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Next in Media spoke with Ross Benes, senior analyst at eMarketer about the flood of new ad inventory in CTV, whether brands are really embracing addressable TV ads in a big way, and why we're currently obsessed with 90s trash culture.
Check out Benes' book 1999: The Year Low Culture Conquered America and Kickstarted Our Bizarre Times (Politics and Popular Culture)
Takeaways:
• Streaming Dominance: Streaming accounts for nearly 50% of TV time but only 15% of ad revenue.
• Linear TV's Revenue Lead: Despite streaming's popularity, linear TV generates six times the ad revenue of streaming due to higher ad loads and traditional viewer habits.
• Shift in Viewer Habits: Streaming time is expected to surpass linear TV soon, with ad spending following a few years later. Businesses should prepare for this gradual migration of ad budgets.
• Emergence of Smaller Advertisers: Streaming platforms like Roku and Disney+ are developing tools to attract small to mid-size advertisers, following the model of social platforms like Facebook.
• Challenges in Streaming Metrics: Advertisers face confusion with inconsistent measurement systems across platforms.
• AI in Media Buying: The adoption of AI in programmatic advertising is growing, but many tools are repackaged versions of existing technologies.
• Generational Shifts in Content Nostalgia: Millennials and young Gen Xers are driving a revival of 1990s culture, offering opportunities for marketers to leverage nostalgia in campaigns.
• Streaming Platforms Entering Sports: Netflix is experimenting with sports events, signaling a potential major push into sports broadcasting.
• YouTube's Growing Role in Sports: YouTube's acquisition of NFL Sunday Ticket shows its ambitions in sports broadcasting.
Guest: Ross Benes
Host: Mike Shields
Sponsor: Epsilon
Producer: FEL Creative
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Next in Creator Media spoke with Sol Betesh Co-Founder & CEO at Fallen Media, the company behind viral hits like Street Hearts and What's Popping, on why he's bullish on predictable, original series on short form platforms.
Betesh also talked about why brands are still asking lots of elementary questions when working with creators, and how he's planning to deal with a potential TikTok ban.
Takeaways:
• Short-form Video is King: Platforms like TikTok, Instagram Reels, and YouTube Shorts dominate modern content consumption.
• Content Development is Strategic: Successful short-form series like "What's Poppin'" demonstrate the importance of iterative testing and audience feedback to refine formats and achieve viral success.
• Monetization Evolves Over Time: Initial revenue streams for creators may start modestly, but with consistent hits and engagement, brands begin seeking partnerships, as seen with collaborations from Adidas and Expedia.
• Brand Partnerships Benefit from Custom Integration: Creative campaigns, such as Westin's king-size bed in Central Park, showcase how unique content concepts can elevate brand visibility and audience connection.
• Consistency Builds Trust: Regular posting and series predictability resonate with both audiences and brands, much like traditional entertainment models adapted for short-form platforms.
• Agile Adaptation Across Platforms: While TikTok leads short-form innovation, creators hedge risks by maintaining strong presences on Instagram Reels, YouTube Shorts, and emerging alternatives like Snap Spotlight.
• Creative Collaboration Over Focus Groups: Brands increasingly entrust creators to align with their vision while retaining creative control, simplifying processes to deliver authentic and engaging content.
• Future of Short-form to Long-form: Successful short-form series often act as testbeds for scaling into longer formats, bridging gaps between digital platforms and traditional media outlets.
Guest: Sol Betesh
Host: Mike Shields
Sponsor: VuePlanner
Producer: FEL Creative
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Saknas det avsnitt?
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Next in Media spoke with Mark Wagman, Managing Director, MediaLink and Partner, UTA about his CES takes, particularly why the conversation around AI may be shifting from cost cutting to growth.
Mark also discussed whether the TV industry is getting in its own way when it comes to identity and buying platforms, and whether any retail media networks will pivot to Amazon.
