Horizon Media's David Campanelli Shares His Strategy For Breaking Down Media Silos | AdExchanger

"What we've evolved toward is that programmatic is a way to execute across multiple media channels. Horizon often buys not just display and video but out-of-home and even digital audio on a programmatic basis."

"What I struggle with is, how do you combine teams and make them feel connected but keep their expertise? The way we've tried to do that is by combining leadership, which has been very, very helpful."

"The media channel experts are the ones that are driving the decisions, and then the programmatic team is about execution. So we've found the division of labor there. It stopped being a threatening thing, and now it's more of a collaborative thing."

Horizon Media reorganized its media buying structure by consolidating various channels under David Campanelli's leadership. Programmatic buying, previously treated as a separate channel, is now viewed as an execution method applicable across multiple media types including display, video, out-of-home, and digital audio. The agency addressed employee concerns about role displacement by establishing a division of labor where media channel experts drive strategic decisions while the programmatic team handles execution. This collaborative approach enables Horizon to serve clients like Charter Communications, the NFL, and Dave's Hot Chicken more effectively by breaking down traditional channel silos and enabling integrated media investments.

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