NAPA, CA — As much as it poses challenges, the ongoing explosion in digital media is also opening up a wealth of new opportunities for marketers to reach consumers, says DigitasLBi North America’s chief investment officer Adam Shlachter.
“The numbers are there now – if you look at platforms like YouTube… the content creators are generating a tremendous amount of viewership – that doesn’t exist on TV.
“If I’m brand marketer trying to reach a younger audience focused on the how-to space in fashion, cooking or other lifestyle genres… that’s a win for everyone. If you look at how much content people are consuming, it spells a whole new world of opportunities.”
But Shlachter also said the advertising trading ecosystem still has too much manual handling and ad tech can help further by automating processes.
We spoke with him recently at the TubeMogul partner meeting. For more videos from the event, please visit this page.