{"id":34134,"date":"2023-06-21T11:15:57","date_gmt":"2023-06-21T11:15:57","guid":{"rendered":"https:\/\/bostonchamber.com\/?post_type=thought-leadership&#038;p=34134"},"modified":"2023-06-22T15:20:03","modified_gmt":"2023-06-22T15:20:03","slug":"creating-a-meaningful-diversified-media-mix-in-a-murky-economy","status":"publish","type":"thought-leadership","link":"https:\/\/bostonchamber.com\/thought-leadership\/creating-a-meaningful-diversified-media-mix-in-a-murky-economy\/","title":{"rendered":"Creating a Meaningful &#038; Diversified Media Mix in a Murky Economy\u00a0\u00a0"},"content":{"rendered":"<style> .banner:before {\r\n        background: linear-gradient(0deg,rgba(0,0,0,.5),rgba(0,0,0,.5)) !important;\r\n    }<\/style><div id=\"ra_id_1678124236\" class=\"banner  standard lazyload\" style=\"background-image:inherit\" data-bg-image=\"url(https:\/\/bostonchamber.com\/wp-content\/uploads\/2023\/06\/bima-blog-hero-image-1-scaled.jpg)\">\r\n        <div class=\"container  banner-container text-Center\">\r\n            <div class=\"row center-items\">\r\n                                \r\n                <div class=\"col-lg-10 \"  >\r\n                                            <!-- <p class=\"label special-label\" tabindex=\"0\"><\/p> -->\r\n                    \r\n                    <h1 class=\"underline-text white  required\" tabindex=\"0\">\r\n                        Creating a Meaningful &#038; Diversified Media Mix in a Murky Economy                    <\/h1>\r\n                                            <div class=\"xyz\" tabindex=\"0\"><p><\/p><\/div>\r\n                        <div class=\"banner_event\">\r\n                                                                    <span  class=\"author-text\" tabindex=\"0\">Boston Chamber of Commerce<\/span>\r\n                                                            <\/div>\r\n                    <div class=\"banner-btn-wrapper\">\r\n                                                                                <\/div>\r\n                        <!-- <a href=\"#\">Link<\/a>\r\n                        <a class=\"arrow-link\" href=\"#\">Link<\/a>\r\n                        <a class=\"external-link\" href=\"#\">External Link<\/a>\r\n                        <a class=\"more-link\" href=\"#\">More<\/a> -->\r\n                    <\/div>\r\n                <\/div>\r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<script type=\"text\/javascript\">\r\njQuery(document).ready(function($){\r\n    setTimeout(function () {\r\n        console.log('here');\r\n\t\t$('#_youtube-iframe-wrapper').show();\r\n\t}, 2000);\r\n});\r\n<\/script>\n\n<style>\r\n    .cta-btn-wrapper{margin-bottom:2rem;margin-top:-10px;}\r\n<\/style>\r\n<section class=\"wysiwyg_block\">\r\n    <div class=\"container\">\r\n        <div class=\"row\">\r\n            <div class=\"col-lg-8\">\r\n            \r\n            <p><span data-contrast=\"none\">The advertising industry is at an interesting crossroads<\/span><span data-contrast=\"none\">,<\/span><span data-contrast=\"none\"> making it a complicated time to be a digital strategist. Traditional channels like Out of Home (OOH) and Meta are still favorites amongst advertising strategists, while advertisers work to navigate the ROI and establish a presence on channels that are still being proven, like virtual reality, AI<\/span><span data-contrast=\"none\">,<\/span><span data-contrast=\"none\"> and Connected TV (CTV). For some, there is a fear of being the first to dip their toe into something new.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Given the economic outlook, campaign return is under the microscope. While everyone looks to Amazon using AI to power the whole shopping experience and the implications this has from an advertising perspective, and Disney using QR code games on Happy Meal boxes to promote their latest movie and fuse the tangible and digital worlds as holy grails, many brands don\u2019t have the budgets to back campaigns and strategies of this magnitude.