Canadian Ad Insider

Evann – Just this year I have been newly working on two charity clients which has required an overhaul to the way I approach the buying process. Typically assets will be ready to go but thesecampaigns require more integration and I’ve had to lean more into creative co-production. It’sbeen a great learning experience so far.There is also an increased focus on considering placements for cost efficiencies but alsopotential for impact. I’ve had to put my negotiating skills to especially good use to make sure weare getting the most bang from a smaller budget.

What are the most pressing challenges facing media buyers today?

Evann – There are so many ways to execute a video campaign nowadays. Increasing fragmentation of video viewing calls for greater precision and care in the building of a video plan. One of theways my team has adapted to this change has been to consider all video options as a whole,working together to reach the campaign goals rather than individual executions. We also usefragmentation to our benefit as some niche platforms are the perfect contextual add to a buywhere the creative fits in seamlessly.

How do you balance the need for data-driven insights with the importance of creative storytelling in media planning?

Evann – In order to get the best data-driven insights, the creative needs to be both suited to theenvironment and optimally placed. Different formats can tell different stories and you want toselect the option that is going to let your creative shine – whether that is on YouTube shorts or alarge screen placement on a connected television platform. Testing creatives in different placements and environments is a great way to inform your process for future campaigns and determine benchmarks.

How do you measure the success of a media campaign?

Evann – Every tactic optimizes to something different, so ensuring the goals set up are consistent and aligned to the brief is so important. The client and the agency must all be aware of what theKPIs for the campaign are and how they will be measured (down to a tactic level), so there areno surprises.

What advice would you give to someone starting in the media buying industry?

Evann – Go to events! Spend time forming relationships with your coworkers. We are fortunate to work in a pretty fun industry that makes networking enjoyable.

Where do you see the media buying industry heading in the next 5-10 years?

Evann – Something that has shaped my career as a media buyer is the shift away from traditional vs.online video living in silos towards considering video campaigns holistically/platform agnosticand focusing on reach goals.The VAM video reach planner is an exciting tool that can help better inform the buying process,and that needs to continue to grow and roll out for other channels like audio.

How do you maintain a sense of innovation and creativity in your work?

Evann – You really have no choice but to get creative! Change can be disruptive but it also presents an opportunity to try new tactics you may not have considered before. Staying on top of newofferings, and meetings with vendors regularly to be informed on the latest developments andoptions ensures you are always prepared to adapt.

What is the most unique job you’ve had?

Evann – One summer I worked in a fruit processing warehouse grading the ripeness of mangoes and packing kiwis into boxes. It was quite the arm workout.

If you could have a ‘superpower,’ what would you want?

Evann – I would love to be able to speak any language.