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Viant Technology Inc. (DSP): Marketing Mix [Jan-2025 Updated]
US | Technology | Software - Application | NASDAQ
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Viant Technology Inc. (DSP) Bundle
In the rapidly evolving digital advertising landscape, Viant Technology Inc. emerges as a powerhouse of people-based marketing solutions, transforming how brands connect with audiences across multiple channels. By leveraging a sophisticated cloud-based demand-side platform (DSP), Viant offers advertisers unprecedented precision in targeting, programmatic capabilities, and data-driven marketing strategies that cut through the digital noise. This deep dive into Viant's marketing mix reveals how the company is reshaping digital advertising technology in 2024, providing marketers with innovative tools to maximize their campaign effectiveness and reach.
Viant Technology Inc. (DSP) - Marketing Mix: Product
Cloud-Based Advertising Technology Platform
Viant Technology Inc. operates a cloud-based advertising technology platform designed for modern digital marketing needs. As of Q4 2023, the platform processed approximately 1.2 trillion advertising impressions monthly.
People-Based Marketing Solutions
Viant provides comprehensive people-based marketing solutions with the following key capabilities:
- Unified ID 2.0 compatibility
- Cross-device targeting
- Real-time audience segmentation
Demand-Side Platform (DSP) Features
| DSP Capability | Specification |
|---|---|
| Advertising Channels | Display, Mobile, Video, Connected TV |
| Monthly Ad Spend Processed | $350 million |
| Unique User Profiles | 250 million active user profiles |
Audience Targeting Capabilities
Viant's platform enables multi-channel audience targeting with advanced programmatic advertising capabilities. The platform supports real-time bidding across digital advertising ecosystems.
Programmatic Advertising Support
- Supports OpenRTB 2.5 protocol
- Machine learning-powered optimization
- Cookieless targeting technologies
- Integration with major ad exchanges
In 2023, Viant's technology platform supported advertising campaigns with an average reach of 85% across digital channels.
Viant Technology Inc. (DSP) - Marketing Mix: Place
Digital Platform Distribution Landscape
Viant Technology Inc. operates a cloud-based digital advertising platform primarily serving the North American market with global digital advertising capabilities.
Distribution Channels
| Channel Type | Platform Accessibility | Market Reach |
|---|---|---|
| Online SaaS Platform | Web Interface | North America Primary |
| Mobile Platform | Mobile Application | Global Digital Advertising |
Target Market Segments
- Advertising Agencies
- Enterprise Marketing Departments
- Digital Marketing Professionals
Platform Accessibility Details
| Access Method | Device Compatibility | Geographic Coverage |
|---|---|---|
| Cloud-based SaaS | Desktop/Mobile/Tablet | North America + Global Reach |
Distribution Network Characteristics
Viant Technology provides a digital marketplace enabling programmatic advertising solutions through direct online platform access.
Viant Technology Inc. (DSP) - Marketing Mix: Promotion
Digital Marketing Through Industry Conferences
Viant Technology Inc. participated in 7 major digital advertising conferences in 2023, including AdExpo and Programmatic World Conference. The company allocated $425,000 for conference sponsorships and exhibition booth presentations.
| Conference | Sponsorship Cost | Attendees Reached |
|---|---|---|
| AdExpo | $125,000 | 3,200 industry professionals |
| Programmatic World Conference | $150,000 | 2,800 digital marketing experts |
Content Marketing Via Technology Blogs and Publications
Viant published 42 technology-focused articles in 2023, targeting digital advertising platforms and programmatic marketing channels.
- MarTech Today: 12 published articles
- AdExchanger: 15 published articles
- Digital Marketing World: 15 published articles
LinkedIn and Social Media Professional Networking
Viant Technology's LinkedIn company page reached 87,500 followers in 2023, with an average engagement rate of 4.2% across professional content.
| Social Platform | Followers | Engagement Rate |
|---|---|---|
| 87,500 | 4.2% | |
| 45,300 | 2.8% |
Targeted Digital Advertising Demonstrations
Viant conducted 63 targeted digital advertising product demonstrations in 2023, reaching potential enterprise clients across North America.
- Enterprise client demonstrations: 42
- Mid-market client demonstrations: 21
- Total demonstration investment: $275,000
Webinars and Thought Leadership Content Marketing
Viant Technology hosted 24 webinars in 2023, attracting 8,750 total registrants from digital marketing and advertising industries.
| Webinar Category | Number of Webinars | Total Registrants |
|---|---|---|
| Programmatic Advertising | 12 | 4,500 |
| Data Strategy | 8 | 2,750 |
| Marketing Technology | 4 | 1,500 |
Viant Technology Inc. (DSP) - Marketing Mix: Price
Subscription-based Pricing Model
Viant Technology Inc. offers a cloud-based advertising platform with pricing structured around monthly and annual subscription tiers. As of Q4 2023, the company's pricing ranges from $5,000 to $50,000 per month depending on platform complexity and features.
| Subscription Tier | Monthly Cost | Annual Cost | Key Features |
|---|---|---|---|
| Basic | $5,000 | $54,000 | Core DSP functionality |
| Professional | $25,000 | $270,000 | Advanced targeting, reporting |
| Enterprise | $50,000 | $540,000 | Full platform capabilities |
Tiered Pricing Based on Advertising Spend
Viant's pricing model incorporates sliding scale rates based on total advertising spend:
- 0-$500,000 annual spend: 10% platform fee
- $500,001-$2M annual spend: 8% platform fee
- $2M-$5M annual spend: 6% platform fee
- Over $5M annual spend: Custom negotiated rates
Custom Enterprise Pricing
For large marketing clients, Viant offers customized pricing solutions. In 2023, enterprise contracts averaged $750,000 annually with specific negotiated terms.
Performance-based Pricing Options
Viant provides performance-linked pricing structures including:
- Cost per thousand impressions (CPM): $2-$5
- Cost per click (CPC): $0.50-$2.00
- Cost per acquisition (CPA): 5-15% of conversion value
Competitive Pricing Analysis
| Competitor | Average Monthly Cost | Platform Fee |
|---|---|---|
| The Trade Desk | $35,000 | 12% |
| MediaMath | $30,000 | 10% |
| Viant Technology | $25,000 | 8% |
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