Mixed Signals from Semafor Media

How the Creator Economy Has Transformed Advertising

Jan 24, 2025

Leslie Berland, CMO of Verizon and former Twitter CMO, shares her insights into how the creator economy is reshaping advertising. She discusses the shift from traditional marketing to authentic storytelling and how brands can effectively connect with consumers. The conversation delves into the financial trends influencing media strategies, the impact of platforms like TikTok and Instagram, and the evolving role of CMOs in adapting to new marketing landscapes. Leslie also touches on the challenges of keeping content fresh to avoid cringe-worthy moments.

40:08

Episode guests

Leslie Berland

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Episode notes

Podcast summary created with Snipd AI

Quick takeaways

The transformation of marketing requires advertisers to adapt strategies that prioritize real-time engagement over traditional methods amidst digital fragmentation.

Authenticity in collaborations with influencers is essential for brands to maintain genuine connections with audiences while capitalizing on emerging trends.

Deep dives

The Evolution of Media Marketing

Marketing has undergone significant transformation as it adapts to the changing media landscape, where advertisers face the challenges posed by digital fragmentation and consumer attention. Leslie Berland, CMO of Verizon, emphasizes the necessity for marketers to follow the money when making media decisions, as advertisers wield considerable influence over media narratives. The discussion highlights that CMOs are crucial for developing and reshaping marketing strategies that accommodate the swift changes in media consumption behavior. This has been particularly evident as brands pivot from traditional television advertising to more dynamic, digital platforms, with a strong focus on real-time engagement.

Intro

2min

Navigating Financial Trends in Media

9min

Transforming Brand Perception in the Telecom Industry

2min

Navigating the Digital Marketing Landscape

21min

CMOs in the Creator Economy

6min

This week, we look at digital fragmentation through the eyes of a transformed marketing industry – because to really see where media is headed, you have to follow the money. Ben and Max bring on CMO of Verizon and former Twitter CMO, Leslie Berland, to talk about how creators have changed marketing and what she thinks is coming next. They also talk about how Twitter and social media changed the brains of the people who worked there and how advertisers avoid cringe when chasing memes.

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