Paid media is no longer paid media

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A majority of organizations and companies have paid media slovakia b2b leads falling under the responsibility of… well… paid media professionals. The challenge with this is that most of these professionals come from a background where paid media was traditionally executed through RFPs to media publishers and the content was banner ads, rich media ads and video pre-rolls using campaign cutdowns.

Paid media professionals are absolutely critical to ensuring that ROAS and CAC are optimized. They are analysts, predictive quantitative data experts and are among the smartest people in the room. But does any of that experience lend itself to publishing engaging, creator-driven video and creative ads that encourage awareness and consideration?

Additionally, don’t forget that all of the major social channels recommend that you update your ad creative at least twice a month as users become more savvy to advertising and immediately scroll up if they see the same ad over and over and over again. Most brands are too slow to respond to this and/or don’t have the means to create against it.

This often leads to a thought process that your organic social team could be contributing to paid media content creation and even responsible for knowing what posts to boost, reaching out to TikTok creators who have viral posts to whitelist them for boosting, monitoring trends on sponsored posts for inspiration and, ultimately, functioning as an in-house content team for paid social.

What existing social media team has time for that though?