Janine Tomala
Manager, Entertainment Ad Sales Research, WarnerMedia
Welcome to The Point, EDO’s guest series where we talk with people who represent the future of the TV advertising industry about what’s happening in the industry today and where it’s headed.
From their insights and experiences to advice for others looking to jump into the field, there’s a lot to cover – so let’s get right to the point!
Today we’re chatting with Janine Tomala, Manager, Entertainment Ad Sales Research at WarnerMedia.
Welcome, Janine!
Has the industry changed in the time you’ve been working in it? If so, how?
YES! But also, no. When I became an assistant buyer back in 2008, it was always “rumored” that our jobs would become automated and obsolete within a few years. It is now 2021, and while the role has evolved, assistant buyers still exist. Over the last 10+ years working in media, I have watched the industry become smarter and more transparent. There is more data available than ever before. With that, research has gone from a “nice to have” to a “must have” in both justifying and winning advertising dollars pre-sale, to proving the effectiveness and value post-sale. The human element needed in interpreting data and crafting stories is not something I see ever going away.
What’s the most challenging part of your work/role?
It is always changing and there is ALWAYS something new to learn, which can be demanding, but also keeps my job very exciting. With every new platform, ad format, and technology introduced to the market, user experience, consumption, and engagement shifts in response. To stay competitive, you need to understand these changes and how to best capture and measure them for advertising partners.
Any advice or something you wish you’d known for someone looking to work in this industry?
It is okay to start somewhere and end up somewhere else. When I look at my resume, it is a zigzag across different accounts, business functions, and companies. However, each role has given me a deeper understanding of my current position and the media landscape as a whole. By being exposed to so many different areas of the business, it has allowed me to explore my passions and focus on my love for research.
Thanks for sharing these insights, Janine. I’d love to hear more about your career and your advice for others looking to work in TV advertising.
What’s the biggest surprise you’ve had in your career?
The pace and frequency of change, but also the resilience and adaptability in response. A year ago, I would never have imagined working from home full time. We were told to pack up our laptops and we have not gone back. But you figure it out and you adjust. My kitchen became my office, my cheese board transformed into a stand for a second monitor, and my fridge turned into the backdrop for all my meetings, which were occasionally joined by my cat. It was hard (it still is hard), but we haven’t skipped a beat.
What is your motto?
When first starting a new role, I sometimes would hesitate to take on new projects in fear that I would fumble my way through or that I wouldn’t deliver what was expected of me. I had a boss who very casually said to me once “dive into what you don’t know,” and those words stuck with me ever since and have impacted how I approach every project. Take on challenges that scare you because it is the only way to grow and keep learning.
Thanks so much for taking the time to speak with us Janine. It’s great to learn from your experiences and think about where the industry has been and what’s coming next!
Before you go…
Favorite TV show? Shark Tank, still waiting for my “big idea” to hit me.
Cake or Pie? Both! I used to work at a bakery in high school, and customers would always come in and say, “I bet you are sick of being around this all day.” Absolutely not, I am a sucker for all things sweet.
Coffee or Tea? COFFEE. I envy the people who can function without it.
Thanks for joining us, Janine. We wish you all the best!