Turning the Tables: When Advertisers Show Media Publishers the Path to Success

Every chief revenue officer has the same mantra in common: “We need to get to the client.” At the recent Media Financial Management Annual Conference, the clients came to the sellers. Leaders of the ANA and 4As traveled to Jacksonville, Florida to update media company financial leaders on a path to growth by leading their organizations’ sales efforts and targeting the new generation of procurement-led decision-makers. Following is a summary of the panel presentation.

The Media Financial Management (MFM) Annual Conference recently hosted an important panel titled “Understanding the New Economics of Media Buying and Selling.” The session featured Ashwini Karandikar, Executive Vice President of the American Association of Advertising Agencies (4As) as the moderator; Jack Myers, Media Ecologist and founder of MediaVillage Education Foundation; Sonia David, Vice President for the Business Marketing Practice at the Association of National Advertisers (ANA); and Matt Young, Chief Revenue Officer for Vidmob. The discussion focused on the evolving dynamics between the buy-side (agencies and advertisers) and the sell-side (media content and distribution companies) in the marketing ecosystem.

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