Next in Media

Next in Media talked to Selina Sykes, Global Marketing Transformation Leader for Beauty and Wellbeing at Unilever, about the company's ambitious goal to allocate half of its media budget to creators. The conversation explored how a legacy CPG giant is reimagining its marketing model to stay relevant in a social-first world.Sykes discussed Unilever's shift from traditional broadcast advertising to a "many-to-many" model that harnesses communities and creators. She shared insights on building authentic creator partnerships, the success of campaigns like Vaseline Verified, and how AI is being integrated into their content supply chain. The conversation also covered social commerce opportunities, the balance between scaled operations and authentic creator relationships, and the future of AI-driven shopping experiences.Join us for this insightful discussion on how traditional brands can successfully navigate the creator economy while maintaining authenticity at scale.🔖Chapters:[00:01:18] Introduction and Selina's Role at Unilever[00:03:02] Staying Relevant in Beauty's Fast-Moving Landscape[00:06:30] The Decision to Spend Half Media Budget on Creators[00:08:29] Executing Creator Partnerships at Scale[00:12:45] Case Study: Vaseline Verified Campaign Success[00:15:24] Social Commerce and TikTok Shop Strategy[00:18:18] AI Integration in Content Creation and Media[00:21:53] The Future of AI Shopping Agents💡Takeaways:🎯 Unilever is shifting from "one-to-many" broadcast to "many-to-many" creator-driven marketing to stay culturally relevant📊 The company aims to allocate exactly 50% of its media budget to creator partnerships and content🤝 Creator relationships range from long-term "co-founder" collaborations to scaled content partnerships with smaller creators✨ The Vaseline Verified campaign leveraged 3.5 million organic brand mentions, working with creators to scientifically verify popular "hacks"🛒 Social commerce is viewed as a key channel, with emphasis on affiliate programs and shoppable content experiences🤖 AI is being integrated across the marketing ecosystem through "AI studios" in each market, focusing on human-AI collaboration🎨 Quality control remains paramount - AI augments human creativity rather than replacing human oversight🛍️ AI shopping agents are expected to become a new channel complementing rather than replacing existing shopping experiences🔄 The creator economy allows brands to tap into authentic community conversations that were previously happening without brand involvement🌟 Success requires balancing brand authenticity with the need to operate at Unilever's massive scaleFollow Silena Sykes: https://linkedin.com/in/selina-sykes-0619b62b?originalSubdomain=uk Unilever: https://unilever.com 

Next in Media talked to Dhar Mann, Creator and founder of Dhar Mann Studios, and Sean Atkins, CEO of Dhar Mann Studios, about building one of YouTube's most successful scripted content operations. They discussed creating family-friendly scripted series at scale, working with brands beyond traditional advertising, and expanding their studio model to support other creators.Mann and Atkins also covered why scripted content is breaking through on YouTube, their Samsung TV Plus deal, and positioning as the future of creator-driven media.🔖Chapters:00:00 - Introduction to Dhar Mann and Sean Atkins02:36 - From Personal Stories to Scripted Content at Scale06:00 - Building Infrastructure and Leadership08:22 - Expanding to Multi-Creator Studio Model11:50 - Why Scripted Content Works on YouTube14:49 - Traditional Media's Failed Creator Acquisitions18:20 - Brand Partnerships Beyond Platform Revenue22:17 - YouTube's Role in Creator-Brand Relationships26:00 - Television and Fast Channels for Creators29:00 - What Brands Need for Creator Success💡Takeaways:🎬 Dhar Mann Studios produces five shows weekly on a 21-day script-to-screen cycle, enabling real-time cultural relevance.📺 The company operates 66 sets across 125,000 square feet with creator-level efficiency and economics.🚀 Unlike talent-dependent creators, Dhar Mann built a scalable format not requiring his appearance in every video.👨‍👩‍👧‍👦 Family-friendly co-viewing content serves a massive underserved audience.💰 Bootstrapped and profitable since day one through platform revenue before expanding to brand partnerships.🎯 Brands are shifting from transactional relationships to long-term partnerships including co-developed studios.⚡ The 21-day production cycle lets brands move at culture's speed for scripted content.🏢 Fifth Quarter agency helps other creators build sustainable businesses using their infrastructure.📱 Samsung TV Plus provides validation and revenue diversification while reaching traditional viewing audiences.🔮 Creators will become challenger brands in verticals where they've built expertise through partnerships.Follow Dhar Mann: linkedin.com/in/dharmann

Kelly MacLean, Vice President at Amazon and a former professional soccer player, shares her journey from sports to ad tech. She discusses the transformation of Amazon's Demand-Side Platform from a single-use tool to a multi-functional powerhouse, enhancing performance by over 40%. Kelly highlights the innovative 'crystal box' AI approach, ensuring transparency in automated advertising. With Amazon's unique reach to over 80 million CTV households and industry-low fees, she reveals what's next in the ever-evolving landscape of digital advertising.

