Media Matters: The Proliferation of Digital Platforms with Abbie Lutz
Before joining The Brandon Agency, Abbie Lutz gained experience working in advertising for notable companies like Kroger, iHeartMedia, and Quad Graphics. When she's not working, she loves spending time outdoors with her dogs, hiking and paddle-boarding.
LBB> What was it about the world of advertising media that pulled you in? What did you do before you got into media?
Abbie> I’ve always loved the psychology behind advertising and figuring out the why.
What does it necessitate to drive consumer action from an advertisement? Why do people resonate with some ads and not others? What changes can I make that would help me reach my goals? These are all questions that pulled me into the world of advertising media and that I continue to ask daily.
I’ve been in the media space since graduating college with a bachelor’s degree in English. I took a couple of marketing classes while getting my degree and enjoyed them but never gave it much thought as a career until after I graduated. I landed a job in the advertising department at the corporate headquarters of The Kroger Co. in Cincinnati, OH, and have been in various industries and positions in media for the past 15 years of my career.
LBB> Over the course of your career, what have been the most significant changes you’ve seen in the media side of the industry?
Abbie> The dynamic nature of media is what makes it so exciting. When I began my career in advertising 15 years ago, traditional media—such as TV, radio, print, and billboards—was central to successful advertising strategies. The rule of thumb was that higher frequency meant better recall and increased action from consumers.
Today, the media landscape is far more complex with the proliferation of digital platforms, including streaming TV, streaming radio, and social media. The sheer variety of options demands more strategic thinking and a deeper understanding of the target audience to effectively convey messages.
Even individual platforms such as Facebook, have evolved significantly. Facebook integrated Instagram to become Meta and has now introduced their own AI-driven communication tools. TikTok had zero presence seven years ago but has revolutionised short-form video consumption.
In this rapidly shifting environment, staying informed and adaptable is crucial to leveraging the most effective media strategies. The landscape evolves so quickly that continual vigilance and innovation are essential.
LBB> What was your first job in the media industry and give us a taste of the path that your career has been on?
Abbie> My career began at The Kroger Co. as an advertising coordinator, focusing on ad proofing and accuracy in their grocery print insertions. I relocated from Ohio to South Carolina, where my career further progressed with iHeartMedia as a sales assistant, overseeing radio ad placements and creative production.
I advanced my career further through various roles at Quad, from media buyer to media supervisor, where I crafted and implemented marketing strategies, managed media buys, and optimised client ROI. I currently serve as a senior media planner at The Brandon Agency, where I develop impactful advertising strategies, utilise audience data, and manage campaign execution.
LBB> In more recent years, which projects or clients have proven to be the most stimulating and satisfying to work on and why?
Abbie> The most exciting and gratifying projects for me are those where I can truly make an impact and help clients achieve their goals. A standout example was working with an online retail client who faced a challenging budget constraint. Despite having just over half of the previous year’s budget, we managed to develop and implement a highly effective media strategy.
By leveraging a mix of targeted digital advertising and data-driven insights, we were able to more than double their online sales compared to the same period the previous year.
This project was particularly fulfilling because it not only required creative problem-solving and strategic planning but also demonstrated the tangible impact of our efforts on the client’s success. Seeing our strategies drive significant growth under budget constraints was incredibly rewarding.
LBB> In media, an understanding of human behaviour is so important - what are some of the most interesting changes you’re seeing in terms of how we behave with and interact with media?
Abbie> For me, the most interesting change in human behaviour is how each age generation presents its own unique challenges when it comes to media consumption. For example, social media became ubiquitous when the baby boomer generation was adults, while millennials were impressionable youths, and Gen Z doesn’t even know a time when multiple social media platform options weren’t omnipresent.
Due to these external factors, baby boomers are more likely to engage with traditional media, and on the digital media side, they will use older platforms, such as Facebook, more often and are also more likely to interact with ads by providing personal information for a signup list or adding credit cards to the platform directly to make purchases because they did not grow up with others telling them to be careful with what gets put on the internet.
Gen X is pretty balanced between traditional and digital forms of media and are usually still tech-savvy. Millennials are very comfortable with digital platforms and are adept at navigating them. They value authenticity and often look for content that aligns with their personal values. They’re more likely to respond to brands that engage in meaningful and authentic ways rather than those that rely solely on direct promotions.
For Gen Z, digital media is ubiquitous, and they are sensitive to issues of privacy and data security. They tend to be more critical of traditional advertising methods and prefer brands that offer transparency and genuine engagement. They are more likely to be influenced by peer reviews, user-generated content, and interactive experiences rather than direct advertisements.
