Next in Media

Mike Shields
  • 4.8 (43)
  • MARKETING
  • UPDATED BIWEEKLY

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.

  1. 6H AGO

    Charles Manning on Why Measurement Is the Secret Weapon in the Age of Agentic AI

    In this episode of Next in Media, I sit down live at the Kochava Summit in Sandpoint, Idaho, with Charles Manning, founder and CEO of Kochava. We go deep on one of the most pressing questions facing the industry right now: how profound is the shift to agentic advertising and AI-driven workflows? Charles argues it is not a decade-long evolution like programmatic was. It is breathtakingly faster, and the companies that understand how to use their first-party data as a competitive kernel, rather than leaking it to the walled gardens, are the ones that will come out ahead. He draws a compelling analogy: if programmatic changed the auction, AI is about to change the workflow. We also dig into Kochava's CTV journey, from its mobile app roots to building measurement tools adopted by LG, Samsung, Vizio, and Roku, and how the view-and-do combo between the TV screen and the mobile device is creating powerful new outcome-based measurement opportunities for brands. Charles breaks down what holding companies should fear (and fix), why the ad tech supply chain is due for serious consolidation, and why he predicts a wave of take-privates and roll-ups followed by a bonanza of public offerings over the next two years. He also introduces Station One, Kochava's integrative AI hub that acts like a Slack for AI workflows, designed to help teams transform how they work without giving up control of their data.   Key Highlights:⚡ AI vs. Programmatic: Charles explains why the shift to agentic advertising is moving breathtakingly faster than programmatic did. While programmatic took over a decade to fully reshape the auction, AI is set to transform the entire workflow within the next 16 months. 🔒 Protect Your Data: Charles identifies the two biggest risks brands face in the AI era. First, leaking proprietary data to platforms like Meta and making them smarter without benefiting your own organization. Second, failing to develop a unique "how" that cannot be replicated when everyone has access to the same AI tools. 📺 CTV Measurement Evolution: Kochava's Atlas Performance product now powers CTV measurement for LG, Samsung, Vizio, and Roku by connecting the view on the television screen with the action on the mobile device, giving brands a clear picture of real business outcomes from their CTV spend. 🤖 Station One, a Slack for AI: Charles introduces Kochava's Station One platform, an integrative AI hub that lets teams connect models, codify skills, build knowledge bases, and containerize workflows into shareable workspaces, all while keeping data ownership firmly in the hands of the brand. 📉 Ad Tech Consolidation Is Coming: Charles predicts a significant collapse in the ad tech supply chain, with SSPs and DSPs already moving into each other's territory. He also foresees a wave of take-privates and roll-ups over the next 16 months, as companies use the cover of private ownership to restructure for the AI era, followed by a major IPO bonanza. 💼 The Future Workforce: As AI handles more of the analytical grunt work, Charles argues the most valuable skill in the industry is shifting away from data science and toward clear communication. The ability to articulate your goals to an AI model is becoming the defining talent of the next generation of media professionals.   Resources & Next Steps:🌐 Explore Kochava and learn more about Atlas Performance and Station One 🔗 Follow Charles Manning on LinkedIn 🎧 Subscribe to Next in Media on Apple Podcasts   Chapter Timestamps:00:00 Cold open - AI disruption and the next 16 months 01:00 Welcome and introducing Charles Manning of Kochava 01:20 Revisiting a past conversation and what has changed 01:45 Setting the stage - agentic advertising and the metaverse PTSD problem 02:20 The next decade is really the next 16 months 03:10 How fast is this vs. the programmatic shift? 03:50 MCP, APIs, and how AI wraps the workflow 05:20 Machine learning from reach optimization to business outcomes 06:10 From post-campaign briefs to real-time workflow automation 07:20 Why big platforms like Meta and Google got even stronger with AI 08:00 The two biggest risks brands face in the AI era 09:00 The "how" is as important as the "what" - competitive differentiation 09:50 Can agencies avoid being commoditized by AI? 10:20 Vertical AI and why domain expertise matters 12:00 Measurement as an odometer vs. measurement as a decision engine 13:20 The racing clutch analogy - agile measurement for agile goals 14:00 Who fills the seats next? The shift from data scientists to communicators 15:00 Tasks that get reallocated and skills that become more valuable 16:00 How far away is autonomous agentic media buying? 16:30 Guardrails, budget constraints, and agent managers 17:10 Introducing Station One - Kochava's AI workflow hub 18:10 How teams transition from human workflows to AI-assisted execution 19:00 Kochava's CTV journey - from mobile app roots to the living room 20:10 The 80-inch mobile device and why OEMs saw the pattern 21:20 Why OEMs pushed back and how Atlas Performance was born 22:10 LG, Samsung, Vizio, Roku - how they became Kochava customers 23:00 Is CTV performance TV? How should we measure it? 23:40 The view-and-do combo - TV impressions and mobile actions 24:10 QSR and loyalty programs - CTV driving real consumer behavior 25:00 Why AI optimization has not hit CTV the way it has Meta and Google 26:00 Station One as the connective tissue for CTV and the broader ecosystem 27:20 Will more ad dollars flow to television? Charles says yes, and soon 28:30 Audience Q&A - how to prove CTV incrementality to your CFO 29:00 The Machine Zone story and what it taught Charles about media mix 31:30 Why media mix modeling finally works in the AI era 32:10 What happens to ad tech? The daisy chain gets disrupted 33:00 SSPs and DSPs are already moving into each other's territory 34:00 More money in media, less ad tax - where the dollars go next 35:00 Premium inventory, exclusive access, and the sports betting parallel 36:10 IO-level programmatic guaranteed - a bold prediction 37:00 The biggest obstacle ahead - take-privates, roll-ups, and an IPO bonanza 38:30 Wrap-up and closing thoughts