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><span data-contrast=\"none\">How can advertisers be smart about spending while diversifying their strategy and future-proofing their campaigns? The Greater Boston Chamber of Commerce\u2019s recent panel with the Boston Interactive Media Association (BIMA), \u201c<\/span><a href=\"https:\/\/bostonchamber.com\/events\/bima-diversifying-your-media-spend\/\"><span data-contrast=\"none\">Diversifying Your Media Spend<\/span><\/a><span data-contrast=\"none\">,\u201d which was moderated by Lauren Brickley of MobileFuse, looked at this in detail. Here are the key lessons learned from the esteemed panel.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<h4><b><span data-contrast=\"none\">How To: Diversify Media Spending <\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/h4>\n<p><span data-contrast=\"none\">Our panel agreed: it is critical to fully understand your audience in order to guide diversification for clients, and sometimes the right decision is the safe one, or one that doesn\u2019t try to do a little bit of everything.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Gisela Germano, SVP of Strategy, Communications, Planning &amp; Digital Media, Havas Edge<\/span><span data-contrast=\"none\">,<\/span><span data-contrast=\"none\"> said that the best way to diversify is to: \u201c<\/span><i><span data-contrast=\"none\">Understand how the entire landscape of media is impacting the client, hone-in on consumption appetites, macro impacts changing the category and making informed decisions<\/span><\/i><span data-contrast=\"none\">.\u201d\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Sarah Doughty, SVP, Media Strategy, Digitas, added that, \u201c<\/span><i><span data-contrast=\"none\">Diversify doesn&#8217;t mean try and do a little of everything, it is equally important to be smart and audience-driven<\/span><\/i><span data-contrast=\"none\">.\u201d Jess Dashner, Director of Media Strategy and Operations at Gupta Media, took this one step further by adding that, \u201c<\/span><i><span data-contrast=\"none\">Sometimes diversifying a media mix is making decisions that are safer for your brand<\/span><\/i><span data-contrast=\"none\">.\u201d She added that although social platforms have changed over the last few years, paid social ads allow you to pivot quickly when you need to.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">For brands that do diversify amongst many channels, the message was clear: your strategy should also involve personalization. There should be a platform-specific strategy for messages and visuals so that things don\u2019t look out of place. Sarah added that Spotify does a great job of this: \u201c<\/span><i><span data-contrast=\"none\">They are passion-driven and personalized. People share [their custom Year in Review report] with their friends online, they have ads in the subway, it is quite a mix<\/span><\/i><span data-contrast=\"none\">.\u201d\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Jess added that Farmer\u2019s Dog (a dog food company) is another brand that is navigating the media landscape exceptionally well. From Super Bowl ads reaching hundreds of millions of people to gain exposure, they met customers where they are on their journey, asked for information on their dog\u2019s name, their goals<\/span><span data-contrast=\"none\">,<\/span><span data-contrast=\"none\"> and created very personalized 1-1 connections over email to continue the conversation.\u00a0 <\/span><\/p>\n  \r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"1024\" height=\"497\" data-src=\"https:\/\/bostonchamber.com\/wp-content\/uploads\/2023\/06\/bima-media-grid-horizontal-inline-image-1024x497.jpg\" alt=\"\" class=\"wp-image-34156 lazyload\" data-srcset=\"https:\/\/bostonchamber.com\/wp-content\/uploads\/2023\/06\/bima-media-grid-horizontal-inline-image-1024x497.jpg 1024w, https:\/\/bostonchamber.com\/wp-content\/uploads\/2023\/06\/bima-media-grid-horizontal-inline-image-300x146.jpg 300w, https:\/\/bostonchamber.com\/wp-content\/uploads\/2023\/06\/bima-media-grid-horizontal-inline-image-150x73.jpg 150w, https:\/\/bostonchamber.com\/wp-content\/uploads\/2023\/06\/bima-media-grid-horizontal-inline-image-768x373.jpg 768w, https:\/\/bostonchamber.com\/wp-content\/uploads\/2023\/06\/bima-media-grid-horizontal-inline-image-1536x745.jpg 1536w, https:\/\/bostonchamber.com\/wp-content\/uploads\/2023\/06\/bima-media-grid-horizontal-inline-image-2048x994.jpg 2048w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/497;\" \/><\/figure>\n<\/div>\n\n<style>\r\n    .cta-btn-wrapper{margin-bottom:2rem;margin-top:-10px;}\r\n<\/style>\r\n<section class=\"wysiwyg_block\">\r\n    <div class=\"container\">\r\n        <div class=\"row\">\r\n            <div class=\"col-lg-8\">\r\n            \r\n            <h4><b><span data-contrast=\"none\">How To: Diversify on a Budget<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/h4>\n<p><span data-contrast=\"none\">Before planning a media mix or testing a new concept of business model, we got two tips from the panel: Sarah urged advertisers to \u201c<\/span><i><span data-contrast=\"none\">pause and ask what you are solving for, use it as a filter to prioritize where you show up<\/span><\/i><span data-contrast=\"none\">,\u201d and Gisela added that it&#8217;s important to \u201c<\/span><i><span data-contrast=\"none\">find out what the best way to prove that business model is<\/span><\/i><span data-contrast=\"none\">.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">In terms of a tangible cost savings strategies:\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<ul>\n<li><span data-contrast=\"none\">Jess suggested reallocating the media budget from the content side of things and commissioning creators to make the spots. These creators can endorse the brand, but also create spots that can be used for paid campaigns.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"none\">When looking at integrating newer channels (like CTV) into a marketing mix, Jess shared that, \u201cA<\/span><i><span data-contrast=\"none\">s streaming devices are newer, ad platforms have just developed, as have a high barrier to entry, wait lists<\/span><\/i><i><span data-contrast=\"none\">,<\/span><\/i><i><span data-contrast=\"none\"> and limited inventory<\/span><\/i><span data-contrast=\"none\">.\u201d She suggested brands try Hulu, which has a self-service platform with no minimum spend and provides good results even at modest budget levels. Sarah added that CTV is still not the cheapest channel and that brands can have \u201c<\/span><i><span data-contrast=\"none\">a video experience in a more effective way<\/span><\/i><span data-contrast=\"none\">.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<\/ul>\n<h4><b><span data-contrast=\"none\">How To: Avoid Common Missteps as You Diversify\u00a0<\/span><\/b><\/h4>\n<p><span data-contrast=\"none\">The first pitfall to avoid is \u201cpumping the brakes too quickly.\u201d Jess shared that some brands are \u201c<\/span><i><span data-contrast=\"none\">tempted to pull spend just hours after a campaign launches if they are not seeing results<\/span><\/i><span data-contrast=\"none\">,\u201d but it is critical to evaluate what you are asking people to take as an action from your campaign and how long that might take. Sarah added the importance of \u201c<\/span><i><span data-contrast=\"none\">understanding projections and returns.<\/span><\/i><span data-contrast=\"none\">\u201d While many clients have brand and demand teams, they can\u2019t operate in silos. \u201c<\/span><i><span data-contrast=\"none\">There is an education factor, and you have to have a real conversation about the customer journey to determine how to track and optimize all together<\/span><\/i><span data-contrast=\"none\">.\u201d<\/span><\/p>\n<p><span data-contrast=\"none\">Another strategy to avoid is comparing yourself against other brands in your industry and what they are doing for their campaigns. Gisela added that the real brands to watch are those that \u201c<\/span><i><span data-contrast=\"none\">don\u2019t do things the way they are expected for their category and break the mold while still connecting with their audiences<\/span><\/i><span data-contrast=\"none\">.\u201d<\/span><\/p>\n<p><span data-contrast=\"none\">Lastly, Jess added that being too tied to attribution is another trap to avoid falling into. She shared that it can be <\/span><i><span data-contrast=\"none\">\u201ctempting to go for whatever you can measure and what is giving you a large number, but make sure you have a nice healthy mix of demand generating and everything in between.