The podcast discusses AI announcements by the US President and Microsoft, as well as Google's integration of AI into search. They also talk about Elon Musk's company meeting and Disney's acquisition of the rest of Hulu. Other topics include Joe's new website, IP addresses, and Omnicom buying Flywheel.
Live events can be a revenue-driving channel, build community, and create additional content.
Robert Riggs can approach potential underwriters/sponsors to support the success of live events.
Marketers must focus on building owned media and gathering first-party data for personalized advertising.
Deep dives
Creating Live Events to Engage with the Audience
Robert Riggs is exploring the idea of taking his true crime podcast, True Crime Reporter, on the road with live events. He wants to own his audience and control distribution without being at the mercy of big networks. He asks for advice on underwriting and sponsorships. He plans to secure free venues at universities and seeks corporate underwriters. He's open to partnering with other media operations to reach his target audience. He also hopes to record the events to create additional content.
Leveraging Live Events for Revenue and Building a Subscribed Audience
Robert Riggs can use the live events as a new revenue-driving channel and a way to build a subscribed audience. By requiring registration or collecting information from attendees, he can build a community around the events. He can leverage the recorded content to create additional content, such as videos, photos, and written content. Robert can also consider following the model of Louis C.K., who owns the distribution of his shows and specials through e-commerce on his website, using appearances in movies and TV shows as marketing.
Seeking Underwriters and Sponsors for Live Events
Robert Riggs can approach potential underwriters and sponsors who have an interest in reaching his target audience. For example, organizations like the FBI or armed forces might be interested in underwriting events to showcase their positive work and encourage more sign-ups. Robert can also explore partnerships with companies in related industries or media operations who want to reach his audience. Underwriting can help alleviate some of the financial pressure and support the success of the live events.
Google's changes to IP addresses and the need for first-party data
Google has introduced features that cloak IP addresses in its Chrome browser, similar to what Apple has done with Safari. This move poses challenges for AdTech and programmatic advertising, highlighting the importance of first-party data for personalized experiences. Marketers need to focus on building owned media and gathering first-party data to adapt to these changes and deliver targeted advertising.
Omnicom's acquisition of Flywheel and the emphasis on first-party data
Omnicom's acquisition of Flywheel, previously a product of Essential, highlights the increasing importance of first-party data and content creation in retail media and e-commerce. As the ad industry faces the decline of third-party cookies, marketers must strive to gather and leverage first-party data for effective targeting and personalization. The acquisition underscores the need for marketers to prioritize content creation and data acquisition in order to thrive in the evolving advertising landscape.
A special 400th episode of This Old Marketing. And yes, the boys are getting up there!
Joe and Robert discuss AI announcements by the US President and Microsoft (launching of Copilot), as well as Google integrating AI into search. For AI to work well, it needs to be working from a correct set of information. Is that the case or should we be worried?
Elon holds a company meeting and talks about X doing almost everything. It's too bad that Apple and Google have a head start in this area.
And Disney buys out the rest of Hulu. Good thing? Regardless, Disney is having operational challenges.
Rants and raves include Joe's new website, IP addresses and Omnicom buying Flywheel.
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