{"id":615287,"date":"2023-03-07T08:49:37","date_gmt":"2023-03-07T14:49:37","guid":{"rendered":"https:\/\/news.sellorbuyhomefast.com\/index.php\/2023\/03\/07\/media-buying-briefing-what-youll-learn-at-the-media-buying-summit-this-week\/"},"modified":"2023-03-07T08:49:37","modified_gmt":"2023-03-07T14:49:37","slug":"media-buying-briefing-what-youll-learn-at-the-media-buying-summit-this-week","status":"publish","type":"post","link":"https:\/\/newsycanuse.com\/index.php\/2023\/03\/07\/media-buying-briefing-what-youll-learn-at-the-media-buying-summit-this-week\/","title":{"rendered":"Media Buying Briefing: What you\u2019ll learn at the Media Buying Summit this week"},"content":{"rendered":"
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March 6, 2023\u00a0\u00a0\u2022\u00a0\u00a06 min read<\/span> \u00a0\u2022\u00a0 By Michael B\u00fcrgi<\/a><\/p>\n<\/div>\n

\"Illustration<\/p>\n

\n\t\t\t\t\tIvy Liu\t\t\t\t<\/p>\n<\/p><\/div>\n

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Today begins three days of analyzing the media agency business as Digiday hosts its twice-yearly Media Buying Summit, this spring in New Orleans. For those of you not fortunate enough to attend in person, make sure you don\u2019t miss our summit this fall, which will be held Oct. 16 to 18 in Naples, Fla.<\/p>\n

At DMBS, we strive to tackle the major issues on the minds and desks of media agency executives and staffers, and we seek out experts in those fields to share their stories of success and challenge. This spring\u2019s summit is no exception. Here\u2019s what we have on the docket \u2014 followed by a few things that aren\u2019t topics but will certainly find their way into the conversations taking place this week.\u00a0<\/p>\n

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Commerce media is set to dominate the marketplace<\/strong><\/p>\n

Digiday has written a lot about the exploding growth of commerce media \u2014 a catch-all term that incorporates e-commerce and retail media networks, made popular by the McKinsey duo of Quentin George and Jon Flugstad. The two execs open today\u2019s sessions with a presentation that showcases why this field is exploding and what it can mean for brands and their media agencies. <\/p>\n

In short, the opportunity to get brands closer to customers\u2019 points of purchase (either IRL or online) inherently increases the chances of that advertising to convince customers to buy. It\u2019s that simple \u2014 and yet, as the agency world has done so many times, it\u2019s rendered complicated by technology and measurement challenges.<\/p>\n

\u201cIt\u2019s expansive in the promise and the opportunity of what [commerce media] can be, but we also need to be really clear about the reality of \u2018You don\u2019t understand, I can\u2019t even get 50% viewability on the retail media\u2019,\u201d said George, partner and commerce media leader at McKinsey. \u00a0<\/p>\n

The role of Web 3 (which has already been crowded out of headlines by AI)<\/strong><\/p>\n

Only six months ago, you couldn\u2019t get through a day without reading something about the Metaverse or a Web3 activation, and yet many of those storylines have faded \u2014 while media agencies get to work actually figuring out the best ways to harness this next-level opportunity for brands to commune and connect with people who can be potential customers. Walton Isaacson\u2019s managing director of digital, Albert Thompson, has been a regular speaker at Digiday conferences because he\u2019s always testing out new marketplaces and opportunities, and shares his thoughts and experiences with Digiday\u2019s media buying reporter Antoinette Siu.\u00a0<\/p>\n

The latest media obsession is over artificial intelligence in the wake of several generative AI releases<\/a> from Microsoft to Google, and Digiday\u2019s senior marketing tech reporter Marty Swant has been covering many angles affecting marketers and agencies. Swant will touch on AI with Dentsu Media\u2019s senior vp and managing director Will Ferguson, as well as with Claire Russell, head of media at independent FitzCo. Naturally, those conversations will also address the looming privacy and fraud concerns that come with these new territories. <\/p>\n

Evolving client relationships<\/strong><\/p>\n

One fundamental shift every media agency, from holding company giant to tiny independent, has felt is the changing needs and demands of clients in this quasi-post-pandemic world. The reality is many of the altered consumer habits that shook the media and marketing worlds in the wake of Covid-19 haven\u2019t turned out to be as permanent as initially thought. And there remains a lot of confusion among brands as to how to cement a stronger relationship with their customers, especially in light of new channels.\u00a0<\/p>\n

That reality has resulted in brands asking more than ever of their media agencies \u2014 from deeper diving research to new forms of connection through social and influencer channels to deeper consultative work. Both Media.Monks\u2019 global head of media Melissa Wisehart and Publicis\u2019 Media\u2019s chief investment officer Shelby Saville, know all too well how to grapple with those demands, and both will share how they\u2019ve adapted scope of work and KPIs to address them. \u00a0<\/p>\n

Have talent problems eased up?<\/strong>\u00a0<\/p>\n

It would seem the era of quiet quitting<\/a> that wracked the agency world in the early days of the pandemic are fading, and for a few reasons. For one, the proverbial green grass on the other side \u2014 in adtech and martech \u2014 has dried up as the tech world has undergone the biggest mass layoff in recent memory.\u00a0<\/p>\n

But for another, agencies have adapted a lot of their employee approaches to be more staff-friendly. 22Squared\u2019s head of talent Akash Sen will address some of these adaptations with Siu in a conversation on March 8, including mental health issues and a media residency program designed to train up people from a variety of backgrounds.\u00a0<\/p>\n

Without a doubt, issues around clutter in connected TV, privacy, measurement challenges and solutions, and diversity equity and inclusion will come up organically in the conversations and presentations throughout the summit. I hope that if you miss us in New Orleans this week, you\u2019ll attend this fall.\u00a0<\/p>\n

Color by numbers<\/h2>\n

Last month, Influencer management platform Uplify<\/strong> analyzed sponsored ads across YouTube, Twitch and Trovo to research live-streaming advertising budgets. It found that U.S. brands are spending $30,000 on average for influencer livestream marketing campaigns targeting Gen Z. \u2014 Antoinette Siu<\/em><\/p>\n