Samantha Johnstone
Vice President of Business Development at MC²
Website Address: https://www.mc-2.com/
Each week on “AdTastic,” our host talks to advertising and media experts across the country. This week, our host speaks with Samantha Johnstone from MC².
To learn more, check out https://www.mc-2.com/.
What is the biggest change in the advertising industry that you see coming in the next 2 years?
While ad supported content will continue to be a major aspect of advertising, we will need to think of new ways to reach audiences as their viewing habits change. At the moment I see that being with in-show placement/promotion, in person events to help bring a brand to life and connect with audiences, and social media advertising continuing to grow and evolve
How is the trend towards streaming television (CTV) impacting your advertising strategies?
I see the trend towards CTV very similarly to historic TV buying. All that has changed is how audiences now access the content. I do believe in order to maintain viewership, ‘network/platform’ loyalty will need to become a bigger initiative for these companies instead of just show loyalty. Also, brainstorming new ways to reach audiences to make up for the lost of eyeballs that are paying for ad free content
What’s your biggest challenge with attracting and hiring talent in the past 2 years?
long hours and minimal pay for junior level roles particularly in major cities where cost of living is sky high.
