Taji Zaminasli
Co-Founder & Managing Partner at Media Matters Worldwide
Website Address: https://mediamattersww.com/
On “Media Champions,” our host speaks with experts within the marketing community. This week our host speaks with Taji Zaminasli from Media Matters Worldwide. To learn more check out https://mediamattersww.com/.
What is the biggest change in marketing that you see coming in the next 2 years?
-Data & Measurement: with Ios 14.5+ and cookie deprecation, measure digital media specifically, is essentially already obsolete. The targeting that we have come to rely on is also shifting quickly – as the ability to measure decays, so do targeting abilities. As an industry we need to pivot to tools that don’t depend on 1:1 data & measurement and build better probabilistic models.
-Change in “media” definition with the rise of content creators. We will see the industry continue to shift to a more content based approach – this could be influencers.. this could be owned channels… this could be partnership content… This could be content integration, etc.
Are their any trade organizations or groups that you belong to?
– My Co-Founder Josy Amann is a part of Mediaweek council
– SF BIG corporate members
– MMWW is considering a 4 A’s membership
What is the advantage to working with an outside media buyer as opposed to having just an internal marketing director?
Advantages include:
– Breadth of knowledge across all media as well as campaign types – – which ties to the importance of omnichannel planning and experience with both brand and performance campaigns.
– Access to research/audience tools
– Control – do not have to rely on platform-based “managed service” to run social and/or programmatic campaigns
– Access to comprehensive analytics tools and experience
– Industry relationships lead to preferred agency rates
What is one tip that you would give when it comes to media planning?
Be flexible! This applies to how we think about media; this applies to optimizing plans; this applies to being open to clients’ POVs
How does a media buyer stay on top of trends with media placement?
Our research tools and industry partners are a great source of information. One of our newest initiatives is also building out a culture connecting planning dept – – where we are working with one of partner nonprofits – Students Rising Above to build out a paid internship program to help these young adults gain business experience and at the same time helps our agency keep a pulse on youth culture. The program takes what these students already know: youth culture, social media, and diverse cultural experience, and combine those with our strategic audience approach to create a hub of culture-connected planning.
