The following are emails I received from and followed up on to a broadcast company media rep wanting my time to pitch their digital services. It’s not the first time in the last few weeks I’ve gotten such a pitch, and it won’t be the last. After changing her name*, I’m sharing my reply because I believe it can help you, too.
Her email to me:
Good afternoon Tim!
We have some excellent opportunities with digital advertising on that platform that I believe would be a perfect fit for his business. I would love to schedule a call next week to discuss further. I am available Wednesday or Friday morning before noon CST if either of those times work for you.
Thank you,
Phyllis*
My reply to her:
Hi again, Phyllis*!
I don’t want to be glib. I like you, and I really appreciate your enthusiasm… I’m guessing your digital opportunities are white-labeled through a programmatic vendor? That’s true for most terrestrial media companies adding digital (particularly display) services these days.
If so, I urge you to watch this video and think about what you’re selling. It’s from the Chief Marketing Officer, Mark Pritchard, of the largest advertiser in the world, Procter & Gamble. Pritchard addresses the whole digital media supply chain, which he calls “murky at best and fraudulent at worst.”
You can watch Mr. Pritchard’s video from IAB here:
After you watch Mr. Pritchard’s talk at IAB, I’d love to hear any thoughts you have about it. And it’s not like P&G trust their gut about such things! I’m guessing you’re familiar with the saying they love attributed to W. Edwards Deming: “In God we trust. All others bring data.”
If you like, I have six or seven more articles to send you on the subject that’s been an obsession of mine for the past 18 months or so.
Thank you very much!
Tim
Do you agree? Disagree? Have any other sources of information? Please share them in the comments section of this post! This topic merits further discussion! Thank you!
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