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.

Thank you Ioanna Protogiannis for joining this week's pod!
https://www.linkedin.com/in/ioanna-protogiannis/

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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
(39:33) - Conclusion and Final Thoughts

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