idly changing media landscape. Change and disruption creates opportunity and those companies that can embrace the
rapidly evolving digital environment are the ones that will
be the winners. They are the ones who can iterate to take
advantage of emerging digital solutions.
What do you believe the hottest topic will
be in the coming 12 months?
Abed Abusaleh, Havas Edge: It will be the expansion of
programmatic and addressable advertising. Marketers are
becoming increasingly interested in narrowing the focus
of their advertising dollars to specifically target their ideal
Bill McAlister, Top Dog Direct: Amazon’s retailing muscle
and the out-of-control robo-calls we are all getting.
Brian Norris, DISH Media Sales: As more services gain
speed within the live OTT space, the market will experience
meaningful uptake from consumers, leading to more opportunity for advertisers. Sling TV entered uncharted territory
two years ago, but we’ve found that we’re in a world of “if
you build it, they will come.” At this point, we’ve worked
with thousands of advertisers — including direct response
brands — that are using Sling TV to reach a new consumer,
test creative, and gain more insight into their audience.
Koeppel: The looming threat of net neutrality going away
could be a huge issue. Its demise could fundamentality
change the way we do business and significantly increase
costs as marketers pay even more to vie for online eyeball
and mind share.
What are the three biggest advantages
for marketers presented by today’s
omnichannel marketing environment?
Fern Lee, THOR Associates: 1) Improved data access; 2)
increased talent to utilize data; and 3) e-commerce infrastructure for revenue — replacing retail.
Kevin Lyons, Opportunity Media/A+E Television Networks: First, the ability to reach more consumers. Next, the
ability to more accurately target their audience. And third,
the ability to increase customer loyalty and value.
Omnichannel, by its nature, represents increased opportunity as well as flexibility for marketers to tailor specific
messaging to the audiences in each channel.
Besasie: It is often inferred that omnichannel marketing
means an integrated and concurrent effort across multiple
marketing channels. However, omnichannel doesn’t necessarily need to be a large-scale, concurrent investment. Given
the differences in scale and uniqueness of today’s marketing
channels, a marketer can vet or incubate offers in social, via
email, or via direct mail that later leads to, and scales, with
broadcast media and retail promotions.
A second advantage is the ability to reach more narrowly
defined cohorts through addressable media that were not
present with large-scale mass media. The ability marketers have today to use the efficiencies of mass media to gain
reach, awareness, and share of mind — and the targetability
of addressable media with tailored messaging — offers marketers the best of both worlds.
Stacey: Some of the biggest advantages are the ability to test
cheaply and quickly, scale on a graduated basis, and better
BY THOMAS HAIRE
Members of the magazine’s
Advisory Board speak
out on the current state
of the performance-based