Next in Media

This week, Next In Media brings you a special bonus episode of the new Marketecture podcast The Brand Forum.In this episode , marketing leaders look at the complexities of brand building in today's AdTech and data-centric world, emphasizing the importance of making meaningful connections with consumers.  The discussion explores strategies for navigating the ever-changing marketing landscape, addressing challenges like aligning brand perception with consumer needs, and effectively using partnerships to drive brand growth.💡Takeaways:Brand Forum Focus 📣: The Brand Forum dives into advertising, media, and marketing through the eyes of those shaping brand strategies in an ad tech world.  Marketing's Core 🎯: The heart of marketing is making a meaningful connection with consumers.  Strong Brand Foundation 💪: Before marketing, ensure the product is superior, available for purchase, and aligns with consumer perceptions.  Evolving Communication 📱: Marketing is no longer one-way; it's crucial to understand and align with consumer perceptions.  Planning is Everything 🗓️: Today's marketing requires constant adjustments to strategies, creative messages, and partnerships.  Legacy Brand Challenges 🕰️: Legacy brands must navigate changing consumer perceptions and leverage their history effectively.

Next in Media spoke with Jason Horowitz SVP US Marketing, Global Head of Media & Digital at Mattel about his long career at the brand, where his purview includes everything from Barbie and Hot Wheels.  Jason talked about how much kids media has changed over the past decade, and how the company navigates media planning, creators, and privacy rules.  Jason also talked about Mattel's unique Fast strategy, and why he's both a marketer and a media planner himself.Takeaways:Content is King 👑, Especially for Kids: Mattel focuses on creating engaging content on YouTube to build brand affinity. Think shows, not just ads. YouTube is a Powerhouse 💪: YouTube is the #1 streaming service for kids. Mattel invests heavily in its own content creation, from strategy to production, to connect with this audience. 📺Brand Affinity is Key🔑: Mattel uses YouTube to create content that fosters an emotional connection with their brands, driving long-term engagement. 🫶Balance Paid and Organic ⚖️: Mattel combines paid advertising with organic content on YouTube to maximize reach and effectiveness. Social Media for Shoppers & Fans 🛒: Mattel uses social platforms to target shoppers and fans, not kids. They focus on authentic content and influencer partnerships to drive engagement and sales. 📣Influencers are Gold ✨: Partnering with creators for authentic content on social media is a powerful strategy. Mattel collaborates with influencers to create resonant messaging and even boosts their content with paid promotion. 🤝🎙 Guest: Jason Horowitz🎤 Host: Mike Shields📺 Sponsor: ElementalTV🎬 Producer: FEL Creative 

Join Josh Stanley, Co-founder of Coaxial Collective, and Myra Dallas, CEO of the same company, alongside Adam Van Der Grift, a.k.a. Haxman, as they dive into the world of YouTube brand deals. They discuss how the home improvement niche thrives and why creators often undervalue themselves. Discover the importance of authenticity in partnerships and how long-form content creates deeper connections with audiences. The trio highlights the shift to TV screens in content consumption, changing the rules of engagement for creators and brands alike.

In this engaging discussion, Matt Edelman, Chief Commercial Officer at Super League Gaming, explores the intersection of gaming and advertising. He emphasizes the shift from traditional advertising to interactive experiences, urging brands to ditch the 'gamer' stereotype. Edelman highlights the unique opportunities within Fortnite's dual modes and Roblox's evolving ad solutions. He also foresees playable ads as the future in mobile gaming, advocating for brands to become 'playable' to truly connect with the younger audience.

Scott Fisher, founder of Select Management Group, has a rich history in the creator economy, managing over 450 influencers. He discusses the rise and fall of influencer brands post-2021, emphasizing the need for strategic partnerships. The podcast delves into YouTube's dominance over traditional media, and how reality TV is evolving with the likes of TikTok stars, adding depth to storytelling. Fisher also highlights the crucial role of talent managers in navigating this landscape, guiding creators in long-term career strategies.