    39 min

  2. FEB 10

    Navigating Data Identity and AI in Marketing with Matt Spiegel

    This week on Next in Media, I sat down with Matt Spiegel, EVP of Marketing Solutions Growth Strategies at TransUnion, to unpack one of the most pressing questions in advertising right now: what's actually changed since cookies started disappearing and privacy laws started piling up? And just as importantly, what hasn't changed? Matt brings a refreshingly practical perspective to the conversation, explaining how disconnected data infrastructure remains the biggest obstacle for most brands, even as everyone races to adopt AI-powered marketing. He breaks down why walled gardens still have an inherent advantage, how signal loss is forcing marketers to rethink their strategies, and why the industry's obsession with the "easy button" might be holding progress back. We also tackled some uncomfortable truths about where the industry is headed. Matt shared his thoughts on agentic advertising and whether bots will really replace media planners, the noisy MarTech landscape that's overwhelming CMOs, and why he believes the next economic downturn could trigger massive layoffs in marketing and advertising. Throughout our conversation, Matt emphasized that while the tools and technology are evolving rapidly, the fundamentals of good marketing haven't changed. It's about understanding your customers, connecting your data, and applying that intelligence at scale. This is a conversation for anyone trying to make sense of the chaos in modern marketing, wondering how to navigate identity resolution in a post-cookie world, or just trying to figure out which AI tools are actually worth the hype. _______________________________________________________ Key Highlights🔌 The Infrastructure Problem: Most brands lack connected data ecosystems. Their CRM, transaction records, and marketing databases exist in silos, making it nearly impossible to achieve the precision marketing everyone's chasing. 🏰 Walled Gardens Still Win: Large platforms have a scaled, dimensional view of consumers that few brands can match. The "easy button" appeal is real, but it comes at the cost of transparency and cross-platform measurement. 🤖 AI Won't Replace Humans (Yet): Agentic advertising is coming and will automate significant portions of media buying, but Matt believes we'll keep humans in the loop. The idea that bots will fully control everything is overdone, at least for now. 📊 Data Hygiene Still Matters: Simple things like ensuring "Matt" and "Matthew" are recognized as the same person remain real obstacles. Many organizations are still working through basic data cleaning before they can even think about advanced AI applications. 📉 Layoffs Are Coming: Matt predicts the next economic downturn will trigger massive job losses in marketing and advertising as automation takes over manual tasks. New roles will emerge, but there will be a painful transition period. 📈 The Measurement Mess: Between attribution debates, walled garden metrics, and inconsistent cross-platform views, CMOs are struggling to prove ROI. The complexity isn't just technical, it's political inside organizations. 🎯 Outcomes Over Tactics: Despite all the noise around cookies, signal loss, and AI, the fundamentals haven't changed. Great marketing still comes down to understanding consumers holistically and applying that intelligence strategically. ⚡ It's a Noisy Time: Marketers are juggling CIOs demanding new tech, CFOs questioning results, platforms promising exclusive deals, and measurement reports that don't add up. It's chaotic, but navigable with the right analytical mindset. _______________________________________________________ Resources & Next Steps🌐 Learn more about TransUnion Marketing Solutions 🔗 Follow Matt Spiegel on LinkedIn 🎧 Subscribe to Next in Media on Apple Podcasts _______________________________________________________ YouTube Chapter Timestamps00:00 Intro -- Consumer insights and AI limitations 00:35 The complexity of modern marketing 01:00 Episode introduction and Matt Spiegel 01:34 Where we are in the identity and data landscape 02:15 The marketer's challenge -- Disconnected data 03:45 Why data infrastructure is the core problem 05:20 The reality of data hygiene issues 06:30 Signal loss and privacy regulations 07:45 Platform advantages in identity resolution 09:10 Walled gardens vs transparency 11:00 The programmatic ecosystem revisited 12:40 How agencies are investing in data capabilities 14:20 The measurement and attribution challenge 16:00 AI's impact on marketing decisions 17:30 Why consumer insights still matter 18:45 The current state of MarTech noise 20:15 Startup consolidation and hype cycles 21:50 Will agentic advertising replace media planners? 23:20 Keeping humans in the loop 24:40 The coming wave of marketing layoffs 26:10 New opportunities emerging from automation 27:30 The complexity brands face daily 28:50 CMO tenure and pressure 29:40 Final thoughts and wrap-up

