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Next in Media spoke with Amanda Rubin, EVP, Brand Solutions at Enthusiast Gaming, about some of the obstacles holding back gaming from becoming the next great ad medium. Rubin also helped break down the state of eSports, the difference between athletes and influencers, and whether big game publishers will ever care about advertising.
Guest: Amanda Rubin
Host: Mike Shields
Sponsored by: Epsilon
Produced by: Fresh Take
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Next in Media spoke with Fernando Romero SVP, U.S. Digital Ad Sales at TelevisaUnivision about the company's efforts to push marketers out of viewing the Latino community as a separate silo, and its quest to ensure that measurement companies count this audience accurately.
Guest: Fernando Romero
Host: Mike Shields
Sponsored by: Epsilon
Produced by: Fresh Take
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Next in Media spoke with Nicole Rechtszaid, co-founder and CEO of Ghost Agency and her colleage Jeremiah Neil, who serves as the company's Creator Success Manager about the prospects of TikTok Shopping, and whether the platform can really become the next Amazon. Rechtszaid and Neil also talked how brands can work with creators who specialize in turning viewers into shoppers, and the many misconceptions about this emerging sector.
Guest(s): Nicole Rechtszaid & Jeremiah Neil
Host: MIke Shields
Sponsored by: Epsilon
Produced by: Fresh Take
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Next in Media spoke to Lisa Herdman SVP, Executive Director National Video Investment & Marketplace Intelligence at RPA about the push to make TV advertising more data driven, and whether that could - or should - cause brands to rethink the medium's very purpose.
Takeaways
• The adoption of data-driven targeting and measurement in TV is making progress, but the extent to which TV should be data-driven depends on the goals and objectives of advertisers.
• The industry is moving towards a more performance-driven approach to TV advertising, but it is important to consider the specific needs and objectives of each brand.
• Measurement evolution is a key challenge in the industry, and there is a need for standardization and holistic measurement across linear TV and streaming.
• Consolidation in the industry can have both positive and negative impacts on agencies and clients, with the potential for streamlining processes and resources, but also the risk of limited competition.
• The future of TV advertising will be influenced by the growth of individual influencers, the expansion of Netflix's ad business, and the changing landscape of sports rights and streaming platforms.
Chapters
00:00 - Introduction
02:08 - Data-driven targeting and measurement
04:22 - The objective of TV and performance marketing
06:18 - Measurement evolution
10:42 - Consolidation and its impact on agencies and clients
13:20 - Strategic thinking and the balance between thinking and doing
20:29 - The future of individual influencers and upfronts
21:16 - Netflix and the growth of their ad business
22:14 - The future of sports and the impact of big tech companies
25:37 - Changes in the upfront and data-driven tactics
27:29 - The role of digital platforms like TikTok and Meta
29:21 - Uncertainty and decision-making with platforms like TikTok
31:48 - The need for expertise in navigating the industry
31:59 - Conclusion
Guest: Lisa Herdman
Host: Mike Shields
Sponsored by: Epsilon
Produced by: Fresh Take
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Next in Media spoke with Dave Peterson. general manager, global head of retail media at Epsilon, about his experience building out Target's retail media business, why the industry desperately needs standards and consolidation, and why he's bullish on CTV shopping.
Takeaways
• Retail media is a growing industry that has its origins in the early 2010s, with only a few players at the time.
• There is still a lot of room for growth and innovation in retail media, with only 37% of retailers having offsite media capabilities.
• The industry needs to focus on standardization in measurement and address challenges such as fragmentation and identity.
• Retail media is not just a bottom-of-the-funnel solution; it can be a full-funnel solution that combines brand and performance marketing.
• The future of retail media lies in a consumer-centric approach, reaching individuals with relevant ads in the context of where they are.
