Paid Media in a Fragmented World: Navigating New Ad Formats and Emerging Channels

As new ad formats like streaming audio, connected TV, and AR emerge, marketers must balance funding proven Google Search campaigns while testing fresh opportunities.

Join Michael Wisby for a strategic framework to experiment with “micro-budgets,” identify audience overlaps, and set agile budgets for rapid testing. You’ll learn to present structured plans to stakeholders, ensuring smart, data-driven shifts rather than reactive pivots. Featuring real-world case studies, Michael’s insights will equip agency and in-house marketers with actionable insights to optimize paid media strategies while managing leadership expectations.

In this session, you’ll learn how to:

• Allocate small, controlled budgets to test emerging ad formats like streaming audio, connected TV, and AR without disrupting core Google Search investments
• Identify audience overlaps and implement agile budgeting strategies that enable quick, informed adjustments based on performance data
• Present structured, data-backed testing plans to leadership, ensuring strategic shifts rather than reactive pivots in your paid media strategy