MIAMI — Marketers once had a straightforward mission: understand the audience, devise a campaign, and deliver it, mostly through TV spots.
The multi-platform era of fragmentation has changed all that, and Lydia Daly is trying to understand the new world.
In this video interview with Beet.TV, Daly, SVP, Audience Impact & Intelligence, Paramount, paints a contrasting picture of today’s media insights landscape.
“It’s much more complex than it ever was before,” Daly explains. “You need to be ready and prepared to lean into trends as they’re happening, often on social media.”
But it’s not just about chasing every trend. Daly highlights the importance of discernment in a marketer’s strategy. “You need to understand when as a marketer you should be capitalizing on that moment, understanding the difference between noise and a signal that you should be leaning into,” she asserts.
When brands approach Paramount for campaign collaboration, they’re seeking more …