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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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Next in Media, spoke with S4 Capital founder and executive chairman Sir Martin Sorrell about the state of the ad business heading into a very uncertain year. Sorrell gave his take on Google's trial, the US Election, the future of ad agencies, and why the media business is a tale of two cities.
Takeways:
• Advertising Market Growth: Despite global challenges, the advertising market is growing, with digital media leading the way.
• Dominance of Key Platforms: Six major players—Google, Meta, Amazon, Alibaba, Tencent, and ByteDance—dominate digital advertising, with significant revenue growth expected.
• Economic Uncertainty: Both in the US and globally, economic conditions are mixed, creating uncertainty that hampers investment.
• Regulatory Dynamics: Sir Martin Sorrell stresses the importance of self-regulation within tech giants, comparing them to "countries" based on their market caps.
• Tech Giants’ Push into AI and Efficiency: Major tech companies like Meta and Google have pivoted sharply towards AI investments, drastically increasing their capital expenditures in this area.
Guest: Sir Martin Sorrell
Host: Mike Shields
Sponsor: Moloco & Epsilon
Producer: FEL Creative
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Next in Creator Media spoke with Gaz Alushi, President, Measurement and Analytics at Whalar about whether brands are spending enough with creators, and the challenge they face in how to measure these kinds of ad deals alongside all the rest of their more traditional media activations.
Takeaways:
• Whalar’s Role: Whaler is a creator marketing agency that connects brands with creators based on audience affinity.
• Creator ROI: A study by Nielsen showed that creators can deliver 2.4x return on investment (ROI) despite representing less than 1% of media spend in personal care campaigns.
• Measuring Creators: Creators are media, and their impact can be measured similarly to traditional media channels, with reach, impressions, and brand resonance included in media mix models.
• Planning and Measurement: Good measurement requires planning. Brands need to set up proper tagging, attribution, and measurement methods early on, not as an afterthought, to accurately assess the success of creator campaigns.
• Platform-Specific Content: Alushi emphasizes that platforms like TikTok, YouTube, and LinkedIn cater to different user mindsets and purposes. Therefore, the same content or ads cannot be effective across all platforms.
Guest: Gaz Alushi
Host: Mike Shields
Sponsor: VuePlanner
Producer: FEL Creative
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Blockgraph CEO Jason Manningham talked about the TV joint venture is courting local and small advertisers by promising them an easy way to do targeted ads on streaming.
Sponsored By Moloco & Epsilon
Takeaways:
• Blockgraph's Mission: The company provides a privacy-focused collaboration platform and household identity framework, enabling advanced video strategies for around 50 clients in the U.S.
• Addressing Industry Fragmentation: As the video industry has grown more fragmented, especially with the rise of streaming, Blockgraph aims to offer a consistent approach to integrating first-party data across various video platforms.
• Data-Driven TV: Blockgraph's goal is to centralize the way brands use data for Connected TV (CTV) advertising, making it more seamless for advertisers across different platforms.
• Capabilities: Blockgraph's collaborative framework allows the use of first-party data for targeting and measurement across the entire video ecosystem, benefiting both large and small advertisers.
• Challenges with Streaming and Privacy: One of the issues Blockgraph addresses is signal loss in the open web, which makes it harder to measure advertising performance effectively compared to TV.
• Future Vision: Blockgraph aims to grow its customer base from 50 to 500 clients, with the goal of making CTV more effective and driving ROI for advertisers.
Guest: Jason Manningham
Host: Mike Shields
Sponsor: Moloco & Epsilon
Producer: FEL Creative
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Next in Media spoke with Peter Hamilton, Head of Ad Innovation at Roku, about the state of CTV ad products, the company's new self-serve ad product, and what's holding back more social media brands from taking the plunge into CTV.
Sponsored By Moloco & Epsilon
Takeaways:
• CTV Advertising Innovation: Roku is constantly releasing and testing new products in CTV advertising, including interactive capabilities, commerce integrations, and unique user experiences like Roku City and discovery destinations like the Sports Zone and Food Zone.
• Focus on Consumer Experience: Roku prioritizes the viewer experience over profit, ensuring that ads do not disrupt the simplicity and delight of TV viewing.
• Scalability and Long-term Innovation: Roku focuses on creating scalable, long-term advertising products rather than short-term flashy innovations.
• Interactive and Shoppable Ads: Consumers have shown a growing interest in interactive and shoppable ads on TV, with research indicating they expect these options.
• TV as an Entertainment Device: Roku emphasizes that TV is fundamentally different from digital devices, serving as an entertainment medium rather than a work, search, or social tool.
• Leveraging Roku's Ecosystem: Roku, as a TV-focused company, offers a platform that integrates with various CTV apps without competing with them.
• Remote as Central Interaction Tool: Despite the rise of mobile devices, Roku finds that the TV remote remains the preferred tool for interacting with TV content.