Next in Media spoke with Malik Ducard, the company's content lead, about how the platform has evolved its relationship with creators, while trying to help users find the right products and deals, even if they are off Pinterest.Ducard also talked about how Pinterest is taking more of an active role of connecting creators with brands, while using machine learning to help figure out if users are browsing or ready to buy now.Takeaways:Pinterest’s Unique Positioning 🎯Unlike other platforms focused on passive engagement, Pinterest users arrive with intent—to create, plan, or purchase. This lean-in behavior makes it a goldmine for brands and creators.Content with Personality, Not Just Personalities with Content ✍️On Pinterest, content quality trumps personality. A great recipe or DIY tutorial wins, even if it’s not from an influencer. Expertise and authenticity matter most.The Power of Curation 🗂️With over 10 billion boards created, curation is a form of creation. Pinterest is the only true curation platform, where users mix and match content for personal inspiration.Visual Search Meets Commerce 🛍️Pinterest sits at the crossroads of search, social, and commerce. Unlike traditional e-commerce, 96% of product searches are unbranded, making it a discovery-first platform for brands.Data-Driven Trend Forecasting 🔮With 1.5 billion saves per week, Pinterest isn’t just tracking trends—it’s predicting them. The platform’s "Pinterest Predicts" report uses user behavior signals to forecast what’s next.A New Era of Social Commerce 💳Pinterest has shifted from window-shopping to action. Instead of just inspiring purchases, it now actively connects users to brands and retailers, making the buying process smoother.The Inclusion Fund & Emerging Creators 🌍Since 2021, Pinterest’s Inclusion Fund has helped over 200 emerging creators and merchants grow their businesses through funding, education, and platform insights.🎙 Guest: Malik Ducard🎤 Host: Mike Shields📺 Sponsor: ElementalTV🎬 Producer: FEL Creative

Next in Media spoke with Larry Allen, VP & GM Data & Addressable Enablement at Comcast about the challenge in getting everyone in media to speak the same language when it comes to targeted TV ads. Allen also talked about why he think the TV business needs to ditch identifiers for old school household data, and why he thinks that media companies are ready to work together to broaden the TV ad pie.Takeaways:Addressable TV is Evolving – It’s no longer just about traditional cable ad slots. Today, addressable TV spans streaming, connected devices, and multi-screen environments 📱📺.The Power of First-Party Data – Comcast leverages its data for better audience targeting 🔍, enabling both internal and external partners like NBC to optimize ad reach 🎯.Challenges in Ad Buying – TV and digital ad teams still operate separately 🏢↔️💻, leading to inefficiencies in multi-screen targeting. There’s a push to unify these approaches 🔄.Programmatic ≠ Addressable – While programmatic is growing 📈, it’s not always true addressability. The challenge is making linear TV available programmatically without losing precision 🎚️.Live TV is Here to Stay – Despite streaming’s rise, live sports 🏈, news 📰, and appointment-based viewing keep linear TV relevant and valuable for advertisers 📆.Measurement is Still Messy – Cross-platform measurement is a work in progress 🧩. More platforms are sharing ad exposure data, but gaps remain in reach and frequency tracking 📊.Identity Matters More Than Cookies – Relying on email or IP-based identifiers can be inaccurate ⚠️. Physical home addresses provide better targeting and measurement accuracy 📍.🎙 Guest: Larry Allen🎤 Host: Mike Shields📺 Sponsor: ElementalTV🎬 Producer: FEL Creative

Next in Media spoke with Simulmedia CEO Dave Morgan, about the new Secretary of Health's plan to ban pharma ads on TV, the many potential obstacles, and what such a move would do to the TV ad market.🎙️ Top Takeaways:RFK Jr.’s Pharma Ad Ban Proposal: A Legal & Media Storm 🌪️The proposed ban on pharmaceutical ads faces constitutional and regulatory challenges, colliding with FDA, FCC, and First Amendment protections.TV vs. Digital: Who Controls Health Advertising? 📺➡️📱While TV ads are heavily regulated, streaming and digital advertising remain the "Wild West," making enforcement complex.Pharma Ads: Public Health Benefit or Hype Machine? 🏥💊Studies show pharma ads lead to better-informed patients and improved health outcomes, raising legal challenges against an outright ban.TV Industry Impact: A $10+ Billion Shift 💰📉Pharma accounts for a significant chunk of TV ad revenue. If banned, networks, especially local broadcasters, could face devastating financial consequences.History Lesson: Why This Isn’t Like the Cigarette Ad Ban 🚬❌Unlike tobacco, which was universally deemed harmful, pharmaceuticals are FDA-approved as beneficial—making restrictions harder to justify.Regulatory Bottleneck: Can RFK Jr. Even Enforce This? ⚖️🚧The FDA is understaffed, making large-scale regulatory action nearly impossible without significant expansion.Shifting Budgets: Where Would Pharma Dollars Go? 📊🔄Expect a massive migration to social media, search, direct mail, and streaming, targeting more affluent audiences over TV’s broad reach.Who Wins & Who Loses? The Media Power Shift 🏆📢Digital giants (Google, Meta) may benefit from reallocated pharma budgets, while traditional TV networks and local stations could struggle.Could a Ban Disadvantage Marginalized Communities? 🤔👥TV is a crucial source of health info for lower-income and minority populations. A ban could reduce awareness and access to vital treatment options.🎙 Guest: Dave Morgan🎤 Host: Mike Shields📺 Sponsor: ElementalTV🎬 Producer: FEL Creative

