CANNES — The ad spend on paid media has dramatically dropped over the decades, representing one of the biggest evolutions in the\u00a0marketing\u00a0business, Group M’s\u00a0Irwin Gotlieb<\/a> tells\u00a0Maria Mandel, VP Marketing at AT&T AdWorks<\/a>, during this leadership session with AT&T AdWorks on “The Dawn of Targeted TV Advertising” at Cannes.<\/p>\n

The shift in shelf space from physical space in years gone by to the more e-commerce centric world of today is driving new ways of thinking about paid versus other forms of media. Clients spent 75% of their marketing dollars on paid media 45 years ago and today that number is below 25% with the money going to trade support, he says.<\/p>\n

“Media is becoming virtual shelf space,” he says. “If you can activate it or post it on a wish list, or put it in a shopping cart or click and get a coupon — something that makes media a transaction, that changes the definition.”<\/p>\n

Gottlieb spoke with Mandel\u00a0during this leadership session with AT&T AdWorks on “The Dawn of Targeted TV Advertising” at Cannes. \u00a0The program was sponsored by AT&T \u00a0and presented with Beet.TV. You can find more videos from the session here<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

CANNES — The ad spend on paid media has dramatically dropped over the decades, representing one of the biggest evolutions in the\u00a0marketing\u00a0business, Group M’s\u00a0Irwin Gotlieb tells\u00a0Maria Mandel, VP Marketing at AT&T AdWorks, during this leadership session with AT&T AdWorks on “The Dawn of Targeted TV Advertising” at Cannes. The shift in shelf space from physical […]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[3352,5160,5184],"tags":[4071,5204],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/34371"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=34371"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/34371\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=34371"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=34371"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=34371"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}