Next in Media
Mike Shields
Everything we know about the media, marketing and advertising business is being completely upended thanks to technology and data. We're talking with some of the top industry leaders as they steer their companies through constant change.
Episodes
Mentioned books
Mar 14, 2023 • 23min
Why even the most traditional marketers need to act like DTC brands - even if the revenue is tiny
Next in Marketing spoke with Tracy Stallard, former Global VP at AB InBev, and now VP of marketing at the plant based food company Upfield about the value brands - even CPGs - can gain from testing selling products directly, even if that's not their core business. Stallard also talked about why the pricing disparity between linear TV and streaming is way out of whack, why the business finds itself in a 'currency scary world' and why she's advocating for an Attentive Reach metric in this year's upfront. Guest: Tracy StallardHost: Anthony Spano
Mar 7, 2023 • 30min
Why Havas wants to target your emotional state
Next in Marketing spoke with Parvati Vaish VP, Director of Analytics at Havas Media Group about whether the push for consumer privacy is going to cripple ad targeting, how Attention metrics could reshape television, and why the company is looking to build out a proprietary set of tools designed to show ads to people based on how they feel at a given moment. Guest: Parvati VaishHost: Mike Shields
Mar 2, 2023 • 31min
"It's astonishing that the industry has managed to make television advertising worse in a digital age"
Next in Marketing spoke with Joe Marchese, partner at Human Ventures, and Marc Guldimann, founder and CEO of Adelaide, about why the TV ad model is broken, and why we're still not valuing attention correctly. Marchese and Guldimann also helped break down why it's so hard to get the ad world to change currencies, but why this time around brands may force change on the media ecosystem. Guest(s): Joe Marchese, Marc GuldimannHost: Mike Shields
Feb 21, 2023 • 56min
Part 1: "We saw a huge opportunity for currency correction" // Part II: "As a media owner, you don't' control the creative...you can't be held accountable"
Next in Marketing hosted a debate on the future of Attention as a form of media and ad measurement - and whether it should be used as a new form of currency. The debate featured Joanne Leong SVP, Global Partnerships at dentsu, Julian Zilberbrand, EVP Advanced Media, Paramount, and Marc Guldimann Founder & CEO of the attention focused startup Adelaide. Later on, we talk to Bayer's Paul Gelb on how he's handling currency overload in 2023. Guest(s): Joanne Leong, Julian Zilberbrand, Marc Guldimann, Paul GelbHost: Mike Shields
Feb 14, 2023 • 32min
Why the Financial Times is ultra conservative with programmatic ads and data
Next in Marketing spoke to Brendan Spain,VP, Advertising - Americas at Financial Times about how why the publication limits its use of ad tech and exchanges, and hasn't gone wild using clean rooms. Instead the FT is zeroing in on using Attention as truer measure of the value of its ads. Guest: Brendan SpainHost: Mike Shields
Feb 7, 2023 • 38min
Jonah Goodhart thinks the ad business needs a complete do-over on measurement - and AI will lead the way
The ad tech pioneer and Moat founder spoke about why he thinks attention and quality scores matter far more to brands than finding a new ad currency. Goodhart spoke to Next in Marketing about his latest investments in metrics startups, and how he sees digital ad creative as the next frontier for innovation. Guest: Jonah GoodhartHost: Mike Shields
Jan 26, 2023 • 32min
"Not everyone is going to succeed" - Why Retail Media is ripe for consolidation
Next in Marketing spoke to Insider Intelligence Principle Analyst Andrew Lipsman about what he sees as "the Third Wave" in digital advertising. Following upon the masssive category launches we've seen over the past two decades- first search and social - retail media is set to become a $45 billion category. That said, not every retailer is likely to be able to manage these businesses on their own, given how dominant Amazon, Walmart and a few other players have become. Lipsman predicts partnership and ad tech rollups as this category continues to surge in 2023. Guest: Andrew LipsmanHost: Mike Shields
Jan 19, 2023 • 39min
Why so many big marketers still don't understand gaming
Next in Marketing, spoke with Jonathan Stringfield, VP, Global Business Research & Marketing at Activision Blizzard about the persistent knowledge gap in the marketing world regarding the opportunities that exist in gaming. Stringfield who recently published the book Get in the Game: How to Level Up Your Business with Gaming, Esports, and Emerging Technologies, also offered some real talk on Google's Stadia's failure and Netflix's gaming prospects. Guest: Jonathan StringfieldHost: Mike Shields
Jan 12, 2023 • 32min
"It's a huge change...it's been a 20-year journey" - why Nielsen One has a shot at radically changing the TV business
Next in Marketing talked with Karthik Rao, CEO of Nielsen Audience Measurement about the company's new Nielsen One Ads product, which promises to bring far more clarity to TV ad buying, and finally fix the CTV frequency nightmare. Guest: Karthik RaoHost: Mike Shields
Jan 5, 2023 • 42min
The Trade Desk on fighting walled gardens and trying to keep Google honest
Next in Marketing talked to The Trade Desk Chief Client Officer Jed Dederick about why big media companies eventually give into programmatic selling for CTV, whether it will matter if the Feds break up Google, and how the company plans to further crack retail media. Guest: Jed DederickHost: Mike Shields
