Date
March 3, 2022
When facing the inevitable realities of an ever-changing marketing landscape and the shifting of audience viewing habits, I’m often reminded of my father’s sound advice he shared with me one evening when I was a boy.
In the endless summers of my youth, my friends and I were an unsupervised band of marauders wandering the forests and streams behind my parents’ home. We had with us an assortment of small weapons: a pen knife, sharp stick, and a hatchet. There were only two rules: Don’t put an eye out and be home for dinner.
One dinnertime my father asked what we’d been up to that day.
“Fishing,” I said.
“Catch anything?” he asked.
“Nope.”
He then said something that has stuck with me my entire life:
“You have to fish where the fish are, son.”
As a performance marketer in a mature industry, this likely rings true for you, too. You’ve made a career of using Linear TV to identify and convert legions of customers. You are trawling in the open sea with a very big net. You throw back a bunch that you don’t want, and some of the ones you keep are suspect, but there is a never-ending supply – it’s the ocean, for god’s sake!
Of course, nothing, not even the vastness of an ocean, lasts forever. By 2023, less than half of US households will have a Cable subscription package. The other half are scattered across all kinds of platforms and apps. As marketers, it’s imperative that we meet these audiences where they are.
Date
March 3, 2022
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