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Bench [SMART 100, 2018]

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This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.

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1. THE BEGINNING

This innovation initially came to life when…

The Bench platform was launched after the founders identified a need in the market for a performance-based advertising solution that delivers tangible business outcomes. It is now used by some of the leading brands and agencies both in Australia and internationally.

The founders have invested heavily in R&D and building a tech platform that supports an agile approach to buying media.

The most recent feature includes Discovery, a tool that streamlines the process of planning a media strategy using machine intelligence, which has no equivalent globally.

The purpose of this innovation is to…

…Bench is a programmatic and agile marketing platform that enables brands and agencies to plan, run and optimise campaigns – and run media experiments – in an agile way. Bench helps marketers make digital media management easier and more outcome-driven.

It does this by…

…several tools for planning, launching and managing programmatic media campaigns across multiple channels, ad platforms, publishers and devices. These tools allow for:

– Planning media strategy
– Audience targeting
– Buying media, including real-time bidding
– Managing campaigns
– Analysing cross-channel advertising results
– Maintaining brand safety
– Running agile media experiments.

3. PURPOSE & BENEFITS

This innovation improves on what came before because…

Without Bench, advertisers who wish to engage in programmatic or cross-channel advertising, have to piece together a convoluted technology stack that is both costly and complex to implement. This makes programmatic advertising either cost-prohibitive or otherwise inaccessible to the majority of marketing teams and businesses.

Bench gives companies access to this powerful marketing approach using an all-inclusive and affordable platform.

Its various benefits to the customer/end-user include…

Bench allows marketers to easily control and adapt their marketing activities through a single, unified and outcome-driven platform.

This enables marketing teams to be agile with their marketing spend thereby increasing media ROI, and minimising badly targeted and wasteful advertising.

4. COMPETITIVE LANDSCAPE

In the past, this problem was solved by…

Previously, marketers had one of two options:

  • Work with a programmatic agency or build their in-house capability, which involves a substantial investment of time and money.
  • Regardless of whether media planning and execution was outsourced or handled internally, media campaign planning and execution was drawn-out, inflexible and error-prone.

It’s predecessors/competitors include…

Technology hurdles further prevented marketers from running agile media campaigns.

The marketing technology landscape is highly fragmented and what Bench offers in a single platform can only be replicated using several products. The other alternative is working with agency media planners and buyers who are biased and have an agenda.

5. TARGET MARKET

It is made for…

At a high level, the Bench platform was developed for a diverse set of brand marketers and agencies. The target audience encompasses marketers who work for brands of all sizes as well as the different types of agencies that service them. The diversity of the target audience makes the size of the target market substantial as Bench’s audience is also global.

It is available for sale through…

Bench is a software-as-a-service solution that is available globally and can be accessed by directly reaching out to the sales team or via the website.

Advertisers can also gain access to the Bench platform through an agency partner.

Our marketing strategy is to…

Bench’s 300% customer growth can be attributed to the close alignment between the sales and marketing functions.

This ‘smarketing’ approach forms the basis of Bench’s current and future go-to-market strategy, which is fuelled by content that is meant to build a thought leadership profile in the market.

It is backed by sophisticated marketing automation and targeted digital advertising.

 

FINE PRINT: This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.

Maven Judge Vote: Bench – Smart 100 2018
(Please note – The form below is for judging purposes only and is restricted to the public)

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