Ryan Boylston
Founder & CEO at 2TON
Website Address: https://2ton.com/
Each week on “Media Champions,” our host talks to media experts across the country. This week our host speaks with Ryan Boylston from 2TON. To learn more check out https://2ton.com/
What is the biggest change in marketing that you see coming in the next 2 years?
The biggest change on the horizon is actually fairly sizable. With the announcement of Meta and the Apple’s impending entry into the augmented and virtual reality space – we are going to see the introduction of entire new marketing playground. With that comes new tools, new metrics, new strategies etc.
Are their any trade organizations or groups that you belong to?
Most of our memberships are held with niche organizations within our immediate market. Non-Profits First Council, Leadership Palm Beach County, South Florida Tech Hub and even select Chambers of Commerce.
What is the advantage to working with an outside media buyer as opposed to having just an internal marketing director?
There are two key advantages that we openly discuss with our clients. One, the economies of scale. Being able to leverage our larger relationships and media buys to help our smaller clients with smaller buys. Secondly, and more importantly, because our client portfolio is extremely diverse – we are buying across many traditional, neo-traditional, and non-traditional platforms in various industries. That allows our team to make recommendations on solutions that may otherwise not have been leveraged.
What is one tip that you would give when it comes to media planning?
Start with Google Ads. Whether you are leveraging all or only a portion of their vast platform – start with Google.
How does a media buyer stay on top of trends with media placement?
Our team members subscribe to varies publications and blogs – and follow key industry social media accounts. Articles and topics are then shared and discussed on a dedicated internal Slack channel.
