Michael Piner's media smarts led to real results for Outback, Chipotle, Ulta and more
At Mediahub, Michael Piner, senior VP-video and data-driven investments, has streamlined the agency’s programmatic TV and video investment processes to improve targeting consistency. Buys for the Navy Federal Credit Union were coordinated across TV and digital to reach more active-duty military personnel and veterans. And a private marketplace was created for Discovery Networks’ fully automated TV planning and buying. Outback Steakhouse saw a 30 percent increase in restaurant visits after Piner led an initiative to combine Warner Media’s Audience Now TV ad product and Xandr’s household-addressable TV offering to target lapsed customers. And the agency negotiated TV deals that guaranteed business results, resulting in a 5 percent increase in burrito sales at Chipotle via Warner Media, an increase in website sales at L.L. Bean via Disney and store visits at Ulta Beauty via AETN.