    30 min

  3. FEB 3

    David Freeman on the Case for a Capital Infusion in Creator Media

    In this episode, I sit down with David Freeman, who just launched Kynetic Media Partners after an incredible 15-year run at CAA. David was one of the first executives I knew who truly understood the business impact of digital talent and the creator economy - back when most people in Hollywood were still asking "why do you care about that?" He walks us through his journey from starting CAA's digital department in 2010 (when they were the "redheaded stepchildren" of the agency) to today, where the creator economy is tracking toward $37 billion by 2027. Now he's building the infrastructure to turn fandom into real enterprise value. We dive deep into how tech companies have become Hollywood, the rise of mega-creators like MrBeast who are building billion-dollar businesses, and how AI is about to revolutionize content creation in ways we can barely imagine. David shares insights on creators who are successfully building mini media empires (think Dude Perfect, Rhett & Link, Jesser), the critical need for proper operators and infrastructure around talent, and why we're likely to see consolidation and big exits in the creator space. It's a masterclass in understanding where media, culture, and commerce are headed. --- Key Highlights🚀 The Big Leap: After 15 years building and leading CAA's digital talent division, David left to launch Kynetic Media Partners - focused on turning fandom into enterprise value with infrastructure, strategic capital, and expertise. 💡 From Stepchildren to Stars: In 2010, digital departments were "redheaded stepchildren" at agencies. Today, the creator economy is tracking toward $37 billion by 2027, and tech companies have become Hollywood. 🎬 The MrBeast Phenomenon: David breaks down how Jimmy Donaldson built a billion-dollar business with deeper engagement than traditional media, and why he represents the future of entertainment. 🤖 AI Revolution Ahead: The potential for AI to transform content creation is massive - from animation that rivals Pixar to community-driven development cycles that release new episodes in weeks, not years. 🏢 Mini Media Empires: Creators like Dude Perfect (with their $100M investment), Rhett & Link, Dahr Mann, and Jesser are building real media companies - but success requires proper operators, not just talent. 📊 Infrastructure Matters: The biggest gap in the creator economy isn't talent or fandom - it's the lack of infrastructure, operators, and strategic capital to help creators scale into sustainable businesses. 🔮 Consolidation Coming: Expect to see legacy media companies acquire creator businesses, channel aggregation (like old cable models), and agencies potentially hosting their own upfronts with talent networks. 🎯 Where Culture Lives: The creator space isn't just about entertainment - it's where culture is being born, and brands need to understand that talent is now distribution. --- Resources & Next Steps🔗 Follow David Freeman on LinkedIn 🎧 Subscribe to Next in Media on Apple Podcasts --- YouTube Chapter Timestamps00:00 Cold open - Keyman risk and YouTube dominance 00:55 Episode intro - David Freeman and Kynetic Media Ventures 01:24 Meet David Freeman, founder of Kynetic Media Ventures 01:49 Why David left CAA after 15 years 02:26 The creator economy arbitrage moment 04:00 Turning fandom into enterprise value 05:30 The evolution from digital talent to creator economy 06:32 How tech became Hollywood 07:50 YouTube vs traditional talent discovery 08:30 Legacy media in the early innings of YouTube 09:00 Madison Avenue grapples with YouTube's TV dominance 10:20 Creators must build IP and brands 11:30 Netflix vs YouTube - the talent war 13:00 IShowSpeed's Speed Goes Pro - ownership over distribution 14:30 Mr. Beast and the Amazon deal 16:10 Amazon's creator strategy beyond Prime 18:20 Making creator partnerships easier at scale 20:00 CMOs admit 20-30% of spend lacks attribution 21:20 The most dynamic time in media history 23:20 AI hype vs AI reality 25:00 AI as a tool controlled by humans 26:00 The CAA Vault and name, image, likeness 27:10 How many creators can become media moguls? 28:20 Building teams - good operators win 30:00 Will legacy media buy creator companies? 31:10 The rebirth of networks and agency upfronts 32:10 Wrap-up and what's next

