Panel: Catharine Hays (The Wharton School); Natasha Hritzuk, Ph.D. (Turner Ignite); Sheri Roder (Horizon Media); Audrey Steele (FOX Network Sales); Howard Shimmel (Turner Broadcasting System)
The biggest obstacle to achieving this vision is measurement. Past measurement methods, have been product focused. Think about both the product and the impact on the consumer.
Media and creative are coming together again.
There is much more advertising out there. However, if it’s not a good ad, that works counter to the effectiveness of the media company’s work. Understand and measure the emotional side, which can now be done empirically. Marry brands with communication to make them relevant. Consumers don’t describe themselves in terms of marketing demographics. Help clients make more money. Be smarter about the who, when, etc. Do, test, measure, learn. Look at common sense things that you know will work and implement quickly.
Demonstrate to the consumers that you respect their time and won’t bombard them with ads. This practice gets a positive response. However, the cost of getting content must be understood by the consumer.
Free ourselves from the linear prison. Digital, social should not be massaged to be more like linear.