Next in Media  By  cover art

Next in Media

By: Mike Shields
  • Summary

  • 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.
    2024 Next in Media
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Episodes
  • What is TV made for?
    Mar 26 2024

    Next in Media spoke to Lisa Herdman SVP, Executive Director National Video Investment & Marketplace Intelligence at RPA about the push to make TV advertising more data driven, and whether that could - or should - cause brands to rethink the medium's very purpose.

    Takeaways

    • The adoption of data-driven targeting and measurement in TV is making progress, but the extent to which TV should be data-driven depends on the goals and objectives of advertisers.

    • The industry is moving towards a more performance-driven approach to TV advertising, but it is important to consider the specific needs and objectives of each brand.

    • Measurement evolution is a key challenge in the industry, and there is a need for standardization and holistic measurement across linear TV and streaming.

    • Consolidation in the industry can have both positive and negative impacts on agencies and clients, with the potential for streamlining processes and resources, but also the risk of limited competition.

    • The future of TV advertising will be influenced by the growth of individual influencers, the expansion of Netflix's ad business, and the changing landscape of sports rights and streaming platforms.

    Chapters

    00:00 - Introduction

    02:08 - Data-driven targeting and measurement

    04:22 - The objective of TV and performance marketing

    06:18 - Measurement evolution

    10:42 - Consolidation and its impact on agencies and clients

    13:20 - Strategic thinking and the balance between thinking and doing

    20:29 - The future of individual influencers and upfronts

    21:16 - Netflix and the growth of their ad business

    22:14 - The future of sports and the impact of big tech companies

    25:37 - Changes in the upfront and data-driven tactics

    27:29 - The role of digital platforms like TikTok and Meta

    29:21 - Uncertainty and decision-making with platforms like TikTok

    31:48 - The need for expertise in navigating the industry

    31:59 - Conclusion

    Guest: Lisa Herdman

    Host: Mike Shields

    Sponsored by: Epsilon

    Produced by: Fresh Take

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    31 mins
  • How Retail Media took over the ad business seemingly overnight
    Mar 19 2024

    Next in Media spoke with Dave Peterson. general manager, global head of retail media at Epsilon, about his experience building out Target's retail media business, why the industry desperately needs standards and consolidation, and why he's bullish on CTV shopping.

    Takeaways

    • Retail media is a growing industry that has its origins in the early 2010s, with only a few players at the time.

    • There is still a lot of room for growth and innovation in retail media, with only 37% of retailers having offsite media capabilities.

    • The industry needs to focus on standardization in measurement and address challenges such as fragmentation and identity.

    • Retail media is not just a bottom-of-the-funnel solution; it can be a full-funnel solution that combines brand and performance marketing.

    • The future of retail media lies in a consumer-centric approach, reaching individuals with relevant ads in the context of where they are.

    Chapters

    00:00 - Introduction and Background

    00:44 - The Origin Story of Retail Media

    08:31 - Expanding Retail Media to the Open Web

    12:39 - Different Approaches in the Retail Media Landscape

    14:06 - Challenges in Retail Media and the Need for Innovation

    20:23 - The Potential for Consolidation in Retail Media

    22:33 - Bridging Retail Media and CTV

    28:59 - Retail Media Beyond the Bottom of the Funnel

    31:37 - The Consumer-Centric Approach to Retail Media

    Guest: Dave Peterson

    Host: Mike Shields

    Sponsored by: Epsilon

    Produced by: Fresh Take

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    36 mins
  • So you've been pretending to understand AI
    Mar 12 2024

    Next in Media talked with Cognitiv CEO Jeremy Fain about what ad industry execs really need to understand about the difference between LLMs and Deep Learning and Computer Vision -and how all this stuff is actually going to shake up advertising - or not.

    Takeaways

    • Deep learning is a powerful tool in performance advertising, allowing for more efficient and effective targeting of impressions.

    • Deep learning differs from traditional machine learning in its ability to generalize and understand complex patterns and contexts.

    • The death of cookies presents challenges for the industry, but deep learning algorithms can still deliver strong performance by leveraging other signals and data.

    • Transparency and customization are key factors in successful media buying, and deep learning can provide insights and analytics to support these efforts.

    Chapters

    00:00 - Introduction and Background

    00:31 - The Origins of Cognitiv

    01:27 - Understanding Deep Learning

    04:33 - The Power of Deep Learning

    06:01 - The Role of Generalization in Deep Learning

    09:24 - The Focus on Performance Advertising

    10:13 - The Evolution of Deep Learning

    11:19 - Large Language Models and their Training

    15:44 - The Use of Deep Learning in Media Buying

    21:16 - The Implications of the Death of Cookies

    25:07 - The Role of AI in Media Buying

    27:17 - The Future of Generative AI

    31:06 - The Impact of the Cookie's Demise

    35:35 - Transparency in Media Buying

    Guest: Jeremy Fain

    Host: Mike Shields

    Sponsored by: Epsilon

    Produced by: Fresh Take

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    39 mins

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