Chapters
00:00 - Introduction and Background
00:44 - The Origin Story of Retail Media
08:31 - Expanding Retail Media to the Open Web
12:39 - Different Approaches in the Retail Media Landscape
14:06 - Challenges in Retail Media and the Need for Innovation
20:23 - The Potential for Consolidation in Retail Media
22:33 - Bridging Retail Media and CTV
28:59 - Retail Media Beyond the Bottom of the Funnel
31:37 - The Consumer-Centric Approach to Retail Media
Guest: Dave Peterson
Host: Mike Shields
Sponsored by: Epsilon
Produced by: Fresh Take
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Next in Media talked with Cognitiv CEO Jeremy Fain about what ad industry execs really need to understand about the difference between LLMs and Deep Learning and Computer Vision -and how all this stuff is actually going to shake up advertising - or not.
Takeaways
• Deep learning is a powerful tool in performance advertising, allowing for more efficient and effective targeting of impressions.
• Deep learning differs from traditional machine learning in its ability to generalize and understand complex patterns and contexts.
• The death of cookies presents challenges for the industry, but deep learning algorithms can still deliver strong performance by leveraging other signals and data.
• Transparency and customization are key factors in successful media buying, and deep learning can provide insights and analytics to support these efforts.
Chapters
00:00 - Introduction and Background
00:31 - The Origins of Cognitiv
01:27 - Understanding Deep Learning
04:33 - The Power of Deep Learning
06:01 - The Role of Generalization in Deep Learning
09:24 - The Focus on Performance Advertising
10:13 - The Evolution of Deep Learning
11:19 - Large Language Models and their Training
15:44 - The Use of Deep Learning in Media Buying
21:16 - The Implications of the Death of Cookies
25:07 - The Role of AI in Media Buying
27:17 - The Future of Generative AI
31:06 - The Impact of the Cookie's Demise
35:35 - Transparency in Media Buying
Guest: Jeremy Fain
Host: Mike Shields
Sponsored by: Epsilon
Produced by: Fresh Take
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Next in Media spoke to creator economy expert Jim Louderback about his theory regarding the growth of YouTube subscriptions. Jim also discussed the growing creators-launching-brands trend, and the problems at Twitch.
Takeaways
• YouTube is likely moving towards a subscription model to generate more revenue, similar to other media platforms.
• Creators are finding success in monetizing their content through shared subscription revenue rather than relying solely on advertising.
• TikTok is facing challenges in appealing to older demographics and ensuring a safe environment for children.
• Traditional media companies should consider the changing consumption habits of younger audiences and explore new formats and platforms.
• Creators have a unique connection with their audience that traditional media and brands should understand and leverage.
Chapters
00:00 - Introduction and Background
01:22 - YouTube's Subscription Model
04:11 - Challenges of Transitioning to a Subscription Model
05:27 - The Potential of Windowing Content
06:31 - The Rise and Fall of Vessel
07:35 - The Role of Brands in the Creator Economy
09:46 - Brands' Allocation of Resources
10:43 - Trends and Challenges in TikTok
13:05 - Competition from TikTok Copycats
15:52 - Challenges at Twitch
23:33 - The Potential of Creators Forming Their Own Network
26:49 - The Unique Connection Between Creators and Their Audience
Guest: Jim Louderback
Host: Mike Shields
Produced by: Fresh Take
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Next in Media spoke with Kelly Metz, Chief Investment Officer, OMD USA about why she's not shedding a tear for third party cookies, whether the currency wars are dying, and the different between YouTube and TikTok when it comes to grabbing TV budgets.
Guest: Kelly Metz
Host: Mike Shields
Sponsored by: Publica
Produced by: Fresh Take
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Mike Shields sat down with Kochava CEO Charles Manning to talk about how the mobile marketing world sees the end of cookies after having gone through Apple's ID changes a few years ago - and why mobile ad companies have any business moving into CTV.
Guest: Charles Manning
Host: Mike Shields
Sponsored by: Publica
Produced by: Fresh Take
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Next in Media talked with Ryan Meerstein, Managing Partner at Targeted Victory, about the state of digital advertising for the 2024 election. Ryan talked about why his job is harder than ever, in a post cookie, post Cambridge Analytica, disinformation heavy world - and why candidates plan to ramp up spending regardless.
