Dan Larkman
CEO/Founder at Keynes Digital
Website Address: https://keynesdigital.com/
“More 2 Media” is a show made for people in the world of marketing and media who want to grow their media knowledge. Interviewing experts around the country, “More 2 Media” is the place to go for tips, tricks and entertaining quips to take your business to the next level.
This week our host interviews Dan Larkman from Keynes Digital. To learn more check out https://keynesdigital.com.
What is the biggest change in marketing that you see coming in the next 2 years?
As consumers continue to watch just as much content as they did during the pandemic, they’re also continuing to sign up for more TV streaming subscriptions, fueling content wars between TV networks.
By this Keynes Digital means, networks must consistently produce large-scale TV content to maintain user subscriptions. The industry is looking at more content, more shows, and more choice.
What is one tip that you would give when it comes to digital marketing?
Advertisers must be aware that consumers buying from one streaming service is dead and gone, as the average household sits at almost 5 streaming TV subscriptions. The most effective way of buying media for advertisers is buying or bidding across all TV streaming platforms with programmatic advertising.
What are the major challenges that you (and/or other advertisers) face today?
Attribution. Marketers are starting to step outside their comfort zones of Google Analytics showing the performance of a campaign. However, with these tracking capabilities enhancing, and channels and networks rising, we are going to see other tracking platforms emerging and exposing the true value of performance.
What are the most effective advertising tactics and/or media for your company?
Audience-first targeting approach
What are the major challenges that you (and/or other advertisers) face today?
Attribution. Marketers are starting to step outside their comfort zones of Google Analytics showing the performance of a campaign. However, with these tracking capabilities enhancing, and channels and networks rising, we are going to see other tracking platforms emerging and exposing the true value of performance.
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