    32 min

  4. JAN 27

    The Future of Retail Media with Kiri Masters

    In this episode of Next in Media, I sit down with Kiri Masters, host of the Retail Media Breakfast Club podcast, to explore the biggest shifts happening in retail media advertising. We dive into the recent announcement about ads coming to ChatGPT and what that means for brands trying to meet consumers where they are. Kiri shares her perspective on whether AI-powered shopping will truly disrupt the retail media landscape - and why she's optimistic that LLM-based ads could actually be more relevant and less annoying than traditional formats. We also unpack the Walmart-Google partnership and discuss what it signals about the future of conversational commerce. Beyond the AI conversation, we tackle some of the industry's most pressing questions. Will we see consolidation in retail media networks this year? Can shoppable TV finally gain traction? And what happens when offsite retail media faces competition from platforms with their own transactional data? Kiri brings both historical context - including a fascinating story about Piggly Wiggly's self-service revolution - and forward-looking insights about how brands and retailers need to collaborate differently. Whether you're a marketer navigating this space or just curious about where AI and commerce intersect, this conversation offers a clear-eyed look at what's real, what's hype, and what's coming next. _______________________________________________ Key Highlights  🤖 Ads in AI Assistants: Kiri explains why she's optimistic that ads in LLMs like ChatGPT could actually enhance the user experience rather than detract from it - as long as they're contextually relevant and leverage the deep personal insights these platforms have. 🛒 The Walmart-Google Partnership: Why retailers want to maintain control as the merchant of record even as they experiment with AI-powered shopping surfaces, and what this means for the competitive landscape between retailers and tech giants. 📊 Amazon's Retail Media Dominance: How Amazon has trained brands to expect exceptional reporting and data-driven insights, creating a high bar that other retailers struggle to match - and why CFOs love the platform's transparency. 🔄 Consolidation is Coming: With over 250 retail media networks globally but brands only wanting to work with 5-7 partners, Kiri predicts we'll see more partnerships like Macy's and Amazon this year as the market rationalizes. 💡 The Piggly Wiggly Lesson: A fascinating historical parallel about how the first self-service grocery store in 1916 got consumers to change behavior by passing savings directly to them - a lesson for how AI shopping might need to work. ⚠️ Offsite Media at Risk: If AI-powered shopping takes off, offsite retail media networks could face serious competition as LLMs gain access to transaction and intent data that retailers previously controlled. 🎯 Back to Category Growth: Kiri advocates for retailers and brands to move beyond performance-focused land grabs and return to collaborative trade marketing strategies that grow entire categories together. _______________________________________________ Resources & Next Steps  🎙️ Follow Kiri Masters and subscribe to Retail Media Breakfast Club 🎧 Subscribe to Next in Media on Apple Podcasts _______________________________________________ Chapter Timestamps  00:00 Introduction - Ads in AI assistants 00:40 This week on Next in Media 01:00 Meet Kiri Masters of Retail Media Breakfast Club 01:40 Ads coming to ChatGPT and conversational search 02:10 How brands follow consumers to new platforms 03:30 Will AI commerce disrupt retail media? 04:00 Will ads in LLMs work like Google and Facebook? 04:40 The importance of trust in AI assistants 05:00 Why AI ads could be better than traditional ads 06:00 Context and relevance in LLM advertising 07:00 The trust equation in conversational AI 08:00 Understanding AI ads won't necessarily suck 08:10 Walmart and Google partnership announcement 08:30 Are people ready to shop through AI interfaces? 09:00 Building trust through repeated exposure to LLMs 09:40 Story time - buying an iPod on eBay in 1999 11:00 Testing Instacart on ChatGPT 11:40 Sao CTV ad 12:40 Why Walmart partnered with Google 13:20 Retailers want to remain merchant of record 14:40 Can every retailer integrate with AI platforms? 15:20 Consumer choice and retailer selection criteria 16:00 The Piggly Wiggly story - self-service revolution 17:00 Consumer behavior change requires value proposition 17:40 State of retail media today 18:20 Amazon's dominance in retail media 19:20 Offsite retail media and in-store opportunities 20:00 How AI threatens offsite retail media networks 20:40 Open web and retail media advertising 21:30 Competition for audience data between retailers and LLMs 22:20 Could LLMs build offsite media businesses? 23:10 Will we see consolidation in retail media networks? 24:00 The Macy's and Amazon partnership example 24:40 Shoppable TV and CTV shopping outlook 26:00 How AI shopping might impact retail media 26:30 Moving beyond land grabs to category growth 27:20 Wrap-up and thanks

