One of the most exciting elements of working within the digital space is that strategies, ideas and executions evolve and change on a near constant basis. The ability to apply strategic marketing principles in an intelligent yet fluid manner will remain a cornerstone of successful media buying. Additionally, the ability to support strategic use of buying clout with actionable learning, innovation and insight will continue to drive positive changes in media buying habits.
These habits are most obviously influenced by marketplace changes-- most notably shifts in consumer behavior and advertising opportunity. Online video has rapidly become an increasingly viable online medium and is driving meaningful extensions and opportunities well beyond the :30 spot. Understanding how advertising messages can enhance, support and integrate within emerging media, channels and content (video, search, blogging, user-generated content and gaming) will be a core focus in the weeks and months ahead.