Guest: Peter Hamilton
Host: Mike Shields
Sponsor: Moloco & Epsilon
Producer: FEL Creative
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Next in Media spoke with Julia Moonves, pocket.watch’s SVP, Advertising Sales & Brand Partnerships, about navigating the kids ad market in YouTube era, and whether we're about to see a number of kid YouTubers become movie stars.
Sponsored By Moloco & Epsilon
Takeaways:
• PocketWatch Overview: pocket.watch is a kids' media company that partners with popular YouTube content creators, primarily families and kids, to expand their businesses beyond YouTube into areas like merchandise and franchising.
• YouTube's Influence on Kids Media: pocket.watch's growth was driven by the rise of YouTube as a primary platform for kids' content.
• Popular Creators: Ryan's World, Kids Diana Show, and Toys and Colors are some of pocket.watch's biggest creators, with massive followings.
• Business Model: pocket.watch operates as a modern multi-channel network, distributing its partners' content across various platforms, including YouTube, Hulu, Peacock, and Roku.
• Kids’ Media and Advertising: Traditional advertising methods, like targeting through Saturday morning cartoons, have shifted. Now, YouTube pre-roll ads and branded content partnerships are the most effective ways to reach younger audiences.
• YouTube Kids App and Compliance: The YouTube Kids app, with its made-for-kids designation, ensures COPPA compliance by limiting data collection.
• Ryan's World Franchise Growth: pocket.watch helped Ryan’s World evolve from a YouTube channel into a major franchise, including a toy line, Nickelodeon show, and the first creator-led wide theatrical movie release.
• The Power of Gen Alpha: Gen Alpha (born 2010 onwards) wield significant influence over household purchasing decisions, from vacations to tech purchases.
Guest: Julia Moonves
Host: Mike Shields
Sponsor: Moloco & Epsilon
Producer: FEL Creative
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Next in Media spoke with Ronan Shields, who covers ad tech for Digiday, about how the DOJ's case against Google is going in the ongoing ad tech trial, and whether he thinks this case will really reshape the digital ad market anytime soon.
Ronan also discussed why some publishers are worried about a potential Google loss, and what Meta and Amazon might be thinking.
Sponsored By Moloco
Takeaways:
• Google's Antitrust Case: The current trial is focused on Google's ad tech business, specifically regarding accusations of monopolistic practices.
• DOJ's Strong Case: The Department of Justice (DOJ) seems to be in a favorable position due to damaging internal communications from Google executives.
• Damning Evidence: Internal Google emails suggest the company used its dominant position to force publishers into using its ad tech stack, thus limiting competition and harming alternatives in the market.
• Impact on Publishers: Many publishers are rooting for Google's loss, but some are concerned about the immediate impact on their monetization strategies if Google is forced to divest its ad tech stack.
• Google’s Defense: Google argues that competition exists from companies like Microsoft, Amazon, and others. Their defense suggests they are simply better at what they do, not monopolistic.
• Future Ramifications for Other Tech Giants: If Google loses, it could set a precedent for future antitrust actions against other big tech players like Meta (Facebook) and Amazon, who are also in the crosshairs of regulators.
Guest: Ronan Shields
Host: Mike Shields
Sponsor: Moloco
Producer: FEL Creative
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Next in Media spoke to Karen Benson, EVP of integrated media at Deutsch New York about why she's worried that some brands have gone overboard on spending with ROI-friendly vehicles like social platforms and retail media. Benson also discussed the realities of AI in the agency world, and why it's not so easy to figure out how to fund creator programs.
Takeaways:
• Fragmentation of Media Choices: The biggest change in media has been the fragmentation of options. This shift impacts both media planning and creative development, making media and creative teams more intertwined in their efforts.
• Over-Rotation to Performance Marketing: Benson discusses how there’s been an over-focus on performance marketing, which can limit a brand’s ability to grow long-term.
• Challenges with Over-Reliance on Platforms like Amazon and Meta: Many businesses rely heavily on platforms like Amazon and Meta for the bulk of their sales, leading to difficulties in scaling or diversifying their business if they don’t invest in brand building.
• TV's Role in the Media Mix: While some claim that TV is dead, Benson highlights that TV still has a role in mass marketing, though targeted digital media like YouTube or CTV is more effective for specific audience segments.
• Navigating TV Currency and Metrics Changes: The TV industry is changing in terms of accountability and metrics, but these transitions are happening more slowly than anticipated.
• Importance of Creator and Influencer Marketing: Deutsch New York’s Sochi Studio specializes in social media, with a focus on creators and influencers.
• Artificial Intelligence in Media: AI is making significant impacts in media planning, particularly in optimizing campaigns for meaningful metrics like brand awareness, rather than just clicks or views.
• Balance Between Brand and Performance: One of the ongoing challenges is finding a balance between performance and brand marketing.
Guest: Karen Benson
Host: Mike Shields
Sponsored by: Precise TV
Produced by: FEL Creative
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