We recently spoke with Paige Wensmann about her experiences as a KOSE Media Planner.  Here are some of the insights she shared.

Things I’ve learned at KOSE that they don’t teach you in school. 

• Budget Management: While we’re often taught about campaign structure, the intricacies of properly allocating dollars to maximize KPIs and ROI aren’t covered as much. The idea of campaign success was more ideological than quantifiable. At KOSE, I’ve learned how to strategically allocate budgets to ensure the most effective outcome, something that’s crucial in delivering successful campaigns.
• Channel Selection Based on Objectives and Campaign Goals: Choosing the right channel for a campaign is more complex than it seems, especially considering how quickly platform usage evolves. Since graduating nearly three years ago, I’ve witnessed the rise (and potential fall) of TikTok, while others like YouTube and CTV/OTT have gained momentum. At KOSE, we stay on top of these shifts and tailor our recommendations based on each client’s objectives, target audience, and the evolving health of various platforms. This ensures we’re delivering on platforms with the highest return.
• A Deep Understanding of How Advertising Platforms Work: In school, we didn’t have access to Meta or Google Ads Manager to run paid ads, which made the hands-on experience at KOSE invaluable. Learning how to navigate and optimize these platforms in real-world scenarios was step one for me in this role, offering insights that no textbook could provide.
• Competitive Research and Insights: While competitive research was a topic touched upon in coursework, the depth and tools available at KOSE really allow me to dive deep into industry trends, competitive messaging, and competitive spend. This kind of analysis helps inform our strategy in ways that go beyond simply observing competitors in our space; it ensures we’re staying ahead of the curve in the ever-changing advertising landscape.

What are essential skills you need as a media planner (and didn’t know you had)?

• As media planners, much of our time is spent navigating platforms and analyzing data, but one skill I’ve come to truly value is the ability to connect with others. Interpersonal communication has proven essential in this role. Building and nurturing relationships with clients, partners, and agency vendors has become a key part of my day-to-day. Whether I’m presenting data insights, troubleshooting an issue, or narrating a campaign’s success, the ability to communicate effectively is vital. This role constantly reinforces a simple truth: Communication is everything. Whether it’s a routine client update, a regular partner check-in, or walking a new client through a media planning deck, clear, concise communication is what ties it all together. For me personally, the relationship building in addition to campaign success is what makes this job more than just media at the end of the day.
• Another crucial skill I’ve developed is attention to detail. As media planners, we manage large budgets, tight deadlines, multiple platforms, and often multiple clients simultaneously. I’ve learned firsthand that small oversights can create major issues down the line, which is why being organized and detail-oriented is critical. My advice: Invest in a good notebook to track tasks and deadlines, keep a close eye on your calendar, and stay on top of your inbox to avoid feeling overwhelmed. Most importantly, don’t hesitate to ask questions—clarifying doubts early can prevent mistakes and make your work far more efficient.

What would you tell someone wanting to explore a career in media?

• Media is a vast field with so many different areas to explore. Whether you’re focused on paid or organic media, creative or analytical roles, agency or in-house work, each avenue offers a unique perspective, and they all ultimately come together to achieve a shared goal. My advice for anyone wanting to pursue a career in media would be to explore these different paths. Gain experience through internships, or simply reach out and meet for coffee with someone whose role sparks your interest. The more exposure you get to different facets of media, the clearer it will be where your passion lies.
• For me, my background in organic social media, PR, and content creation has been invaluable in shaping my understanding of paid media at a digital agency. One key experience I encountered was developing my analytical skills and learning to extract actionable insights from the data behind our campaigns. Cultivating a curiosity about numbers and understanding data trends will truly set you apart in the paid media industry. It’s a skill that’s not just useful—it’s essential to have in your toolkit.

Key Takeaways from our Campaign Test:

• The ads with AI-generated copy were more cost-efficient.
• Click-through rates were nearly identical for both human and AI-generated copy.
• Meta’s Advantage+ often used the AIDA framework (Attention, Interest, Desire, Action) but with its own unique twist.

