The Fusion of Traditional and Digital Advertising, with Mike Skladony

Episode 351

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Mike Skladony serves as the general manager of the consumer services team at Semcasting. He oversees all travel, entertainment, tourism, higher education, and nonprofit clients. Mike’s team of audience developers, account managers, and campaign managers work with clients hand in hand to develop audience solutions and win digital campaign strategies. Mike started his career with Semcasting in 2012, straight out of college and right into a role as Semcasting’s first digital account executive.


On this episode of Destination on the Left, Mike Skladony and I discuss how to apply traditional advertising approaches to the digital landscape. We dig into the importance of first-party data and why it plays an important role in both marketing strategy and results. Mike also elaborates on why collaboration and data sharing are essential for successful marketing campaigns.


What You Will Learn in this Episode:

  • The specific challenges in measuring the effectiveness and ROI of programmatic advertising
  • How we can apply traditional marketing strategies to the digital landscape
  • Why collaboration and data sharing between companies enhances marketing campaigns
  • How merging traditional and digital marketing methods helps achieve affordability for consumers
  • Effective strategies for optimizing media spend and allocating resources in advertising campaigns

How Programmatic Advertising Works

Mike and I discuss how programmatic advertising can be a powerful tool for effectively targeting a specific audience and driving engagement. He highlights the importance of analyzing both behavioral and deterministic characteristics of the target audience to create highly targeted campaigns. By combining data from various sources, including mobile location history and offline deterministic data, advertisers can identify the right audience and deliver personalized ads.

Although Mike cautions that while programmatic advertising may not always directly result in immediate conversions or sales, it plays a significant role in building brand awareness and influencing buying decisions.

Data Sharing for Better Outcomes

During our conversation, we also dived into collaboration and data sharing between companies and how it can improve marketing campaigns by providing a more comprehensive and accurate understanding of the target audience.

When different companies come together and share their first-party data, it allows for a deeper level of insights and segmentation, leading to more precise targeting and messaging. By combining data from various sources, marketers can gain a holistic view of consumer behaviors and preferences, enabling them to create more personalized and effective campaigns.

Sharing data can help optimize media spend by identifying overlap and avoiding duplication in targeting efforts. As we almost always find when talking to our guests on the podcast, we heard from Mike that collaboration and data sharing foster a collaborative ecosystem where companies can leverage each other’s strengths and resources to achieve better marketing outcomes.



I am so excited to announce that my first book, Stronger Together: Building World-Changing Collaborations that Succeed, has been released! Help me celebrate this milestone and expand your knowledge about collaboration. Find out more information here:

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