Our ‘Profile: A Day in the Life of’ feature takes a look at some of the global professionals working across performance marketing. It aims to shed light on the varying roles and companies across the flourishing industry. This week we head to London to meet BrightRoll's Andy Mitchell.
Job title and company:
Managing director Europe, BrightRoll.
In one sentence, how would you describe what the company does?
BrightRoll powers digital video advertising for the world’s largest brands, including 87 of the top 100 Ad Age advertisers, 35 of the top 50 publishers, and more than 100 technology partners.
What are the company’s unique selling points?
BrightRoll builds software that automates and improves digital video advertising globally. It offers the industry’s leading programmatic video solutions, including a demand side platform and marketplace. These solutions help advertisers, publishers and partners grow their business and connect with consumers on web, mobile and TV.
BrightRoll technology collects and analyses hundreds of billions of data points monthly enabling real-time decisions that drive ROI for advertisers.
Within the last six months/year, what stands out as the company’s major milestones?
I think I can safely say that BrightRoll joining the Yahoo family has been the biggest and most exciting milestone of the last few months. This has helped us to scale to even more advertisers globally through what is now the largest digital video advertising platform.
That aside, we had a number of other highlights, including the launch of our partner programme, which gives marketers access to best-in-class products and services to maximise the efficiency of their video advertising campaigns. This highlights our commitment to growing the video advertising ecosystem.
We also partnered with Nielsen to produce a revolutionary study that showcases how brand marketers can put their media dollars to work more effectively and better reach cross-screen audiences through a combination of TV and mobile video advertising.
And most recently, the launch of ‘BrightRoll Insights’ – a new centralised dashboard for advanced research and reporting for programmatic video. This offers advertisers more transparency into brand lift and advanced campaign performance.
Duration in current role:
It’s my one year work anniversary this month (March).
Where are you based?
Previous performance marketing-related companies you have worked at:
I have over 20 years of digital media and advertising technology experience having held a number of leadership positions working with brands, agencies, agency trading desks (ATDs), demand-side platforms (DSPs), ad tech companies and the publisher market in Europe.
Before joining BrightRoll, I spent six years as managing director at ANyMedia, the advertising network and technology division of Daily Mail and General Trust (DMGT). I have also held roles as media development director at Panasonic and development director at Ogilvy & Mather. I also served as managing director at DoubleClick UK, where I was responsible for growing the team from five to 140 employees, which led to success in securing deals with some of the most prominent brands in Europe.
What are your main job responsibilities?
As managing director of Europe, I lead the company’s sales and business strategy to drive the adoption of programmatic video in the region, while expanding the European team headquartered in London. In this role, I am responsible for driving transparent financial efficiency, agile and iterative product deployment and simple, scalable ease of trade.
Take us through what you get up to on a typical working Monday:
- Weekly cadence of revenue metrics, open and transparent all-hands, management dissemination meetings and 1:1’s.
- On a Royal Enfield or a BMW GSA motorcycle to and from work, past Big Ben, cutting through the market noise, understanding Yahoo!and focusing on key messaging for the conference panel or speech.
- Seeing data points, clarifying consumer stories in real time, decisioning through the day on such evidence and delivering the three business lines of BrightRoll.
What top three websites can you be found browsing during your lunch hour?
Tumblr, Mashable and Exchangewire.
What are your top three tips for someone looking to get their hands on a job like yours?
- Understand the industry thoroughly
- Cut through the noise that always exists in a rapidly expanding and complex industry by thinking in a binary way
- Know what not to do
Career-wise, where do you see yourself in three years’ time?
Leading a team that continues to drive the growth of programmatic video advertising in EMEA.
Tell us one thing people at work don’t know about you?
My passion for sailing.