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Next in Media spoke with former Google executive Denis Crushell, CCO of Precise.TV, about the early days of YouTube's ads and programming strategy, and how the company is doing surging into TV while fighting off TikTok.
Takeaways:
• YouTube's Growth and Evolution: Denis discussed YouTube's transformation from a platform for user-generated content to becoming a major player in TV watch time.
• YouTube's Strategy for Ads and Monetization: In the early days, YouTube was cautious about ads, but over time, ads became integral. Skippable ads helped balance the experience for viewers, creators, and advertisers.
• Safety and Contextual Advertising: Denis emphasized the importance of brand safety and contextual advertising, stating that Precise TV focuses on ensuring ads are placed in suitable environments, helping brands gain better results and avoid inappropriate content.
• Competing with TikTok: YouTube’s introduction of Shorts was a response to TikTok’s success. Denis believes YouTube has done well in competing, especially by leveraging its existing user base and search data, offering a broader reach.
• Challenges with Premium Content: There is still skepticism about YouTube’s premium content when compared to traditional TV. Competitors like Netflix, Disney, and Amazon are considered stronger in offering premium content, but YouTube’s vast addressable ad inventory is unmatched.
• The Creator Economy: YouTube has focused more on supporting creators, providing them with tools to monetize effectively, unlike earlier when it sought to attract celebrities and traditional media figures.
• Contextual Relevance on Platforms: Precise TV is working with advertisers to create contextually relevant personas and target audiences more precisely on platforms like YouTube.
• Challenges with In-App and CTV Advertising: Denis highlighted how in-app advertising and CTV platforms like Roku, Samsung, and LG are growing but still face issues related to measurement and targeting that need improvement.
Guest: Denis Crushell
Host: Mike Shields
Sponsored by: Precise TV
Produced by: FEL Creative
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Next in Media spoke with Sean Cunningham, president and CEO of the Video Advertising Bureau, on the industries debate over what constitutes premium content, and why in his view brands should demand far more control and transparency for their campaigns on social platforms.
Takeaways:
• State of the TV Ad Market: The TV ad market is in flux, influenced by shifts to streaming, social video, and significant changes in major players and distribution formats.
• Importance of Premium Content: Premium video content is defined by being professionally produced, long-form, significantly engaging, and brand-safe, which distinguishes it from user-generated content and social videos.
• Brand Safety Concerns: There is a growing emphasis on brand safety, with many advertisers becoming increasingly cautious about where their ads are placed, particularly on platforms that lack transparency.
• Role of AI in Media Buying: AI and automation are becoming more integrated into media buying and planning, raising concerns about transparency and the potential for decreased brand safety.
• Granularity in Ad Placement: Advertisers are demanding greater granularity and transparency in ad placement, including details about platform type, device, content length, and the nature of the content.
• Trust and Partnership: The trust between marketers and media partners is crucial, particularly in ensuring that investments lead to effective advertising and that there is a clear path to remedy any issues that arise.
• Evolving Role of Media Agencies: Media agencies must continue to evolve, offering sophisticated tools and strategies that go beyond traditional media buying to thrive in the changing landscape.
• Dual Focus on Brand and Performance: Successful marketing strategies should balance long-term brand-building efforts with short-term performance goals.
• Future of Premium Advertising: The industry needs to clearly define what constitutes a premium advertising experience to avoid commoditization and ensure continued investment in high-quality content.
Guest: Sean Cunningham
Host: Mike Shields
Sponsored by: Acast & Precise TV
Produced by: FEL Creative
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Saknas det avsnitt?
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Next in Media spoke with Daniel Folkman, Gopuff's SVP of business, about the company's growing footprint in the ad business despite the fact that he thinks there are way too many retail media networks.
Takeaways:
• Business Overview and Evolution: Gopuff started over 10 years ago, focusing on delivering convenience products like snacks and drinks. It has since evolved to carry over 5,000 SKUs, including groceries, home essentials, and alcohol.
• Target Customer Demographics: Gopuff’s primary demographic is 18-35 year olds, with a strong focus on young parents.
• Sustainable Business Model: The company uses its funds to build infrastructure, technology, and fulfillment centers, focusing on long-term sustainability rather than short-term customer acquisition.
• Retail Media and Advertising: Gopuff entered the retail media space with its own advertising platform, which leverages the company’s unique selling points: instant delivery, a young and targeted demographic, and specialized consumer data.
• In-house Ad Platform: Gopuff decided to build its ad platform internally to maintain control over its unique consumer data and optimize targeting.
• Future of Retail Media: The company sees consolidation challenges in the retail media space, arguing that many current retail media networks are not sustainable long-term.
• Customer-Centric Advertising: Gopuff focuses on delivering ads that feel like relevant content rather than spam. This strategy aims to enhance user experience while also improving ad performance and profitability.
