True partnership requires constant dialogue, says Laura Molen, the President of Advertising Sales and Partnerships at NBCUniversal. That’s why, every day, Molen consults with NBCU’s marketing partners, listening to their business challenges and sharing the media company’s insights. The goal: collaboration on new ways to achieve their business goals.
Recently, Molen has noticed a recurring theme – advertisers are working to adapt to new audience behaviors and questioning whether they should place the same premium on digital, social, and streaming video as they do on linear. “This question alone is understandable, but to answer it, we need to remember our most important partners—our viewers—who we can learn from and grow with, if we pay close enough attention,” Molen writes in a thought piece.