As MediaDex celebrates its silver anniversary, we sat down with our CEO, Mike Kiley, to reflect on 25 years of navigating the ever-changing landscape of media buying. From humble beginnings to becoming a trusted name in the industry, Mike shares insights on the challenges, triumphs, and future of our small but mighty agency.
The Early Days
When asked if he ever imagined MediaDex would be celebrating 25 years, Mike laughs. “Honestly, I was just hoping to make it through our first campaign! Back in ’99, it was just a few of us, a rolodex of media contacts, and an unwavering belief that brands deserved a more efficient and effective way of approaching media buying.”
Adapting to Change
The biggest challenge? “Keeping up with the digital revolution,” Mike says without hesitation. “When we started, it was all about TV, Radio, OOH and Print. The shift to digital media was and continues to be seismic. We had to quickly adapt to programmatic buying, social media advertising, and now, AI-driven campaigns. It was adapt or die, and we chose to adapt.”
Proudest Moments
While there have been many highlights over the years, Mike points to one particular success story. “Starting as our first client and then coming back to us again recently, the Pella Windows brand continues its success in many US markets. We have created strong relationships with local ownership groups over the years – that’s why we do this. Knowing we play a part in their success is incredibly rewarding.”
The Evolution of Media Buying
“The media landscape has been in constant flux,” he begins. “We’ve had to navigate some significant challenges: We’ve gone from buying ad space on the local Tv Station to real-time bidding on digital platforms,” Mike explains. “The amount of data we now have at our fingertips is incredible. But you know what hasn’t changed? The importance, power and effectiveness of TV. That’s still the core of what we do.”
- The Digital Shift: Around 2005, we saw the rapid rise of digital advertising. Suddenly, we weren’t just buying TV, OOH and print spots; we were beginning to learn about banner ads, search engine marketing, and email campaigns.
- Social Media Explosion: By 2010, social media platforms became major players in advertising. We had to quickly become familiar with Facebook Ads, Twitter promotions, and later, Instagram and TikTok campaigns. The targeting capabilities became exciting.
- Mobile Revolution: As smartphones became ubiquitous, we had to adapt our strategies for mobile-first consumers. This meant rethinking ad formats, user experience, and even how we measure success.
- Programmatic Advertising: Around 2015, programmatic buying became the norm. It offered incredible efficiency, but also brought challenges in terms of ad fraud and brand safety. We’ve had to invest our time in education and tools to navigate this landscape.
- Privacy Concerns and Regulations: The introduction of GDPR in 2018 and the ongoing changes to data privacy laws have significantly impacted how we target and track ad performance. It’s been a delicate balance between personalization and privacy.
- The Streaming Era: The rise of streaming services has fragmented the traditional TV audience. We became experts at OTT (Over-The-Top) and CTV (Connected TV) advertising to reach cord-cutters.
- COVID-19 Pandemic: The pandemic in 2020 turned media consumption habits upside down overnight. We had to rapidly shift strategies for many clients, moving budgets and adapting messaging for a world in crisis.
These challenges have kept us on our toes,” Mike shared. “But they’ve also pushed us to innovate and stay ahead of the curve. It’s what has allowed us to provide efficient and effective media solutions to our clients for more than 25 years.”
The MediaDex Difference
When asked what sets MediaDex apart from larger agencies, Mike doesn’t miss a beat. “Our personal touch, without a doubt. We know each of our clients by name. We understand their businesses, their challenges, and their goals. We’re not just executing media buys; we’re crafting strategies that align with their specific needs with our experienced team. That’s harder to do at scale.”
Looking to the Future
So what’s next for MediaDex? “We’re excited about diving deeper into emerging platforms,” Mike shares. “We’re seeing great potential in all things Video (TV, CTV/OTT, OLV), Audio (podcast, radio), Digital, OOH, direct mail and more recently, in-game advertising. But more than that, we’re focusing on providing even more comprehensive analytics to our clients. In this data-driven world, we want our clients to see the clear ROI on every dollar spent.”
A Message of Gratitude
As our conversation wraps up, Mike has one final thought to share: “Just a heartfelt thank you to our clients. In a world of media giants, you chose to work with a smaller, more agile agency. Your trust in us has driven our success for 25 years. Here’s to many more years of creating impactful media moves that matter – together!”
We at MediaDex are excited to embark on the next chapter of our journey. Cheers to another 25 years of innovation, growth, and successful partnerships.
