Mystic Mike’s predictions: What does 2026 hold for paid media?
By Mike Sharp, Operations Director at Launch That time of year is here. The time when I confidently predict the…
James started his career in-house, digitalising direct to consumer companies before finding his feet within paid media. He has since been involved in all aspects of media buying from direct media and out of home to now specialising in paid social.
To get to know James better, we asked him some questions about working in the paid social space.
What’s the best thing about working in paid social?
The paid social space is one that is constantly evolving and I’m excited to be a part of this with Launch. We’re very dynamic and each have unique backgrounds that gives us all an amazing mix of knowledge, skills and perspectives. My weaknesses are often my peers’ strengths which allows me to learn so much in a supportive and fun way.
What’s your favourite new development in paid social?
It would have to be the implementation of Augmented Reality. Whilst this has been around for a while, it is only relatively recently that it has been adopted within the ad space. As spatial computing becomes more accessible, I can see paid social utilising this more natively, creating a digital landscape that is not only more complex but also more creative.
Is there a metric you feel is underutilised or underrated for understanding user behaviour?
I would have to say that a metric which is often underutilised is ‘incremental conversion lift’. Often A/B tests and optimisations are conducted without considering statistical significance tests, merely putting better results down to ‘performing better’ irrespective of external influences. Conducting these tests allows us to make accurate and informed decisions, ultimately leading to more consistent and scalable results.
How does it feel to become a Loller?
It feels great! It’s very hard finding agencies in the current climate which put employee wellness first, as well as nurture an environment where everyone grows together. I’m excited for what the future has to hold for Launch and how Paid Social can grow within it.
Last but not least, what’s your favourite karaoke tune?
Hero – Enrique Iglesias.
Connect with James on LinkedIn.
If you have a campaign our paid social specialists might be able to help with, get in touch!