    28 min

  5. JAN 20

    Why the NFL is Leaning So Hard on Creators - with Ian Trombetta

    In this week's episode of Next in Media, I sat down with Ian Trombetta, SVP of Social Influencer and Content Marketing for the NFL. We dove deep into how the league is winning the creator economy by building long-term partnerships with rising stars like Kai Cenat, Sketch, and Mr. Beast. Ian shared how his team identifies talent before they blow up, creating authentic relationships that benefit both the creators and the NFL's global reach. What struck me most was how the NFL isn't just throwing money at big names - they're investing in momentum and cultural relevance, finding creators who genuinely connect with the next generation of fans. Ian also walked me through the challenges of scaling this strategy globally, the lessons learned from his time at Red Bull and Activision, and what it takes to work with YouTube on their first-ever NFL broadcast. We discussed the NFL's massive Super Bowl creator activation - with over 150 creators on the ground in San Francisco - and how they're using everything from cooking competitions to fashion shows to showcase the culture around the game. Ian's philosophy is clear: let creators be themselves, provide them with massive value and exposure, and the authentic engagement will follow. It's a masterclass in modern brand building. _________________________________________________________________ Key Highlights:🎯 Finding Creators Early: The NFL identifies rising talent before they explode - working with Kai Cenat for 5-6 years before he became a household name. Ian's team stays ahead of dashboards and media coverage by staying deeply connected to culture and momentum. 🤝 Long-Term Relationships Over One-Offs: The NFL's strategy focuses on building sustained partnerships with creators, offering them massive exposure through linear TV, streaming platforms, and owned channels in exchange for authentic engagement with their communities. 🌍 Global Creator Strategy: With international growth as a major priority, the NFL works with global creators like Mr. Beast and IShowSpeed, plus local creators in markets like Brazil and Dublin to introduce football to new audiences worldwide. 🏆 Super Bowl Creator Takeover: Over 150 creators will be on the ground in San Francisco for Super Bowl week, participating in cooking competitions (NFL Season), fashion shows, and cross-promotions with NBC and the Olympics - the biggest creator activation yet. 🎮 Gaming Lessons from Activision: Ian emphasized that brands underestimate the quality bar required for gaming platforms like Roblox and Fortnite - you need dedicated studios creating sustained content, not just one-time pop-ups. 📺 Let Creators Be Themselves: The NFL's philosophy is to never force creators into a box. Great content comes from letting them engage their audiences authentically while naturally weaving in the NFL, not force-feeding promotional content. 🚀 YouTube's First NFL Broadcast: Ian shared insights from working with YouTube on their inaugural NFL game broadcast, highlighting the collaboration between traditional sports media and digital platforms. 🤖 Navigating the AI Challenge: Ian acknowledged that AI's impact on content creation is evolving daily, and staying ahead of how platforms and creators use AI is one of the biggest ongoing challenges for the league. _________________________________________________________________ Resources & Next Steps:🎧 Subscribe to Next in Media on Apple Podcasts _________________________________________________________________ YouTube Chapter Timestamps:00:00 Cold open - Creator opportunities and AI evolution 00:38 Episode intro and playoff season context 01:02 Meet Ian Trombetta - SVP of Social Influencer and Marketing at NFL 01:36 Ian's role - Social media, influencer marketing, and content creation 02:52 Why the NFL needs creators beyond traditional TV 04:20 Creators as entry points for casual and younger fans 05:15 Global creator strategy - No borders with Mr. Beast and IShowSpeed 06:30 How to find the right creators for your brand 07:45 Building long-term relationships with rising creators 08:40 The Kai Cenat story - 5-6 years of partnership 10:12 The secret sauce - Getting in early and offering value 11:30 Letting creators be themselves for authentic engagement 13:05 Understanding creator momentum and culture 14:20 The Sketch example - Catching viral moments early 16:40 Live streamers and the endurance of daily content creation 18:25 Brand partnerships and measuring ROI from organic reach 20:10 Red Bull background - Building communities and content 22:30 Activision lessons - Community is everything in gaming 24:29 Parallels between gaming communities and NFL fandom 25:23 The gaming challenge - Quality bar and sustained presence 26:23 Roblox and Fortnite - You need a full studio operation 27:14 Flag football, mobile games, and the Olympics opportunity 27:26 Super Bowl preview - 150+ creators on the ground 28:12 NFL Season cooking competition and fashion shows 28:53 Cross-promotion with NBC and the Olympics 29:13 Showcasing culture and music around the NFL 29:27 Working with YouTube on their first NFL broadcast 29:59 Biggest challenge - Navigating AI in content and platforms

