On Media Champions, Howard Wolpoff interviews leading experts and professionals from across the country in the media industry. Join us as we explore the latest trends, innovations, and challenges shaping today’s media landscape. Today our host, Howard Wolpoff spoke with Jenny Griffith.
Jenny Griffith
Co-Founder at Bridge Insights & Media
Website Address: https://bridgeim.com/
Short company description:
We are an omnichannel media strategy and implementation agency, combining data, consumer insights, and creative media planning to help brands grow.
How do you keep up with the fast-paced evolution of media platforms and technologies?
I make it a priority to stay curious and proactive about emerging platforms and digital trends. I stay current through industry conferences, curated newsletters, and a trusted network of digital experts that I tap into regularly for insights and perspective. It can be a full-time job on it’s own!
Can you share a media campaign that stood out for its innovation or impact? What set it apart?
Being a Texas-based agency, I have to give props to Buc-ee’s. Their use of outdoor is brilliant – an outstanding example of leveraging traditional media in a lasting way. And as they expand into new markets, they’ve really evolved their approach by integrating social media, influencers, and smart PR partnerships with key community voices. It’s a great example of how a brand can modernize while staying true to its roots.
What role does storytelling play in creating compelling media content?
Storytelling plays an enormous role. As media platforms and formats continue to evolve, audiences are responding more to content that feels authentic and narrative-driven. Storytelling builds emotional connection and drives deeper, longer-lasting engagement, especially among younger audiences who are critical in determining the evolution of media and advertising..
What’s your perspective on the balance between traditional media and digital platforms in today’s landscape?
For most brands, it’s critical to strike the right balance between traditional and digital media — though there are always exceptions. Our approach focuses on creating a full-funnel experience that builds both immediate performance and long-term brand equity.
Transcript:
Howard:
Welcome back to Media Champions. I’m Howard Wolpoff, your host. This show is brought to you by Teal the Agency, and we’re very excited to welcome Jenny Griffith from Bridge Insights and Media. Jenny, welcome to the conversation.
Jenny:
Thank you for having me.
Howard:
We’re excited to learn from you. You’ve been deeply involved in the media industry, and I’m curious—when companies come to you for the first time knowing they need to advertise and get their message out, what are the biggest questions they’re asking? And how do you help guide them in the right direction?
Jenny:
There are usually two big things. First, understanding their target audience and where that audience is consuming media. The second is return on investment. Clients are often making significant investments, so they want to understand attribution—where their dollars are going, what value they’re getting, and what results they’re seeing.
Howard:
That makes sense. It’s especially important when someone is new to advertising and coming to an expert like you. With so many media options available today, where are some good places for smaller companies to start? How do you help narrow things down to the right media mix?
Jenny:
We’re very data-centric, so we always start by understanding where the audience lives. Our agency is media-agnostic—we handle everything from traditional TV and outdoor to SEO and social media. That said, for smaller brands, digital often provides more opportunities to support a full-funnel approach.
For example, historically, TV required very large budgets. Now, with connected TV and OTT, smaller advertisers can still achieve that kind of impact in a much more scalable way. There are simply more opportunities today for smaller brands to grow using digital media.
Howard:
Digital also ties into outdoor advertising. You still have traditional static billboards, but also digital boards that rotate messaging. How are you using outdoor media to help companies promote branding or specific events?
Jenny:
I love outdoor—it’s definitely a more traditional format, but it can be incredibly impactful when done right. We especially like markets with a strong mix of inventory. For example, we have an event client where we use digital boards for a seven-day countdown leading up to the event. It’s very eye-catching and effective.
We also like mixing higher-impact boards with smaller placements tucked into key neighborhoods. Outdoor offers a lot of flexibility and opportunity when it’s thoughtfully planned.
Howard:
I come from a radio background, so I still love radio, though I understand the pros and cons—especially when ads are buried deep in commercial blocks. With platforms like Spotify offering a more captive audience, how do you weigh traditional radio against digital audio?
Jenny:
Ideally, we use a mix of both. Someone who listens to traditional radio daily may not be on Spotify, and vice versa. If the budget allows and it makes sense, we’ll distribute spend across both digital and traditional formats.
For example, we’re currently working with a homebuilder client that has communities throughout the state. In that case, we lean heavily into Spotify because it allows us to tightly control geography—sometimes targeting just an eight-mile radius around each community. We really tailor strategies to each client’s specific needs.
Howard:
That’s great, because without guidance, trying to understand all of this can feel overwhelming—especially for business owners trying to be strategic with their budgets. Media planning today is much more complex than it was 15 years ago.
Jenny:
It really is. The landscape is so fragmented. Honestly, a big part of my job is just staying up to date with all the new media opportunities that keep emerging. It’s exciting, but it definitely adds complexity.
Howard:
Well, it’s a good thing people have you to help navigate those challenges and find the right solutions. Jenny, thank you so much for joining us today and sharing your insights.
And thank you all for tuning in. Finding the right marketing mix can be confusing—there are so many media “darlings” today that didn’t even exist 10 or 15 years ago. While new platforms are incredibly effective, traditional channels like outdoor and radio can still play an important role.
Talking with someone like Jenny is a smart move to make sure you’re heading in the right direction. Check her out, have a great rest of your day, and we’ll see you next time.
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