Insights and information on the business of media, marketing, advertising and entertainment through personal conversations between senior executives and marketing executive host, E.B. Moss. From the competition in creating television, best practices in audience targeting and research, and trends in voice and audio, to outdoor, retail and everything in between: Insider interviews draw out the leaders and the lessons.
Understanding Video Commerce - with Shoppable Video pro Cynthia Nelson
Industry insider Cynthia Nelson, a seasoned e-commerce professional and consultant, offers a master class in the evolving world of shoppable video -- or as she prefers to call it (and hear why): "video commerce." She shares insights with host E.B. Moss about the rise of content meets commerce meets customer connection, the approach major brands should take -- including a case study of best practices learned by Walmart, and how brands are enhancing customer engagement through AI and automation.
The episode also touches on Cynthia's personal journey, including her experiences in Silicon Valley, her work with multiple ventures in different locales, and her investment in women-led tech companies. She shares why she thinks it's key to combine content, partnerships, and AI in today's digital landscape.
As also, Insider Interviews shares this guest's perspective on the value of brand purpose, and for Cynthia Nelson, who was also awarded with the first Pioneer Prevention Award -- for changing health disparity among underserved populations through content -- it is part of her personal brand as well.
This is an essential episode for companies who will need to learn to navigate the fast growing area of digital shopping and keeping connected to customers.
The News on News, Brand Safety and Media Buying
Three industry leaders are disrupting news, brand safety analysis, and media buying. And Insider Interviews host, E.B. Moss, spoke to them during the Consumer Electronics Show (CES). Episode 16 features three segments on the hottest topics in the media, marketing, and advertising world. (Yes, they also talked about CES celeb sightings and some cool tech!)
First, Matt Prohaska, CEO of Prohaska Consulting and Brian Norris, CRO of E.W. Scripps, explain why they’re on a mission of Rebranding the News – an initiative that emphasizes the valuable – and actually brand safe -- environment of News for advertisers. Get the facts -- with no alternatives - about the quality audiences good journalism attracts and why keyword blocking is hurting even our society.
Next, Catherine Walstad and Aaron Lange from Marketing Architects explain their unique “un-agency” business model, innovative proprietary media buying tech, and the future of advertising in the shifting TV landscape.
Finally, Tamara Zubatiy, CEO/Co-Founder of Barometer, unpacks the power of how their AI-driven platform identifies brand safety and contextual targeting opportunities in content – starting with podcasts.
Listen to gain key insights from these ad hoc conversations captured in Las Vegas, and learn about improving efficiencies and effectiveness in media, marketing and advertising.
02:20 A little history of CES...#DKY?...
03:10 Meet Prohaska Consulting and E. W. Scripps
06:35 The Role of News in Today's Society
06:52 The Impact of Advertisers on News
07:29 Educating the Media Industry on Fact-Based News
13:19 Research Fueling the Rebranding of News
15:19 Consumer Viewing Habits and Audiences for News
19:58 Marketing Architects: A Different Kind of Agency
25:46 Understanding DSPs and SSPs
27:48 The Challenges of Navigating the Streaming Landscape
29:38 The Cost of Streaming and the Shift in Demand
32:03 The Strategy Behind Building a DSP
33:15 The Holistic Approach of Marketing Architects
35:51 An Un-Agency Business Model
39:00 Spotting Celebs and Inventions at CES
39:50 A Barometer for Advertising in Podcasting
40:45 Building AI for Analyzing Podcast Brand Safety
43:37 Appealing to GenZ, News and Brand Suitability
44:53 Liked this? Buy me a Coffee! buymeacoffee.com/mossappeal
Bonus: Tech, Sounds, and Observations at CES with ThoughtLeaders
In this bonus episode captured at CES, Insider Interviews host, E.B. Moss, was joined spontaneously by thought leaders David Berkowitz, Jeff Minsky, and recapped the show with media sales pro, Kathy Newberger. They covered a wide range of topics shaping the future of the industry...and covered some literal miles, too. Hear their firsthand experiences, learn about some cutting-edge technologies, innovative products, and learn about inspiring activations from global companies.
David Berkowitz explained his own AI Marketers Guild and what’s intrigued him – like AI-powered beauty makeovers to AR projected in Zoom rooms.
Jeff Minsky - a longtime CES attendee -- dropped in and discussed South Korea’s impressive SK booth presence and its sustainability efforts in media.
Raoul Davis did a great job representing NTT Sonority's sound zone technology followed by SoundFun's spokesperson on their helpful TV speaker.
Finally, Kathy Newberger shared some observations as a first-timer and talked about the strong presence of media and marketing pros at CES, sharing highlights from panels and sessions, including savvy insights from “media cartographer” Evan Shapiro.
While E.B. Moss described some high wattage panelists and speakers, she and also tried some audio speakers, and prepped for the next full episode of her podcast which will continue with attendees focused on rebranding news to changing the standard ad agency model.
Bonus: Previewing ‘24: E.B. Moss and Cynthia Nelson on Media Trends and Takeaways
In this lively conversation about media trends from ’23 and what’s more for ‘24, E.B. Moss and Cynthia Nelson dive into the topics of marketing and advertising -- like live shopping, the rise of podcasting, the intriguing world of retail media, and the challenges and importance of news in today's era. They even geek out about the upcoming CES event and all the cutting-edge technologies being showcased there.
E.B. Moss shares her personal insights and experiences as a trade journalist, marketer, and from guests on her informative and popular b2b podcast, Insider Interviews. Get ready to be inspired and entertained by this fast paced, captivating conversation between two industry experts! And see if you hear the AI E.B....!
The Hispanic Star - Claudia Romo Edelman on Marketing Inclusivity
Insider Interviews closes out 2023 with Epi 15 featuring Claudia Romo Edelman, discussing how she went from working on global causes like Project Red and the UN’s Sustainable Development Goals to championing her Latina roots. Edelman joins podcast host E.B. Moss to share her powerful story of embracing her identity and leveraging her expertise in PR and Marketing to build the We Are All Human Foundation to uplift the Latino community.
Edelman explains the goals for “The Hispanic Star" - a symbol to represent Latino content and cultural initiatives – which she spurred to help address issues like fragmentation and to boost pride in Hispanic identity. She also co-hosts the A La Latina podcast to elevate Latina executive voices.
Tune in for an inspiring talk about finding purpose and driving change, and to learn how marketers can most effectively reach and support the Hispanic consumer -- a powerful audience that deserves relationship building, beyond just "targeting."
[00:03:00] Meet Claudia Romo Edelman... where she lived around the world and why she now lives in a gymnasium!
[00:04:11] Background on Claudia’s role in global campaigns – from Project Red to UN Sustainable Development Goals
[00:07:33] Discussion on and definition of brand purpose
[00:11:52] The mission and vision behind the creation of non-profit foundation, "We Are All Human"
[00:16:43] The significance and development of the Hispanic Star initiative and its symbolism
[00:20:48] Claudia’s motivation – past, present and future
[00:25:54] Comparing podcast plans and the thru line of Hispanic executive women featured on the podcast "A La Latina"
[00:33:00] Using 'factivism' in targeting Latino communities
[00:34:00] Brand strategies and recommendations for authentic engagement with the Latino community
[00:39:00] The future of diversity and inclusion in branding and the need for cultural respect in marketing strategies
How to Leap into Good Branded Entertainment
Can branded entertainment ever feel "bingeable?" If it's engaging and the characters are relatable! What if no one watches? They will if that branded content is made -- then promoted -- by Leap Media Group. That's what Chris Pizzurro, their Co-Founder, and Michele Fino, Head of Branded Entertainment at Crackle, explain to host E.B. Moss in this episode of Insider Interviews.
While Pizzurro, who had 12 years at Turner Broadcasting learning under Ted Turner before another dozen at advanced ad company, Canoe Ventures, always aims for top quality productions, Leap puts equal focus on distribution and promotion to drive awareness, viewership and ROAS -- Return on Ad Spend. After all, even if a show is well-made, if no one sees it, it doesn't matter how good it is. Leap's recipe for success is evident in such shows created in conjunction with major brands and production companies, as "The Next Turn" from Expedia, and "Bigger Bolder Baking" with chef Gemma Stafford. They've trademarked that one-two punch as LFBE, or Long Form Brand Engagement, complete with a formula for calls to action and show length.
For her part, Fino, who brings a wealth of experience in creating and promoting quality content to the Chicken Soup for the Soul-owned Crackle – from her time working in Branded Entertainment on “American Idol” to marketing at highly regarded non-profits -- is clear that it's about quality and "creating an experience that extends beyond the show." After she offered a detailed explanation of industry acronyms like AVOD, TVOD, CTV, and FAST, she also shared how this content can be a force for good, even if subtly. Producers can organically incorporate social messaging in a "purple" kind of way. For example, showing cooking show chefs using a compost bin or wedding shows including LGBTQ+ couples.
"In every show where they gift somebody a home, there should be a moment where the person uses their new address to register to vote."
Together, they explain the importance of show distribution married to tune-in promotional media... and how when the entertainment content and ads "travel together" it helps defray the cost of production and definitely boosts the value for all partners.
Key takeaways? Production values, a relatable host and an informative, entertaining story drives trust among viewers -- a big factor in building successful personal and business relationships – as well as engaging content. Adding the shoppable element with clear but organic calls to action, and a big helping of tune-in promotion delivers on the promised ROI. Get the full how-to details in this engaging 40 minute episode. And please share, like, review!
E.B. knocks it out of the park with S2! I appreciate that she creates an interesting dialog with her guests, delivering the nuggets you need to know with a dose of humor. Enjoyable and informative!
E.B. Is such a great host and interviewer! She has a gift for getting her guests to open up and share how they REALLY build their businesses! Love this show and her great interviewing style!
A very "listenable" business podcast series
E.B.'s skill at making business topics, ideas and people interesting and - dare I say it, even entertaining - makes Insider Interviews a real unicorn in the world of business podcasts. It's incredibly hard to achieve a "this is just a casual conversation" feel when communicating sometimes challenging business concepts, and she does so with ease. Her choice of guests is also top-notch. I would recommend the series to anyone curious about "meeting" new people and learning new things that impact the worlds of business, media and marketing.