Takeaways:
AI Integration for Marketing Efficiency
AI has transitioned from a cost-cutting tool to a potential superpower that enhances team performance, offering 20-30% better productivity and up to 50% improved ROI.Identity and Targeting Challenges in CTV
Cross-platform identity graphs and collaborative targeting, such as those by Disney and OpenAP, are emerging trends to address complexities in connected TV (CTV) advertising.Retail Media Growth and Consolidation
Amazon's "retail media in a box" strategy signals potential consolidation as companies streamline operations to leverage existing data and ad technologies.The Rise of Incrementality in Measurement
Marketers focus on measuring incremental value and reducing overlap in campaigns, leveraging tools like media mix modeling (MMM) and AI-driven multi-touch attribution (MTA).Micro-Influencers Over Traditional Ads
Brands are increasingly investing in micro-influencers, leveraging niche audiences for higher engagement and ROI compared to traditional banner ads or large-scale influencer deals.Streamlining TV Advertising for SMBs
Efforts are being made to simplify TV and streaming ad purchases for small and mid-sized businesses, moving away from complex traditional setups.Ad Tech and MarTech Convergence
The merging of advertising and marketing technologies, powered by clean rooms and shared datasets, offers new possibilities for seamless customer journey management.Guest: Mark Wagman
Host: Mike Shields
Sponsor: Epsilon
Producer: FEL Creative
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Next in Creator Media spoke with Reza Izad, co-founder and partner, Underscore Talent about whether Hollywood or Madison Avenue were further ahead when it comes to adapting to a more creator-centric media verse. Izad talked about why some categories, like beauty and fashion, are far ahead more mass categories such as packaged goods, and why Pinterest is a creator dark horse in 2025.
Takeaways:
• Evolution of Talent Representation in Digital Media: The shift from traditional management to digital-first approaches highlights the importance of platforms like YouTube, TikTok, and Instagram for creators.
• Underscore Talent’s Multi-Niche Approach: Serving over 500 clients across gaming, sports, beauty, culinary, and lifestyle industries demonstrates the potential of diversified talent management.
• MCN (Multi-Channel Network) Legacy and Transformation: Studio 71's development shows how early digital content networks combined advertising with IP development to create sustainable business models.
• Opportunities in Extended Video Formats: Longer YouTube formats like podcasts and scripted content enable multiple ad placements, increasing revenue potential.
• Integration of Digital Creators with Brands: Case studies like Mr. Beast’s Amazon deal and beauty brands leveraging platforms like Tribal illustrate how creators align with business objectives.
Guest: Reza Izad
Host: Mike Shields
Sponsor: VuePlanner
Producer: FEL Creative
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Next in Media spoke with Rich Muhlstock, president of Chase Media Solutions, about his company's push into commerce media, where the bank fits in the flow of media budgets, and what it's like to sell ads in a highly regulated industry.
Takeaways:
• Chase Media Solutions' Unique Approach: By leveraging first-party data from its 80 million customers, Chase Media Solutions bridges the gap between brands and consumers, emphasizing precision targeting without third-party cookies.
• Personalized, Value-Driven Offers: Offers through Chase Media Solutions are not just ads—they are personalized experiences that provide value to both consumers and brands.
• Trust and Security as Core Pillars: Chase’s emphasis on customer trust, privacy, and security ensures a unique selling point for advertisers, maintaining a brand-safe environment for campaigns.
• High ROI through Transparent Attribution: Chase offers a performance-based model where brands only pay for actual conversions, ensuring a measurable and high return on ad spend.
• Expanding Advertising Ecosystem: From mobile apps and websites to ATMs, branches, and even billboards, Chase Media Solutions is integrating offers across multiple touchpoints, creating a diverse and comprehensive advertising network.
• Data-Driven Consumer Insights: Chase’s ability to analyze customer spending habits across categories offers marketers actionable insights for more effective campaign strategies.
Guest: Rich Muhlstock
Host: Mike Shields
Sponsor: Epsilon
Producer: FEL Creative
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Next in Media spoke with Michael Pollack Managing Director, Digital Media Solutions at Epsilon, about why marketers don't like spending all their dollars with a few digital giants, and how relying on a single cookie replacement won't cut it in a signal loss world.
