Canadian Ad Insider

Has there been a campaign that significantly impacted your approach to media buying?

Sydney – After a couple of years of writing countless reports calling out how amazing it is that a CPM hit x, or a click-through rate increased by x%, I was rocked by a mentor saying two simple words; ‘so what?’. It was explained that even our primary metrics don’t accurately demonstrate the impact our buy had on our targeted audience. It sounds so simple, but it quickly became obvious that always being in-platform and spending so much time looking only at the KPIs was stunting my growth. It taught me to reach beyond the metrics, pull out larger trends, set the groundwork for new or improved strategies. Use the data to tell a holistic story.

What are the most pressing challenges facing media buyers today?

Sydney – I think what is seen as the most pressing challenge is the rise of AI. Often the increasing use of AI can feel threatening, as many buying platforms move closer and closer to automated campaigns. If a campaign can determine its own audience targeting, and optimize itself based on machine learning…what is left for media buyers? This ties back to my earlier answer emphasizing the need to nurture our holistic storytelling needs. What AI doesn’t do as well as a media buyer, is understand the human impact of a campaign.

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

Sydney – I don’t know that it’s a balance as much as it is a sequence. First comes the story you want to tell, accompanied by the strategy of how you want to tell it. Next comes the data-driven insights telling you who should hear that story, and how you should reach them. Data continues to be essential throughout the buying process, validating costs and effectiveness. Finally, storytelling comes back to the forefront when it’s time to review impact, marrying the strategy and impact together.

How do you measure the success of a media campaign?

Sydney – I don’t know that it’s a balance as much as it is a sequence. First comes the story you want to tell, accompanied by the strategy of how you want to tell it. Next comes the data-driven insights telling you who should hear that story, and how you should reach them. Data continues to be essential throughout the buying process, validating costs and effectiveness. Finally, storytelling comes back to the forefront when it’s time to review impact, marrying the strategy and impact together.

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

Sydney – The best advice I received when starting in the media buying industry was to not worry if others have more experience. The industry changes rapidly, and there are always new developments to learn about. Embrace a mindset of continuous learning, and don’t hesitate to share your fresh perspectives—your colleagues may seek your insights on the latest trends or platforms.

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

Sydney – I don’t know that it’s a balance as much as it is a sequence. First comes the story you want to tell, accompanied by the strategy of how you want to tell it. Next comes the data-driven insights telling you who should hear that story, and how you should reach them. Data continues to be essential throughout the buying process, validating costs and effectiveness. Finally, storytelling comes back to the forefront when it’s time to review impact, marrying the strategy and impact together.

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

Sydney – Staying on top of trends and innovations in the industry is essential for sparking creative ideas for my own clients. Try to get out ahead of industry changes (whether positive or negative), by following voices who inspire you. I follow a few strategists and branding experts on LinkedIn and Instagram, which I find even more useful than some larger publications… they’re willing to post what worked for them but more importantly what didn’t. That vulnerability is so useful and encouraging as a media buyer to take the leap and suggest a creative innovation.

What is the most unique job you’ve had?

Sydney – I spent a couple of summers as a student working for landscaping companies and garden nurseries. After spending 8 months of the year flexing my analytical muscles, it was always refreshing to get my hands in the dirt and develop those tactical skills.

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

Sydney – Definitely reading peoples’ minds… imagine if you could finally understand what a client is really trying to ask you!