‘Media agencies need to speak the same language as CMOs’

Jane Schulze, Debra Fox, Kim Portrate and Mark McCraith at Mumbrella’s Marketing Summit

In response to criticisms television is struggling to deliver marketers and media agencies the availabilities and audiences brands require, Think TV’s CEO Kim Portrate has said media agencies and CMOs need to start speaking the same language and refocus on audience impact.

Speaking at Mumbrella’s Travel Marketing Summit on a panel about where marketers are splashing their cash, Portrate said while availabilities of ad spots can be an issue in television – “once the spot’s gone, it’s gone” – audience delivery was often misunderstood.

“I think most marketers, most clients are interested in: ‘What’s the impact?’ So $50 spent that delivers us nothing is worth nothing versus $50 spent delivering a new customer,” she said.