Takeaways:
• Challenges of Walled Gardens:A logged-in world dominated by walled gardens (like Google and Facebook) limits marketers' ability to understand and engage customers fully.
• Unified View of Customers: Epsilon's "One View, Vision, and Voice" strategy emphasizes creating a comprehensive customer understanding by resolving disparate identifiers into a single identity for more effective engagement.
• Identity Resolution: Relying solely on email or singular identifiers is insufficient. A robust identity solution, like Epsilon's with nine forms of identification, ensures accuracy and adaptability despite industry changes.
• AI Integration: AI, when combined with strong data foundations, enables personalized, predictive marketing across open web channels, addressing gaps left by static methods like retargeting with outdated ads.
• Importance of Incremental Reach: Brands grow by reaching new audiences rather than over-targeting existing ones.
• Balancing Privacy and Personalization: While privacy is critical, personalization strengthens customer relationships.
• Adaptability to Signal Loss: Solutions must address the decline of third-party cookies, unreliable IP/device IDs, and other signal losses.
Guest: Michael Pollack
Host: Mike Shields
Producer: FEL Creative
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Next in Media spoke with Joe Doran Chief Product Officer at Epsilon, about whether we're likely to see a slew of walled garden anti-trust battles, why brands need to prepare for a world with less data regardless of what happens with cookies, and whether AI is taking over media buying.
Takeaways:
Consumer Choice and PrivacyThe industry's focus is shifting toward respecting consumer choice and privacy, driven by regulatory scrutiny and evolving technology.Marketers must adapt strategies to align with a more privacy-conscious ecosystem.Post-Cookie StrategiesThe decline of third-party cookies necessitates investing in first-party data management.Marketers should leverage identity-based systems, data collaboration, and advanced technologies like AI to overcome tracking challenges.Adapting to Regulatory ChangesRegardless of political or regulatory changes, marketers must prepare for a consumer-centric privacy landscape.Businesses that hesitate to adapt risk falling behind in a rapidly evolving digital ecosystem.Retail Media GrowthRetail media networks are expanding rapidly, with major players like Amazon and Walmart leading the charge.Smaller retailers face challenges in aggregating and optimizing their media offerings, presenting opportunities for consolidation and innovation.AI in Media Planning and ExecutionAI is transforming media planning and buying by automating repetitive tasks and optimizing outcomes.Strategic decisions still rely on human input, but AI supports scalability and efficiency.Guest: Joe Doran
Host: Mike Shields
Sponsor: VuePlanner
Producer: FEL Creative
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Next in Creator Media spoke with Aditi Rajvanshi, Head of Strategy - Portal A, about what mistakes brands continue to make when working with creators, why YouTube is quietly pushing for content that scores well on 'viewer satisfaction' and the idea that some brands may want to move away from contributing to 'brain rot.'
Takeaways:
Portal A's Niche in Content Creation
Portal A specializes in premium, elevated storytelling for brands, creating marquee brand properties that focus on long-term growth and brand engagement rather than mass-scale advertising.
Shift in Brand-Creator Dynamics
Brands now view creators as essential marketing channels rather than transactional tools, fostering deeper, long-term partnerships that emphasize authentic collaboration.
The Power of Content Marketing
Successful branded content focuses on storytelling and providing value to audiences, distinguishing itself from traditional promotional ads.
Multi-Platform Strategies
Diversification across platforms like YouTube, TikTok, and Instagram ensures resilience against changes in platform performance or regulations.
Mid-Tier Creator Growth
Supporting emerging and mid-tier creators represents a significant untapped opportunity, as this group can uniquely connect with niche audiences and drive authentic engagement.
Evolving Creator Roles
Creators no longer rely solely on single platforms. Instead, they tailor content for multiple platforms, balancing experimentation, scalability, and community building to enhance their careers and partnerships.
