Tim Vanderhook knows a thing or two about the pace of change in media and marketing and the fear that can bring. He is the CEO and co-founder of Viant, previously Specific Media, that he launched along with his brothers Chris and Russ 15 years ago. He is also the CEO of MySpace, which Specific Media, along with Justin Timberlake, purchased for a paltry $35 million from News Corp who took a half-billion dollar loss on the deal. Tim recognized the high potential of digital advertising long ago and led the vision for the development of behavioral targeting that created groundbreaking digital advertising practices.
The world has changed dramatically over the 15 years since Specific Media launched, and Tim knows that the pace of change can elicit fear within the marketing community. When we caught up with this digital marketing pioneer at ADAPT, he described how the newly branded Viant is helping marketers overcome fear by providing them with education, data, and evidence of how their marketing investments are performing. One of the most insightful individuals in the digital media business, Tim warns against “channel marketing” and advocates for marketers to pursue their target audience wherever they may be and not get caught in a channel-centric trap. This 4 minute video comes with a high ROI of your time!
Featuring:
Tim Vanderhook, CEO & Co-Founder, Viant
Filmed at ADAPT Scottsdale Summit, 2015
http://vmamedia.com/event/adapt-summit/
