27 MEDIA INSIGHTS
SPEND & TRENDS REPORT
“On campaign planning; you have to establish where you’re going to be before you actually create for it. The platform is about library and content is about creating new content.
If we go to them and we offer it- yes, it’s a cool thing to do as a one off potentially or for one particular advertiser. But from a mass perspective, a lot has to take place in order for it to be an effective measure of currency. We’re still at the very beginning of this conversation. If we’re going to change it. And we have been at the beginning of this conversation for the past 15 years. In that span of time, the infrastructure has been disrupted on multiple occasions. The industry infrastructure has remained in a rapidly-paced evolutionary phase. But 15 years later, nobody’s been able to make leaps and bounds in our space. One thought on campaign planning; you have to establish where you’re going to be before you actually create for it. The platform is about library and content is about creating new content. As an industry, we’ve been worried about getting the platform up and
now we can finally start to talk about content through measurement. We’re only going to be as good as the data that we pull from the platforms. Data is going to direct where your content creation comes in.
Theresa Pepe Media Insights
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