Brands and Media: The Changing Landscape

As a marketer in the toy industry Pantel shared that quotWe are in a unique industry where we actually serve two different audiences kids and adults What39s consistent about both those audiences is that the media landscape is becoming more fragmented amp8230 it39s dramatically requiring us to rethink how to reach themquotI would argue that TV isn39t deadquot she continuedamp160 quotIf you look at our media mix in the kids39 space from five years ago we were still predominantly on that mediumamp160 However we now use the word video amp8230 and we have to diversify because kids are programming their own contentamp160 TV alone won39t provide the reach engagement and frequency that it used toquotPantel believes that even though consumers are now in charge of programming quotthere is a diversity to how they want to engagequot the result of which makes a proper media mix paramountamp160 quotSure we now have YouTube and influencersquot she said quotbut that doesn39t mean that longform network content is deadamp160 It39s about the balancequotPantel went on to praise the MattelViacom partnership elaborating on the keys to successfully incorporating new media with traditionalamp160 quotThe reason why I love working with Viacom is that Viacom continues to innovate every day with new assets ad units and ways to be more diversequot she explainedamp160 quotThe benefit that we get from Viacom is the transparency of the ROIquotPantel and Moran went on to talk about what consumers expect of brands todayamp160 quotNothing is more critical in an era of transparency than brand purposequot she saidamp160 That39s something both Mattel and Viacom identify and align withquotWe39ve heard over the last couple of days that consumers expect more they absolutely demand that your brands stand for somethingquot said Moran Increasingly today39s consumers expect their ideas to align with the brands they supportamp160 In addition to transparency and purpose they want to engage with brands on an individual level and feel as though the brand understands and relates to themThe fireside interview between Sean Moran of Viacom and Lori Pantel of GM was conducted as part of the annual Brand Innovators quotBrands Bet on Digitalquot conference which was held in Las Vegas in conjunction with the Consumer Electronic Showcase CESamp160 Click the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Brands and Media: The Changing Landscape

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