Kim McCumber
Founder/CEO at Floodlight Training & Consulting
Website Address: www.floodlighttraining.com
Joe Catania
Owner at Catania Media Consultants
Website Adress: https://cataniamediaconsultants.com.
Each week on “Advertising Champions,” our host talks to advertising experts across the country. This week our host speaks with Kim McCumber from Floodlight Training & Consulting and Joe Catania from Catania Media Consultants.
To learn more, check out https://www.floodlighttraining.com and https://cataniamediaconsultants.com.
What is one tip that you would give when it comes to advertising?
Kim: Always hold your advertising accountable by asking the right questions on ROI and business impact.
What are the major challenges that you (and/or other advertisers) face today?
Kim: In the paid search space, we’re experiencing 3 major challenges. First, with more advertisers using platforms like Google Ads, acquisition costs are increasing for many of my clients. Second, Google is consistently innovating and releasing new opportunities (especially those involving AI and machine learning), so evaluating which options are best for a client and testing is an increasingly important part of running paid search programs. Finally, the growing focus on privacy creates challenges in properly evaluating the ROI clients get on their marketing efforts.
How is the trend towards streaming television (CTV) impacting your advertising strategies?
Kim: It’s not directly impacting my clients’ strategies at the moment, but it provides access to an avenue that many small businesses wouldn’t have even considered 5-10 years ago.
