Tyler Bryant
Precision Media Manager at Groupeconnect (via Digitas)
Website Address: https://www.groupeconnect.com/
Each week on “Media Champions,” our host talks to media experts across the country. This week our host speaks with Tyler Bryant from GroupeConnect (via Digitas). To learn more, check out https://www.groupeconnect.com.
What is the biggest change in marketing that you see coming in the next 2 years?
(please keep in mind all of these responses are tentative and could change with direction of my team) Cookie deprecation will return the digital marketing industry to a previous paradigm (hopefully briefly) of comparing contextual tactics to behavioral tactics using new identifiers.
Are their any trade organizations or groups that you belong to?
None for the time being, although I have appeared multiple times as a guest on the Programmatic Digest Podcast.
What is the advantage to working with an outside media buyer as opposed to having just an internal marketing director?
Outside buyers have the advantage of understanding the media ecosystem without being limited in knowledge to the context of a single industry. Agency and Outside buyers provide important perspective and innovative strategic direction to internal teams more immediately focused on their own company/brand.
What is one tip that you would give when it comes to media planning?
With the exception of campaigns with explicit needs to be channel-specific, try to diversify media mix as much as possible (within reason). On occasion, the strongest-performing channels and publications for any given campaign are not what the marketers initially expect. Identifying these instances can bolster strategic positioning long-term.
How does a media buyer stay on top of trends with media placement?
Reading the trades for one! I personally really like to read AdExchanger, as it has a focus on digital marketing. Also, vendor reps often email agencies and marketers about new executions to try (sometimes with compelling metrics from other use cases).
 Website Address: https://www.groupeconnect.com/Each week on “Media Champions,” our host talks to media experts across the country. This week our host speaks with Tyler Bryant from GroupeConnect (via Digitas). To learn more, check out https://www.groupeconnect.com.){kind=link}