Marcy Greenberger, chief investment officer, UM
“Expect the unexpected. Technology, and how people consume media is always evolving and you need to be willing and able to flex and adapt. I also learned I have the best team in the business.”
John Halley, president, Paramount Advertising
“The business is changing at an accelerating pace. Consumer choice becomes greater everyday, which creates a natural bend to fragmentation.
2024 brought historical volumes of change, and underscored a most important principal. The ability of big players to evolve their structures and products remains the key to competitive advantage, and will define the winners and losers in a fast evolving ecosystem.”
Kim Kelleher, chief commercial officer, AMC Networks
“We have learned that partnerships and collaboration are the keys to achieving our goals during these turbulent times. At AMC Networks, we are finding strength and opportunity in growing our existing partnerships and finding new partnerships across distribution, content, and advertising, including partnering with companies that would have been seen as competitors not that long ago.”
Kevin Krim, CEO and president, EDO
“Convergent TV is no longer just a concept but a fundamental shift in how TV operates. Linear and streaming have fused into a single ecosystem, pushing marketers to leave behind outdated demographic-based buying in favor of data-driven, audience-plus-outcome strategies that optimize for both brand and demand.”
Liz Leonard, evp, PMX Lift
“The linear marketplace is an 80-plus year old industry that can feel overwhelming when faced with the opportunity to break old habits. Particularly examining legacy behavior and thinking around marketplace currency, audience strategy and advanced measurement.
However, we’ve hit an incredibly exciting time where we are giving each other permission to make change and do things differently. It’s now on all of us to make sure we don’t stand around waiting for the next person to move, but collectively lean in to make it happen.”
Mark Marshall, chairman, global advertising and partnerships, NBCUniversal
“The magic of the Olympic and Paralympic Games is unmatched for consumers and advertisers.”
Michael O’Connor, evp, head of investment, Horizon Next
“I learned how creative we can be in the CTV space with unique ad formats, interactive ads, and takeovers. I think back to the heyday of cable and all the ideas we used to come up with that were always shot down because programming wouldn’t allow it. Now we can create content hubs and all sorts of creative things that were never possible in a linear world.”
Michael Scott, vp, head of ad sales, revenue and operations, North America, Samsung Ads
“The line between passive viewing and active viewer participation has blurred.
With 30% of consumers now regularly scanning QR codes during TV ads, engagement for advertisers shifted from a perk to a necessity. Gamified ad breaks and innovations that extend to lower funnel engagement are transforming TV into an interactive, immersive experience that drives real-time consumer actions.
As gaming draws bigger audiences and time spent on gaming increases, in-game advertising will gain traction, leveraging high levels of interactivity. If your ad isn’t creating engagement across screens, it’s missing the mark.”
