The Dangers Of The Ad Buying Industry's 'Overcorrection' Toward Performance

Next in Media spoke to Karen Benson, EVP of integrated media at Deutsch New York about why she's worried that some brands have gone overboard on spending with ROI-friendly vehicles like social platforms and retail media.  Benson also discussed the realities of AI in the agency world, and why it's not so easy to figure out how to fund creator programs.

Takeaways:

• Fragmentation of Media Choices: The biggest change in media has been the fragmentation of options. This shift impacts both media planning and creative development, making media and creative teams more intertwined in their efforts.

• Over-Rotation to Performance Marketing: Benson discusses how there’s been an over-focus on performance marketing, which can limit a brand’s ability to grow long-term. 

• Challenges with Over-Reliance on Platforms like Amazon and Meta: Many businesses rely heavily on platforms like Amazon and Meta for the bulk of their sales, leading to difficulties in scaling or diversifying their business if they don’t invest in brand building.

• TV's Role in the Media Mix: While some claim that TV is dead, Benson highlights that TV still has a role in mass marketing, though targeted digital media like YouTube or CTV is more effective for specific audience segments.

• Navigating TV Currency and Metrics Changes: The TV industry is changing in terms of accountability and metrics, but these transitions are happening more slowly than anticipated. 

• Importance of Creator and Influencer Marketing: Deutsch New York’s Sochi Studio specializes in social media, with a focus on creators and influencers. 

• Artificial Intelligence in Media: AI is making significant impacts in media planning, particularly in optimizing campaigns for meaningful metrics like brand awareness, rather than just clicks or views. 

• Balance Between Brand and Performance: One of the ongoing challenges is finding a balance between performance and brand marketing. 

Guest: Karen Benson

Host: Mike Shields

Sponsored by: Precise TV

Produced by: FEL Creative