Company: MediaGo, Sunnyvale, CA
Nomination Submitted by: Baidu
Company Description: MediaGo is a global AI-integrated marketing platform under the Baidu Global brand that helps clients to rapidly expand into the global market and enhance international influence. Available to customers around the world, MediaGo provides cross-media integrated marketing solutions, including programmatic advertising, advertising reselling and AI-backed recommendations to more than 10,000 companies.
Nomination Category: New Product & Service Categories - Content
Nomination Sub Category: Advertising or Campaign Management Platform
 Nomination Title: Baidu’s MediaGo
- Which will you submit for your nomination in this category, a video of up to five (5) minutes in length about the nominated new or new-version product or service, OR written answers to the questions for this category? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers for your submission, you must provide an answer to this first question: If this is a brand-new product, state the date on which it was released. If this is a new version of an existing product, state the date on which the update was released:
First released in July 2022, enhanced version in February 2023
- If you are providing written answers for your submission, you must provide an answer to this second question: Describe the features, functions, and benefits of the nominated product or service (up to 350 words):
Total 346 words used.
Complex traffic composition and erratic delivery results have plagued the open web market. Simultaneously, increased competition and new challenges from data privacy regulations have made it difficult to achieve placement goals using traditional means.
Artificial intelligence (AI) deep learning technology can provide a deeper understanding of the key characteristics of traffic, users and ads, enabling an accurate matching capability that’s compliant with privacy regulations. This allows for continuous and automatic optimization of ad delivery strategies.
Despite many competitors in the open web market, most DSP service providers have weak technical capabilities, and white labeling is a common phenomenon in the industry. Only a few service providers are using deep learning technology.
Recently, MediaGo enhanced its deep learning capabilities, becoming one of the few advertising platforms in the open web market to fully apply deep learning technology to the entire marketing chain.
Leveraging Baidu's industry-leading artificial intelligence technology, MediaGo has effectively applied its discriminative AI and generative AI in ad placement scenarios, earning widespread praise from advertisers.
These updates enable MediaGo’s (AI) deep learning technology to provide a deeper understanding of the key characteristics of traffic, users, and ads, enabling accurate matching between them. This allows for continuous and automatic optimization, adjusting the delivery mode, ad delivery strategy, and algorithm optimization based on different ad delivery scenarios and changes in data.
Through its deep learning technology, MediaGo automatically extracts and learns data features such as traffic, creative assets, and context, resulting in highly precise ad placement and detailed analysis of marketing effectiveness.
In addition, deep learning technology can accurately predict user behavior and needs by analyzing both historical and real-time data. This enables highly precise and efficient advertising and detailed analysis of marketing effectiveness, ensuring campaigns yield better results and a higher return on investment (ROI).
With a firm pulse of the newest marketing trends worldwide, MediaGo can provide advertisers with insightful, comprehensive marketing solutions, which has resulted in the platform earning widespread praise from advertisers and partners. Some of MediaGo's key partners to date include MSN, Xandr, Verizon, Google ADX, and many other high-quality media sources.
- If you are providing written answers for your submission, you must provide an answer to this third question: Outline the market performance, critical reception, and customer satisfaction with the product or service to date. State monetary or unit sales figures to date, if possible, and how they compare to expectations or past performance. Provide links to laudatory product or service reviews. Include some customer testimonials, if applicable (up to 350 words):
Total 313 words used.
In September 2022, MVF, a leading customer generation platform in the United Kingdom, partnered with MediaGo to deploy its AI-integrated native ad platform to access premium MSN placements to increase the scale and ROI of their programmatic ads.
Specifically, the two launched 20 native ad campaigns across MVF’s 14 verticals, from solar panels to hearing aids. In the first four months, over 139 unique campaigns were launched, generating over 450 million impressions and 30,000 conversions.
MediaGo’s global inventory, spanning 11 countries, meant that MVF could capitalize on top-tier MSN traffic in key territories and reach new customers, helping to drive rapid scale and substantial results for its clients. Since launching the partnership, MVF’s MediaGo campaigns have generated over 36,000 conversions at a 35% lower cost per action (CPA) than MVF’s average, resulting in a significant return on advertising spend compared to other digital channels.
MediaGo has been particularly successful in the United Kingdom, where average CPAs are 36% lower than other marketing channels, thanks to high-visibility advertiser placements. In particular, MVF’s solar panel campaign, which runs on MVF’s flagship eco-brand, The Eco Experts, has seen a 56% reduction in CPA and generated over 10,000 conversions since launching in September 2022.
This was achieved by executing six individual campaigns, split by operating system, browser and device. All campaigns used eye-catching thumbnails and headlines to boost campaign clickthrough rate (CTR), helping to drive a 53% improvement in CTR on desktops compared to other advertising platforms. Additionally, campaigns also benefited from the clever use of day-parting functionality to set unique cost-per-click (CPC) bids to drive more volume in the morning, when demand is highest, for MVF’s clients.
With 32 MVF categories launched since the partnership began, MediaGo’s premium placements have helped transform MVF’s native ad performance including delivering a 5% increase in contact rate for MVF’s solar panel clients in the United Kingdom.
- You have the option to answer this final question: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 113 words used.
Calum McAuley, Native Advertising Manager, MVF: “MediaGo’s global inventory, spanning eleven countries in total, meant that MVF could capitalise on top-tier MSN traffic in key territories and reach new customers, helping to drive rapid scale and impressive results for its clients.”
Graham Wirtz, Media Buyer at Tapstone Partner: “Over the course of a few months, our average CPA from MSN traffic was lowered. Our monthly revenue grew month after month — soon exceeding our initial revenue goals.”
Spokesperson at MediaForce: “MediaGo's platform provides great results with our smart bidder. With a focus on performance, we've been able to scale our activity quite quickly. We enjoy working with MediaGo's professional team.”
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