The document discusses how marketers are increasingly investing in digital advertising platforms like Google, Facebook, and Amazon but are taking a "set it and forget it" approach that misses growth opportunities. It recommends that marketers get specific with optimization efforts, focus on machine learning and incrementality, balance short-term efficiency with long-term growth, and make platforms work for their business rather than using the same interfaces as everyone else. The key is having a strategic mindset when running digital media instead of just focusing on the cheapest users.

1. Don’t Set It and Forget It
A Varick Presentation to the Digiday Community

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Marketers are increasing their
investment in media on
platforms such as Google,
Facebook and Amazon.

3. CUSTOMER UNDERSTANDING
FLOW OF DATA
FLEXIBILITY TO
OPERATE FLUIDLY
Technology has enabled so much for us
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4. Digital media isn’t
just an end to a means.
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5. If we’re all using the same technologies,
then how are brands gaining
competitive advantage?
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6. ALL marketers are using the same interfaces
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Marketers are taking a
“set it and forget it” approach
and missing growth opportunities.

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Don’t set it
and forget it

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Get SPECIFIC
with optimization
efforts

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Machine learning
needs something
to learn from

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Hey, what’s in
this GUAC?

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Rethinking the
“A” in CPA.

13. Case in Point: LiveXLive
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14. Incrementality + customer lifetime value
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Are you balancing efficiency in
the short term, with growth in
the long term?
Are you focused on getting the
cheapest users now?
OR

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Efficiency
is a moving target

16. A Strategic State of Mind
Amazon closes the deal Bing for older & affluent Voice your needs
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17. It’s time to start running
media on YOUR terms.
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Make these platforms work
for you and your business.

19. Thank you!
Varick.co | info@Varick.co