Next in Media

Next in Creator Media spoke with Erica Ortega, Director of Product Marketing at Tubular Labs about whether users bailed on TikTok during the very short ban, which platforms might win if TikTok disappears, and why not every short form platform is the same.Takeaways:Tubular Labs: The Leader in Social Video InsightsTubular Labs provides unparalleled analytics on audience behaviors across platforms like YouTube, TikTok, Instagram, Facebook, and Twitch.Social Video Trends: Staying AdaptiveTikTok Resilience: Despite uncertainties, TikTok continues to dominate short-form content, with creators adapting quickly to trends. Charlie D'Amelio's three-day blitz showcased the platform's potential for rapid impact.Short-Form vs. Long-Form: A Strategic BalanceBrands are leveraging both long-form and short-form video strategies. Long-form videos offer monetization opportunities (e.g., YouTube ads), while short-form content appeals to quick, algorithm-driven engagements.TikTok Alternatives: Shifting AudiencesPlatforms like YouTube Shorts and Instagram Reels are vying for attention, but Gen Z loyalty to TikTok suggests unique challenges for competitors.Effective Brand Strategies for Social MediaPartnerships with Influencers: Collaborating with niche creators ensures authenticity and targeted reach. Tubular’s tools help brands find emerging talent before they become too costly.Data Trends Driving InnovationClients seek real-time, actionable data to identify new trends and streamline strategies. Tubular offers advanced filtering to cut through noise and spotlight key opportunities.Guest: Erica OrtegaHost: Mike ShieldsSponsor: VuePlannerProducer: FEL Creative  

Next in Media spoke with Ross Benes, senior analyst at eMarketer about the flood of new ad inventory in CTV, whether brands are really embracing addressable TV ads in a big way, and why we're currently obsessed with 90s trash culture.Check out Benes' book 1999: The Year Low Culture Conquered America and Kickstarted Our Bizarre Times (Politics and Popular Culture)Takeaways:• Streaming Dominance: Streaming accounts for nearly 50% of TV time but only 15% of ad revenue. • Linear TV's Revenue Lead: Despite streaming's popularity, linear TV generates six times the ad revenue of streaming due to higher ad loads and traditional viewer habits.• Shift in Viewer Habits: Streaming time is expected to surpass linear TV soon, with ad spending following a few years later. Businesses should prepare for this gradual migration of ad budgets.• Emergence of Smaller Advertisers: Streaming platforms like Roku and Disney+ are developing tools to attract small to mid-size advertisers, following the model of social platforms like Facebook.• Challenges in Streaming Metrics: Advertisers face confusion with inconsistent measurement systems across platforms. • AI in Media Buying: The adoption of AI in programmatic advertising is growing, but many tools are repackaged versions of existing technologies. • Generational Shifts in Content Nostalgia: Millennials and young Gen Xers are driving a revival of 1990s culture, offering opportunities for marketers to leverage nostalgia in campaigns.• Streaming Platforms Entering Sports: Netflix is experimenting with sports events, signaling a potential major push into sports broadcasting. • YouTube's Growing Role in Sports: YouTube's acquisition of NFL Sunday Ticket shows its ambitions in sports broadcasting. Guest: Ross BenesHost: Mike ShieldsSponsor: Epsilon Producer: FEL Creative  

