Lance Porigow
EVP/Growth at the Shipyard
Website Address: https://www.theshipyard.com/
Each week on “AdTastic”, our host talks to media experts across the country. This week our host speaks with Lance Porigow from The Shipyard. To learn more, check out https://www.theshipyard.com/
What is the main pain point that you solve for your customers?
Driving faster growth by targeting not just one audience segment but hundreds. Every audience you can profitably target, and convert is another revenue stream. The more you can scale that the faster you can drive growth.
What is the biggest change in the advertising industry that you see coming in the next 2 years?
Realizing personalization through better data activation and a push to first party data vs. third party data in a cookieless world.
What percent of your advertising service offerings does digital media buying make up?
75%
Which programmatic platforms do you utilize?
Primarily Xandr, but currently migrating to other platforms.
What additional services does your firm offer that makes up more than 25% of your service offerings?
Traditional Media Buying & Planning, Programmatic/Digital Media Buying & Planning, Creative
How is the trend towards streaming television (CTV) impacting your advertising strategies?
With programmatic targeting enabled on CTV and addressable TV allows for video advertising to become more targeted like digital.
What’s your biggest challenge with attracting and hiring talent in the past 2 years?
Competitive marketplace, rising costs, and finding the best talent with the right skills.
