The Media Leader Podcast

We’ve just finished one of our big London events, The Future of Audio and Entertainment, where we had some of the most influential players in commercial audio and online platforms get together to talk about the future of content, production, AI, ads, sponsorships and measurement.If you subscribe to our YouTube channel, you’ll see that we’re also regularly publishing flash interviews from our events, via The Media Leader Live studio, and today we bring you two of those conversations by our audio reporter Ella Sagar.The first one is with Matt Payton, CEO of commercial radio industry body Radiocentre, which launched some stark findings on the day of the event that showed if the BBC decided to introduce advertising across radio, the financial impact on commercial radio would be “devastating”, with a 36% forecast decline in revenues.And Michael Bayston, Acast's vice-president of adtech solutions, discusses why measurement is still such a key challenge this year, both for legacy radio broadcasters and digital platforms.---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Welcome to this special four-part series of the podcast, which we've produced with Bloomberg Media. For the first time, we've recorded the podcast in a studio, so you can also watch/listen on our YouTube channel.The Future of Marketing is a series of conversations about the essential strategies and skills needed for marketers and their teams to thrive in today's complex cross-platform ecosystem. Hosted by editor-in-chief Omar Oakes, each episode this month will bring together the buy side and sell side of media to discuss the opportunities and pitfalls in 2024 and beyond.Episode 3: How to really move the needle with storytelling and engaging audiencesOmar Oakes is joined by Ann Wixley, executive creative director at WPP media agency Wavemaker, and Bloomberg Media European managing director Duncan Chater. They dive into breakthrough thought-leadership solutions and building valuable custom content that promises to convey your brand's unique value proposition through the art of storytelling.Conversation outline:Has the importance of "the big idea" changed in 2024 – ie. reaching people with a singular campaign message as audiences become more fragmented?In-house expertise available when working with media ownersOptimal ways to work with studios and content creatorsHow does the media strategy impact on the storytelling? Which one should be planned first?Data insights and tools that make your brand’s storytelling betterNext episode: "The magic of video: Captivating content for all seasons" with Bloomberg Media's Duncan Chater and Starcom's Dan Plant.---Thanks, as always, to our production partners Trisonic for editing this episode and for producing this series, which was recorded at Create in London. Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

