By Parker Herren | December 09, 2024
OMG’s Anthony Dario was among the eight media professionals profiled by Adage for its look at buyers who are advancing innovation and driving business growth through creative media activation.
ANTHONY DARIO
Managing Director, Enterprise Partnerships, Omnicom Media Group
Anthony Dario joined OMG in 2021, and his work spans media strategy, content partnerships and cross-channel integration. During this year’s upfront, Dario led a team that created a data capability using clean room technology to integrate clients’ first-party data with Omnicom’s audience segments, reducing third-party data fees and allowing clients to reallocate budgets to additional media spend.
What is the biggest challenge currently facing media buyers?
Navigating the streaming ecosystem across multiple platforms and publishers are making it extremely difficult to reach a brand target audience—especially with the focus on managing frequency. That creates complexity when it comes to channel planning and measurement.
What is one thing every media buyer should have in their tool kit?
Never be content and look to learn every day. Technology continues to fuel changes in consumer habits and advertising technologies; staying complacent is moving backwards.
What media inventory will be the most in-demand for advertisers in 2025?
Live viewing environments (sports and tentpole events) are the last of a dying breed when it comes to demand-driven properties. When it comes to on-demand inventory, there is an essentially endless supply of opportunities for marketers due to distribution carriage agreements with platforms and content providers.
What is exciting you the most in the current media marketplace?
I am excited to see how connected commerce partners evolve within the retail media space. Connecting consumers to products instantly is becoming more of a focus for instant outcomes. Seeing how Amazon, Walmart, Roundel, and Instacart play with content partners in connecting products will be a focus for the next few years within the buying space. It can be connected to brands through social, video and audio.