Episode 23 - Paid Media 101: Mastering the Basics for Success with Tom Broderick

Kevin P Nichols welcomes Tom Broderick, an ad industry veteran with over two decades of experience in media planning and buying, on this episode of All Things Content. Together, they explore what media planning and buying really entail, why these often-overlooked disciplines are crucial to modern marketing, and how they connect to broader content and digital strategies. Tom breaks down the fundamentals—defining media, paid media, and programmatic buying—while tracing their evolution from the early days of print and broadcast to today’s complex digital ecosystems.

The conversation dives into the importance of data analysis, negotiation, and strategy in campaign management, as well as how emerging technologies like AI and privacy changes are reshaping the industry. Kevin and Tom also discuss the future of traditional media, the role of media professionals in customer experience and content development, and practical advice for those looking to enter the advertising field. It’s an insightful look at how media buying fuels brand awareness, conversion, and long-term business growth in a rapidly changing landscape.

Tom Broderick is an ad agency veteran with over twenty years of experience in media planning and buying. His portfolio spans several verticals in B2B and B2C industries for both large global brands and small local businesses in the Boston metro area. He has worked with top agencies including Hill Holiday, Arnold, Havas, A&G and other small boutique shops. His specific expertise includes media strategy, paid media campaign planning, digital platform management, traditional media, and budget management and reconciliation. In his spare time, Tom also owns and manages an e-commerce store, fancyboyfurniture.com.

 

Tom’s Info:

Tom’s LinkedIn: linkedin.com/in/tom-broderick

Tom’s Website: fancyboyfurniture.com

 

Kevin's Info: 

Kevin's Website and Blog: ⁠https://bit.ly/3in284l

Kevin's LinkedIn: ⁠https://bit.ly/3xn9SHG⁠

AvenueCX Website: ⁠https://bit.ly/3lsSFdR