\u201d<\/span><\/i><span data-contrast=\"none\"> And, specifically for newer approaches like the Black Fox algorithm, <\/span><i><span data-contrast=\"none\">\u201cIt makes it easy to flip campaigns on and see results, but there is a lot to navigate with this. You can\u2019t see where results are coming from\u2014are they incremental, or scraping the bottom of the funnel? This is a murky area where our industry is at and headed further.\u201d\u00a0<\/span><\/i><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<h4><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><b><span data-contrast=\"none\">How To: Safeguard Ad Budgets in a Down Economy<\/span><\/b><span data-contrast=\"none\">\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/h4>\n<p><span data-contrast=\"none\">It\u2019s easy to say that in times of downturn, brands should keep all systems go. In some cases, though, this is a luxury that not all brands can afford. So, they may have a \u201charder time bounding back,\u201d but that could be their only option. Jess added that in our post-COVID world, there isn\u2019t the same level of pent-up demand for some experiences, goods<\/span><span data-contrast=\"none\">,<\/span><span data-contrast=\"none\"> and services as there has been, so some clients \u201c<\/span><i><span data-contrast=\"none\">need marketing more than ever before and are not getting the sale without grinding it out<\/span><\/i><span data-contrast=\"none\">.\u201d<\/span><\/p>\n<p><span data-contrast=\"none\">Gisela added that one risk mitigation strategy is to,<\/span><b><span data-contrast=\"none\"> \u201c<\/span><\/b><i><span data-contrast=\"none\">Customize down to messaging and who the audience is to hit groups not as impacted by the downturn<\/span><\/i><span data-contrast=\"none\">.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Trends are changing all the time, and the pendulum is always swinging\u2014from brands wanting just a few partners, to looking for the cheapest and automated options, to looking to re-imagine old school channels and campaigns. At all stages, the onus is on the digital strategists to keep their clients focused on making data-informed decisions, optimizing by channel, going out with killer creative<\/span><span data-contrast=\"none\">,<\/span><span data-contrast=\"none\"> and staying true to their brand.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n  \r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"1024\" height=\"497\" data-src=\"https:\/\/bostonchamber.com\/wp-content\/uploads\/2023\/05\/bima-media-grid-horizontal-2-1024x497.jpg\" alt=\"\" class=\"wp-image-34043 lazyload\" data-srcset=\"https:\/\/bostonchamber.com\/wp-content\/uploads\/2023\/05\/bima-media-grid-horizontal-2-1024x497.jpg 1024w, https:\/\/bostonchamber.com\/wp-content\/uploads\/2023\/05\/bima-media-grid-horizontal-2-300x146.jpg 300w, https:\/\/bostonchamber.com\/wp-content\/uploads\/2023\/05\/bima-media-grid-horizontal-2-150x73.jpg 150w, https:\/\/bostonchamber.com\/wp-content\/uploads\/2023\/05\/bima-media-grid-horizontal-2-768x373.jpg 768w, https:\/\/bostonchamber.com\/wp-content\/uploads\/2023\/05\/bima-media-grid-horizontal-2-1536x746.jpg 1536w, https:\/\/bostonchamber.com\/wp-content\/uploads\/2023\/05\/bima-media-grid-horizontal-2-2048x994.jpg 2048w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/497;\" \/><\/figure>\n<\/div>\n\n\r\n<div class=\"people-spotlight three-up\" id=\"ra_id_1678135702\">\r\n    <div class=\"container\">\r\n        <div class=\"three-up-heading-wrap\">\r\n        <h4 tabindex=\"0\">You May Also Be Interested In       \r\n        <\/h4> \r\n                <\/div>\r\n        <div class=\"row three-up-slider\">\r\n            <div class=\"col-lg-4 item\"><div class=\"content-wrapper\"><a href=\"https:\/\/bostonchamber.com\/event\/calendar\/?1&#038;_network=bima\"><h5 tabindex=\"0\" class=\"cat\">BIMA<\/h5><\/a><div tabindex=\"0\" class=\"people-img avtar ratio ratio-16x9\"><img decoding=\"async\" tabindex=\"0\" class=\"avtar lazyload\" data-src=\"https:\/\/bostonchamber.com\/wp-content\/uploads\/2022\/06\/bima-summer-sizzler-2023.jpg\" alt=\"BIMA Summer Sizzler\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1869px; --smush-placeholder-aspect-ratio: 1869\/1150;\" \/><\/div><h3 tabindex=\"0\"><span class=\"hightlight\">2023 BIMA Summer Sizzler<\/span><\/h3><p class=\"special-label\"><span>Aug 10, 2023<\/span><span><span>6:00pm<\/span> &#8211; <span>9:00pm<\/span><\/span><span>Museum of Science<\/span><\/p><div class = \"desc\">Come network with your digital marketing and media industry peers from the agency, publisher, and provider community!