In a thought-provoking discussion, Ioanna Protogiannis, Sr. Director at LG Ad Solutions, dives into the crucial role of first-party data and real-time measurement in transforming campaign strategies. The conversation sheds light on the shift towards digital platforms like YouTube and Amazon as brands become more cautious in their advertising investments. Ioanna emphasizes the importance of smart segments for optimizing ad performance and navigates the evolving dynamics of the Upfronts season in today's uncertain economic landscape. Expect insights that will reshape your approach to media and advertising!
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question_answer ANECDOTE
Spotter's Creator Upfront
Spotter, backed by Amazon, hosted an upfront-like event for creators.
This event showcased creators like King Rack Diem and MrBeast, pitching to brands like a traditional upfront.
insights INSIGHT
YouTube as TV
YouTube's increasing viewership on TV blurs lines between digital and traditional television.
This shift challenges traditional publishers and impacts advertising strategies.
insights INSIGHT
Shifting Advertising Landscape
Traditional publishers risk losing audience share by neglecting YouTube and similar platforms.
Advertisers seek predictable outcomes, favoring platforms like YouTube and Amazon.
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Is Digital Still A Safe Bet? From economic uncertainty to the rise of connected TV, Evan Shapiro and Marion Ranchet predict a more cautious, data-driven Upfronts season where flexibility trumps tradition. With brands holding back big commitments, digital giants like YouTube, Meta, and Amazon stand to gain as safer, more measurable bets.Evan forecasts a continued move away from chunky upfront deals in favor of platforms that offer agility and proven ROAS. The Media Odyssey welcomes Ioanna Protogiannis (Sr. Director, Measurement and Reporting Solutions at LG Ad Solutions) who highlights the growing importance of first-party data, smart segments, and real-time measurement in campaign planning.
Interested in sponsorship? https://forms.gle/2LCWfX2HBNT8mtpx8
Connect with us on Linkedin: Evan Shapiro - https://www.linkedin.com/in/eshap-media-cartographer/ Marion Ranchet - https://www.linkedin.com/in/marionranchet/
Newsletters: Marion Ranchet - https://marionranchet.substack.com/ Evan Shapiro - https://eshap.substack.com/
(00:00) - Introduction and Debate Teaser
(00:28) - Welcome to The Media Odyssey
(00:36) - Discussing the Upfront Season
(01:33) - Spotter's Unique Approach
(02:09) - Spotter's Focus on Creators
(02:48) - YouTube as the New TV
(05:13) - Advertising Trends and Strategies
(10:54) - The Role of Big Tech in Advertising
(15:32) - The Upfront Buying Process
(18:49) - Locking in Prices and Tent Pole Programming
(20:06) - The Historical Context of Upfronts
(21:17) - Predictions for the Ad Economy
(25:13) - Interview with Ayana Proteges
(25:39) - The Role of Data in CTV Advertising
(28:34) - The Importance of Third-Party Partnerships
(37:10) - The Future of Measurement and AI in Advertising
The Media Odyssey