Guest: Ryan Meerstein
Host: Mike Shields
Sponsored by: Publica
Produced by: Fresh Take
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Next in Media spoke to Ben Mathews, general partner at Night Ventures, about creators like Mr. Beast becoming product marketing moguls, where investors are looking to spend in the creator economy, the latest on TikTok and ongoing woes at Twitch.
He highlights the shift in funding and customer acquisition strategies, with a focus on talent-led businesses. Matthews emphasizes the success and influence of Mr. Beast and the unique approach he takes to his business. He also discusses the challenges and opportunities in the creator economy, including the limitations of automating the industry and the potential for creators to launch their own products. Matthews concludes by discussing the impact of the disappearance of cookies on the advertising industry.
Takeaways
• The creator economy is on the rise, with talent-led businesses gaining traction and changing the way customer acquisition is approached.
• Mr. Beast is a prime example of a creator who has successfully monetized his audience and treated his business like a hypergrowth startup.
• The advertising market in the creator economy is disorganized and challenging, with a lack of automation and data available for both creators and advertisers.
• The disappearance of cookies and the shift towards a cookie-less internet will have significant implications for the advertising industry.
Chapters
00:00 Introduction and Background
02:16 The Rise of the Creator Economy
03:25 The Role of Knight Ventures in the Creator Economy
04:53 The Shift in Funding and Customer Acquisition
06:30 The Changing Landscape of Direct-to-Consumer Brands
08:14 The Influence and Success of Mr. Beast
09:46 The Business Approach of Mr. Beast
11:37 The Marketing Challenges in the Creator Economy
13:30 The Advertising Market and YouTube
16:08 The Limitations of Automating the Creator Economy
18:03 The Opportunity in the Middle Tail of Creators
19:08 The Potential for Creators to Launch Products
21:11 The Role of Short-Form Content Platforms
22:29 The Challenges of Monetizing Gaming Content
25:15 The Disappearance of Cookies and its Impact on Advertising
26:30 Conclusion
Guest: Ben Mathews
Host: Mike Shields
Sponsored by: Publica
Produced by: Fresh Take
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Mike & Ari talk Google earnings, Sandbox, and whether anyone cares about Tech and Congress.
They also express concerns about the future of advertising and the impact of privacy changes. The conversation touches on Google's earnings and the success of YouTube. They discuss the congressional testimony and its limited impact on advertisers. The conversation also explores the challenges faced by journalism and the ownership of publications. They share podcast recommendations and discuss the upcoming Super Bowl and a unique advertising stunt. The conversation concludes with a discussion on the attacks on pop culture figures by Republicans.
Takeaways
• The privacy sandbox and the future of advertising are topics of concern in the industry.
• Google's earnings and the success of YouTube are noteworthy.
• Congressional testimony has limited impact on advertisers.
• The challenges faced by journalism and the ownership of publications are discussed.
• Podcast recommendations and the upcoming Super Bowl are mentioned.
Chapters
00:00 Introduction and IAB Conference
01:17 Criticizing the Privacy Sandbox
02:10 Concerns about the Future of Advertising
03:17 The Impact of Privacy Changes on Advertising
04:02 Google's Earnings and YouTube's Success
05:19 The Perception of Google's Performance
06:14 The Future of Search and AI
07:38 Congressional Testimony and its Impact on Advertising
08:46 Advertisers' Response to Social Media Failings
09:45 The Influence of Advertisers on Social Media Platforms
10:30 The Potential Breakup of Google's Network Business
12:06 The Decline of Digital Publishing
13:09 The Challenges Faced by Journalism
14:15 Ownership of Publications: Billionaires vs. Private Equity
15:16 The Possibility of Government Funding for Journalism
16:31 Media Consumption and Podcast Recommendations
18:15 Disappointment with the Pivot Podcast
19:37 Expectations for Super Bowl Ratings
20:18 Flash Talking's Super Bowl Ad Stunt
21:13 Taylor Swift and Political Endorsements
22:45 Republicans' Attacks on Pop Culture Figures
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Next in Media spoke to Tim Huelskamp, founder and CEO of 1440 Media, about how the company built a media business of 3 million plus daily readers by focusing on non partisan news and treating a newsletter like a direct to consumer brand.
