INSUBCONTINENT EXCLUSIVE:
MediaRadar CEO Todd Krizelman describes his company as having “a very specific objective, which is to help media salespeople sell more
advertising” by providing them with crucial data
And with today’s launch of MediaRadar Events, Krizelman hopes to do something similar for event organizers.These customer groups might
actually be one and the same, as plenty of companies (including TechCrunch) see both advertising and events as part of their business
In fact, Krizelman said customer demand “basically pushed us into this business.He also suggested that after years of seeing traditional
ad dollars shifting into digital, “the money is now moving out of digital into events.”If you’re organizing a trade show, you can use
MediaRadar Events to learn about the overall size of the market, and then see who’s been purchasing sponsorships and exhibitor booths at
similar events.The product doesn’t just tell you who to reach out to, but how much these companies have paid for booths and sponsorships
in the past, whether there are seasonal patterns in their conference spending and how that spending fits into their overall marketing budget
— after all, Krizelman said, “In 2019, very few companies are siloed by media format as a buyer or a seller
Anyone doing that is putting their business at risk.”He also described collecting the data needed to power MediaRadar Events as “much
more complicated than we expected,” which is why it took the team two years to build the product
He said that data comes from three sources — some of it is posted publicly by event organizers, some is shared directly by the event
organizers with MediaRadar and, in some cases, members of the MediaRadar team will attend the events themselves.MediaRadar Events support a
wide range of events, although Krizelman acknowledged that it doesn’t have data for every industry
For example, he suggested that a convention for coin-operated laundromat owners might be “too niche” (though he hastened to add that he
meant no offense to the laundromat business).In a statement, James Ogle — chief financial officer at Access Intelligence (which owns the
LeadsCon conference and publications like AdExchanger) — said:Hosting events and the resulting revenue that comes from them is a big part
However, the event space is getting more and more crowded and also more niche
Relevancy equals value, so we want to make sure our attendees are within the right target market for our exhibitors
MediaRadar provides critical transparency into the marketplace.
