A bold vision. A strategic framework. Technology engineered for modern TV advertising that delivers results. This is what you've come to expect from Madhive and what we highlight within our brand evolution.
Look around our site and you’ll see fresh designs, streamlined messages, the values we’ve always championed, crystallized in a new way. This is the start of something new for us and for you, but it didn’t happen overnight.
Over the past six years, our founders, Adam Helfgott and Tom Bollich, and the entire Madhive team, have successfully built and scaled a full-stack programmatic advertising platform. The team has created a new TV infrastructure to streamline, simplify and build flexibility with the technology stack. Now serving more than 5,000 advertisers running more than 13,000 campaigns a month, we’ve established trust with local content owners, creators, and distributors like FOX, Scripps, and TEGNA’s Premion, plus national agencies and brands. Today, our platform and partnerships are propelling TV advertising forward.
And it’s been quite the whirlwind. We’ve achieved rapid growth amidst major industry disruption, so it’s no surprise that we need to take a moment to re-focus our attention on the problems we solve and the ways we drive our clients’ business forward.
With this as the backdrop, we set out earlier this year to evolve the Madhive brand.
To redefine TV advertising. To ride the wave of streaming TV. To further refine our purpose, vision, mission and values.
We asked ourselves, how do we cut through the industry noise, push boundaries, and build a sustainable, recognizable presence? We found our sweet spot at the intersection of:
This made it easy for us to isolate why we do what we do: to bring transparency, simplicity, and efficiency to TV ad buying/selling. With our reasons for being firmly cemented, we began to craft our updated identity with key messages about why we do what we do.
This isn’t simply about a new logo or website (although we have both). This is about transforming how our clients and prospective clients think. To expand their expectations of what is possible through advertising technology investments.
If we accomplish this then the sky's the limit.
We looked at multiple visual identities eventually landing on an evolution vs. a revolution. Building on the unique mark and Madhive name that has allowed us to stand out.
We removed the separating X • O dot element so the mark has a similar dual cadence as the name, Mad - hive. The new mark is designed to feel more timeless. Its simplicity will allow the brand to have more endurance and represent a portal to the future. A place where vision and television meet, the collision of TV and digital.
One of the biggest changes in our evolutionary identity is our refreshed color palette. We chose dual purples as primary colors because of their associations with wisdom, creativity, and ambition. This visual identity is aligned with our core brand attributes in taking bold, experimental, and wise leaps forward.
The usage of TV color bars set a foundation for visual connectivity. Color bars have certainly changed—given the fact that our screen sizes changed —but they’ve remained persistent, not just to test image quality, but as an iconic part of television all its own. We wanted to reframe their usage, by infusing a programmatic/generative look, reinventing the traditional color bars to bridge the intersection of TV and digital media.
The best taglines are an invitation to learn more. They elicit a response and position a brand above and beyond their competitors.
Where others have outdated or rented technology, we have custom-built our own. We have built one modern TV operating system with infinite opportunities. That’s why we’re built for the big stream.
Nodding to the big screen and bid stream, our new tagline is a play on words and an authentic representation of the value we provide.
Sure, this updated brand identity is about evolving Madhive, but we do it in service of you.
It’s a bold vision. A strategic framework. A new mindset backed by enduring values.
Looking ahead, we’ll be releasing new products, announcing new partnerships, and expanding our capabilities throughout next year. The goal: To keep experimenting, disrupting the status quo and moving the TV advertising industry forward.
