As media businesses grow in scale with a number of huge mergers and acquisitions, including Time Warner and AT&T, the media landscape is changing. Here, Bill Koenigsberg, president, chief executive and founder of Horizon Media, answers our questions ahead of being named by The Ad Club of New York as one of its People of the Year.
What are your predictions for mergers in the media business, and how will it affect businesses like your own?
Other than more control in fewer players, consolidation should work in the favor of companies like Horizon. Greater ability for scale in reaching consumers, data-led initiatives for better targeting, and the ability to compete for individuals at scale against Facebook, Google etc.
Why is there such an insatiable drive from marketers for more and more data?
The arms race for data is about target ability; the better the data, the better the business outcome. Reaching consumers at the right time in the purchase funnel, in the right environment, with the right message, is the future. The ability through data to optimize against those KPIs is a marketer’s dream and we are there.
How does Horizon sustain the need for that data?
We have a very significant and robust tech stack that allows us to monetize data on our clients behalf. This also allows us to activate against very specific audiences.
How is the business using AI to help manage the big data problem?
Trained properly, AI gives us the ability to analyze data at lighting speed. We are embedding AI into the ecosystem at Horizon for predictive modeling, new insights and overall strategic knowledge.
You were recently named as one of New York's most influential people - what does the city mean to you?
New York has been my home forever. To be recognized as an leader in my space among the best talent in the world has been very inspirational and what continues to drive me to make a difference both in business and philanthropy.
And what does receiving this accolade from the Ad Club mean to you also?
Being honored by the prestigious Ad Club means a great deal to me. When you look at the people that came before me I am incredibly proud to be included in their company. It has been a journey not a sprint, so to see the recognition of that journey is quite special.
The People of the Year event, held by The Advertising Club of New York, will be held at Guastavino’s in New York on September 18 from 6pm. Further details can be found at The Advertising Club of New York’s website.