Tim discusses the history and mission of the daily email newsletter. He explains how 1440 aims to provide comprehensive and non-partisan news to busy professionals who want to stay informed across various topics. Tim shares insights into the company's business model, including their focus on unit economics and paid growth. He also discusses the value of attention and the importance of brand safety in working with advertisers. Tim explores the potential for expansion into new areas and verticals, as well as the future of newsletters in the creator economy.
Takeaways
• 1440 aims to provide comprehensive and non-partisan news to busy professionals across various topics.
• The company focuses on unit economics and paid growth to monetize their audience and ensure profitability.
• Brand safety is a priority for 1440, and they work with advertisers who value their brand-safe environment.
• The future of newsletters is promising, with the potential for more creators utilizing the medium to share knowledge and engage with their audience.
Chapters
00:00 Introduction and Background
03:00 The Birth of 1440
06:00 The Need for Comprehensive and Non-Partisan News
09:00 Business Model and Growth Strategy
12:00 The Importance of Unit Economics
15:00 Paid Growth and the Value of Attention
18:00 Working with Advertisers and Brand Safety
21:00 Expanding into New Areas and Verticals
24:00 The Future of Newsletters and the Creator Economy
29:00 Closing Remarks
Guest: Tim Huelskamp
Host: Mike Shields
Sponsored by: Kochava
Sponsored by: Publica
Produced by: Fresh Take
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We touch on Netflix, the Currency Wars, Amazon Prime ads, and the bloodbath in digital media.
In this episode, Mike and Ari discuss the recent challenges faced by the digital media and journalism industry, including layoffs and declining ad revenue. They explore the impact of social and search platforms on journalism and the rise of AI-generated content. The conversation also touches on the decline of newspapers and the short-sightedness of pay-to-link legislative efforts. They then shift their focus to the dominance of Netflix in the streaming industry and its advertising trajectory. The discussion concludes with a mention of Amazon Prime's advertising moves and the potential reaction of consumers to ads on the platform.
Chapters
00:00 Introduction and Hangover
00:26 Brutal Week for Digital Media and Journalism Industry
02:10 Impact of Social and Search on Journalism
03:12 AI-generated Content and SEO
03:59 Short-sightedness of Pay-to-Link Legislative Efforts
06:05 Decline of Journalism and Newspapers
07:19 Trends in the Advertising Market
09:00 Decline of Journalism and Rise of Fake Content
09:39 Netflix's Dominance in the Streaming Industry
10:29 Nielsen's Resilience in the TV Currency Wars
12:20 Netflix's Advertising Trajectory
14:19 Netflix's Success in Licensing Content
16:08 Netflix's Deal with WWE and Advertising Strategy
17:11 Amazon Prime's Advertising Moves
19:20 Consumer Reaction to Ads on Prime Video
20:39 Importance of Free Shipping in Prime Membership
21:19 Conclusion
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Next in Media sat down with Google's Senior Director of Product Management Victor Wong to break down what is really going on now that cookies are going away, while trying to help make sense of this vitally important new digital ad targeting initiative.
Wong discusses the journey towards improving privacy on the web and the development of the Privacy Sandbox. The Privacy Sandbox is a set of privacy-preserving technologies that support various web functionalities, including online advertising. Wong explains the different APIs within the Privacy Sandbox and how they can be used to replace third-party cookies while protecting user privacy. He also addresses concerns about transparency, confusion in the industry, and the role of AI in the future of advertising. Wong emphasizes the importance of collaboration and adoption within the industry to ensure a successful transition to a more private web.
Takeaways
• The Privacy Sandbox is a set of privacy-preserving technologies developed by Google to improve privacy on the web.
• The Privacy Sandbox includes various APIs that allow developers to build new solutions while protecting user privacy.
• The transition from third-party cookies to the Privacy Sandbox is a complex process that requires collaboration and industry-wide adoption.
