"Proliferation of Media Channels": How Are Brands Reaching Consumers?

Why It Matters

Stollard’s focus underscores a broader industry shift toward accountability and outcome-based measurement as brands face harder-to-reach consumers across many channels; advertisers must prove how campaigns drive real growth, not just reach. This elevates analytics and clear objective-setting as competitive advantages for agencies and marketers.

Summary

Sarah Stollard, head of analytics at Omnicom Media, describes her role judging industry award entries and emphasizes her preference for campaigns that set clear objectives, measure outcomes rigorously, and demonstrably drive client growth. She highlights a transformed media landscape—marked by a proliferation of channels and fragmented consumer attention—and prizes work that successfully cuts through, creates lasting consumer impact, and links creative execution to business results. Her evaluation prioritizes purpose-driven campaigns with measurable impact rather than vanity metrics. Overall, she seeks examples that show how thoughtful measurement and strategy produce tangible commercial outcomes in a crowded media environment.

Original Description

Sarah Stallwood, head of analytics at Omnicom Media UK, shares her excitement about joining the ExchangeWire Wires Awards judging panel and what, in her view, constitutes an award-winning entry.

She highlights the importance of getting under the skin of media campaigns to understand their impact on client outcomes. With attention becoming more scarce, the best entries are the ones that set out with a clear purpose, cut through to consumers, and drive business growth in an increasingly saturated media environment.

0:00 Introduction

0:09 What excites you most about joining The Wires' judging panel?

0:42 In your view, what qualities define an award-winning campaign or product?

1:15 What do you hope this year's entries will reveal about where the industry is heading?

#adtech #media #campaigns #awards #voxpop