The Evolution of Media Marketing

Marketing has undergone significant transformation as it adapts to the changing media landscape, where advertisers face the challenges posed by digital fragmentation and consumer attention. Leslie Berland, CMO of Verizon, emphasizes the necessity for marketers to follow the money when making media decisions, as advertisers wield considerable influence over media narratives. The discussion highlights that CMOs are crucial for developing and reshaping marketing strategies that accommodate the swift changes in media consumption behavior. This has been particularly evident as brands pivot from traditional television advertising to more dynamic, digital platforms, with a strong focus on real-time engagement.