A New Talk: How to Integrate Online and Offline Media

A New Talk: How to Integrate Online and Offline Media

Here is a new talk I gave at SEMPL in Slovenia in November 2019 on media planning in 2020 and beyond. An example deck for this topic is here.

I argue that we are seeing the tyranny of online direct response and short-termism, both of which are hurting our long-term advertising effectiveness. Then, I use the latest research to show that we need to get out of our bubble and rethink our approach to media planning today by integrating traditional and online channels as well as long-term and short-term strategies in the most effective ways.

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