The publisher is investing further in commercial opportunities for its audience connections with the launch of new commercial audience data team, as well as the appointment of Dave Randall into a new specially created role, head of performance & data sales
Former commercial director at Future, Randall 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. That makes him the ideal candidate to drive Mail Metro Media’s audience-driven advertising solutions and first-party data advancements.
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.”
Dominic Williams, chief revenue officer at Mail Metro Media added: “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.”
Randall’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 new team of data storytellers is embedded within the commercial team specifically to add colour to data targeting, leading data-led solutions for planning.
Eales said: “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 exclusive data-applied offering now has a dedicated commercial audience data team member assigned to it, helping partners to effectively plan, activate, optimise and measure, while 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.
