Last year the holidays were made -- and many would say saved -- by e-commerce, but this year's holiday season offers a more nuanced set of challenges. Advertisers have to strike a balance between retail and direct sales and cannot rely solely on social for prospecting and retargeting. To help brands, retailers and agencies plan their holiday media buying strategies, MediaVillage spoke to Dan Kelly, Director at DISH Media, about the need to take a multi-tiered approach to reach consumers; how to extend reach beyond consumers, and how to improve marketing ROI.
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