Next in Media

Mike Shields
  • 4.8 (42)
  • MARKETING
  • UPDATED BIWEEKLY
Next in Media

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. 2 DAYS AGO

    Meet The Company That Brought Ryan's World To The Big Screen

    Next in Media spoke with Julia Moonves, pocket.watch’s SVP, Advertising Sales & Brand Partnerships, about navigating the kids ad market in YouTube era, and whether we're about to see a number of kid YouTubers become movie stars.

    27 min

  2. OCT 1

    So, How Is Google's Ad Tech Trial Going?

    Next in Media spoke with Ronan Shields, who covers ad tech for Digiday, about how the DOJ's case against Google is going in the ongoing ad tech trial, and whether he thinks this case will really reshape the digital ad market anytime soon. Ronan also discussed why some publishers are worried about a potential Google loss, and what Meta and Amazon might be thinking.

    26 min

  3. SEP 24

    The Dangers Of The Ad Buying Industry's 'Overcorrection' Toward Performance

    Next in Media spoke to Karen Benson, EVP of integrated media at Deutsch New York about why she's worried that some brands have gone overboard on spending with ROI-friendly vehicles like social platforms and retail media. Benson also discussed the realities of AI in the agency world, and why it's not so easy to figure out how to fund creator programs.

    25 min

  4. SEP 17

    How Crunchyroll Quietly Became A Streaming War Victor

    Next in Media spoke with Rob Sands, Crunchyroll’s Senior Vice President of Business Development, about how the anime-centric media company became an under the radar juggernaut in streaming, gaming and events. Sands talked about why anime has had such a massive breakout in the US, and what brands need to know about this growing audience.

    24 min

  5. SEP 10

    An Insider's Take On How YouTube Became A CTV Force

    Next in Media spoke with former Google executive Denis Crushell, CCO of Precise.TV, about the early days of YouTube's ads and programming strategy, and how the company is doing surging into TV while fighting off TikTok. Takeaways: • YouTube's Growth and Evolution: Denis discussed YouTube's transformation from a platform for user-generated content to becoming a major player in TV watch time. • YouTube's Strategy for Ads and Monetization: In the early days, YouTube was cautious about ads, but over time, ads became integral. Skippable ads helped balance the experience for viewers, creators, and advertisers. • Safety and Contextual Advertising: Denis emphasized the importance of brand safety and contextual advertising, stating that Precise TV focuses on ensuring ads are placed in suitable environments, helping brands gain better results and avoid inappropriate content. • Competing with TikTok: YouTube’s introduction of Shorts was a response to TikTok’s success. Denis believes YouTube has done well in competing, especially by leveraging its existing user base and search data, offering a broader reach. • Challenges with Premium Content: There is still skepticism about YouTube’s premium content when compared to traditional TV. Competitors like Netflix, Disney, and Amazon are considered stronger in offering premium content, but YouTube’s vast addressable ad inventory is unmatched. • The Creator Economy: YouTube has focused more on supporting creators, providing them with tools to monetize effectively, unlike earlier when it sought to attract celebrities and traditional media figures. • Contextual Relevance on Platforms: Precise TV is working with advertisers to create contextually relevant personas and target audiences more precisely on platforms like YouTube. • Challenges with In-App and CTV Advertising: Denis highlighted how in-app advertising and CTV platforms like Roku, Samsung, and LG are growing but still face issues related to measurement and targeting that need improvement. Guest: Denis Crushell Host: Mike Shields Sponsored by: Precise TV Produced by: FEL Creative

    31 min

  6. SEP 3

    Why Traditional TV Companies Are Looking to Call Out Platforms on Brand Safety and Transparency

