Darren Herman: Media Sales Execs May Survive After All
Media Kitchen’s Darren Herman scared me with his headline Goodbye Media Sales Execs. That’s it, I said, no more inviting Darren join me on stage at the Conversational Marketing Summit!
Then I read his post, and found myself in deep agreement with his take on the future of media sales:
“While ad exchanges currently supply Madison Avenue with inventory such as 300X250, 728X90, and other IAB standard impression units, you cannot purchase integrated/custom campaigns. While what you can do in a banner/button unit can be extremely creative and unique, you are not able to purchase page takeovers, custom content, or any other unique placements.
“I believe Media Sales Exec’s lives are going to become much more efficient. Let agencies and marketers buy standard ad-units through exchanges layering on different targeting data (not just technologies), but when the phone rings to publishers, it’ll be for the custom/highly integrated media opportunities: where the sexy dollars are.”
More on the topic from my colleague Pete Spande.
Here too is an earlier post at ChasNote.