Walker Jacobs, Global Chief Revenue Officer at DAZN, shares insights into the world of sports streaming. He discusses the ambitious launch of the FIFA Club World Cup, detailing how it managed to deliver 64 matches across 196 countries in just six months. Jacobs highlights lessons from Amazon's Thursday Night Football and emphasizes the importance of mastering the basics for new streaming platforms. He also touches on DAZN's growth in the U.S. market, focusing on new original content and expanding into Spanish-language soccer and NFL programming.

Drew Muller, VP and General Manager of House of Highlights, dives into the transformative Creator League, which pairs top creators like Kai Cenat and Jesser in thrilling sports tournaments for substantial prize money. He discusses how media brands are evolving from content aggregators to creators themselves, focusing on engaging the youth audience. Drew also highlights innovative brand partnerships and the intriguing shift towards a unique live viewing experience that captivates Gen Z sports fans, blending traditional and digital entertainment seamlessly.

Next in Media chatted with Rich Bloom, GM, Creator Programs & EVP, Business Development at Tubi, about the Fox-owned streamers new creator program, which has quickly expanded for five to 50 participants. Bloom also talked about Tubi's overall growth, Gen Z misconceptions, and whether TV needs to adopt more YouTube-like qualities.💡Takeaways:🎬 Creator Content is Blurring the Lines with Traditional TV: The distinction between content from native digital creators and traditional Hollywood content is becoming increasingly blurry, with creators now producing longer-form, high-quality content that is being watched on television.🤝 Collaborative Partnerships are a New Path to Hollywood: Tubi is creating a program called "Tubi For Creators" that provides native digital creators with a path to elevate their careers and businesses by giving them a way to work with Tubi.📈 Success Comes from Leveraging Existing Audiences: The success of Tubi’s original movie Sideline was a result of bringing together the built-in fandoms of a popular Wattpad novel and a huge TikTok star, Noah Beck, who was eager to cross over into acting.🚫 Accessibility and Low Friction are Key to Attracting Young Viewers: The absence of a paywall on Tubi makes it an accessible platform that encourages young audiences, like those on TikTok, to easily transition from a clip on their phone to watching the full content on Tubi.💰 Creators Are the New Media Startups: Creators are seen as sophisticated media startups that produce content, own their own IP, have large distribution channels, and have huge, loyal fan bases.🎙 Guest: Rich Bloom🎤 Host: Mike Shields📺 Sponsor: Elemental TV & Linkedin🎬 Producer: FEL Creative

Next in Media spoke with Marketecture CEO Ari Paparo, author of the new book "Yield: How Google Bought, Built, and Bullied Its Way to Advertising Dominance" about how Google was able to build a monopoly on programmatic ads, despite so many people in the ad industry shouting about it for years - and whether we can stop the next one.💡Takeaways:🏛️ The initial small scale of programmatic advertising in the early 2000s made it difficult for regulators to foresee its future dominance, allowing Google's DoubleClick acquisition to proceed with less scrutiny than it might warrant today.⚔️ Google's ownership of the ad server provided a significant competitive advantage, enabling it to "snipe" bids and secure ad inventory by having insight into auction prices.🔍 Regulators initially overlooked the critical advantage of Google's ad server being connected to its exchange, a factor that proved more significant than simply a company selling ads also owning a marketplace.🤫 Google's acquisition of Invite Media (which became DV360) for a relatively low price (around $80 million) reportedly allowed it to avoid significant antitrust scrutiny, highlighting a potential loophole in regulatory oversight based on transaction size.⚖️ The lack of specific regulations governing advertising market transactions, unlike financial markets, meant that the ad industry operated largely on "best behavior and contract law," creating vulnerabilities for anti-competitive practices.🗣️ Publisher dissatisfaction with Google's actions, such as removing features like UPR, played a significant role in fueling antitrust scrutiny and demonstrating the company's "total arrogance".🌍 Unlike the US, the Digital Markets Act in Europe provides regulators with tools to intervene based on a company's scale of power, offering a potential model for preventing future monopolies in the digital advertising space.🎙 Guest: Ari Paparo🎤 Host: Mike Shields📺 Sponsor: Elemental TV🎬 Producer: FEL Creative