    Next in Media spoke with Sean Cunningham, president and CEO of the Video Advertising Bureau, on the industries debate over what constitutes premium content, and why in his view brands should demand far more control and transparency for their campaigns on social platforms. Takeaways: • State of the TV Ad Market: The TV ad market is in flux, influenced by shifts to streaming, social video, and significant changes in major players and distribution formats. • Importance of Premium Content: Premium video content is defined by being professionally produced, long-form, significantly engaging, and brand-safe, which distinguishes it from user-generated content and social videos. • Brand Safety Concerns: There is a growing emphasis on brand safety, with many advertisers becoming increasingly cautious about where their ads are placed, particularly on platforms that lack transparency. • Role of AI in Media Buying: AI and automation are becoming more integrated into media buying and planning, raising concerns about transparency and the potential for decreased brand safety. • Granularity in Ad Placement: Advertisers are demanding greater granularity and transparency in ad placement, including details about platform type, device, content length, and the nature of the content. • Trust and Partnership: The trust between marketers and media partners is crucial, particularly in ensuring that investments lead to effective advertising and that there is a clear path to remedy any issues that arise. • Evolving Role of Media Agencies: Media agencies must continue to evolve, offering sophisticated tools and strategies that go beyond traditional media buying to thrive in the changing landscape. • Dual Focus on Brand and Performance: Successful marketing strategies should balance long-term brand-building efforts with short-term performance goals. • Future of Premium Advertising: The industry needs to clearly define what constitutes a premium advertising experience to avoid commoditization and ensure continued investment in high-quality content. Guest: Sean Cunningham Host: Mike Shields Sponsored by: Acast & Precise TV Produced by: FEL Creative

    36 min

  7. AUG 21

    How to Build a Retail Media Network in 15 Minutes

    Next in Media spoke with Daniel Folkman, Gopuff's SVP of business, about the company's growing footprint in the ad business despite the fact that he thinks there are way too many retail media networks. Takeaways: • Business Overview and Evolution: Gopuff started over 10 years ago, focusing on delivering convenience products like snacks and drinks. It has since evolved to carry over 5,000 SKUs, including groceries, home essentials, and alcohol. • Target Customer Demographics: Gopuff’s primary demographic is 18-35 year olds, with a strong focus on young parents. • Sustainable Business Model: The company uses its funds to build infrastructure, technology, and fulfillment centers, focusing on long-term sustainability rather than short-term customer acquisition​. • Retail Media and Advertising: Gopuff entered the retail media space with its own advertising platform, which leverages the company’s unique selling points: instant delivery, a young and targeted demographic, and specialized consumer data. • In-house Ad Platform: Gopuff decided to build its ad platform internally to maintain control over its unique consumer data and optimize targeting. • Future of Retail Media: The company sees consolidation challenges in the retail media space, arguing that many current retail media networks are not sustainable long-term. • Customer-Centric Advertising: Gopuff focuses on delivering ads that feel like relevant content rather than spam. This strategy aims to enhance user experience while also improving ad performance and profitability​. Guest: Daniel Folkman Host: Mike Shields Sponsored by: Acast & Precise TV Produced by: FEL Creative

    26 min

  8. AUG 13

    Is Google About To Be Broken Up?

    Next in Media spoke to Jason Kint, CEO of the publisher-focused trade group Digital Content Next, about the potential impact of Google's recent anti trust ruling, and what to expect next month when a more advertising-focused decision regarding Google comes to a head. Takeaways • Google's Monopoly and Antitrust Cases: Google has been found to be a monopoly in both the App Store and search markets. • Impact on Media and Advertising: These antitrust cases are seen as unlocking competition, which is beneficial for media companies and small businesses. • Importance of Data Scale: Google's dominance in search, with 98% of unique queries, provides it an unparalleled data scale. • Microsoft's Struggles: Despite being a tech giant, Microsoft struggles to compete with Google in the search market due to the latter's vast data advantage. • Potential Breakup of Google: There is speculation that the ad tech trial could lead to Google being forced to divest parts of its business, possibly Chrome and Android, due to their critical roles in data collection. • Google's Internal Practices: The trial revealed nefarious internal practices, such as coordination between different Google departments to meet quarterly targets, despite public claims of separation. • Google's Defense and Market Impact: Google argues that its dominance in search is pro-competitive and beneficial for consumers due to its superior search experience. • Implications for Publishers: The outcome of these cases could validate the concerns of publishers who have long complained about Google's market power. • Future of Competition: Kint emphasizes that real change will come when there is actual competition in the market, with revenue directed towards where consumers want it. Guest: Jason Kint Host: Mike Shields Sponsored by: Acast Produced by: FEL Creative

    27 min
See All (178)

4.8
out of 5
42 Ratings

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 - 2024
  • Episodes
    178
  • Rating
    Clean
  • Copyright
    © 2024 Next in Media
  • Show Website
    Next in Media

You Might Also Like

To listen to explicit episodes, sign in.

Stay up to date with this show

Sign in or sign up to follow shows, save episodes, and get the latest updates.
Select a country or region

Africa, Middle East, and India

Asia Pacific

Europe

Latin America and the Caribbean

The United States and Canada