Georgia-Pacific is increasing its ad spending in streaming audio, intending to double or triple its investment in platforms like Spotify and Pandora within three years.
The in-house media team's efficiency increased by 25% through direct relationships with DSPs and managing a significant digital media budget of $30-$50 million.
Streaming audio's growing consumer penetration leads Georgia-Pacific to scale audio media investment after initial testing, aiming to engage a broader audience effectively.
In-house media operations often resist experimentation due to limited teams and isolation, focusing mainly on familiar strategies rather than exploring new channels.
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