Ariel Brooks Benz
CEO at BB3
Website Address: https://www.bb3advertising.com/
Each week on “Media Champions,” our host talks to media experts across the country. This week our host speaks with Ariel Brooks Benz from BB3.
To learn more, check out https://www.bb3advertising.com/.
What is the biggest change in marketing that you see coming in the next 2 years?
What we are working towards, and most of the industry for that matter, is more transparent omnichannel marketing based on response data that brings together all marketing including digital, social, influencer, TV and CTV in a way that allows us to understand attribution better and minimizes media waste.
What is the advantage to working with an outside media buyer as opposed to having just an internal marketing director?
In a perfect world your agency should act as an extension of your in-house marketing team, just with added expertise. When you have an in-house team, your team can become specialists in the one product/service you offer within the select mediums and demos with the limited tools available to the in-house team. With an outside agency like ours you get this expertise along with wider expertise based on extensive experience working with other products and services in your niche, demo and mediums as well as host of additional research, attribution and reporting tools that are often too expensive an investment for brands. Your agency should also be able to look at your brand from a media agnostic stance and guide you on the best media mix for the life cycle of your brand and go beyond media to guide in all matters that can impact your media campaigns, both positive and negative, to ensure you are running the most efficient campaigns possible.
How does a media buyer stay on top of trends with media placement?
One of the greatest tools for our team to stay on top is the amazing amount of industry publications and news letters that inform and educate the team on a daily basis. We also offer in-house training sessions and weekly round tables with all the various mediums we work on to ensure that all buyers have the insights on the latest trends and performance expectations across all mediums. All of this is key but we also spend all day every day in the media looking at data and seeing the changes in trends based on the data which ensures that the buyers are always incorporating the knowledge with the actual data trends that present themselves each day.