• The Privacy Sandbox aims to provide transparency to brands while protecting user privacy and offering effective advertising solutions.
Chapters
00:00 Introduction
00:40 The Journey to Privacy Improvement
02:11 Timeline Changes and Industry Collaboration
04:12 Understanding the Privacy Sandbox
05:30 Using Privacy Sandbox APIs
08:32 Transitioning from Third-Party Cookies
09:51 Targeting and Audience Extension
12:56 Different APIs in Privacy Sandbox
14:09 User Experience in the 1% Tracking Protection
16:29 Separation of Privacy Sandbox and Ad Sales
18:16 Addressing Confusion and Complexity
20:05 Deterministic vs. Probabilistic Approaches
22:47 Advancements in AI and Privacy
24:14 Transparency for Brands
25:47 Testing and Adoption of Privacy Sandbox
27:06 Google's Interest in the Open Web
Guest: Victor Wong
Host: Mike Shields
Sponsored by: Publica
Sponsored by: Kochava
Produced by: Fresh Take
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Mike and Ari discuss various topics including Peacock's streaming of NFL games, Google's layoffs and the shift to automation, the challenges of implementing clean rooms, and the future of trade shows like CES. They also touch on the importance of technical execution in streaming, the decline of linear TV, and the rise of sports streaming and advertising. The conversation provides insights into the current state of the media and advertising industry.
Takeaways
Peacock's streaming of NFL games was a technical success, but the long-term business impact is still uncertain.
Google's recent layoffs may be a result of a shift towards automation and a focus on smaller advertisers.
The implementation of clean rooms in the advertising industry has faced challenges, and the future of the space is unclear.
The decline of linear TV and the rise of streaming platforms present both opportunities and challenges for the sports industry.
Trade shows like CES may face changes in the future, with possible alternatives like Possible gaining traction.
Chapters
00:00 Introduction and No Prep, No Insights
01:04 Peacock's NFL Game Streaming
02:20 Peacock's Business Success and Content
03:06 Google's Layoffs and Clean Rooms
06:16 The Importance of Technical Execution in Streaming
07:22 The Future of Sports Streaming and Advertising
08:26 The Decline of Linear TV and the Rise of Streaming
09:25 Google's Layoffs and the Shift to Automation
10:09 Privacy Sandbox and the Challenges of Implementation
11:06 Google's Shifting Approach and Antitrust Issues
12:21 The Challenges of Implementing Clean Rooms
14:06 CES and the Future of Trade Shows
18:16 The LiveRamp-Habu Deal and the Clean Room Space
Guest: Ari Paparo
Host: Mike Shields
Produced by: Fresh Take
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Next in Media spoke to Dylan Collins, former executive at Epic Games, about the evolution of gaming over the past decade, and what brands and media companies need to understand about Gen Z and Gen Alpha's love of social, UGC gaming platforms like Fortnite and Roblox.
Guest: Dylan Collins
Host: Mike Shields
Sponsored by: Kochava
Sponsored by: Publica
Produced by: Fresh Take
Takeaways
Super Awesome started as a kids media company and evolved into a provider of tools for kids digital media.Fortnite and Roblox have become popular gaming platforms for young audiences.Brands and advertisers are increasingly interested in reaching young audiences on platforms like Fortnite and Roblox.In-game advertising on user-generated content platforms is still evolving and faces challenges in terms of ease of buying and scalability.The future of advertising on these platforms may involve rewarded mechanics and long-term partnerships with brands.Chapters
00:00 Introduction and Background
01:14 Starting Super Awesome
02:08 Challenges in Financing
03:29 Expanding Beyond Kids Ad Tech
04:20 Building Tools for Kids Digital Media
05:09 Importance of Parental Consent
06:08 Expansion into Content and Community Tools
07:15 Expansion of Customer Base
08:11 Rise of Kids as a Visible Audience
09:42 Success of Fortnite and Roblox
10:47 Fortnite's Appeal to Young Audiences
12:16 Fortnite as a Social and Gaming Platform
13:39 Shift from Social Platforms to Gaming Platforms
15:09 Brands and Advertising in Fortnite and Roblox
18:28 Long-Term Partnerships with Brands
20:23 Transition to Long-Term Thinking
22:37 Challenges in In-Game Advertising
24:24 Importance of Making Buying Ads Easy
25:18 Supporting Brands and Advertisers on UGC Platforms
26:16 The Future of Advertising on UGC Platforms
27:43 Acquisition by Epic Games
29:27 Growing Importance of Young Audiences
30:23 Generational vs. Cohort Platforms
32:37 Future of Fortnite and Roblox
34:12 Empowerment of Younger Audiences
37:30 Conclusion
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Next in Media spoke with Brian Wieser, who runs the substack/ad consultancy Madison and Wall, about the state of the ad market, which is promising strong - but far from universal growth. One sector that needs to change its philosophy and products, says Wieser, is TV, which risks getting left behind by the tech platforms and retail media.
