Episódios
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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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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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