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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 SWOT (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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Next in Media spoke with Rob Sands, Crunchyroll’s Senior Vice President of Business Development, about how the anime-centric media company became an under the radar juggernaut in streaming, gaming and events. Sands talked about why anime has had such a massive breakout in the US, and what brands need to know about this growing audience.
Takeaways:
• Crunchyroll's Growth and Business Model: Crunchyroll has evolved from a user-generated video site to a global anime streaming platform with over 15 million paying subscribers.
• Sony Ownership and Strategic Fit: Crunchyroll is owned by Sony, which aligns well with its Japanese background and expertise in storytelling, innovation, and technology.
• Anime's Global Popularity: Anime is not a niche genre but a storytelling medium that transcends genres. Its global influence is seen across industries like sports, music, and fashion.
• Audience Demographics: Crunchyroll's audience is diverse, with 42% of Gen Z watching anime weekly.
• Diverse Content Offerings: Crunchyroll offers a wide range of content, from action and drama to comedy and female-driven stories.
• Business Development and Partnerships: Rob Sands leads global business development, focusing on areas like streaming services, theatrical releases, gaming, e-commerce, and live events.
• Live Events and Brand Collaborations: Crunchyroll hosts over 200 live events annually, including major conventions like New York Comic Con.
• Gaming Synergies: Anime and gaming have a strong affinity, with Crunchyroll offering free-to-play mobile games for subscribers.
Guest: Rob Sands
Host: Mike Shields
Sponsored by: Precise TV
Produced by: FEL Creative
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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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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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