Next in Media

Next in Media spoke with Fernando Romero SVP, U.S. Digital Ad Sales at TelevisaUnivision about the company's efforts to push marketers out of viewing the Latino community as a separate silo, and its quest to ensure that measurement companies count this audience accurately. Guest: Fernando RomeroHost: Mike ShieldsSponsored by: EpsilonProduced by: Fresh Take

Next in Media spoke with Nicole Rechtszaid, co-founder and CEO of Ghost Agency and her colleage Jeremiah Neil, who serves as the company's Creator Success Manager about the prospects of TikTok Shopping, and whether the platform can really become the next Amazon. Rechtszaid and Neil also talked how brands can work with creators who specialize in turning viewers into shoppers, and the many misconceptions about this emerging sector. Guest(s): Nicole Rechtszaid & Jeremiah NeilHost: MIke ShieldsSponsored by: EpsilonProduced by: Fresh Take

Next in Media spoke to Lisa Herdman SVP, Executive Director National Video Investment & Marketplace Intelligence at RPA about the push to make TV advertising more data driven, and whether that could - or should - cause brands to rethink the medium's very purpose. Takeaways• The adoption of data-driven targeting and measurement in TV is making progress, but the extent to which TV should be data-driven depends on the goals and objectives of advertisers.• The industry is moving towards a more performance-driven approach to TV advertising, but it is important to consider the specific needs and objectives of each brand.• Measurement evolution is a key challenge in the industry, and there is a need for standardization and holistic measurement across linear TV and streaming.• Consolidation in the industry can have both positive and negative impacts on agencies and clients, with the potential for streamlining processes and resources, but also the risk of limited competition.• The future of TV advertising will be influenced by the growth of individual influencers, the expansion of Netflix's ad business, and the changing landscape of sports rights and streaming platforms. Chapters00:00 - Introduction02:08 - Data-driven targeting and measurement04:22 - The objective of TV and performance marketing06:18 - Measurement evolution10:42 - Consolidation and its impact on agencies and clients13:20 - Strategic thinking and the balance between thinking and doing20:29 - The future of individual influencers and upfronts21:16 - Netflix and the growth of their ad business22:14 - The future of sports and the impact of big tech companies25:37 - Changes in the upfront and data-driven tactics27:29 - The role of digital platforms like TikTok and Meta29:21 - Uncertainty and decision-making with platforms like TikTok31:48 - The need for expertise in navigating the industry31:59 - Conclusion Guest: Lisa HerdmanHost: Mike ShieldsSponsored by: EpsilonProduced by: Fresh Take

Next in Media spoke with Dave Peterson. general manager, global head of retail media at Epsilon, about his experience building out Target's retail media business, why the industry desperately needs standards and consolidation, and why he's bullish on CTV shopping. Takeaways• Retail media is a growing industry that has its origins in the early 2010s, with only a few players at the time.• There is still a lot of room for growth and innovation in retail media, with only 37% of retailers having offsite media capabilities.• The industry needs to focus on standardization in measurement and address challenges such as fragmentation and identity.• Retail media is not just a bottom-of-the-funnel solution; it can be a full-funnel solution that combines brand and performance marketing.• The future of retail media lies in a consumer-centric approach, reaching individuals with relevant ads in the context of where they are. Chapters00:00 - Introduction and Background00:44 - The Origin Story of Retail Media08:31 - Expanding Retail Media to the Open Web12:39 - Different Approaches in the Retail Media Landscape14:06 - Challenges in Retail Media and the Need for Innovation20:23 - The Potential for Consolidation in Retail Media22:33 - Bridging Retail Media and CTV28:59 - Retail Media Beyond the Bottom of the Funnel31:37 - The Consumer-Centric Approach to Retail Media Guest: Dave PetersonHost: Mike ShieldsSponsored by: EpsilonProduced by: Fresh Take

Next in Media discusses the importance of deep learning in performance advertising, the challenges posed by the death of cookies, and the role of AI in media buying. The podcast explores the power of generalization in deep learning, the implications of the cookie's demise, and the future of generative AI. Transparency and customization are highlighted as key factors in successful media buying.

