(Banner graphic of 2019 PRSA Marketing and Digital Communication Conference logo)

2019 PRSA Marketing and Digital Communication Conference

Dec. 5–6 | Scottsdale, Ariz.

Thursday, Dec. 5 | 1:45–3:15 p.m. | Integrated Strategy Track


Paid Media: Not Just for Ad Campaigns

Today’s ever-evolving media (read: digital) ecosystem has given rise to complex, fragmented consumer journeys with multiple intent-rich moments. Media convergence is no longer a goal for relevancy—it’s a table stake. As brand stewards, we must build experiences that meet the consumer where they are, primed for engagement to support both quick-turn conversion and long term relationships. This means leveraging all the tools at our disposal, including paid media. In this session we’ll explore strategies and considerations for integrating paid media into owned/earned channel plans to optimize program effectiveness and, ultimately, ensure work is attention-getting and impactful.

By the end of this session, participants will be able to:


Speaker
:
Shanna Apitz
Shanna Apitz, creative director + innovation, partner, Hunt Adkins