Guest: Brian Wieser
Host: Mike Shields
Sponsored by: Publica by IAS and Kochava
Produced by: Fresh Take
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Next in Media's new Week In Review show features Ari Paparo and Mike breaking down the biggest stories in media and advertising this week, including the debacle that is The Messenger and the worst case scenario for cookies.
Takeaways
The failure of The Messenger highlights the challenges faced by digital media companies in the current landscape.Mainstream media companies need to adapt to changing consumer preferences and business models to stay relevant.Personal biases can influence opinions and perceptions of media companies and their success or failure.The advertising industry is facing challenges with the proliferation of retail media networks and the impending cookie deprecation.Chapters
00:00 Introduction and Experimentation
00:28 Discussion on The Messenger
01:47 The Failure of The Messenger
03:01 The Challenges of Mainstream Media
04:33 Personal Bias and Schadenfreude
05:09 High Paying Journalism Jobs
06:30 The Success of Semaphore
07:59 Quibi's Failed Partnership
08:55 Quibi's Unusual Content
11:10 Issues in the Ad Business
11:56 Proliferation of Retail Media Networks
12:56 Frustration with Cookie Deprecation
14:08 The Impact of Cookie Deprecation
17:22 Shift to CTV and Disruption in Advertising
19:12 Consolidation in the Streaming Industry
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Next in Media spoke with Catherine Perloff, platforms reporter at Adweek, about the biggest stories of 2023 in media and advertising, why programmatic can't seem to shake its reputation for opacity, and whether brands are truly ready for all of the big changes on the horizon in 2024.
Takeaways
Transparency remains a significant issue in ad tech, particularly with the rise of AI media buying tools.Ad tech consolidation is happening, with SSPs moving to the buy side and DSPs moving to the sell side.Google has faced scandals and pushback regarding transparency and quality issues.The use of AI in media buying is slowly changing the industry, but there are concerns about relinquishing control.TikTok has become a major platform for marketing, especially in social commerce.The ad tech industry is experiencing inefficiency, with only a small percentage of bid requests resulting in monetization.The future of ad tech is uncertain due to cookie deprecation and the expansion of retail media and ad networks.Advertiser perception of Twitter is mixed, with some brands staying and others potentially reducing their spending.Chapters
00:00 Introduction and Overview
00:35 Transparency in Ad Tech
02:01 Ad Tech Consolidation
03:18 Challenges with Transparency and Quality
05:29 Google's Scandals and Pushback
08:13 The Rise of AI in Media Buying
10:09 The Comeback of Meta (formerly Facebook)
12:39 The Success and Impact of TikTok
17:56 Consolidation in the Ad Tech Industry
20:20 Inefficiency in the Ad Tech System
23:51 The Future of Ad Tech and Cookie Deprecation
26:17 The Expansion of Retail Media and Ad Networks
28:11 Advertiser Perception of Twitter
29:47 Conclusion
Guest: Catherine Perloff
Host: Mike Shields
In Partnership with: Comcast Advertising
Produced by: Fresh Take
- Visa fler