Next in Media spoke with Jeff Matisoff, Partner at Jellyfish, about how his company is trying to embrace AI-driven media buying, without giving up on branding or control. Jeff also discussed the current MMM renaissance and what's holding back some marketers from pushing out Gen AI creative faster.🎙️ Top Takeaways:Jellyfish’s Superpower: Global, Yet Nimble 🌍Jellyfish operates in 50+ countries with 1,800 experts, combining enterprise-scale digital marketing with customized, agile solutions for brands.Brand vs. Demand: Striking the Right Balance 🎯With a shift toward performance-driven marketing, brands are asking, "How do we reintegrate brand building with direct response?" The answer? Full-funnel strategies.MMM is Back—With AI 🔄Marketing Mix Modeling (MMM) is making a huge comeback thanks to AI-powered analytics, offering faster, more accurate insights without reliance on cookies.Retail Media & Walled Gardens: Friend or Foe? 🛒Retail giants like Amazon, Walmart, and Target dominate ad spend, but brands must connect insights across Google, Meta, and beyond to avoid fragmentation.AI-Powered Media Buying: The Rise of PMAX & A+ 🤖Google’s Performance Max and Meta’s Advantage+ automate media buying, but human oversight is key. Marketers must balance automation with strategic control.Creative AI: Pencil & The Future of Ad Testing ✍️Jellyfish’s Pencil AI tool generates ads 66% faster, 53% cheaper, and 44% more effective, linking directly to ad accounts for pre-launch performance predictions.CTV is Finally Killing Linear TV 📺Streaming giants, live sports, and big cultural moments (Super Bowl, Oscars, etc.) are accelerating the shift to Connected TV (CTV), making it a must-buy for advertisers.🎙 Guest: Jeff Matisoff🎤 Host: Mike Shields📺 Sponsor: ElementalTV🎬 Producer: FEL Creative 

Next in Media spoke with Andrew Rosen, an analyst and author of the newsletter Medium Shift, about the struggles traditional media companies are having in catering to younger sports fans.Rosen also talked about the various attempts at recreating sports bundles, and whether we're headed toward a world where all sports are available via streaming, yet fans are more confused and overwhelmed than ever.Takeaways:The Shift from Streaming Wars to RebundlingThe streaming industry is moving past the "streaming wars" phase into a period of rebundling. Companies are seeking ways to package content more efficiently while keeping consumers engaged.The Role of Fandom in Media StrategySuccessful media companies hyper-serve niche fandoms, as seen with the New York Times acquiring The Athletic and Crunchyroll’s anime dominance.Legacy Media vs. Digital Native PlatformsTraditional media companies struggle with direct-to-consumer (DTC) strategies, while platforms like YouTube, Netflix, and Tubi personalize user experiences for higher engagement.The Future of Sports StreamingESPN faces challenges in making sports content discoverable. Apple is already outperforming ESPN in driving sports engagement through push notifications.AI’s Role in Content CreationGenerative AI isn’t replacing creators—it’s giving them superpowers. Those with storytelling skills will thrive, while others may struggle.Many decision-makers in legacy media lack a deep understanding of DTC logic. A younger generation, raised in the digital age, will likely reshape the future.The Long-Term Future of Sports RightsWhile sports streaming is growing, broadcast TV is still dominant. The real battle is understanding how sports fans engage and what they’ll pay for.Guest: Andrew RosenHost: Mike ShieldsSponsor: ElementalTVProducer: FEL Creative