MarTech Interview with Matt Young, Chief Commercial Officer at Vivvix

Matt Young, Chief Commercial Officer at Vivvix talks about the various methods advertisers and marketers can use to drive deeper brand value in a noisy online market:

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Welcome to this MarTech Series chat, Matt, tell us about yourself and your B2B tech journey, we’d love to know about your new role at Vivvix and what you’re looking forward to here in this new phase?

Thank you for having me. I am Matt Young, Chief Commercial Officer at Vivvix. As the media landscape continues to evolve, this is an exciting time to join the company. Vivvix is currently in a high-growth stage, so I am thrilled that my recent appointment can play a contributing part in our rapid development.

As CCO, my role is to ensure that Vivvix’s go-to-market approach continues to support our customers’ changing needs. I’m responsible for leading revenue growth and new business efforts, in addition to directing customer success and commercial operations.

Reflecting back, my previous roles as Chief Revenue Officer at Recurrent Ventures and Global Chief Revenue Officer at Motorsport Network, were certainly pivotal moments in my 20-year career. In those roles I honed my skill set of understanding how to deliver significant increases in revenue year-over-year. I also ran programmatic businesses within BrightRoll, which merged with Yahoo! and eventually Verizon Media, and gained valuable experience in mergers and acquisitions as an executive in residence at North Equity.

One of our primary goals at Vivvix is to give our clients full confidence with a comprehensive understanding of advertising to gain a competitive advantage. With my history of working in commercial operations, media and technology, I’m striving to bring a unique perspective to our clients, as the industry applies advertising intelligence to an increasingly targeted world.

Take us through some of the core processes and technologies you use to drive growth and ROI in your role and key takeaways you’ve learnt over the years across your different experiences?

I’ve always been drawn to companies, like Vivvix, that find themselves at the intersection of something new. It’s one of the many reasons this role and opportunity appealed to me most, especially when you combine Vivvix’s business with how relatively new the overall market is still. Throughout my career I’ve learned the importance of knowing how to get the best out of your sales teams is essential in generating high revenue growth and driving the company’s bottom line forward.

I have a strong passion for building and integrating teams, particularly from the sales side, who understand the needs of customers and how to properly support them. It’s a mindset I  developed in my time at Recurrent, Yahoo, and Verizon Media, and it’s a quality I’ve been able to apply throughout company integrations, M&As, and now with Vivvix.

As CCO, I’m looking forward to also leading and overseeing our customer success, marketing, and sales enablement teams. It’s about putting the pieces together to ensure we have the right processes in place to increase revenue growth aligned with our company goals for this year. But it also means putting our customers first to hear what’s working and what we can do more of to make their lives easier.

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For B2B ad/adtech/martech teams today, especially those tasked with ROI and revenue generation or customer journey success: what best practices do you think they should follow to stay apart from the competition and keep creating brand impact?

My recommendation for creating brand impact starts with developing a deep understanding of what drives your customers. From there, analyze your go-to-market approach and product offerings – do they align with your customer’s key objectives? Determine how your unique offer can deliver added value.

Additionally, the key to staying apart from your competition is to understand what your competitors are doing in the market. Can you identify their brand strategy? Who are they targeting on what channels and with what message? How does their product offering measure up to yours?

What near future predictions do you have for the B2B tech marketing and digital ad industry that you’d like to highlight?

I think we’ll continue to see a certain level of concern among advertisers who are trying to uncover the proper channels for their advertising. Another trend that could have implications is the decline of predictable linear mechanisms while digital steadily becomes more effective for lower funnel metrics.

The caveat is that digital can sometimes be suspect in quality and is increasingly competitive, as companies bid for valuable customers. This could steer advertisers into situations where they might need to invest in digital partners for healthy advertising venues.

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A common misconception about the impact of AI in advertising you’d like to dispel?

One common misconception is that AI can completely replace the human element within the creative process. While AI can help automate and optimize advertising components like targeting and ad placement, it cannot fully replace the creativity and intuition of human marketers. In fact, a recent study of campaign effectiveness found that 49% of ROI is driven by creative quality.

That said, you can still rely on AI to analyze large, disparate datasets to provide valuable insights and data-driven recommendations quickly, and this comes into play with our advertising catalog offering at Vivvix.

Vivvix is a leading advertising intelligence company globally, formed in 2023 by unifying the advertising intelligence businesses of Kantar and Numerator.

Matt Young is the Chief Commercial Officer (CCO) at Vivvix. He is a digital media and adtech veteran with 20 years of experience. At Vivvix, he is responsible for all global revenue, customer success and commercial operations and leads revenue growth initiatives and direct new business efforts to ensure Vivvix’s go-to-market approach continues to support changing customer needs. Vivvix is an ad intelligence brand leading in competitive advertising data across digital and traditional media and was formed in 2023 by unifying the businesses of Kantar and Numerator. The company offers the most comprehensive advertising intelligence footprint available, including the largest creative library and estimates of advertising market shares across media types.