Next in Creator Media spoke with Sol Betesh Co-Founder & CEO at Fallen Media, the company behind viral hits like Street Hearts and What's Popping, on why he's bullish on predictable, original series on short form platforms.Betesh also talked about why brands are still asking lots of elementary questions when working with creators, and how he's planning to deal with a potential TikTok ban.Takeaways:• Short-form Video is King: Platforms like TikTok, Instagram Reels, and YouTube Shorts dominate modern content consumption. • Content Development is Strategic: Successful short-form series like "What's Poppin'" demonstrate the importance of iterative testing and audience feedback to refine formats and achieve viral success.• Monetization Evolves Over Time: Initial revenue streams for creators may start modestly, but with consistent hits and engagement, brands begin seeking partnerships, as seen with collaborations from Adidas and Expedia.• Brand Partnerships Benefit from Custom Integration: Creative campaigns, such as Westin's king-size bed in Central Park, showcase how unique content concepts can elevate brand visibility and audience connection.• Consistency Builds Trust: Regular posting and series predictability resonate with both audiences and brands, much like traditional entertainment models adapted for short-form platforms.• Agile Adaptation Across Platforms: While TikTok leads short-form innovation, creators hedge risks by maintaining strong presences on Instagram Reels, YouTube Shorts, and emerging alternatives like Snap Spotlight.• Creative Collaboration Over Focus Groups: Brands increasingly entrust creators to align with their vision while retaining creative control, simplifying processes to deliver authentic and engaging content.• Future of Short-form to Long-form: Successful short-form series often act as testbeds for scaling into longer formats, bridging gaps between digital platforms and traditional media outlets.Guest: Sol BeteshHost: Mike ShieldsSponsor: VuePlannerProducer: FEL Creative

Mark Wagman, Managing Director at MediaLink and Partner at UTA, shares his insights on the shifting landscape of media and marketing. He emphasizes how AI is evolving from a cost-cutting tool to a powerful asset for boosting productivity and ROI. The conversation dives into the complexities of identity and targeting in connected TV advertising, highlighting collaboration between giants like Disney and OpenAP. Wagman also discusses the impact of retail media trends, the growing role of micro-influencers, and the future of TV advertising for small businesses.

Next in Creator Media spoke with Reza Izad, co-founder and partner, Underscore Talent about whether Hollywood or Madison Avenue were further ahead when it comes to adapting to a more creator-centric media verse. Izad talked about why some categories, like beauty and fashion, are far ahead more mass categories such as packaged goods, and why Pinterest is a creator dark horse in 2025.Takeaways:• Evolution of Talent Representation in Digital Media: The shift from traditional management to digital-first approaches highlights the importance of platforms like YouTube, TikTok, and Instagram for creators.• Underscore Talent’s Multi-Niche Approach: Serving over 500 clients across gaming, sports, beauty, culinary, and lifestyle industries demonstrates the potential of diversified talent management.• MCN (Multi-Channel Network) Legacy and Transformation: Studio 71's development shows how early digital content networks combined advertising with IP development to create sustainable business models.• Opportunities in Extended Video Formats: Longer YouTube formats like podcasts and scripted content enable multiple ad placements, increasing revenue potential.• Integration of Digital Creators with Brands: Case studies like Mr. Beast’s Amazon deal and beauty brands leveraging platforms like Tribal illustrate how creators align with business objectives.Guest: Reza IzadHost: Mike ShieldsSponsor: VuePlannerProducer: FEL Creative 

Rich Muhlstock, President of Chase Media Solutions, leads the bank's innovative foray into advertising by leveraging the first-party data of 80 million customers. He discusses how Chase bridges brands and consumers with personalized, value-driven offers, ensuring trust and security in a regulated industry. Muhlstock highlights a performance-based advertising model with high ROI for brands. The conversation dives into the expansive advertising ecosystem, utilizing multiple touchpoints from mobile apps to ATMs, and emphasizes the importance of data-driven consumer insights for effective marketing strategies.

Michael Pollack, Managing Director of Digital Media Solutions at Epsilon, dives into the ever-challenging landscape of digital marketing. He discusses how walled gardens limit marketers' customer engagement and the importance of a unified view of identities. Pollack emphasizes the need for robust identity resolution amid signal loss from cookie declines and the necessity of AI integration for effective personalization. He also highlights the balance between privacy and personalization, urging brands to reach new audiences rather than over-targeting.

