The Six Sells Podcast

Samraj Matharu has worked at most of the large media agency groups during his career to date, specialising in data, analytics, algorithms, marketing science and AI.In this conversation, Samraj talks to Mike Nicholson at Six Sells about this, and a lot more:Attention metricsAIMulti-signal algorithmic buying

In this episode of The Six Sells Podcast, I’m joined by Filippo Gramigna, co-CEO at OneTag.We talk about the evolution of programmatic advertising, the real meaning of curation, and how OneTag has quietly built a lean, profitable ad tech business that cuts out the noise and delivers outcomes.Filippo explains how curation can improve attention, reduce waste, lower carbon emissions, and boost CPMs – all while making media advertising more efficient for buyers and sellers. If you’re in ad tech or work anywhere near programmatic, this one’s worth your time.

In this episode of The Six Sells Podcast, Sophie Toth talks to Mike Nicholson about a range of topics, starting with Sophie's journey from Hungary to leadership roles in European media and adtech, and now leading ad monetisation at Rakuten Viber – a messaging super app with global scale. Other topics include:Why apps are set to thrive in a post-cookie worldHow Viber balances user experience with ad monetisationThe unique strengths of messaging apps for marketersHer views on AI's practical role in programmatic and content creationThe story behind the Women in Programmatic Network, which now supports thousands of women globallyTrends in curation, partnerships, and the return to trusted marketplaces

Media effectiveness with Nick Pugh, MD EMEA, at Ebiquity. In this episode, Nick Pugh, Managing Director at Ebiquity, spoke to Mike Nicholson of Six Sells to unpack what real media effectiveness looks like in 2024.Nick shares insights on:✅ What media effectiveness really means (spoiler: it’s not just ROI)✅ The link between attention and outcomes✅ Why econometrics isn’t enough on its own✅ The role of creative and brand assets in long-term impact✅ How marketers can blend strategy, measurement, and media planning✅ Behind-the-scenes on a groundbreaking study with Lumen ResearchIf marketing, media, advertising or adtech is your thing, please subscribe to this channel.#MarketingEffectiveness #MediaROI #AttentionMetrics #AdvertisingStrategy

In this episode of The Six Sells Podcast, I spoke to Emily Roberts, Head of Digital, at the Responsible Marketing Advisory.Some of the topics we covered include:- Brands funding terror and child abuse content- Transparency and the dangers to CMO’s- Emily’s advice on how to avoid this for your brand- The explosion of sites on a media plan- Exclusion/inclusion lists and the challenges- The importance of brands supporting news brands- Hard news is OK in print, why not online?- Are trusted, curated site lists the answer?The Six Sells Podcast is sponsored by Lumen Research - Lumen are an eye-tracking technology company that is enabling CMO’s to plan, buy, optimise and measure media investment towards real human attention.#Marketing #Media #Advertising #Transparency #BrandSafety

In this episode of The Six Sells Podcast, Mike Nicholson, CEO at Six Sells, speaks with Richard Hicks, COO at C-Screens. The topics were varied, and include:The founding story of C-Screens and its mission to connect audiences via TV out of homeWhat TV out of home is and how it extends linear TV and CTV reachThe role of dwell time in audience engagement and advertising impactHow C-Screens solves key CTV challenges: frequency capping, buffering, and transparencyExclusive content partnerships including Sky, TikTok, and live sports rightsReal-world case studies showing uplift in sales and engagement (e.g. Innocent Smoothies, Robinsons)Emerging ad formats: QR code activations, interactive skins, and contextual creativeHow C-Screens measures advertising impact using MAC address technology and RS&A auditsThe shift from traditional TV buying to programmatic TV and CTV integrationThe growing role of AV teams in planning across TV, CTV, and out of homeFuture plans for regional targeting, content licensing, and product placement at scaleThe opportunity for brands to test and optimise creative in high-attention environments

In this episode of The Six Sells Podcast, Mike Nicholson speaks to Hamid Habib, Managing Director at Arena (formerly Havas Entertainment), to explore what makes modern media strategy effective.Hamid and Mike discuss how to align audience strategy, creative integration, and flexible planning in a fast-changing media landscape.Topics covered include:⦿ Hiring for attitude, training for skill⦿ Moving from rigid to flexible planning models⦿ Audience strategy using propensity modelling⦿ Choosing meaningful media over maximum reach⦿ Integrating media and creative for better outcomes⦿ Creating digital content tailored to platform behavioursWhether you’re in media planning, advertising strategy, or creative production, this conversation offers practical insight from a proven leader in the field.#adtech #advertising #media #marketing

‍‍How can brands optimise video advertising for real human attention?In this episode of The Six Sells Podcast, Mike Nicholson speaks with Nikhil Jain (Dailymotion) and Mike Follett (Lumen Research) to explore the latest insights on video advertising, interactivity, and attention measurement.💡 Topics covered:How Dailymotion uses enriched ad formats to increase brand recall.Why Lumen Research's eye-tracking tech helps brands plan, buy, and measure ads effectively.The role of context, interactivity, and sequencing in driving better ad engagement.The future of attention-based advertising and how brands can optimise video for maximum impact.A big thanks to Lumen Research for sponsoring the podcast!🔔 - Follow Six Sells on LinkedIn to get notifications of future episodes.

In this episode of The Six Sells Podcast, the shows first ever guest, Matt Stockbridge, speaks to Mike Nicholson about marketing effectiveness, and more.

In this episode, Mike Nicholson at Six Sells speaks with Dean Harris from Co-op Retail Media about a wide range of topics, including:The Power of Attention in Retail MediaOne of the most fascinating parts of our conversation was Co-op’s research with Lumen Research, which used eye-tracking technology to measure attention in convenience stores versus larger supermarkets. The results were impressive:Twice the ad visibility in convenience stores.Three times the attention (people looked at ads for longer).Four times higher brand recall compared to larger-format stores.These findings suggest that in-store advertising isn’t just about driving last-minute purchases—it can build brand equity, just like traditional media. When you consider that Co-op stores are highly frequented, those repeated exposures add up, reinforcing mental availability for brands over time.#RetailMedia #Advertising #Marketing