CEO At Left Hand Agency
Website Address: lefthandagency.com
On “Media Champions,” our host speaks with experts within the marketing community. This week our host speaks with Lauren Ridgley from Left Hand Agency. To learn more check out lefthandagency.com.
WHAT IS THE BIGGEST CHANGE IN MARKETING THAT YOU SEE COMING IN THE NEXT 2 YEARS?
Converging technology and more and more media dollars moving to programmatic buying. OTT will be dominating TV the next few years especially as cookies go away. Linear TV is going to make a comeback as NextGen TV gets rolled out across the country – and I predict less erosion in that space than prior few years.
ARE THEIR ANY TRADE ORGANIZATIONS OR GROUPS THAT YOU BELONG TO?
WHAT IS THE ADVANTAGE TO WORKING WITH AN OUTSIDE MEDIA BUYER AS OPPOSED TO HAVING JUST AN INTERNAL MARKETING DIRECTOR?
Media buying, particularly programmatic, is complicated and the “easy path” to advertising provided by many digital vendors is designed to serve them not the advertiser. It’s so easy to waste money quickly when you don’t understand digital.
WHAT IS ONE TIP THAT YOU WOULD GIVE WHEN IT COMES TO MEDIA PLANNING?
Understand impression based buying across the board and use it to calculate across mediums. But don’t get hung up on CPMs because an impression on cable is not the same thing as an impression on display.
HOW DOES A MEDIA BUYER STAY ON TOP OF TRENDS WITH MEDIA PLACEMENT?
You have to be educating yourself across industry sources every single day in the new digital world. And sitting in on webinars from various places.
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