Josh Muskin
Executive Director, Media Strategy at WebMechanix
Website Address: www.webmechanix.com
Yeliza Centeio
Owner, CEO at Integral Marketing & Advertising
Website Address: integral-mktgadv.com
Lindsey Vella
Media Strategist at Mitchell+Palmer
Website Address: mitchellpalmer.com
Each week on “Advertising Champions,” our host talks to advertising experts across the country. This week our host speaks with Josh Muskin from WebMechanix, Yeliza Centeio from Integral Marketing & Advertising, and Lindsay Vella from Mitchell+Palmer.
What is one tip that you would give when it comes to advertising?
Josh: More importantly now than ever, organizing clean data to send back to ad platforms in the form of conversions should be your #1 priority. It’s the fastest way to see measurable results from automation & machine learning, using your ad creative capabilities as the main manual lever to enhance performance.
Yeliza: Create a forecast that supports your strategy and use it as your north star but understand that forecasts are fluid, they will change as you learn more about your audiences and your budget’s in-market impact. Both your strategy and forecast should be used to get you started but should remain flexible and subject to change.
What are the major challenges that you (and/or other advertisers) face today?
Josh: Attribution for anything outside of BoF search & social is a challenge. Proving the worth of CTV/OTT or programmatic can be troublesome when viewed in a vacuum (a challenge with many clients). Access to incrementality reporting is expensive and often prohibitive for the average advertiser.
Yeliza: Accurately attributing results to digital media tactics that are not great at driving last click results.
