Next in Media Mike Shields
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- Økonomi
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.
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Why the Paris Games - and Patrick Mahomes - May Put Peacock into a New Stratosphere
Next in Media spoke with Alison Levin, President, Advertising and Partnerships at NBCUniversal, about how the company is opening up the Olympics to a whole new crop of advertisers while trying to cater to Gen Z's viewing habits. Levin also talked about TV's attribution challenge and whether this is the year of "T-Commerce."
Takeaways
• Brands are leaning in to tell bigger stories and are interested in surrounding content with meaningful narratives.
• Strategic audiences and attribution are top of mind for advertisers, as they seek to move beyond age and gender targeting.
• The Olympics on Peacock will offer new advertising opportunities, including programmatic buying and shoppable ad units.
• Live sports continue to be a valuable asset for NBCU, with high viewership and co-viewing.
• The TV market is evolving, and NBCU is focused on proving the value of its full portfolio and driving purchase behavior.
• Attribution and measurement are key challenges, but NBCU is working on partnerships and tools to address them.
• Clean rooms and programmatic buying are growing in importance, attracting both big advertisers and new brands.
• Programmatic buying in live sports has seen significant growth, fueling client diversity and increasing spend.
Chapters
00:00 - Introduction and Upfront Season
02:46 - Strategic Audiences and Attribution: Moving Beyond Age and Gender
05:36 - Reimagining the Olympics on Peacock
07:33 - The Value of Live Sports
11:26 - Challenges and Opportunities in the TV Market
15:02 - The Need for Better Attribution and Measurement
25:58 - Programmatic Growth in Live Sports
Guest: Alison Levin
Host: Mike Shields
Sponsored by: Epsilon
Produced by: Fresh Take -
How brands are using TikTok to create new products, including Chipotle menu items
Next in Media spoke with Tim Natividad, US Head of Enterprise Sales at TikTok, about how the company is trying to vie for traditional TV dollars - while also helping brands embrace a whole new form of marketing on what he calls a "participation engine.'
Guest: Tim Natividad
Host: Mike Shields
Sponsored by: Epsilon
Produced by: Fresh Take -
How Tubi went from an obscure ad tech company to a content player making shows with actors from Bridgerton
Next in Media spoke with Melanie Brown, head of advanced TV at Tubi, about the company's unique origin story, and how the company is looking to lead a wider crop of brands to embrace CTV. Brown also provided a reality check on CTV's ad targeting capabilities at the moment, and gave her unique take on the future of media buying and measurement.
Guest: Melanie Brown
Host: Mike Shields
Sponsored by: Epsilon
Produced by: Fresh Take -
The IAB Thinks the FTC Hates Ads
Next in Media spoke with Lartease Tiffith, Executive Vice President, Public Policy at the IAB about why we haven't seen more action resulting from the various state privacy laws, and whether the FTC has it in for digital ads in general. Plus, what happens to regulation if Trump comes back?
Guest: Lartease Tiffith
Host: Mike Shields
Sponsored by: Epsilon
Produced by: Fresh Take -
The Latest on Google Privacy Sandbox From Inside the Publishing Trenches
Next in Media spoke with Amanda Martin, SVP, Monetization & Business Strategy at Mediavine, about whether small to mid sized publishers are feeling the effects of cookies going away, and if they've gravitated to any viable solutions. Martin also gave an update on Google's Privacy Sandbox initiative, and why it's so complex and challenging for the industry to test and implement.
Guest: Amanda Martin
Host: Mike Shields
Sponsored by: Epsilon
Produced by: Fresh Take -
Is gaming finally ready for an advertising explosion?
Next in Media spoke with Amanda Rubin, EVP, Brand Solutions at Enthusiast Gaming, about some of the obstacles holding back gaming from becoming the next great ad medium. Rubin also helped break down the state of eSports, the difference between athletes and influencers, and whether big game publishers will ever care about advertising.
Guest: Amanda Rubin
Host: Mike Shields
Sponsored by: Epsilon
Produced by: Fresh Take