<\/div><div class=\"link-wrapper\"><a tabindex=\"0\" href=\"https:\/\/bostonchamber.com\/events\/2023-bima-summer-sizzler\/\" class = \"stretched-link\">Register Now<\/a><img decoding=\"async\" tabindex=\"0\" alt=\"arrow-go\"\r\n                                data-src=\"https:\/\/bostonchamber.com\/wp-content\/themes\/bostonchamber\/assets\/images\/linkedinarrow.svg\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" \/><\/div><\/div><\/div><div class=\"col-lg-4 item\"><div class=\"content-wrapper\"><a href=\"https:\/\/bostonchamber.com\/event\/calendar\/?1&#038;_network=bima\"><h5 tabindex=\"0\" class=\"cat\">BIMA<\/h5><\/a><div tabindex=\"0\" class=\"people-img avtar ratio ratio-16x9\"><img decoding=\"async\" tabindex=\"0\" class=\"avtar lazyload\" data-src=\"https:\/\/bostonchamber.com\/wp-content\/uploads\/2023\/05\/bima-event-feature-image.jpg\" alt=\"\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1869px; --smush-placeholder-aspect-ratio: 1869\/1150;\" \/><\/div><h3 tabindex=\"0\"><span class=\"hightlight\">BIMA: Diversifying\u00a0Your Media Spend\u00a0<\/span><\/h3><p class=\"special-label\"><span>Jun 06, 2023<\/span><span><span>5:30pm<\/span> &#8211; <span>7:30pm<\/span><\/span><span>Digitas<\/span><\/p><div class = \"desc\"> In this panel discussion, digital media experts will dive into how brands can position themselves for success with a diversified strategy. <\/div><div class=\"link-wrapper\"><a tabindex=\"0\" href=\"https:\/\/bostonchamber.com\/events\/bima-diversifying-your-media-spend\/\" class = \"stretched-link\">Read Now<\/a><img decoding=\"async\" tabindex=\"0\" alt=\"arrow-go\"\r\n                                data-src=\"https:\/\/bostonchamber.com\/wp-content\/themes\/bostonchamber\/assets\/images\/linkedinarrow.svg\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" \/><\/div><\/div><\/div><div class=\"col-lg-4 item\"><div class=\"content-wrapper\"><a href=\"https:\/\/bostonchamber.com\/news-insights\/?_news_insight=thought-leadership&#038;_network=bima\"><h5 tabindex=\"0\" class=\"cat\">BIMA<\/h5><\/a><div tabindex=\"0\" class=\"people-img avtar ratio ratio-16x9\"><img decoding=\"async\" tabindex=\"0\" class=\"avtar lazyload\" data-src=\"https:\/\/bostonchamber.com\/wp-content\/uploads\/2023\/03\/bima-gaming-blog.png\" alt=\"\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 650px; --smush-placeholder-aspect-ratio: 650\/400;\" \/><\/div><h3 tabindex=\"0\"><span class=\"hightlight\">From Mobile to the Metaverse: Where Marketers Fit into Gaming<\/span><\/h3><p class=\"special-label\"><\/p><div class = \"desc\">Moderated by Meredith Worrilow Barrett, this panel discussed in-game advertising and how it is a new avenue to keep customers engaged. <\/div><div class=\"link-wrapper\"><a tabindex=\"0\" href=\"https:\/\/bostonchamber.com\/thought-leadership\/where-marketers-fit-into-gaming\/\" class = \"stretched-link\">Read Now<\/a><img decoding=\"async\" tabindex=\"0\" alt=\"arrow-go\"\r\n                                data-src=\"https:\/\/bostonchamber.com\/wp-content\/themes\/bostonchamber\/assets\/images\/linkedinarrow.svg\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" \/><\/div><\/div><\/div>        <\/div>\r\n    <\/div>\r\n<\/div>\r\n","protected":false},"excerpt":{"rendered":"<p>The Chamber&#8217;s recent panel with BIMA discussed how advertisers can be smart about spending while diversifying their campaign strategy.<\/p>\n","protected":false},"featured_media":34142,"parent":0,"menu_order":0,"template":"","meta":{"content-type":"","inline_featured_image":false},"tags":[72,67,68,71,76],"class_list":["post-34134","thought-leadership","type-thought-leadership","status-publish","has-post-thumbnail","hentry","tag-advertising","tag-bima","tag-innovation","tag-marketing","tag-marketing-professionals"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Creating a Meaningful &amp; Diversified Media Mix in a Murky Economy\u00a0\u00a0 - Boston Chamber<\/title>\n<meta name=\"description\" content=\"The Chamber&#039;s recent panel with BIMA discussed how advertisers can be smart about spending while 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