Guest: Aditi Rajvanshi
Host: Mike Shields
Sponsor: VuePlanner
Producer: FEL Creative
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Next in Media spoke with Regine Fung - Sr. Director, US & Global Paid Media at ELF Beauty, about how the brand's media strategy has evolved from a pure DTC player to one that is embracing live sports, CTV, and out-of-home. In addition, Fung talked about Elf's huge TikTok presence, and why she think social commerce is finally breaking out in the US.
Takeaways:
Leverage Social Media Platforms for Community Building
e.l.f. effectively uses platforms like TikTok, Twitch, and Pinterest to connect with their audience, emphasizing authentic engagement and understanding platform-specific nuances.
Expand Beyond Social Media
While rooted in social-first strategies, e.l.f. successfully diversified into TV, out-of-home, and radio channels, enhancing mass reach and brand awareness.
Creator Partnerships with Clear KPIs
They segment creators based on goals such as driving traffic or sales, integrating creators authentically into their campaigns while tracking ROI effectively through tools like affiliate links.
Focus on Cultural Relevance
e.l.f. prioritizes understanding its community's interests and cultural trends, ensuring campaigns resonate on an emotional and practical level.
Measurement Tailored to Channels
Metrics and KPIs are customized per platform, recognizing the distinct roles and limitations of mediums like TV, social, and digital ads.
Guest: Regine Fung
Host: Mike Shields
Sponsor: Epsilon
Producer: FEL Creative
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Next in Creator Media spoke with analyst Doug Shapiro, author of The Mediator, about how fundamentally the growth of creators is shifting consumption habits and media economics, and what Hollywood and Madison Avenue should do about it.
Takeaways:
Shift in Media Consumption Habits
Traditional media is facing stagnation due to a fixed amount of consumer attention, while creator media is rapidly growing, now contributing to roughly half of media industry growth globally.Dominance of Creator Media
The creator economy, including YouTube, TikTok, and other platforms, produces content at an unprecedented scale, significantly outpacing traditional media in volume and engagement.Changing Definition of Quality
Younger audiences prioritize authenticity, relatability, and quick gratification in their media consumption, reshaping traditional definitions of quality content.Inevitability of the Creator Economy
The shift towards creator-led platforms is described as "relentless and inevitable," with traditional media unable to reverse this trend entirely.Challenges for Traditional Media
Institutional media companies struggle to adapt to the democratization of content creation and distribution, hampered by their entrenched focus on high production values and limited competitor sets.Generational Shift and Sustainability
The shift toward creator media is not a passing trend but represents a deeper generational shift, emphasizing consumer preferences for user-generated content.Guest: Doug Shapiro
Host: Mike Shields
Sponsor: VuePlanner
Producer: FEL Creative
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Next in Media spoke with Mike Romoff, Reddit's newly installed Chief Revenue Officer, about how the company has thrived amidst so many changes in consumer's social and digital habits, and why he thinks the company is 'having a moment' that brands are looking to capitalize.
Takeaways:
• Cultural Moment and Growth: Reddit is undergoing significant growth, transitioning from niche to mainstream as more users realize its utility for finding reliable, community-driven answers.
• Search Integration: A recent partnership with Google has boosted Reddit's traffic by making its vast user-generated content more accessible through search engines.
• Rich Data Asset: Reddit boasts an unmatched repository of historical and real-time user insights, making it a goldmine for advertisers looking for authentic audience engagement.
• Unique Value Proposition: Reddit is an antidote to AI-generated or paid-influencer content, offering authentic, community-driven discussions.
• Advertising Sweet Spot: Reddit effectively caters to brands seeking mid-funnel engagement—helping users move from general interest to purchase consideration through organic and intentional interactions.
• Community Power in Advertising: Communities serve as hubs of influence where brands can engage authentically. For example, initiatives like Samsung's custom content and AMA sessions showcase how advertisers can resonate with Reddit's ethos.