Next in Media spoke with Joe Doran Chief Product Officer at Epsilon, about whether we're likely to see a slew of walled garden anti-trust battles, why brands need to prepare for a world with less data regardless of what happens with cookies, and whether AI is taking over media buying.Takeaways:Consumer Choice and PrivacyThe industry's focus is shifting toward respecting consumer choice and privacy, driven by regulatory scrutiny and evolving technology.Marketers must adapt strategies to align with a more privacy-conscious ecosystem.Post-Cookie StrategiesThe decline of third-party cookies necessitates investing in first-party data management.Marketers should leverage identity-based systems, data collaboration, and advanced technologies like AI to overcome tracking challenges.Adapting to Regulatory ChangesRegardless of political or regulatory changes, marketers must prepare for a consumer-centric privacy landscape.Businesses that hesitate to adapt risk falling behind in a rapidly evolving digital ecosystem.Retail Media GrowthRetail media networks are expanding rapidly, with major players like Amazon and Walmart leading the charge.Smaller retailers face challenges in aggregating and optimizing their media offerings, presenting opportunities for consolidation and innovation.AI in Media Planning and ExecutionAI is transforming media planning and buying by automating repetitive tasks and optimizing outcomes.Strategic decisions still rely on human input, but AI supports scalability and efficiency.Guest: Joe DoranHost: Mike ShieldsSponsor: VuePlannerProducer: FEL Creative

Next in Creator Media spoke with Aditi Rajvanshi, Head of Strategy - Portal A, about what mistakes brands continue to make when working with creators, why YouTube is quietly pushing for content that scores well on 'viewer satisfaction' and the idea that some brands may want to move away from contributing to 'brain rot.'Takeaways:Portal A's Niche in Content CreationPortal A specializes in premium, elevated storytelling for brands, creating marquee brand properties that focus on long-term growth and brand engagement rather than mass-scale advertising.Shift in Brand-Creator DynamicsBrands now view creators as essential marketing channels rather than transactional tools, fostering deeper, long-term partnerships that emphasize authentic collaboration.The Power of Content MarketingSuccessful branded content focuses on storytelling and providing value to audiences, distinguishing itself from traditional promotional ads. Multi-Platform StrategiesDiversification across platforms like YouTube, TikTok, and Instagram ensures resilience against changes in platform performance or regulations. Mid-Tier Creator GrowthSupporting emerging and mid-tier creators represents a significant untapped opportunity, as this group can uniquely connect with niche audiences and drive authentic engagement.Evolving Creator RolesCreators no longer rely solely on single platforms. Instead, they tailor content for multiple platforms, balancing experimentation, scalability, and community building to enhance their careers and partnerships.Guest: Aditi RajvanshiHost: Mike ShieldsSponsor: VuePlannerProducer: FEL Creative 

Next in Media spoke with Regine Fung - Sr. Director, US & Global Paid Media at ELF Beauty, about how the brand's media strategy has evolved from a pure DTC player to one that is embracing live sports, CTV, and out-of-home. In addition, Fung talked about Elf's huge TikTok presence, and why she think social commerce is finally breaking out in the US.Takeaways:Leverage Social Media Platforms for Community Building e.l.f. effectively uses platforms like TikTok, Twitch, and Pinterest to connect with their audience, emphasizing authentic engagement and understanding platform-specific nuances.Expand Beyond Social MediaWhile rooted in social-first strategies, e.l.f. successfully diversified into TV, out-of-home, and radio channels, enhancing mass reach and brand awareness.Creator Partnerships with Clear KPIsThey segment creators based on goals such as driving traffic or sales, integrating creators authentically into their campaigns while tracking ROI effectively through tools like affiliate links.Focus on Cultural Relevancee.l.f. prioritizes understanding its community's interests and cultural trends, ensuring campaigns resonate on an emotional and practical level.Measurement Tailored to ChannelsMetrics and KPIs are customized per platform, recognizing the distinct roles and limitations of mediums like TV, social, and digital ads. Guest: Regine FungHost: Mike ShieldsSponsor: Epsilon Producer: FEL Creative