Next in Media

Mike and Ari discuss Peacock streaming NFL games, Google layoffs and automation, challenges of clean rooms, the future of trade shows like CES, importance of technical execution in streaming, decline of linear TV, rise of sports streaming and advertising.

Next in Media spoke to Dylan Collins, former executive at Epic Games, about the evolution of gaming over the past decade, and what brands and media companies need to understand about Gen Z and Gen Alpha's love of social, UGC gaming platforms like Fortnite and Roblox. Guest: Dylan CollinsHost: Mike ShieldsSponsored by: KochavaSponsored by: PublicaProduced by: Fresh Take TakeawaysSuper Awesome started as a kids media company and evolved into a provider of tools for kids digital media.Fortnite and Roblox have become popular gaming platforms for young audiences.Brands and advertisers are increasingly interested in reaching young audiences on platforms like Fortnite and Roblox.In-game advertising on user-generated content platforms is still evolving and faces challenges in terms of ease of buying and scalability.The future of advertising on these platforms may involve rewarded mechanics and long-term partnerships with brands.Chapters00:00 Introduction and Background01:14 Starting Super Awesome02:08 Challenges in Financing03:29 Expanding Beyond Kids Ad Tech04:20 Building Tools for Kids Digital Media05:09 Importance of Parental Consent06:08 Expansion into Content and Community Tools07:15 Expansion of Customer Base08:11 Rise of Kids as a Visible Audience09:42 Success of Fortnite and Roblox10:47 Fortnite's Appeal to Young Audiences12:16 Fortnite as a Social and Gaming Platform13:39 Shift from Social Platforms to Gaming Platforms15:09 Brands and Advertising in Fortnite and Roblox18:28 Long-Term Partnerships with Brands20:23 Transition to Long-Term Thinking22:37 Challenges in In-Game Advertising24:24 Importance of Making Buying Ads Easy25:18 Supporting Brands and Advertisers on UGC Platforms26:16 The Future of Advertising on UGC Platforms27:43 Acquisition by Epic Games29:27 Growing Importance of Young Audiences30:23 Generational vs. Cohort Platforms32:37 Future of Fortnite and Roblox34:12 Empowerment of Younger Audiences37:30 Conclusion

Ad consultancy expert Brian Wieser discusses the state of the ad market, emphasizing the need for TV to adapt to new advertising methods. The podcast explores the imbalance between digital platforms and traditional advertising, the growing demand for accountability and performance, the challenges faced by TV, and the slow growth of game advertising.

Next in Media's new Week In Review show features Ari Paparo and Mike breaking down the biggest stories in media and advertising this week, including the debacle that is The Messenger and the worst case scenario for cookies.TakeawaysThe failure of The Messenger highlights the challenges faced by digital media companies in the current landscape.Mainstream media companies need to adapt to changing consumer preferences and business models to stay relevant.Personal biases can influence opinions and perceptions of media companies and their success or failure.The advertising industry is facing challenges with the proliferation of retail media networks and the impending cookie deprecation.Chapters00:00 Introduction and Experimentation00:28 Discussion on The Messenger01:47 The Failure of The Messenger03:01 The Challenges of Mainstream Media04:33 Personal Bias and Schadenfreude05:09 High Paying Journalism Jobs06:30 The Success of Semaphore07:59 Quibi's Failed Partnership08:55 Quibi's Unusual Content11:10 Issues in the Ad Business11:56 Proliferation of Retail Media Networks12:56 Frustration with Cookie Deprecation14:08 The Impact of Cookie Deprecation17:22 Shift to CTV and Disruption in Advertising19:12 Consolidation in the Streaming Industry

Catherine Perloff, Platforms reporter at Adweek, shares the biggest stories of 2023 in media and advertising, including transparency issues in ad tech, ad tech consolidation, Google's scandals, the rise of AI in media buying, the impact of TikTok in marketing, and the uncertainty of the future of ad tech.

Next in Media talked with Jason Bunge, CMO of Hasbro, on why there are more options than ever to advertise to kids, and why the kids landscape is also more challenging and uncertain to navigate. Guest: Jason BungeHost: Mike ShieldsIn Partnership with: Comcast AdvertisingProduced by: Fresh Take TakeawaysThe landscape of kids media and marketing is constantly evolving, with digital platforms and streaming services playing a significant role in content consumption.Creating impactful and authentic content is crucial in engaging with young audiences, and user-generated content can be highly effective in driving engagement and virality.Marketing to gamers requires authenticity and a deep understanding of the gaming community, with partnerships and collaborations with gaming platforms offering valuable opportunities.Co-viewing is a growing trend among families, providing marketers with the opportunity to tell compelling stories that resonate with a broader audience.Owned social presence is becoming increasingly important, as paid media alone is less effective in reaching and engaging consumers, and an always-on approach is necessary for building brand health and driving demand.Chapters00:00 Introduction00:42 State of Kids Media and Marketing03:20 Changing Landscape of Content Consumption05:08 Content and Engagement in Marketing07:48 Creating Impactful Content09:48 Engaging with User-Generated Content14:25 Authenticity in Marketing to Gamers17:07 Co-Viewing and Changing Family Dynamics18:55 Approaching Kids and Parents as Target Audiences20:30 The Role of Video Games in Marketing21:30 Leveraging Brands and IP in Advertising22:39 The Importance of Owned Social Presence24:12 Moving Away from Seasonal Marketing25:00 Transition from Video Games to Toys27:08 Savviness of Kids and Influencing Parents28:23 Conclusion

Next in Media spoke with Evan Hovorka, VP Product and Innovation Albertsons Media Collective, about his experience in the earliest days of retail media inside of Target, and how he's taken those lessons to Albertsons, which has become a serious ads player in just a few short years. Hovorka also discussed how the retail media category needs to graduate beyond advertising 101, and AI might help bring things to a new level. Guest: Evan HovorkaHost: Mike ShieldsIn Partnership with: Comcast AdvertisingProduced by: Fresh Take

Next in Media, I spoke with Larry Fitzgibbon, co-founder and CEO of Tastemade - the food and travel centric media brand that was born on YouTube but now produces for every major social video platform. Today Tastemade has pushed aggressively into TV, and Larry and I how the production and business models in that medium are radically different. Guest: Larry FitzgibbonHost: Mike ShieldsIn Partnership with: Comcast AdvertisingProduced by: Fresh Take

Next in Media spoke with Ryan Detert, CEO of Influential, one of the top firms helping brands sort through the world of influencers and social platforms. Detert talked about the state of TikTok, and what many marketers miss regarding its power over younger audiences. Detert also talked about whether he sees potential in social shopping in the US, and which influencers are on the rise. Guest: Ryan DetertHost:Mike ShieldsIn Partnership with: Comcast AdvertisingProduced by: Fresh Take

Mark McKee, GM of Freewheel, discusses the challenges in CTV ad delivery on FAST channels and the need to clean up supply chains. They also explore the future of programmatic in the CTV market and the importance of higher standards and transparency. The strategic acquisitions by Comcast and the role of tools like Trade are highlighted. The speaker shares predictions for the industry in 2024 and their hobby of revisiting plays they were in as an adult.