Guest: Mike Romoff
Host: Mike Shields
Sponsor: Epsilon & VuePlanner
Producer: FEL Creative
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Next in Creator Media spoke with Ashley Rudder, Chief Creator Officer, DNY, about how brands need to not just let go of their creative control when working with creators on YouTube and TikTok, but may need to bring this talent in much earlier in the development process to best take advantage of their cultural connections.
Takeaways:
• The Evolution of Creative Leadership: Ashley Rudder's role as Chief Creator Officer highlights a modern, multidisciplinary approach to creative leadership, integrating brand marketing, social adaptability, and production expertise.
• Importance of Authentic Partnerships: Successful creator collaborations move beyond transactional relationships.
• Platform-Specific Expertise: Each social platform requires tailored strategies. Brands benefit from working with creators adept at navigating platform nuances to deliver culturally relevant content.
• Metrics Beyond Vanity: Meaningful success metrics include post shares, bookmarks, and community engagement, rather than superficial vanity metrics like impressions or EMVs.
• Integration into Product Development: Creators' real-time audience insights make them invaluable contributors to product development and go-to-market strategies.
• Sustained Creator Relationships: Long-term partnerships with creators foster authenticity and loyalty among their audiences, enhancing the brand's credibility and influence.
Guest: Ashley Rudder
Host: Mike Shields
Sponsor: VuePlanner
Producer: FEL Creative
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Next in Media spoke with Kepler's head of retail media Zach Ricchiuti about the state of eCommerce 2024, whether Cyber Monday still matters, and why Amazon is changing its story as it plays the long game.
Takeaways:
• Retail Media Trends: The shift in retail media is moving beyond Black Friday and Cyber Monday into a two-week "Cyber Week marathon," transforming the way brands approach seasonal e-commerce strategies.
• Evolving Media Investments: Retailers are extending ad spend into "off-site" platforms, leveraging programmatic web, social media, and connected TV to expand their advertising reach beyond owned properties.
• Amazon Dominance: Amazon leads the retail media space by offering robust ad tech and measurement tools that enable brands to evaluate campaign success and connect upper and lower funnel strategies.
• Importance of Off-Platform Advertising: Off-platform solutions are growing as retailers partner with platforms like Roku and TikTok, ensuring their ads align with changing consumer habits and media landscapes.
• Holiday Shopping Dynamics: Retailers like Amazon and Walmart capitalize on late-shipping capabilities and post-holiday "fifth quarter" shopping trends, maximizing revenue opportunities through last-minute gifting and gift card redemptions.
• Future of Retail Media: Social media emerges as a key opportunity for retail media growth, with platforms facilitating direct connections to retail networks and enabling marketers to optimize campaigns seamless.
Guest: Zach Ricchiuti
Host: Mike Shields
Sponsor: Epsilon
Producer: FEL Creative
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Next in Creator Media spoke with Arthur Leopold, co-founder and CEO of Agentio, on how the startup promises to bring some order to creator and brand matchmaking. Leopold also talked about why other tech startups have failed in this realm, and why AI will help brands feel more safe about which creators they hand the keys to.
Takeaways:
• Agentio is an ad platform automating creator content buying, bridging brands and creators for frictionless collaboration. Its innovative approach targets inefficiencies in traditional influencer marketing.
• By shifting focus from small influencer budgets ($10-$15 billion) to the massive $600 billion paid media market, Agentio enables brands to scale creator partnerships with unprecedented efficiency.
• Unlike fragmented tools, Agentio offers end-to-end automation—covering creator matching, contracting, brand safety, and performance optimization—all in a unified platform.
• Leveraging AI and large language models, Agenteo streamlines complex processes like campaign optimization and brand safety checks, reducing manual effort by over 113 human years in certain tasks.
• Many leading YouTubers, even giants like Rhett and Link, struggle to fully sell their inventory. Agenteo aggregates demand, ensuring creators monetize effectively while brands access highly engaged audiences.
• Agentio positions itself at the forefront of the creator economy, championing personalized storytelling as the most effective advertising strategy, outperforming traditional banner ads and skippable video ads.