In-game advertising has proven to be a tough nut to crack for brands and marketers. But are agencies set up well to take advantage of the burgeoning possibilities in the medium?Rhys Hancock is a technology, media and entertainment consultant who previously worked at Epic Games and, before that, co-founded metaverse studio and agency Metavision.In a conversation with host Jack Benjamin, Hancock gives his perspective on whether agencies are well-suited to planning and buying gaming inventory."That separation between creative and media, I don't think can hold in gaming much longer," says Hancock.Highlights:7:05: Breaking down intrinsic and immersive in-game advertising options11:20: In-game advertising campaigns that have worked well17:06: Are agencies well-suited to executing on gaming campaigns?25:50: The future of gaming – VR, cross-platform and cloud gaming, shoppable gaming and generative AI---This episode was edited by our production partner Trisonic.Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Welcome to this special four-part series of the podcast, which we've produced with Bloomberg Media. For the first time, we've recorded the podcast in a studio, so you can also watch/listen on our YouTube channel.The Future of Marketing is a series of conversations about the essential strategies and skills needed for marketers and their teams to thrive in today's complex cross-platform ecosystem. Hosted by editor-in-chief Omar Oakes, each episode this month will bring together the buy side and sell side of media to discuss the opportunities and pitfalls in 2024 and beyond.Episode 2: How to master the impact of insights and data toolsOmar Oakes is joined by Bloomberg Media’s Phil Robinson and Havas Media Network UK's chief planning officer, Jackie Lyons. They delve into the transformative impact of incorporating insights and data tools into your advertising strategy.Conversation outline:The best ways of measuring brand perception in the marketHow marketers can craft responsive strategies that enhance their brand’s imageWhat are marketers generally not doing when it comes to gaining data-driven insights and how should they improve this in 2024?Why it is important for marketers to be strategic leaders within their businesses and the support they needNext week: "How to really move the needle with storytelling and engaging audiences" with Bloomberg Media's Duncan Chater and Wavemaker's Ann Wixley. ---Thanks, as always, to our production partners Trisonic for editing this episode and for producing this series, which was recorded at Create in London. Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Host Ella Sagar is joined by reporter Jack Benjamin and columnist and ex-media agency founder Nick Manning to discuss hot topics in the media industry from the past week.The trio examine the 'Forbesgate' scandal and the trouble marketers and publishers are having over efforts to tamp down on adspend being wasted on Made-For-Advertising sites.They also chat about March's box office figures, News Group Newspapers' latest financial results, and how publishers and influencers are experimenting with SMS to engage with audiences.Highlights:00:26: The row over defining what a "Made-For-Advertising" website is.09:52: What the Forbes-MFA scandal means for the state of the digital advertising market.23:05: Looking ahead to the Future of Brands and Future of Audio & Entertainment events.25:30: Quick hits: March box office; Vevo's shoppable TV formats; Havas Media Network UK's "Avengers"; publishers using WhatsApp; News Group Newspapers' mixed financial results---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Welcome to this special four-part series of the podcast, which we've produced with Bloomberg Media. For the first time, we've recorded the podcast in a studio, so you can also watch/listen on our YouTube channel.The Future of Marketing is a series of conversations about the essential strategies and skills needed for marketers and their teams to thrive in today's complex cross-platform ecosystem. Hosted by editor-in-chief Omar Oakes, each episode this month will bring together the buy side and sell side of media to discuss the opportunities and pitfalls in 2024 and beyond.Episode 1: Why multi-platform campaigns offer immense potential for expanding audience reachSteve Taylor, executive strategy director at VCCP Media, joins Bloomberg Media European managing director Duncan Chater to discuss why and how advertisers should make sense of the rapidly changing world of video and what marketers might be missing if they want a data-led approach to reaching new audiences.Conversation outline:Intro: how this series idea came aboutWhat’s new in 2024 for marketers who want to attract new audiences through the power of video?How can marketers be more strategic with the way they use data to target audiences across different channels?How can you execute cross-platform campaigns well in 2024 as audiences become more fragmented?What are the best ways to specifically reach new audiences?What are the best tools available and what do marketers need to know about them?Next week: 'How to master the impact of insights and data tools', with Havas Media's Jackie Lyons and Bloomberg Media's Phil Robinson.---Thanks, as always, to our production partners Trisonic for editing this episode and for producing this series, which was recorded at Create in London. Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Jack Benjamin is joined by Ella Sagar as they examine hot topics in the media industry from the past week.The pair delve into a recent ad ban instituted by Sheffield City Council and how it could impact the local OOH market. They also discuss Truth Social's IPO, Discord's foray into advertising and where best to place ads on Netflix.Highlights:1:23: Sheffield City Council's ban of advertising from “harmful and environmentally damaging" brands12:10: What is going on with Truth Social?16:17: More quick hits: Walmart's retail media expansion, ads on Discord, where to best place ads on Netflix, live-streaming podcasts to cinemas and how audio can increase its presence on the media plan---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Caroline Johnson, Director and co-founder of The Business Model Company, discusses the need for media agencies to shift from time-based charges to outcome-based models. She emphasizes the importance of agencies repositioning themselves as consultants and providing value through results rather than hours worked. The podcast explores leadership challenges in business model transformation, the impact of outdated charging systems on talent and client partnerships, and the shift towards project-based and AI-driven models in the media industry.

Outvertising's Cass Naylor joins host Ella Sagar and reporter Jack Benjamin to dissect BBC director-general Tim Davie's big speech about the BBC's commercial future and look ahead to how media and advertising will play its part in this year's UK general election.Highlights:3:20: The future of the BBC's commercial activities18:20: Which media channel will be a key 2024 election battleground?29:20: Quick hits: why Instagram is minimising political content; Reddit's IPO; Outsmart/KPMG's sustainability in advertising study; Spotify's move into educational content; and Astrolab's plan to put ads on the moon---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

“Less social media. More Snapchat.” That is the tagline to Snap’s latest marketing campaign. The company, founded in 2011 as an image-sharing app that deletes the pictures after a short time frame, has evolved into a more comprehensive product and clearly wants to separate itself from the perhaps toxic connotations of the label “social media”.One area where Snap looks increasingly distinct from its competitors like Facebook, which has wound down its support for news over the past year, is in its partnerships with news and lifestyle publishers that bring unique content to Snapchat users via the app’s Discovery page and Stories.Lucy Luke, Snap's UK head of partnerships, sits down with reporter Jack Benjamin to talk about the company's strategy of working with publishers and, increasingly, creators.The pair discuss Snap's level of commitment to supporting news on its platform, how publishers are having to adapt the way they present stories to appeal to younger audiences in short-form video formats and how Snap benefits from becoming a place for audiences to check in on news and lifestyle.Highlights:1:45: Why Snap's young audience appeals to publishers and vice versa8:30: A place for hard news, soft news or both12:39: Do journalists need to act more like creators to get news across on Snapchat?17:52: The role of news in Snap's commercial strategy20:30: A more hands-on approach to brand safety24:41: The future of partnerships for Snap – Olympics, Paralympics, 2024 elections and the growth in creators---This episode was edited by our production partner Trisonic.Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader