Austin Lee
Co-Founder & CEO at Pioneer
Website Address: www.pioneerhere.com
Lori Manns
President at Quality Media Consultant Group
Website Address: www.qualitymediaconsultants.com
Each week on “Advertising Champions,” our host talks to advertising experts across the country. This week our host speaks with Austin Lee from Pioneer and Lori Manns from Quality Media Consultant Group.
What is one tip that you would give when it comes to advertising?
Austin Lee: Always be user focused. If you focus more on building a relationship with your audience instead of purely being ROI focused, you’ll have a much more engaged customer with a greater chance of them being willing to be an ambassador for your brand/product.
Lori Manns: Figure out ways to make your product or service stand out from the crowd. Learn how to communicate your unique value proposition in ways that your competitors can’t duplicate.
What are the major challenges that you (and/or other advertisers) face today?
Austin Lee: Consumer privacy concerns are hitting the industry hard and not on track to get any better. Advertisers need to think outside the box when it comes to reaching their audience. The days of set & forget programmatic campaigns are over.
Lori Manns: Trying to determine the right media mix to reach the desired target audience.
How is the trend towards streaming television (CTV) impacting your advertising strategies?
Austin Lee: Our general recommendation to advertising looking for a TV buy is to at least have CTV in the mix. This isn’t a new trend, but now that streaming is the main platform for television consumption, it’s impossible to leave out of a media mix that includes linear TV.
Lori Manns: We have begun to include CTV in media plans for future advertising campaigns depending on the industry.