• With YouTube as the starting platform, Agentio taps into the world’s largest streaming audience, combining high engagement with scalable advertising. Future expansions include TikTok and Instagram.
Guest: Arthur Leopold
Host: Mike Shields
Sponsor: VuePlanner
Producer: FEL Creative
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Next in Media spoke with Fuse Media's chief business officer Patrick Courtney about what advertisers get wrong about multicultural audiences media habits, the challenges in programming in the FAST space, and why cable TV still makes sense for some media companies.
Takeways:
• Inclusive Entertainment Leadership: Fuse Media is a Latino-owned, diverse entertainment company targeting a multicultural audience.
• Young Multicultural Audience: The primary demographic is 18-34-year-olds, though the audience varies by platform.
• Platform-Specific Programming Strategies: Fuse tailors content strategies differently for pay TV, FAST, and subscriptions, reflecting the unique demands and user behaviors of each medium.
• Evolution of FAST Channels: Initially a repository for legacy content, Fuse has applied structured programming techniques to FAST channels, seeing exponential audience growth by leveraging day-parting and scheduling.
• Challenges in FAST: Discovery, lack of standardization across platforms, limited data analytics, and inconsistent measurement pose significant hurdles in FAST.
• Subscription Services Strategy: Unlike many subscription services struggling with high churn, Fuse leans into partnerships and reseller marketplaces over direct-to-consumer strategies.
• Adapting to Industry Changes: Fuse has successfully integrated traditional linear and newer FAST/CTV ad sales models, capitalizing on its historical experience while navigating shifts like increasing automation and programmatic buying.
Guest: Patrick Courtney
Host: Mike Shields
Sponsor: Epsilon
Producer: FEL Creative
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Next in Creator Media spoke with Ian Schafer, co-founder and president of Ensemble, on how he's trying to help brands connect with the top 1% of creators, while helping those folks build out full fledged media businesses.
Takeaways:
• Unique Positioning of Ensemble: Ensemble differentiates itself in the creator economy by focusing on a curatorial approach to creators, similar to a studio, instead of a marketplace model.
• Equity in the Creator Economy: Schafer highlights a systemic inequality in brand partnerships, with creators from underrepresented communities getting fewer deals.
• 0.1% of Creators: In the creator economy, only about 0.1% of creators achieve significant success.
• Shift to Long-Term Brand Integrations: Schafer observes a shift from treating creators as media inventory to viewing them as collaborative partners.
• The Importance of Infrastructure for Creators: Schafer notes that while creators have management, they often lack a structured infrastructure to help them scale.
• Potential for Original Programming: Ensemble is developing episodic series and original shows that incorporate brand sponsorships.
• Demand for Audience-First Content: Schafer emphasizes the need for content that resonates with audiences before brands.
• Future of Creator Partnerships in Advertising: Ensemble and Schafer envision a future where brands can lock in annual or seasonal "slates" of creator-led series, similar to TV upfronts.
Guest: Ian Schafer
Host: Mike Shields
Sponsor: VuePlanner
Producer: FEL Creative
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Next in media spoke with Megan Jones, Chief Digital Officer at Digitas, about what she tells clients about a possible Google break up, and the never ending cookies saga. Jones also talked about why it's so hard to bake creators into traditional media planning, and what's really going on with sustainability.
Takeaways:
• Post-Cookie Environment: Despite long discussions around a "post-cookie world," urgency has waned due to delays.
• Challenges in Connected TV: The fragmented CTV landscape lacks unified audience targeting and measurement standards.
• TikTok's Growing Influence: As TikTok remains a cultural hub, Digitas advises clients to use it actively and authentically.
• Creator Economy and Social Strategy: Digitas leverages creators through its S.W.A.T. (Share worthy and Trending) program, which identifies trends and pairs creators with brands to produce authentic, real-time content, with a focus on diversity and cultural relevance.
• Integrating Media and CRM: There’s a significant, underutilized potential in linking CRM with media for seamless customer engagement.
• Sustainability in Digital Advertising: Though it’s not a top priority for clients, sustainability is expected to become essential within the next five years, similar to brand safety.
