Finding TV Audiences Wherever They Are Guides Media Strategy: GroupMs Mike Fisher Beet.TV [Video]

SAN JUAN, PR – Consumers are watching video content among a wide variety of internet-connected devices, challenging marketers to reach them when they’re most receptive to advertising. The role of the modern media agency is to find ways to overcome these hurdles.

“As delivery systems, as distribution, as viewers really change the way that they’re looking at watching TV content, the role of an agency is changing as well,” Mike Fisher, executive director of investment innovation at WPP’s GroupM, said in this interview at the Beet Retreat San Juan with Beet.TV contributor Rob Williams.

“We’re looking at how audiences are driving outcomes, starting with advanced audiences, starting with segments that are delivered in ways that viewers are watching TV,” Fisher said. “We’re really leaning in heavily to starting with an audience and finding that audience everywhere because we believe it delivers better outcomes for our clients.”

Within this pursuit, not all ways of …