Hasta La Creative!

Lionsgate CEO Jon Feltheimer doesn’t have a marketing title, but as the leader of the film and TV company behind edgy shows like “Mad Men” and “Orange is the New Black,” he understands that top thing marketers are currently trying to wrap their heads around: content.

“Online channels and apps are where the future is,” he said. “If you narrow focus and look at a fragmented audience, that’s the way to reach audiences we want to reach and monetize content in a more effective way. It’s too late for us to build a linear channel bouquet, but maybe that’s where the future lies for us and for other people.”

The company now spends at least 25% of its own marketing budget on digital, he said, speaking during the the 4A’s Transformation conference in Los Angeles on Monday.

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