CEO at Marpipe
Website Address: www.marpipe.com
On “Media Champions,” our host speaks with experts within the marketing community. This week our host speaks with Dan Pantelo from Marpipe.
To learn more check out www.marpipe.com.
What is the biggest change in marketing that you see coming in the next 2 years?
The creative automation revolution will be the largest force to impact marketing. Right now, data and automation have already solved every major issue that marketers had (audience targeting, bidding, placement, inventory consolidation, etc) EXCEPT for creative production, which is the workflow that has the highest impact on performance. Since this workflow is still entirely manual today, there’s so much work to be done here, and the new consumer privacy regulations (iOS14) are forcing this change to happen now.
What is one tip that you would give when it comes to media planning?
Allocate 20% of your monthly media spend to structure creative testing in order to hedge against creative failure or fatigue.