Guest: Daniel Folkman
Host: Mike Shields
Sponsored by: Acast & Precise TV
Produced by: FEL Creative
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Next in Media spoke to Jason Kint, CEO of the publisher-focused trade group Digital Content Next, about the potential impact of Google's recent anti trust ruling, and what to expect next month when a more advertising-focused decision regarding Google comes to a head.
Takeaways
• Google's Monopoly and Antitrust Cases: Google has been found to be a monopoly in both the App Store and search markets.
• Impact on Media and Advertising: These antitrust cases are seen as unlocking competition, which is beneficial for media companies and small businesses.
• Importance of Data Scale: Google's dominance in search, with 98% of unique queries, provides it an unparalleled data scale.
• Microsoft's Struggles: Despite being a tech giant, Microsoft struggles to compete with Google in the search market due to the latter's vast data advantage.
• Potential Breakup of Google: There is speculation that the ad tech trial could lead to Google being forced to divest parts of its business, possibly Chrome and Android, due to their critical roles in data collection.
• Google's Internal Practices: The trial revealed nefarious internal practices, such as coordination between different Google departments to meet quarterly targets, despite public claims of separation.
• Google's Defense and Market Impact: Google argues that its dominance in search is pro-competitive and beneficial for consumers due to its superior search experience.
• Implications for Publishers: The outcome of these cases could validate the concerns of publishers who have long complained about Google's market power.
• Future of Competition: Kint emphasizes that real change will come when there is actual competition in the market, with revenue directed towards where consumers want it.
Guest: Jason Kint
Host: Mike Shields
Sponsored by: Acast
Produced by: FEL Creative
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Next in Media spoke with Michael Scott, VP, Head of Sales & Operations, Samsung Ads, about where the South Korean TV manufacturer fits in the TV ad ecosystem.
Scott also talked about why Samsung is pushing into gaming, whether it wants to compete in measurement, and if he is a believer in CTV commerce.
Takeaways
• How Samsung uses this data to power content recommendations and precision targeting for advertisers.
• Navigating the evolving TV advertising landscape and currency discussions.
• Samsung's gaming initiatives and reaching the gaming audience.
• Samsung's fast-growing CTV platform and content partnerships.
• Emerging opportunities around shoppable TV and innovative ad formats.
Guest: Michael Scott
Host: Mike Shields
Sponsored by: Acast
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Next in Media spoke with IAB Tech Lab CEO Anthony Katsur about the organization's infamous report on Google's Privacy Sandbox -and where the industry goes from here now that cookies may never go away. Katsur also talked about the state of industry regulation, and whether Trump or Harris would ever push for a national privacy law.
Takeaways
• The IAB Tech Lab has been monitoring Google's Privacy Sandbox and raising concerns about its functionality and impact on the advertising ecosystem.
• Data minimization is an important concept in privacy regulation, emphasizing the need to only collect and retain necessary data for a limited period of time.
• The industry is facing challenges such as signal loss, privacy compliance, and competition from social media and AI platforms.
• The outcome of the US election may have an impact on privacy regulation, but state laws and global privacy frameworks will continue to shape the industry.
• Google remains committed to innovating on the Privacy Sandbox and working with regulators and the industry to address privacy concerns.
Guest: Anthony Katsur
Host: Mike Shields
Sponsored by: Acast
Produced by: Fresh Take
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Next in Media talked to Sportico sports media reporter Anthony Crupi about why on demand streaming on Peacock plus old fashioned prime time might work for the Paris Games. Plus his thoughts on NBA rights, the rise of women's sports, and MLB marketing stumbles.
Takeaways
• The Olympics may not achieve the same live audience numbers as in the past, but NBC could still generate decent ratings by combining live coverage with prime time programming.
• Younger generations consume media in shorter, fragmented formats, which may impact their interest in watching live sports events in their entirety.
• The lack of a 'big bad' or a unifying narrative in the Olympics, along with societal and political divisions, may affect viewership.
• Co-viewing with family members remains a strong factor in sports viewership, but the trend of individualized screen consumption is prevalent among younger audiences.
• Traditional media companies are facing challenges in competing for media rights, especially with the rise of streaming platforms and non-traditional advertisers.
• The NBA's decision to divide its media rights among multiple players reflects the changing landscape of media consumption and the value of broadcast reach. Networks face obstacles in terms of legal limitations and financial sustainability.
• There is a demand for women's sports, but the limited inventory poses a challenge.
• Broadcast television is declining, and younger generations have different viewing preferences.
• Baseball struggles with marketing and attracting younger audiences.
• The media industry is constantly evolving, and there are challenges in balancing content and revenue.
