Walter Aerts currently serves as Vice President of business development at JustPremium, but he’s worn many hats with the company over the past five years. Today, he’s seeing an exciting evolution in how brands are approaching their digital media buys. In this Q&A, he discusses the recent client-side shifts in campaign measurement and creative experimentation that are paving a bright future for rich media advertising.

What are the main and most exciting changes in the industry right now that affect your work? What challenges and opportunities do you see in them?

Walter: We are seeing brands become more specific in what they are looking to measure. When we launched JustPremium, it was all about the CTR of a campaign. The campaigns we are running these days have multiple KPIs and are more focused on brand lift, viewabilty, brand safety and engagement. I think this trend is going to lead to an even bigger shift from direct I/O dollars to programmatic dollars, as buyers look to be fully in control and able to measure campaigns via their own or third-party technologies.

In general, how do you think the industry will change in the short- and long-term? 

Walter: It is really exciting to see that our clients are looking to do cooler things with our ad units. We are getting more and more requests that involve our creative team, as our clients look to us to execute interactive elements, dynamic creative and new variations of existing ad units. I hope that this trend will continue in the future.

What are the major projects you are working on? What do you aim to achieve with them? 

Walter: My job at JustPremium is to build up new markets for JustPremium. For the past 2.5 years, I’ve been working on the expansion of JustPremium in the United States. My next big project is to continue that expansion and open a JustPremium office in Los Angeles. We are looking to have a full sales office in place there by the end of 2018.

What is the most exciting part of your work at JustPremium? 

Walter: I’ve been with JustPremium for more than five years, and I’ve served in many different roles. It has been exciting to see the growth of the company over the past five years, and I’m proud to be a part of that. For me personally, it has been very cool to constantly work in new markets. I get to show people who have never heard of JustPremium what we have to offer.

What piece of advice would you like to share with our clients?

Walter: Clients should never be afraid to loop JustPremium into their conversations at an early stage. We are always willing to help with creative and strategic ideas, and we are working with many creative agencies globally. I think clients can really benefit from our insights in their early campaign conversations.