At the Performance-Driven Marketing Institute (PDMI) West Conference, Alesha Romatier, SVP of Integrated Media Strategy, participated in the "Buy-Side Banter: Performance Agencies Speak Out" panel. She shared her insights on navigating the complex relationship between brands, media outlets, and publishers. The panel explored where the performance marketing industry stands today, the biggest challenges and opportunities for agencies and their clients, and what’s next for the rapidly evolving landscape. We spoke with her, and here are her key takeaways from the PDMI West Conference:
- Know Your Audience: Successful campaigns are all about knowing your audience. Crafting a testing strategy that leverages a thoughtful media mix is critical for reaching your target where they spend their time.
- Linear TV and Streaming Have Unique Roles: Most consumers engage with both platforms, so understanding the strengths of each is key, especially when testing. CTV (Connected TV) offers lower barriers to entry, efficient multi-variant testing, and faster insights into what works across audience segments, content, and messaging. However, it comes at a higher CPM when aiming for specific targeting. Linear TV, while providing mass reach at a more efficient cost, presents challenges in targeting and testing speed. Insights gained from CTV can guide how you approach linear strategies and accelerate your path to capturing the benefits of the channel.
- Industry Fragmentation: Fragmentation remains an ongoing challenge—whether it's placement, distribution, or measurement. The industry is eager for more consistency, consolidation, and transparency, which will help advertisers feel more confident in their investments.
- Linear TV is Here to Stay: While the media landscape continues to evolve, one thing is clear: Linear TV isn’t disappearing anytime soon. News and sports will continue to command high engagement in the next 12-18 months.
In today’s media landscape, there's no one-size-fits-all solution. What’s obvious is that as technology and media consumptions habits continue to change, strategies have to evolve alongside them. One thing is for sure, PDMI continues to be relevant as a year over year benchmark.