Guest: Anthony Crupi
Host: Mike Shields
Sponsored by: Acast
Produced by: Fresh Take
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Next in Media spoke with Michael Krans, VP Macy’s Media Network, about his recent move from Walmart, how he's trying to evangelize an ad sales ulture inside a giant shopping organization, and why he's not worried about retail media saturation.
Takeaways
• Macy's Media Network is recognized as a growth area in the business, generating significant revenue and offering real-time, transparent measurement and reporting.
• The retail media landscape is evolving and changing rapidly, with a growing number of retail media networks. Collaboration and sharing best practices among competitors can lead to collective growth and improvement.
• Shifting the mindset of vendors to see retail media networks as strategic media partners is a challenge, but it is crucial for long-term success.
• Measurement and analytics play a vital role in driving performance and optimizing campaigns. The ability to provide closed-loop, omni-level reporting is a competitive advantage.
• CTV is an effective upper-funnel tactic that can have a halo effect on other advertising channels. The focus is on reaching addressable audiences and driving overall sales impact.
• The integration of retail media planning and buying with other marketing functions is a positive trend, allowing for a holistic approach to media spend and better collaboration within organizations.
• The future of retail media includes exploring new opportunities for in-store advertising, such as digital screens and audio, to enhance the customer journey and complete the omnichannel experience.
Guest: Michael Krans
Host: Mike Shields
Sponsored by: Acast
Produced by: Fresh Take
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Next in Media caught up with three top industry observers at Cannes - Human Ventures Joe Marchese, Pfizer's Wendy Aldrich and former Ernst & Young analyst Janet Balis on what AI is going to require of marketers, whether there is a generational dividing line in TV, and what YouTube crashing the CTV market means for the future.
Guest(s): Joe Marchese, Wendy Aldrich, Josh Palau, Janet Balis
Host: Mike Shields
Produced by: Fresh Take
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Next in Media spoke with Alban Villani, CEO of Europe and Asia for Epsilon, about the state of ad targeting overseas, how that impacts spending trends and the growth of commerce media.
Takeaways
• Retail media is at the crossroads of multiple digital dimensions and has seen a significant acceleration in recent years.
• There is confusion around the potential applications of retail media outside of retail and whether companies should in-house the work or work with third parties.
• Privacy regulations, such as GDPR, play a crucial role in the European market, and Epsilon focuses on creating campaigns for individuals while ensuring GDPR compliance.
• Measurement in retail media is a key point of discussion, and identity resolution is essential for accurate tracking and attribution.
• Staying above the noise in the industry requires delivering honest and humble messages and explaining the value and impact of the work being done.
Guest: Alban Villani
Host: Mike Shields
Sponsored by: Epsilon
Produced by: Fresh Take
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Next in Media spoke with Megan Ramm Global Director, Head of CPG Partnerships at Uber about how the ride share app has looked to turn Uber Eats into the next great ad platform. Ramm also talked about the tradeoffs inherent in building versus buying ad tech, and how Uber is looking to play both sides of the performance vs. branding markets.
Takeaways
• Uber Ads was born out of the pandemic, which accelerated their delivery business while ride-sharing was temporarily halted.
• Uber Ads offers a range of advertising solutions, leveraging their large user base and extensive data sets.
• Partnerships with companies like Google and Criteo help Uber Ads scale quickly.
• Uber Ads has seen success in driving new-to-brand and market share for advertisers.
• The challenge for Uber Ads is scaling their product and engineering teams and improving measurement and attribution capabilities in a crowded ad network landscape.
Guest: Megan Ramm
Host: Mike Shields
Sponsored by: Epsilon
Produced by: Fresh Take
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Next in Media spoke with U of Digital Founder Shiv Gupta about the Trade Desk's recent ranking of the top 100 publishers, why he thinks Nextflix has moved too slowly into advertising, and whether ad tech is really contracting.
Takeaways
• Salespeople in the digital advertising industry often struggle to contextualize their products within the larger industry landscape.
• There is a need for scaled structured enablement to help people in the industry stay ahead of the rapidly changing landscape.
• The ad tech industry may experience a contraction as the internet becomes more dominated by walled gardens.
• The post-cookie world presents challenges for the industry, including limitations on addressability.
• The integration of advertising in streaming platforms varies, with Disney taking a more proactive approach and Netflix being more cautious.
• Addressability in television is limited due to the lack of rich data and the challenges of identity mapping.
Guest: Shiv Gupta
Host: Mike Shields
Sponsored by: Epsilon
Produced by: Fresh Take
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Next in Media spoke to Jason Mitchell, Founder and CEO of social media agency Movement Strategy about why his team is constantly pushing brands to put their own social media output at the center of their strategies. Mitchell also gave his take on which platforms are up and down of late, and whether brands need a plan B for a possible TikTok ban.
Takeaways
• The evolution of social media marketing has shifted the focus to organic social presence and the importance of getting people to talk about brands on social media.