    31 min

  6. JAN 13

    How Smosh Endured Numerous Pitfalls Before Becoming a 70-Person Media Powerhouse

    I never thought I'd be running a 70-employee media company built around two guys who started making Pokemon sketches in their bedroom. But here we are. When I stepped into the role of CEO of Smosh in early 2023, I wasn't just taking on a business - I was stewarding a 20-year legacy that spans five active YouTube channels, a 15-person cast, and millions of fans worldwide. My background in talent management taught me to think about creators as brands, and that's exactly how I approach Smosh today. We're not just making content - we're building a sustainable entertainment company that respects both the comedy at our core and the business fundamentals that keep us growing. What excites me most is how we're redefining what digital-first entertainment looks like. We've invested heavily in 4K production to meet the demands of YouTube's living room experience, and we're launching ambitious projects like Hospital - a semi-scripted improv show that blends SNL-style comedy with Grey's Anatomy parody. But beyond the content itself, I'm passionate about changing how brands work with creators. Too many advertisers still treat us like we're amateurs in bedrooms, when the reality is we have the infrastructure, the talent, and the audience insights to deliver campaigns that traditional media can't match. We're proving that collaboration over competition and authenticity over scripts is the future of entertainment - and the future is happening right now.   --- Key Highlights  🚀 From Talent Manager to CEO: How working with Anthony Padilla at Press Alike and 15 years in the creator economy led to becoming CEO of a 70-employee media company with five active YouTube channels and 15 cast members. 📺 YouTube's Living Room Revolution: Why Smosh invested heavily in 4K production, upgraded cameras and servers, and how YouTube is slowly separating TV-viewing experiences from search engine content - with bold predictions about the platform's future. 🎭 Hospital Launches in January: A groundbreaking semi-scripted improv show where cast members play doctors who must swap out when they break character - blending SNL-style comedy with Grey's Anatomy parody, designed for viewers who've never heard of Smosh. 🤝 Collaboration Over Competition: Why Smosh's social team gets lunch with Mythical, their production manager grabs coffee with Dropout, and the entire creator economy thrives when digital entertainment companies share tips instead of treating each other as enemies. 💰 Owning Your CMS is Power: Lessons from the MCN era about the importance of maintaining your own content management system, controlling sales processes, and working directly with Google to craft bespoke advertising deals around major programming events. 📢 The Brand Partnership Problem: Why traditional TV commercials are terrible, how marketing agencies waste millions on creative that doesn't convert, and why Smosh only partners with brands they sincerely use - building authentic campaigns instead of following scripts. ⏰ Treat Creators Like Studios: The frustrating reality that brands still don't understand production schedules, kill fees, or professional timelines - and why the same respect given to Fox or NBC should apply to digital-first media companies. 🎯 Accessible Content Strategy: How shows like Do You Know Your Duo and Culinary Crimes are designed so new viewers can jump in without knowing Smosh's 20-year history - making great improv and comedy accessible to superfans and first-time watchers alike.   --- Resources & Next Steps  🎥 Watch Smosh on YouTube 🔗 Follow Alessandra Catanese on LinkedIn 🎧 Subscribe to Next in Media on Apple Podcasts   --- Chapter Timestamps  00:00 Introduction - Smosh's evolution from bedroom to boardroom 00:38 Early days of covering Smosh at Media Week 01:25 Meet Alessandra Catanese - from talent manager to CEO 02:01 The Maker Studios era and YouTube economy origins 03:14 15 years of experience leading to this role 03:43 Working with Anthony and Ian on the vision 05:37 Smosh 101 - five channels and 15 cast members 07:04 Full-fledged merch business and cast-driven products 07:51 Making content accessible without knowing the lore 08:51 Hospital show - the January improv comedy launch 09:20 SNL meets Grey's Anatomy with character breaks 10:22 YouTube on TV and the living room experience 11:05 Investing in 4K production for Summer Games 12:10 Honoring traditional TV conventions on YouTube 12:46 Predicting YouTube's TV vs search engine split 14:40 Digital and traditional becoming the same thing 15:26 The MCN era and owning your CMS 18:07 Google's special care and bespoke deals 19:14 MCN collaboration lessons and creator networks 20:11 YouTube was founded on collaboration 20:50 We don't have competition, we have collaborators 21:36 No monopoly on the internet 22:34 Growing the creator advertising economy 23:48 Educating advertisers on metrics that matter 24:19 Sincere representation philosophy with brands 24:52 Brands need smarter creative strategies 26:59 Why TV commercials are terrible today 27:40 YouTube provides instant, rich data 28:40 Working with newer vs legacy brands 29:09 Brands still see creators as bedroom amateurs 29:50 Production costs and treating creators professionally 30:29 Progress in podcast ad reads and trust 31:07 Wrap-up and final thoughts