Guest: Megan Jones
Host: Mike Shields
Sponsor: Epsilon
Producer: FEL Creative
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Next in Creator Media spoke with Laurie Buckle CEO and Founder, CookIt Media, about her journey from print's golden age to trying to wrangle the YouTube ecosystem. Buckle also talked about what brands get right and wrong about this space, and why food is so perfect for other revenue streams.
Takeaways:
• Cook It's Origin: Laurie Buckle transitioned from traditional food media to establishing CookIt, initially as a consulting firm helping food bloggers professionalize their content.
• Food Creators as Businesses: Buckle emphasizes that CookIt’s mission is to help food content creators see their work as a viable business.
• Agency's Dual Role: CookIt functions as both an influencer marketing agency and a talent management company.
• Collaborative Brand Partnerships: CookIt places creators at the forefront of brand collaborations, advocating for a balanced approach where creators' authentic voices are respected.
• Evolving Revenue Streams: CookIt is helping creators diversify revenue beyond brand partnerships.
• The Future of Food Content: Buckle discusses the broader lifestyle aspect of food creators, noting that food content increasingly includes elements of travel, beauty, and wellness.
Guest: Laurie Buckle
Host: Mike Shields
Sponsor: VuePlanner
Producer: FEL Creative
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Next in Media talked to the founder and CEO of Taboola about the state of the open web, what he thinks about the Google trial, and why publishers may have to start working together to compete for consumers' time and advertisers' wallets.
Takeaways:
• Google’s Market Power and Tensions: Adam highlights concerns in the industry regarding Google's practices, such as keeping users within its ecosystem rather than directing them to other publishers.
• Optimism for the Open Web: Despite challenges, Adam expresses strong optimism for the open web, emphasizing the opportunities for AI in personalizing content, improving user engagement, and increasing revenue per user.
• Importance of Quality News: He stresses the role of quality news and journalism, arguing against reliance on user-generated content platforms for important information, which could pose risks due to lack of editorial oversight.
• AI in Advertising: Taboola is exploring AI, particularly through their tool, "Abby," which uses a conversational layer to help advertisers design campaigns.
• Expansion of Retail Media: Adam predicts significant growth in retail media as it begins to look beyond its own platforms for audience reach.
• Apple Partnership: Taboola’s partnership with Apple allows it to serve ads on Apple News in several markets.
• Opportunities with Generative AI: He describes a future where AI-driven media buying can lower churn rates and increase ad spend efficiency, giving brands control while enabling faster decision-making.
• Rise of New Distribution Channels: Adam foresees the open web expanding into non-traditional environments, such as cars and kitchens, providing news and other digital content in more everyday settings.
• Yahoo’s Revival: Adam credits Yahoo’s recent success to its management team and a culture focused on execution and transparency, which he believes has transformed Yahoo into a strong partner in the open web ecosystem.
Guest: Adam Singolda
Host: Mike Shields
Sponsor: Epsilon
Producer: FEL Creative
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Next in Creator Media spoke with Jamie Gutfreund, founder of Creator Vision, about why some brands still don't have a strategy for creators, and whether Hollywood is missing the moment in harvesting YouTube and TikTok for talent.
Takeaways:
• Creator Economy Shift: Goodfriend discussed how traditional media strategies are outdated for the creator economy.
• Strategic Gap in Brand Approaches: Many brands lack a clear creator strategy and often make ad-hoc partnerships without defined objectives, resulting in suboptimal returns.
• Challenges with Current Media Agencies: Large agencies face difficulties integrating creators due to scalability issues and outdated metrics focused on paid media.
• Creator Selection Pitfalls: Brands often rely on tools similar to Yellow Pages for finding creators, which can lead to mismatched partnerships.
• Evolving Definitions of Premium Content: Premium content is now audience-defined, moving beyond traditional high-production-value constraints.
Guest: Jamie Gutfreund
Host: Mike Shields
Sponsor: VuePlanner
Producer: FEL Creative
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