in this excerpt from an upcoming podcast on Beet.TV It is imperative that marketers understand AI, Augmented Reality and other emerging technologies […]

When the world is on fire, how can corporate America help citizens douse the flames? In 2020, the nation is living through a virus pandemic and racial tension. Marketers had already been challenged to respond to the former, now they are also contending with the latter. So, how should brands best behave? Using a unique […]

Given the current state of the pandemic, the traditional TV UpFronts events have been cancelled or have gone virtual.  Negotiating in this climate has proven challenging to the nation’s marketers as they assess TV ad investment. In an announcement, the ANA demands upfront sales, which were due to be for ads airing between October 2020 […]

As the sun sets on cookies, many are looking to contextual advertising, the practise of targeting not the audience for content but the content itself, to offer up the best advertising results. In contextual targeting, ad buyers would seek optimal adjacency to various kinds of content. But, to Raja Rajamannar, there is one overriding context […]

ORLANDO — MasterCard’s “Priceless” marketing campaign has been running in various guises since 1997 now. This year, the company has tried to infuse it with “multi-sensory marketing”. But being MasterCard’s chief marketer isn’t all about experience, however. The financial services company is also swimming in consumer financial data to better customize its own offerings and […]

ORLANDO — For corporate America, “diversity and inclusion” rose up the imperative ranks in 2018 like probably no year previously. But those qualities are not just nice-to-haves or boxes to tick – they also lead to natural uplift in business effectiveness. In this video interview with Beet.TV, Mastercard chief marketing and communications officer Raja Rajamannar […]

ORLANDO – Listening to Mastercard’s Raja Rajamannar, one wonders how marketers juggle the myriad the complexities and challenges that did not exist a mere decade ago. Even if they manage to master technology, brand safety, cause marketing and acquiring suitable talent, consumers don’t want to see their ads. So it’s a bit ironic that brands’ […]

GroupM is taking on the challenge of cross-screen audience targeting and standardized measurement by launching its own addressable TV company in the U.K. called Finecast. Following nine months of in-house testing, Finecast is up and running and spans multiple TV channels, pay-TV platforms, set-top boxes, video-on-demand services, over-the-top providers and game consoles. Jakob Nielsen, Managing […]

CANNES – As more marketers seek to use data to achieve the kind of accountability that direct-response media has typically provided, agencies are improving the way they handle sensitive consumer information. In the past month alone, Dentsu Aegis Network rolled out a PII-based data platform and appointed a global data compliance officer in advance of […]

LAS VEGAS – Is the advertising industry stuck on so-called intermediate metrics when judging the performance of their video campaigns? Oren Harnevo thinks so. The CEO and Co-Founder of Eyeview believes there’s no substitute for actual outcomes, meaning a person sees a video and then buys something. “A lot of the video campaigns you see […]

MIAMI – Maybe it’s fitting that a panel about the promise of advanced television advertising takes place in the state that brought us the Ringling Brothers. While data is fueling more qualitative audience targeting decisions, media agencies and their clients can be forgiven if they often feel like perpetual jugglers. What becomes clear from the […]

MIAMI — It’s a wide-open new marketing world, with a big new creative palette. But sometimes picking the right brush can be half the battle. MasterCard is one big brand with all the tools at its disposal. So how is it thinking about the right advertising tactics to deploy? In this video interview, MasterCard’s media SVP Ben Jankowski tells […]

MIAMI — Big brands are used to using mass media to reach mass audiences. Now that they can use the same media to reach tightly-defined ones – like individual TV-viewing households – they are having to learn new tricks. “The juggling act between scale and targetability is the fulcrum that we have to juggle,” says MasterCard’s media […]