Marketers to Play Catch Up with Changing Media Patterns

Kicking off the Advertising Horizons session, this panel included Initiative EVP David Ernst, P&G Information Technology Fellow Ted McConnell and Tribal DDB VP GM Paul Gunning. Moderator and Maven Networks SVP Sales & Marketing Susan Bratton set the stage by stating 90 percent of a target audience could be reached in 1972 with three major television networks, whereas today it takes more than 100 channels to achieve the same reach. Overwhelmingly, the panel agreed this sea change isn’t over, and that marketers will have to act quickly and nimbly to keep pace.