• AI has a significant impact on content creation, with behind-the-scenes AI being incredibly impactful in optimizing media and improving efficiency.
• Convergence in marketing teams and the role of creators are crucial in building trust in the AI-driven content landscape.
• Linear TV is facing challenges in adapting to the changing media landscape and the rise of AI-driven content.
• The creator economy is expected to continue growing, fueled by AI tools and technologies.
Guest: Jason Mitchell
Host: Mike Shields
Sponsored by: Epsilon
Produced by: Fresh Take
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Next in Media spoke with Ashley McCollum, Head of Immersive Media Solutions at Roblox about the company's recent push into ad tech, and why brands need to get to know creators on the platform. McCollum also talked about some recent success stories among brands building immersive experiences via Roblox, and what a generation raised in these environments wants from brand and media companies.
Takeaways
• Roblox is a unique platform that combines social interaction with gaming mechanics in 3D virtual worlds.
• The platform has a strong focus on music, artists, and intellectual property, and offers a variety of experiences beyond traditional gaming.
• Roblox is expanding its advertising business and aims to build a new market around immersive media.
• The company is committed to maintaining a high bar for content and user experience while monetizing the platform.
• Roblox provides opportunities for brands to collaborate with creators and reach a highly engaged audience.
Chapters
00:00 - Introduction and Ashley's Role at Roblox
04:12 - Evolution of Advertising on Roblox
08:51 - Balancing Advertising and User Experience
11:32 - Navigating the Organization and Industry
13:46 - Impact on Media Habits and Expectations
24:11 - Ashley's Journey to Roblox
Guest: Ashley McCollum
Host: Mike Shields
Sponsored by: Epsilon
Produced by: Fresh Take
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Next in Media spoke with Alison Levin, President, Advertising and Partnerships at NBCUniversal, about how the company is opening up the Olympics to a whole new crop of advertisers while trying to cater to Gen Z's viewing habits. Levin also talked about TV's attribution challenge and whether this is the year of "T-Commerce."
Takeaways
• Brands are leaning in to tell bigger stories and are interested in surrounding content with meaningful narratives.
• Strategic audiences and attribution are top of mind for advertisers, as they seek to move beyond age and gender targeting.
• The Olympics on Peacock will offer new advertising opportunities, including programmatic buying and shoppable ad units.
• Live sports continue to be a valuable asset for NBCU, with high viewership and co-viewing.
• The TV market is evolving, and NBCU is focused on proving the value of its full portfolio and driving purchase behavior.
• Attribution and measurement are key challenges, but NBCU is working on partnerships and tools to address them.
• Clean rooms and programmatic buying are growing in importance, attracting both big advertisers and new brands.
• Programmatic buying in live sports has seen significant growth, fueling client diversity and increasing spend.
Chapters
00:00 - Introduction and Upfront Season
02:46 - Strategic Audiences and Attribution: Moving Beyond Age and Gender
05:36 - Reimagining the Olympics on Peacock
07:33 - The Value of Live Sports
11:26 - Challenges and Opportunities in the TV Market
15:02 - The Need for Better Attribution and Measurement
25:58 - Programmatic Growth in Live Sports
Guest: Alison Levin
Host: Mike Shields
Sponsored by: Epsilon
Produced by: Fresh Take
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Next in Media spoke with Tim Natividad, US Head of Enterprise Sales at TikTok, about how the company is trying to vie for traditional TV dollars - while also helping brands embrace a whole new form of marketing on what he calls a "participation engine.'
Guest: Tim Natividad
Host: Mike Shields
Sponsored by: Epsilon
Produced by: Fresh Take
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Next in Media spoke with Melanie Brown, head of advanced TV at Tubi, about the company's unique origin story, and how the company is looking to lead a wider crop of brands to embrace CTV. Brown also provided a reality check on CTV's ad targeting capabilities at the moment, and gave her unique take on the future of media buying and measurement.
Guest: Melanie Brown
Host: Mike Shields
Sponsored by: Epsilon
Produced by: Fresh Take
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Next in Media spoke with Lartease Tiffith, Executive Vice President, Public Policy at the IAB about why we haven't seen more action resulting from the various state privacy laws, and whether the FTC has it in for digital ads in general. Plus, what happens to regulation if Trump comes back?
Guest: Lartease Tiffith
Host: Mike Shields
Sponsored by: Epsilon
Produced by: Fresh Take
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Next in Media spoke with Amanda Martin, SVP, Monetization & Business Strategy at Mediavine, about whether small to mid sized publishers are feeling the effects of cookies going away, and if they've gravitated to any viable solutions. Martin also gave an update on Google's Privacy Sandbox initiative, and why it's so complex and challenging for the industry to test and implement.
Guest: Amanda Martin
Host: Mike Shields
Sponsored by: Epsilon
Produced by: Fresh Take
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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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