Ralph and Kasim discuss why the traditional role of a media buyer is evolving in the age of AI and algorithms. They emphasize the importance of letting the machines do the work and resisting the urge to constantly tweak and make changes. They explain that media buyers now need to focus more on analysis, measurement, and understanding attribution to effectively manage campaigns. They also address the challenge of managing client expectations and the need to educate clients on the new reality of media buying.
Chapters:
- 00:00:00 - Media Buyers: Why Your Job Is NOT Doing Your Job
- 00:03:17 - Stepping Away from a Personality Business: Emphasizing Effective Media Buying.
- 00:06:39 - Understanding Media Buying for CMOS: Navigating the Evolving Landscape.
- 00:10:26 - Enhancing Productivity: Leveraging the Power of Video AI.
- 00:12:38 - Unconventional Thinking and Business Strategy: Maximizing Results.
- 00:15:49 - Reaching the End of Optimization: A Bittersweet Conclusion.
- 00:17:53 - The Importance of Google Optimization and Resisting Premature Tweaks.
- 00:20:52 - Struggles of Justifying Existence and Productivity in Specific Industries.
- 00:25:56 - The Role of Caretakers in Advertising and the Growing Influence of Software Tools.
- 00:29:12 - The Impact of Content and URL Expansion on Sales.
- 00:31:12 - Gaining Momentum: Advantage Plus Campaigns and Machine Learning in Ecommerce.
- 00:34:18 - The New Job of Media Buying: Analyzing, Measuring, and Reviewing During the Learning Phase.
- 00:36:37 - Managing Clients in Media Buying: Addressing Expectations and Educating on New Realities.
- 00:37:40 - Summary: Mistakes and Lessons Learned in International Campaigns.
- 00:40:42 - Success Story: Five Signed Cases from a Personal Injury Marketing Campaign.
- 00:42:53 - Achieving Massive Settlements through Patience and Strategy: Another Successful Campaign.
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