    32 min

  7. JAN 6

    Media Predictions for 2026 with Evan Shapiro

    I sat down with Evan Shapiro, the legendary media cartographer and author of the must-read substack Media War and Peace, to kick off 2026 with bold predictions about where our industry is heading. Evan didn't hold back as he unpacked the tension between AI-driven automation and the raw authenticity that makes creators so powerful. We explored how scale and reach are becoming vanity metrics, while fandom and engagement are what truly matter now. From Under Armor to Procter & Gamble, major brands are launching their own content channels and becoming creators themselves rather than just renting influencers. This isn't your typical brand content strategy, this is a fundamental shift in how marketing dollars flow. We also tackled the elephant in the room: YouTube's dominance and whether anyone can challenge it, the explosive growth of retail media networks like Walmart and Amazon, and why traditional media companies like Disney and Warner Brothers are finally embracing platforms they once feared. Evan predicts the AI bubble will burst in 2026, not because the technology isn't valuable, but because it won't be the sexy revolution everyone's hyping. Instead, AI will improve things behind the scenes with targeting optimization and efficiency gains. Plus, we discussed the rise of social media politicians and how $2.5 billion in political ad spending could fundamentally change addressable TV advertising. This conversation is packed with insights you won't want to miss.   Key Highlights  🎯 Engagement Over Reach: Scale and reach are now vanity metrics. The biggest shift in the creator economy is toward fandom and deep engagement rather than pure subscriber counts. Mr. Beast is the exception, creators like Amelia Dimoldenberg and Sean Evans prove that smaller, highly engaged audiences drive better business results. 🏢 Brands Become Creators: Under Armor, Procter & Gamble, and L'Oreal are launching their own content channels and production companies. Instead of hiring influencers, brands will convert ad spend into creating their own entertainment channels, following the Barbie and LEGO model of becoming lifestyle brands. 📺 Traditional Media's Creator Problem: Disney still treats YouTube, Instagram, and TikTok as brochure ware with trailers and promotional content. In 2026, major studios will finally go all-in on real content for these platforms, similar to how they eventually launched Disney+ after years of resistance. 🤖 The AI Bubble Will Burst: The hype around AI making movies, commercials, and scripts will deflate in 2026. AI's real value lies in boring but crucial improvements to targeting, optimization, and efficiency, not in replacing creative talent. Disney's $1.5 billion investment in OpenAI signals they're getting ahead of this shift. 🛍️ Retail Media's Next Wave: We're in the first half of the first inning of shoppable TV. Walmart's integration of Vizio will make them the second-largest retail media network after Amazon. This enables a whole new class of TV advertisers and unlocks budgets that never intersected with traditional media spending. 📱 Instagram and TikTok Launch CTV: Evan predicts both Instagram and TikTok will launch connected TV platforms in 2026. When Oracle takes control of TikTok in the US, a television product is inevitable. YouTube's success with shorts on TV proves short-form content can work on the big screen. 💰 YouTube's Branded Content Explosion: Branded deals embedded in YouTube videos grew over 50% in the first half of 2025, becoming the fastest-growing segment of YouTube's ad economy. With dynamic insertion launching for branded content in 2026, this will dramatically accelerate and become more scalable. 🗳️ Political Ads Transform CTV: The $2.5 billion political ecosystem will spend on hyper-local, outcome-based ads in 2026. This wave of aggressive buyers targeting at the neighborhood level will change television advertising at the genetic level and unlock the true promise of addressable TV.   Resources & Next Steps  🔗 Follow Evan Shapiro on LinkedIn 🎧 Subscribe to Next in Media on Apple Podcasts

