Yeliza Centeio
CEO at Integral Marketing & Advertising
Website Address: integral-mktgadv.com
Each week on “Media Champions,” our host talks to media experts across the country. This week our host speaks with Yeliza Centeio from Integral Marketing & Advertising.
To learn more, check out integral-mktgadv.com.
What is the biggest change in marketing that you see coming in the next 2 years?
Programmatic’s evolution. Programmatic is rooted in cookie data (1st, 2nd, and 3rd). Whilst 1P data is great, it’s limiting and not all brands are properly prepared.
What is the advantage to working with an outside media buyer as opposed to having just an internal marketing director?
1 – vast vertical experience
2 – ability to draw on experience from other verticals and brands
3 – agency combined buying power
4 – not part of any internal cultural biases making them able to think holistically and speak honestly
5 – agencies, in general terms, have access to more resources and tools than internal teams
How does a media buyer stay on top of trends with media placement?
1 – vendor mtgs
2 – trades
3 – speaking with other agency friends and sharing experiences
