“Data first, but data alone doesn’t get you there. You need technology or else the consumer experience is going to be awful. ”
Why advertisers need to evolve the way they’re reaching their audiences.
Streaming has changed the game, which means advertisers need to be more flexible than ever in order to keep up.
“I’m not a believer that TV is dead, but it’s changed and it’s evolved dramatically. And to reach audiences at scale, you need to buy across this really fragmented video landscape. And it’s hard.”
…and that might mean that you need to piece together a marketing plan in innovative ways.
While linear TV isn’t dead, the old way of reaching audiences is. Bischak is an advocate for taking a multi-faceted approach.
“If we add data and technology and addressability and take the best things of digital and apply that to TV, but still get the TV scale… I think linear TV will continue to exist, and we will get smarter about reaching audiences there.”
Why data is only part of the picture.
While data is an important part of the future of marketing, it’s only part of the picture. The other pieces of the puzzle are context and content.
“I think it’s taking the power… in data and technology and bringing context and content and marrying the three. And I think we’ve been parallel pathing. No one’s saying content and context doesn’t matter – but there’s so much of the conversation has been around data and tech… [we need to] marry the three.”
Follow the Smart People.
If you want to level up in your field, you need to surround yourself with the same goals who are willing to work through the big problems with you.
“It’s pretty easy to find really smart people… finding really smart people that you want to be in the weeds with and in the trenches with you… that’s a little more difficult now.”
About the Guest:
Valerie Bischak is Amobee’s General Manager, Head of Growth.
Valerie leads Amobee’s growth partnerships organization, focused on driving adoption of cross-channel planning and optimization solutions, in addition to programmatic solutions, via strategic agency and brand partnerships. Valerie also oversees Amobee’s social, email, and political lines of business.
Most recently at Viacom, Bischak served as Executive Vice President and created the client-facing sales organization and solutions-based approach, successfully driving Viacom’s Advanced Advertising and emerging platform growth, inclusive of Pluto AVOD and Viacom’s CTV/OTT footprint. Additionally, she helped lead her teams through multiple acquisitions and transformations as the marketplace rapidly evolved. Prior to Viacom, Valerie held roles at DoubleClick, FOX, Ammirati Puris Lintas, and N.W. Ayer & Partners.
Valerie was most recently Co-Chair of the Board of Directors of The Lisa Foundation, a non-profit organization that brings awareness to brain aneurysms education, research, and support. She’s also involved with Experience Camps, a national nonprofit that provides a no-cost overnight summer camp program for grieving children who have experienced the death of a parent, sibling, or primary caregiver.
Valerie holds a Bachelor of Science degree in Marketing from Rutgers University.