For marketers, the question of how much to spend on digital video vs. traditional TV platforms has been increasingly challenging of late. While consumer engagement is typically higher for online video ads, television ads continue to have the edge when it comes to driving overall sales. Depending on the age of the brand, money spent on digital and television marketing for most companies hovers around 20 and 80% respectively. Marketing expert Michael Law sits down with GLG to discuss what these numbers mean, what’s next for the industry, and why consumers still demand a “lean back” experience from their screens at home.
Michael Law is Executive Vice President and Managing Director of Video Investment for Dentsu Aegis America. In this role, Law oversees TV and digital video strategy and investments for some of the world’s biggest clients including GM, Microsoft, Pfizer, Macy’s, Home Depot, MasterCard, Staples, Sony, Dannon, Outback, Disney, Diageo, and others with a combined budget of over $4 billion in annual video spending. Law is responsible for all aspects of video buying and media strategy including planning, research, and execution.
Law was previously Director of Media Strategy and TV Investments for Pfizer, where he handled consumer media strategy and investment for many of their blockbuster direct-to-consumer brands. Prior to that, Law was Vice President and Group Director at Carat, a global media strategy company. At Carat, Law was part of the senior management team within the network buying group and was responsible for managing over $600 million of TV ad spending for his clients.
Previously, Law was a National TV Media Buyer at Arnold Advertising, where he managed accounts for VW and Titleist / FootJoy Worldwide.