Vinay Shriyan, head of ad technologies and data at Scroll Media, is responsible for Scroll's digital advertising offering to publishers. From building and implementing ad auctioning tech to data management, Vinay has been pivotal in helping media buyers reach the right audience across the Scroll network.
Scroll Media is described as a network of publishers that stretches across New Zealand, can you share more information about your business?
Scroll Media is a network of publishers that stretches across New Zealand (reaching one in four New Zealanders) and Australia (reaching one in three Australians). Scroll Media specialize in helping brands & agencies with sponsored content, brand integration and the classic digital banner advertising on our highest quality publishers.
Scroll Media is headquartered in Auckland and has offices across New Zealand and Australia.
Why have you chosen to partner with Eyeota?
A good chunk of data vendors in the market just create noise, most of the tech isn't necessary, they should focus on what is really needed to meet objectives today. This is one of the problems in the industry that Eyeota is solving - it is well integrated and allows media buyers to target the right audiences, simple!
How are Scroll Media audiences relevant for advertisers?
Scroll Media harnesses the power of first party audiences from their array of publisher websites across New Zealand & Australia. We have intent data ranging across multiple categories ranging from finance to lifestyle, or niche rural demographics to users with a particular type of driving licenses. Scroll is a one stop shop for all your digital advertising needs, we also have an experienced ad operations team to work towards your custom advertising KPIs.
How should marketers best use Scroll Media audiences?
We have seen fantastic results when brands or agencies use Scroll Media data in conjunction with our ad inventory. That being said, we also allow our media buyers to just use our data on your favorite DSPs buying media across the wider web beyond our list of publishers.
What are your data predictions for 2021?
There seems to be a lot of talks in the market around the changes to third-party cookies & unified ID. We feel that unified ID will bring a certain level of consolidation in the data space, success in the future would be a function of how well connected your data is rather than just how much data you have.
We have also seen the publisher land evolve from fearing "all things data collection" to being more open to "non-PII data collection". This definitely is a step towards sustainable audience centric media buying.
With Eyeota, Scroll Media audiences are available in New Zealand for omnichannel campaign activation on display, mobile and social channels including Facebook, Instagram, Twitter, Pinterest and Snapchat. For more information about Scroll Media, connect with an audience specialist today at datadesk@eyeota.com.
