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“Media Champions” with Thomas Moyer from H&L Partners

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Thomas Moyer
Group Media Director at H&L Partners
Website Address: https://www.handlpartners.com/

Each week on “Media Champions,” our host talks to media experts across the country. This week, our host speaks with Thomas Moyer from H&L Partners.

To learn more, check out https://www.handlpartners.com/.

What is the biggest change in marketing that you see coming in the next 2 years?

1) Customer Experience – Customers have certain expectations from the brands they engagement with and that will continue to evolve into more interactive experiences (e.g. Metaverse, AR/VR technology, and Web3)

2) Continued shift away from traditional media (e.g. Radio/Television) and more into online streaming audio and CTV/OTT services (e.g. Hulu, Sling, YouTube, Disney+, etc…). Important note, traditional media still plays an important role for many clients though it is important to be agile and integrate all media types based on the goals and objectives of a client’s campaigns.

What is the advantage to working with an outside media buyer as opposed to having just an internal marketing director?

There are certainly advantages of both, but an outside buyer may have had the opportunity to work with a diverse set of brands, some of which may be from a client’s competitive set. This experience gives outside buyers a perspective that may not be shared with an internal team (though sometimes is) as to what is possible, best practices, and how to achieve campaign goals up and down the marketing funnel.

How does a media buyer stay on top of trends with media placement?

Staying connected to the industry technologies, publisher evolutions, reading the trades (e.g. Digiday, adexchanger, adweek, etc…), and RFPing!!


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