Media InSite Turns 10!

(L-R) Media InSite News Monitor & Digital Content Creator Kristee Kalisingh speaks with Media InSite Founder & CEO Allison Demas

From humble beginnings Media InSite has grown to a twenty-plus person virtual business known for its innovation, excellence and company culture in Digital media. In July, Media InSite turns 10 years. To mark this occasion I sat down with Founder, and Chief Executive Officer – CEO Allison Demas to answer questions reflecting on the past decade, her experience and the company as a whole.

Here’s what she had to say. 

Question – What exactly does Media InSite do?

Allison – What we do is essentially let brands know what is being said about them across different types of media- whether it is traditional media, social media or digital channels. We let them know what their competitors are doing, what is being said about them as well as their industry topics. In relation to advertising, what we do is ensure advertisers are getting their monies worth, that their placements are running correctly, that the correct creative is running at the correct time and also for Agencies and Media Houses we provide competitive intelligence. In other words we let them know how they measure up against their competitors. That, in a nutshell, is what we do.   

Question- When you think about the 10-year milestone that your company has achieved, what thoughts and emotions come to mind about how far Media InSite has reached?

Allison- A wave of emotions, obviously a great sense of pride, achievement, and it just gives me a great sense of joy and contentment to know that we are meeting a need or a requirement even though it is very niche. 

Question- What was the best piece of advice you received while starting up Media InSite?

Allison- The best advice I received years later was from Georgina Terry- Passions to Profitability expert. She advised that when you are starting a business you should set aside at least one year of your salary as savings (I wish I had done that lol) but I have no regrets. 

Question – At what point did you realize that you were on to something and what you were doing is something that could take off?

Allison- I’m still waiting for that moment, to be honest with you. But I have definitely seen a shift because when we started ten (10) years ago, people had no idea what media monitoring or ad monitoring was about. 

Question- The media industry has been through some highs and lows during this pandemic and Media InSite was no exception. What gets you through everything? 

Allison- I think it’s knowing that I have a team of mainly millennials (you guys are so bright and positive) and I like the fact that we have developed the sense of a family. So, we have a sense of family helping each other out especially during these challenging times. 

Question- What would be the ideal 10th anniversary celebrations for you? 

Allison- Oh boy! Definitely it would not have been virtual, it would have been an in-person gathering and I’m still looking forward to that. I don’t know when that will be but *fingers crossed* soon.  

Question- Media InSite has been around for 10 years and it has a pretty unique history about how it started, tell us where did you draw inspiration in order to start and build this incredible business?

Allison- So Media InSite was a while in the making. I had gotten into the digital tracking the playing of music on radio for royalty distribution purposes when I was the CEO of the Copyright Music Organisation of T&T (COTT). I realized well if you can track music, you can track other media content, so I started with ads but the intention was always to branch out into news, PR campaigns, social media etc. which of course, we have done. 

Question- What is your favorite memory so far at Media InSite?

Allison- I have so many favorite memories especially when we were at the office and one that stands out to me was the Calypso Competition (with the Mighty Poopsa) in 2019. 

Question- How prized is 10 year anniversary achievement to you? 

Allison- It is definitely up there, after getting married and having a child I would say it ranks up there. 

Question- So, what’s next for Media InSite? Where do you see the company in the next ten (10) years?

Allison- Just continuing to break all the barriers to provide all that cutting-edge technology and insights into media. I’m looking forward to us being able to monitor podcasts, ads on podcasts and the whole evolution of technology. Whatever is out there, I want us to be at the forefront.  

Media InSite Ltd Founder and CEO Allison Demas

Question- When you take off your CEO hat- what do you like to do? How do you unwind?

Allison – So how I unwind… I love listening to music, watching Netflix – whether it’s movies or series, I love the Arts, I love paintings, I love Carnival (the fetes in particular). I love going to the movies, which I really miss as well. 

Question- What is your favorite song these days?

Allison- Believe it or not it’s written by our very own Bj’orn Pierre “Safe On The Inside” – performed by Denyse Plummer and Michelle Sylvester, whenever I hear it, it gives me goosebumps! 

Question- What are you watching on Netflix currently?

Allison- We just finished watching as a family, “The Bold Type.” 

Question- If borders reopened in the morning, where is the first country or island you’d head to?

Allison- Barbados, we have a posse and we’re all set and ready to go. So as soon as those borders reopen is “gone we gone”. 

Question- Favourite meal?

Allison: Crab and Callaloo 

Question- What’s your biggest pet peeve?

Allison- I don’t like selfish people, they really irk me. I think it’s important that we as human beings are considerate and kind and that we treat others with respect the way we would want to be treated. 

Question- How do you strike the work-life balance? 

Allison- (Sigh) I’m going to confess that ideal work-life balance has really been elusive for me. I really wish that I can unplug more, it’s so difficult for me. 

Question- What’s your advice to the youths of our country?

Allison- Identify a positive goal, focus on it and devote your life towards achieving that goal.