    31 min

  8. 12/23/2025

    Shane Atchison and Seth Gordon on Building Zaaz Collective for the Creator Economy

    This week on Next in Media, I sat down with Shane Atchison, CEO of Zaaz Collective, and Seth Gordon, a film director and co-founder of Zaaz. We dove into their mission to help micro and mid-level creators (those with 5,000 to 100,000 followers) think and act like media companies. With 96% of creators making minimum wage or less, Shane and Seth saw an opportunity to build a collective where creators could access the data, tools, and intelligence typically reserved for top-tier talent. They shared how Zaaz is using AI-powered analytics, audience insights, and comments-to-commerce strategies to help creators maximize their impact and earnings. I was fascinated by their approach to solving the creator-brand disconnect. Shane explained how most creators have no idea what to charge for brand deals and often feel they get screwed on their first partnerships. Zaaz addresses this with transparent pricing data, engagement rate benchmarks, and personalized AI language models trained on each creator's unique content and audience. Seth brought a compelling perspective from the traditional entertainment world, noting how the $50 million ad model is dying and the future is much more atomized and creator-led. We also explored their plans for Q1 2025, including creator-to-creator events in Brazil and launching new tools for content transcription and multi-platform analytics. _________________________________________________________________ Key Highlights💡 The Creator Economy Gap: 96% of creators are making minimum wage or less despite the industry growing to $500 million by 2030 with 35% year-over-year growth in media spend. 🤝 The Collective Model: Zaaz operates as a membership-based collective where creators share anonymized data on brand deals, pricing, and engagement rates so everyone can learn what's a fair deal. 📊 Audience Intelligence: The platform unifies analytics across all social platforms in one dashboard and uses AI to analyze comments for purchase intent, brand opportunities, and genuine engagement. 💬 Comments to Commerce: Zaaz filters through thousands of comments to surface the ones that matter, like when someone asks "what shirt are you wearing?" turning those into affiliate link opportunities. 🤖 Personalized AI Language Models: Each creator gets their own AI agent trained on their content, comments, and audience data, plus access to collective intelligence from other creators' successful strategies. 🎯 Brand Discovery Done Right: Zaaz pushes dynamic media kits to discovery platforms so creators are represented with real-time data on momentum, engagement rates, and audience quality. 🎬 The Future is Atomized: Seth Gordon explained how the traditional $50 million ad campaign model is dying, and the future belongs to niche, specialized creator-led content reaching targeted audiences. 🚀 Launching in 2025: Zaaz is hosting creator-to-creator events in Brazil and the U.S., launching AI-powered content transcription tools, and helping creators who "don't realize they're creators" move into the space. _________________________________________________________________ Resources & Next Steps🌐 Explore Zaaz Collective 🔗 Connect with Shane Atchison on LinkedIn 🎧 Subscribe to Next in Media on Apple Podcasts _________________________________________________________________ YouTube Chapter Timestamps00:00 Cold open - Building Zaaz for creators 00:36 Introducing Shane Atchison and Seth Gordon 02:02 What is Zaaz Collective? 03:00 How the collective model works 04:32 The "I got screwed" problem for creators 06:07 Seth on protecting creators in the wild west 07:07 Who are the target creators? (5K-100K followers) 08:32 Audience analytics across platforms 10:52 Comments to commerce strategy 13:04 Brand discovery and connecting the two sides 15:19 Seth on knowing your audience 18:32 The value of micro influencers 20:23 Seth on Warner Bros and the dying $50M ad model 22:10 Streamlining media spend in the creator economy 24:51 Personalized AI language models for creators 27:00 Q1 plans: Launching in Brazil and creator events 28:29 Wrap-up and thanks

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About

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.

Information

  • Creator
    Mike Shields
  • Years Active
    2020 - 2026
  • Episodes
    276
  • Rating
    Clean
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    © 2024 Next in Media
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    Next in Media

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