Marketers and media agencies collectively are facing a perfect storm. Media options, particularly for television and video advertising, have grown exponentially. More and more media buys are conducted programmatically at the buyer's fingertips instead of via a traditional insertion order. Agency teams are expected to have expertise across many disciplines and the sellers they work with are stretched equally thin. For today's overtaxed media buyer, a partnership with a responsive media account executive who can expertly answer questions is a major differentiator.
Enjoying This Commentary? There's More to Love
Subscribe to MediaVillage to receive email alerts featuring the latest content on advertising, media/TV, and marketing strategies and trends, including exclusive The Myers Report research findings.