Next in Media spoke with WPP Media's Jessica Brown and Spark Foundry Worldwide's Kelly Metz, focusing on YouTube's growing role in the TV marketplace, the shift towards holistic video measurement, the increasing importance of AI and streamlined approaches in media buying, and the evolving challenges and opportunities in creator partnerships and cross-platform attribution.💡Takeaways:📺 YouTube's Growing TV Presence: YouTube is increasingly seen as a significant part of the TV landscape, with viewership numbers supporting its inclusion in TV consumption.📱 Short-Form Content on TV: YouTube Shorts are surprisingly popular on television, prompting discussions on whether short-form content like TikTok and YouTube Shorts should be considered alongside traditional TV in video strategies.🚀 Social-First and Short-Form Strategies: Brands should consider starting with social-first and short-form content, depending on their audience and message, as there are various options for reaching consumers.🤝 Streamlined Creator Partnerships: While finding and activating creators at scale remains challenging, companies are making strategic acquisitions and developing agile processes to simplify creator deals and get campaigns to market quickly.📊 Need for Holistic Measurement: There's a strong demand for better, more comprehensive, and consistent measurement across all media platforms, including walled gardens, to compare performance effectively and understand ROI.🤖 AI and Tech in Media Buying: Technology and AI are becoming increasingly important for media buying, helping to streamline approaches, inform product choices, and create more effective and impactful campaigns.🎙 Guests: Jessica Brown & Kelly Metz🎤 Host: Mike Shields📺 Sponsor: Elemental TV🎬 Producer: FEL Creative

This episode is brought to you by Walmart Connect. From homepage to home improvement. Win Carts and Minds with Walmart Connect.Next in Media spoke with Sarah Hofstetter, chairwoman of Profitero, a division of Publicis, about the haves and have nots in retail media, whether the big players TV presence is going to cause a bifurcation in the market, and what agentic shopping might do to the whole category.💡Takeaways:💸 Retail Media Explosion & Consolidation: The retail media sector has seen significant growth, with major players like Amazon and Walmart developing substantial advertising businesses, leading to a tiered market with a few dominant players and a long tail of smaller networks.🔄 Buyer vs. Seller Disconnect: There's a fundamental disconnect between media buyers who desire consolidation and retailers who view retail media as a crucial revenue stream from suppliers, creating tension in the market.🛍️ Shifting Budget Allocation & Mindset: Traditional shopper marketing budgets, historically controlled by sales teams for in-store presence, are now clashing with digital media spending, requiring a shift in mindset within brands to prioritize "digital end-caps" like search and display.🛒 Omnichannel Attribution Complexity: Measuring the impact of digital shelf presence on in-store purchases and vice-versa is a significant challenge, as current attribution models often fail to connect these fluid customer journeys.🤖 AI's Impact on Shopping & Search: Agentic AI is poised to disrupt traditional search and shopping behaviors, compelling retailers, agencies, and brands to collaborate on co-creating future shopping experiences and leveraging AI for workflow automation and efficiency.🎙 Guest: Sarah Hofstetter🎤 Host: Mike Shields📺 Sponsor: Walmart Connect🎬 Producer: FEL Creative

In this episode of Next in Media, Mike Shields interviews Dani Mariano, CEO of Razorfish, about their research into Gen Alpha, highlighting this generation's unique media consumption habits, brand maturity, and influence on household purchasing decisions, as well as Razorfish's "creator collab" program designed to meet the evolving demands of creator-centric marketing.💡 Takeaways:👶 Gen Alpha is more "Gen Z than Gen Z" at age 10 and will fundamentally change marketing, moving beyond the "mini-millennial" or "mini-Gen Z" expectations that marketers had for previous generations.🤝 Gen Alpha seeks co-creation with brands, desiring to be part of shaping a brand's future rather than just earning loyalty through transactional means.👨‍👩‍👧‍👦 Gen Alpha, referred to as the "gateway generation," holds significant influence over household purchasing decisions, including major items like smart refrigerators and cars, due to their consumption of influencer content.📈 Gen Alpha exhibits extreme brand maturity, favoring sophisticated brands like Nike, Apple, and Samsung at age 10, unlike previous generations who preferred typical young-people brands such as cookies and cereal.🎯 Gen Alpha has twice as many interests as Gen Z did at the same age, requiring marketers to consider how influencer programs can scale and break through a high volume of content consumption.📝 Razorfish utilizes an in-house "creator collab" with on-staff creators to quickly produce polished, on-brief social content for clients' organic feeds, distinct from traditional influencer programs focused on creator followings.🤖 AI-powered decisioning tools, like those at Publicis Groupe, are crucial for understanding audiences at an individual level, enabling marketers to match content format with media platforms for targeted reach and efficient media strategy.🎙 Guest: Dani Mariano🎤 Host: Mike Shields📺 Sponsor: VuePlanner🎬 Producer: FEL Creative