ORLANDO \u2013 While there\u2019s been no shortage of issues\u2014from transparency to artificial intelligence to brand purpose\u2014at the Masters of Marketing<\/a> gathering, there\u2019s also a galvanizing effect. \u201cToday I think was a renewed call to action for the community,\u201d says Art Zambianchi, Managing Director of WPP\u2019s MediaCom agency in Chicago.<\/p>\n

\u201cOne of the refreshing parts of the conference today is seeing the marketing community galvanize as trying to be a single voice and just renewing the importance of the investment and what marketing can do.\u201d<\/p>\n

In this interview with Beet.TV, Zambianchi reflects on the importance of measuring campaign results and how quickly the digital media ecosystem has advanced when compared to the traditional television business.<\/p>\n

\u201cMeasurement is everything,\u201d says Zambianchi. \u201cI don\u2019t think anyone\u2019s comfortable anymore with just having communications out there but really tying it back to how we can affect the business.\u201d<\/p>\n

Agencies can be \u201cvery powerful\u201d by collaborating and setting up frameworks to measure their efforts to determine \u201cwhat we\u2019re doing is moving product off shelf, is bringing foot traffic into stores.\u201d<\/p>\n

Asked about the growing potential of reaching consumers with premium video, Zambianchi<\/a> references the evolution of TV \u201clet\u2019s say from how prevalent it was in the 1950\u2019s, when it was in fact in every household.\u201d<\/p>\n

It took roughly 30 to 40 years to get beyond three TV networks, and 40 to 50 to get into cable and satellite offerings. Comparatively, digital consumption and the accompanying ecosystem has changed dramatically in just 20 years and shows no signs of slowing down.<\/p>\n

\u201cIt\u2019s so difficult to even project where it\u2019s going to go, it\u2019s moving so rapidly,\u201d says Zambianchi.<\/p>\n

He believes advertisers and agencies have just started to tap what premium video can do.<\/p>\n

\u201cConsumers have proven that they\u2019re willing to trade their time to spend with brands with interesting content.\u201d<\/p>\n

MediaCom<\/a> counsels its clients to \u201cbe true to their own brand values, bring interesting, engaging stories, be more creative. Media can be a force for that. It\u2019s just beginning to blossom.\u201d<\/p>\n

This video is part of a Beet.TV leadership series produced at the ANA Masters of Marketing Conference, 2017. The series is presented by FreeWheel. Please find more videos from Orlando, visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

ORLANDO \u2013 While there\u2019s been no shortage of issues\u2014from transparency to artificial intelligence to brand purpose\u2014at the Masters of Marketing gathering, there\u2019s also a galvanizing effect. \u201cToday I think was a renewed call to action for the community,\u201d says Art Zambianchi, Managing Director of WPP\u2019s MediaCom agency in Chicago. \u201cOne of the refreshing parts of […]<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[6787],"tags":[2893,5286,5267,5960,5961,6833],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/48265"}],"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\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=48265"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/48265\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=48265"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=48265"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=48265"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}