Next in Media spoke to creator economy expert Jim Louderback about his theory regarding the growth of YouTube subscriptions. Jim also discussed the growing creators-launching-brands trend, and the problems at Twitch. Takeaways• YouTube is likely moving towards a subscription model to generate more revenue, similar to other media platforms.• Creators are finding success in monetizing their content through shared subscription revenue rather than relying solely on advertising.• TikTok is facing challenges in appealing to older demographics and ensuring a safe environment for children.• Traditional media companies should consider the changing consumption habits of younger audiences and explore new formats and platforms.• Creators have a unique connection with their audience that traditional media and brands should understand and leverage. Chapters00:00 - Introduction and Background01:22 - YouTube's Subscription Model04:11 - Challenges of Transitioning to a Subscription Model05:27 - The Potential of Windowing Content06:31 - The Rise and Fall of Vessel07:35 - The Role of Brands in the Creator Economy09:46 - Brands' Allocation of Resources10:43 - Trends and Challenges in TikTok13:05 - Competition from TikTok Copycats15:52 - Challenges at Twitch23:33 - The Potential of Creators Forming Their Own Network26:49 - The Unique Connection Between Creators and Their Audience Guest: Jim LouderbackHost: Mike ShieldsProduced by: Fresh Take

Next in Media spoke with Kelly Metz, Chief Investment Officer, OMD USA about why she's not shedding a tear for third party cookies, whether the currency wars are dying, and the different between YouTube and TikTok when it comes to grabbing TV budgets. Guest: Kelly MetzHost: Mike ShieldsSponsored by: PublicaProduced by: Fresh Take

Mike Shields sat down with Kochava CEO Charles Manning to talk about how the mobile marketing world sees the end of cookies after having gone through Apple's ID changes a few years ago - and why mobile ad companies have any business moving into CTV. Guest: Charles ManningHost: Mike ShieldsSponsored by: PublicaProduced by: Fresh Take

Next in Media talked with Ryan Meerstein, Managing Partner at Targeted Victory, about the state of digital advertising for the 2024 election. Ryan talked about why his job is harder than ever, in a post cookie, post Cambridge Analytica, disinformation heavy world - and why candidates plan to ramp up spending regardless. Guest: Ryan MeersteinHost: Mike ShieldsSponsored by: PublicaProduced by: Fresh Take

Next in Media spoke to Ben Mathews, general partner at Night Ventures, about creators like Mr. Beast becoming product marketing moguls, where investors are looking to spend in the creator economy, the latest on TikTok and ongoing woes at Twitch. He highlights the shift in funding and customer acquisition strategies, with a focus on talent-led businesses. Matthews emphasizes the success and influence of Mr. Beast and the unique approach he takes to his business. He also discusses the challenges and opportunities in the creator economy, including the limitations of automating the industry and the potential for creators to launch their own products. Matthews concludes by discussing the impact of the disappearance of cookies on the advertising industry. Takeaways• The creator economy is on the rise, with talent-led businesses gaining traction and changing the way customer acquisition is approached.• Mr. Beast is a prime example of a creator who has successfully monetized his audience and treated his business like a hypergrowth startup.• The advertising market in the creator economy is disorganized and challenging, with a lack of automation and data available for both creators and advertisers.• The disappearance of cookies and the shift towards a cookie-less internet will have significant implications for the advertising industry. Chapters00:00 Introduction and Background02:16 The Rise of the Creator Economy03:25 The Role of Knight Ventures in the Creator Economy04:53 The Shift in Funding and Customer Acquisition06:30 The Changing Landscape of Direct-to-Consumer Brands08:14 The Influence and Success of Mr. Beast09:46 The Business Approach of Mr. Beast11:37 The Marketing Challenges in the Creator Economy13:30 The Advertising Market and YouTube16:08 The Limitations of Automating the Creator Economy18:03 The Opportunity in the Middle Tail of Creators19:08 The Potential for Creators to Launch Products21:11 The Role of Short-Form Content Platforms22:29 The Challenges of Monetizing Gaming Content25:15 The Disappearance of Cookies and its Impact on Advertising26:30 Conclusion Guest: Ben MathewsHost: Mike ShieldsSponsored by: PublicaProduced by: Fresh Take