The trick in media is to stay ahead of these changes and always keep the target audience in mind when creating media plans and the best way to reach them.
LBB> Brand safety is more important than ever and consumers and campaign groups are increasingly holding brands to account for the media they choose to spend on - what are your thoughts on this phenomenon and how are you and your teams navigating it?
Abbie> Consumers are more aware and vocal about the contexts in which brands advertise, particularly on platforms with questionable content or where misinformation may thrive. Brands are held accountable for appearing alongside content that might not align with their values or could harm their reputation. Transparency is key on both the advertiser and consumer sides. Clear communication with clients about the measures taken for brand safety is essential.
In return, brands must be transparent to consumers about their advertising practices and policies to build trust and demonstrate their commitment to responsible media spending.
LBB> What do you think are the most pertinent debates happening in the media field right now?
Abbie> AI’s impact is undeniably one of the most pressing topics in media today. As AI technology advances, particularly in content creation, it raises several critical concerns. On a legal front, the proliferation of AI-generated content can lead to issues such as the spread of misinformation and copyright infringement.
Additionally, on a personal level, the automation of tasks by AI may result in job displacement, as certain roles become obsolete or transformed by technology. Addressing these challenges requires a careful balance between leveraging AI’s benefits and managing its potential risks.
LBB> Decoupling, recoupling, creative agencies trying to build media functions, media agencies creating content studios… what’s your take on the relationship between creative and media and where do you think it’s going?
Abbie> There is a clear synergy between media and creative functions. Both are challenging to execute effectively in isolation, and deciding which should come first often feels like the chicken or the egg dilemma. In reality, media and creative should work in tandem, aligned toward the same goals.
The focus should be on leveraging data-driven insights to achieve great performance for clients, regardless of where the ideas originate. As both areas continue to evolve, the lines between them will likely blur, leading to more integrated and cohesive strategies.
LBB> The wider industry has become really obsessed with artificial intelligence, but media has been using variations of AI and algorithmic automation for some time - what’s your take on the longer term influence of AI on media? Are there any aspects of media planning that you think AI could still have a big impact on?
Abbie> AI will undoubtedly have an enormous impact on media. Various forms of digital media have already implemented AI algorithms. There are numerous AI creative studios for content creation, and the field will only continue to grow.
However, AI cannot learn on its own. It is only as good as the information put into it, which means any data that is put into AI systems would need to be consistently updated at a regular cadence. It also would not give any new ideas outside of the knowledge base provided.
The feedback AI provides still needs to be assessed for accuracy. I think AI could still impact some media-planning automation of tasks, but a human with working knowledge and their own thought process will still be able to put out a better media plan than AI ever could.
LBB> More attention is being paid to the environmental impact of various media types, particularly in digital - where do you think the industry is in terms of tracking that impact and minimising it?
Abbie> More attention is being paid to environmental impact, but I still do not feel like there is enough awareness surrounding the topic. The media industry as a whole has not communicated an inclusive strategy to track or minimise the impact. The onus has mostly fallen on the brands themselves to showcase how they are environmentally friendly or sustainable through their own advertising and messaging.
There is immense room for improvement as the media industry moves forward in generating awareness for consumers and what steps could be taken to minimise environmental impact by adopting green technologies and integrating sustainability as a core strategy.
LBB> As an industry, we’re obsessed with the new - and for good reason, it’s often where the money lies! But are there any more traditional forms of media that you think we’re sleeping on a bit or that you think still make a big impact when it comes to connecting with consumers?
Abbie> I believe that the pendulum has swung too far into the digital media side, and the best answer between digital and traditional media lies somewhere in the middle. Yes, digital media is shiny and new and presents better ways to reach target audiences with less ad-spend waste, but there is still a time and place for traditional media.
Broadcast TV remains unmatched in terms of awareness and reach, especially when it is combined with a streaming partner, such as the NBC and Peacock partnership for the Olympic Games. Out-of-home installations continue to be highly attention-grabbing when executed well and can reach virality by integrating digital ways to participate at an individual level such as Spotify’s 'Wrapped' campaign.
The most successful media strategies should blend the strengths of both digital and traditional media to create holistic, effective campaigns.
LBB> Who are your media heroes and why? And what sort of media do you enjoy?
Abbie> I do not have any specific media heroes. I read all the books and advertising principles that people publish because I do not believe that any one person has the answer. I glean something new from each person and mesh it all together into my own strategic thought process.
My favourite type of media is billboards. They don’t have a great ROI, but a good billboard with engaging creative and messaging that can be read, understood, and remembered in less than five seconds is exceedingly difficult to achieve and will always leave a lasting impression.