In the previous KOSE blog post, “Unlocking Meta’s Advantage+ : Surprising Insights on Who Responds to AI-Automated Ads” we introduced you to the world of AI-generated advertising within the Meta ecosystem. We explored the capabilities of Advantage+ and its potential to revolutionize ad creation. Now, in this follow-up post, we’re taking a deeper dive. We’ll delve into the results of our latest experiment, where we pitted human creativity against artificial intelligence in a head-to-head battle of ad copy.

The Experiment: Human-Generated vs. AI-Generated Ad Copy

Our goal was simple: to determine whether AI-generated ad copy could outperform human-written copy in terms of cost-effectiveness and audience engagement. After developing our human-written ad copy, we teamed up with Meta’s Advantage+ AI to explore its possibilities. Advantage+ allowed us to quickly generate several different options, which streamlined our process and allowed us to zero in on the most effective messaging. From there, we refined it to ensure it aligned with our brand.

With everything in place, we were ready to launch our test with two ad sets;

• Ad Set 1: Ads with copy crafted by our team of human copywriters (human-created control group)
• Ad Set 2: Ads with copy generated using Meta’s Advantage+ AI tools (test group)

In the ever-evolving digital landscape, YouTube continues to dominate as a powerful marketing tool. With its massive reach, growing engagement, and innovative content formats, the platform is more relevant than ever for marketers looking to connect with consumers. Here’s why YouTube is a must-use platform and deserves a prime spot in your 2025 marketing strategy.

Consumers Are Watching More User-Generated Content

The shift in consumer behavior is clear: more people are turning to user-generated content (UGC) on platforms like YouTube instead of traditional media. In fact, 46% of Americans report watching more UGC on social media than they do movies or TV shows on streaming services (Deloitte).

This trend highlights a major opportunity for brands to align with content that feels more authentic, relatable, and engaging. YouTube’s creator-driven platform is the perfect space for marketers to connect with audiences through collaborations, branded content, or ads that don’t disrupt the user experience

Time Spent on YouTube is Growing

Consumers are spending more time online than ever before, and YouTube commands a significant portion of their attention. On average, users spend 2 1/2 hours on social media daily (Statista). Of that, a notable 49 minutes per day is spent on YouTube (Statista).

This data proves that YouTube is not just a place users visit occasionally—it’s a core part of their daily routine. For marketers, this consistency offers countless opportunities to engage viewers through ads, organic content, and partnerships with creators.

YouTube Shorts: Driving Engagement and Watch Time

The rise of short-form video is impossible to ignore, and YouTube Shorts is a prime example of how the platform is adapting to modern viewing habits. Shorts have been a game-changer, attracting new viewers and significantly increasing average watch times on the platform. YouTube reported that channels uploading both Shorts and long-form content see better overall watch time and subscriber growth compared to those focusing on only one format (TechCrunch).

The rapid adoption of Shorts reflects its popularity, with YouTube announcing that the feature surpassed 1.5 billion logged-in monthly users by June 2022 and grew to over 2 billion logged-in monthly users by July 2023 (TechCrunch). This growth proves that Shorts are not only driving engagement but also bringing in new audiences.

By embracing this bite-sized content format, marketers can:

• Reach younger, mobile-first audiences who crave quick and engaging videos.
• Experiment with creative storytelling in a shorter timeframe.
• Drive traffic to longer-form content or product pages.

The success of Shorts demonstrates that YouTube is not only maintaining its audience but also growing it by evolving alongside consumer preferences.

Why Marketers Can’t Ignore YouTube

YouTube’s combination of massive reach, increasing engagement, and versatile content formats makes it an invaluable platform for marketers. Whether you’re running ads, partnering with creators, or building your own channel, YouTube offers a unique opportunity to connect with consumers where they’re already spending their time.

In 2024 and beyond, marketers who embrace YouTube’s potential will be well-positioned to reach engaged audiences, drive results, and stay ahead of the competition.

If you’re looking for more marketing strategies that can really impact your business, our media experts are here to help. Complete this form today to connect with our experts.