Katie Kulik on digital advertising
From Fifteen Seconds Festival 2016 – Keynote Katie Kulik, CBS Interactive · · Fifteen Seconds
“A few months ago in the US the New York Times released an article saying that 85 cents of every dollar of every new online ad was going to Google and Facebook, and all the other publishers were fighting for the rest.”
On , Katie Kulik, Senior Vice President of Global Advertising Sales & Marketing - CNET Media Group at Paramount Global, spoke about digital advertising during Fifteen Seconds Festival 2016 – Keynote Katie Kulik, CBS Interactive on Fifteen Seconds.
About Katie Kulik
At the Fifteen Seconds Festival in 2016, Katie Kulik, then Global SVP of Ad Sales and Marketing at CBS Interactive, delivered a keynote titled "Don’t Compete Against the Web." She discussed insights gained from her sales career and outlined five rules for marketing success, emphasizing the importance of creating a vertical with an endemic advertiser base and using simplicity to engage users. Kulik noted that "85 cents of every dollar of every new online ad was going to Google and Facebook, and all the other publishers were fighting for the rest," and referenced the acquisition of PC Tools by Symantec as an example of industry consolidation. Kulik, who led a team of 170 employees from San Francisco and oversaw 14 brands across four business units with a combined reach of over 300 million monthly users, also highlighted the growing variety of marketing channels, from site roadblocks to Snapchat video. She predicted that publishers and platforms would succeed by offering unexpected, clever content that appeals to diverse audiences, citing the popularity of unboxing videos on YouTube as an example.