Next in Media Mike Shields

Next in Media spoke with Michael Scott, VP, Head of Sales & Operations, Samsung Ads, about where the South Korean TV manufacturer fits in the TV ad ecosystem.

Scott also talked about why Samsung is pushing into gaming, whether it wants to compete in measurement, and if he is a believer in CTV commerce.



Takeaways

• How Samsung uses this data to power content recommendations and precision targeting for advertisers.

• Navigating the evolving TV advertising landscape and currency discussions.

• Samsung's gaming initiatives and reaching the gaming audience.

• Samsung's fast-growing CTV platform and content partnerships.

• Emerging opportunities around shoppable TV and innovative ad formats.



Guest: Michael Scott

Host: Mike Shields

Sponsored by: Acast

Next in Media spoke with IAB Tech Lab CEO Anthony Katsur about the organization's infamous report on Google's Privacy Sandbox -and where the industry goes from here now that cookies may never go away. Katsur also talked about the state of industry regulation, and whether Trump or Harris would ever push for a national privacy law.

Takeaways
• The IAB Tech Lab has been monitoring Google's Privacy Sandbox and raising concerns about its functionality and impact on the advertising ecosystem.
• Data minimization is an important concept in privacy regulation, emphasizing the need to only collect and retain necessary data for a limited period of time.
• The industry is facing challenges such as signal loss, privacy compliance, and competition from social media and AI platforms.
• The outcome of the US election may have an impact on privacy regulation, but state laws and global privacy frameworks will continue to shape the industry.
• Google remains committed to innovating on the Privacy Sandbox and working with regulators and the industry to address privacy concerns.

Guest: Anthony Katsur
Host: Mike Shields
Sponsored by: Acast
Produced by: Fresh Take

Next in Media talked to Sportico sports media reporter Anthony Crupi about why on demand streaming on Peacock plus old fashioned prime time might work for the Paris Games. Plus his thoughts on NBA rights, the rise of women's sports, and MLB marketing stumbles.

Takeaways
• The Olympics may not achieve the same live audience numbers as in the past, but NBC could still generate decent ratings by combining live coverage with prime time programming.
• Younger generations consume media in shorter, fragmented formats, which may impact their interest in watching live sports events in their entirety.
• The lack of a 'big bad' or a unifying narrative in the Olympics, along with societal and political divisions, may affect viewership.
• Co-viewing with family members remains a strong factor in sports viewership, but the trend of individualized screen consumption is prevalent among younger audiences.
• Traditional media companies are facing challenges in competing for media rights, especially with the rise of streaming platforms and non-traditional advertisers.
• The NBA's decision to divide its media rights among multiple players reflects the changing landscape of media consumption and the value of broadcast reach. Networks face obstacles in terms of legal limitations and financial sustainability.
• There is a demand for women's sports, but the limited inventory poses a challenge.
• Broadcast television is declining, and younger generations have different viewing preferences.
• Baseball struggles with marketing and attracting younger audiences.
• The media industry is constantly evolving, and there are challenges in balancing content and revenue.

Guest: Anthony Crupi
Host: Mike Shields
Sponsored by: Acast
Produced by: Fresh Take

Next in Media spoke with Michael Krans, VP Macy’s Media Network, about his recent move from Walmart, how he's trying to evangelize an ad sales culture inside a giant shopping organization, and why he's not worried about retail media saturation.

Takeaways
• Macy's Media Network is recognized as a growth area in the business, generating significant revenue and offering real-time, transparent measurement and reporting.
• The retail media landscape is evolving and changing rapidly, with a growing number of retail media networks. Collaboration and sharing best practices among competitors can lead to collective growth and improvement.
• Shifting the mindset of vendors to see retail media networks as strategic media partners is a challenge, but it is crucial for long-term success.
• Measurement and analytics play a vital role in driving performance and optimizing campaigns. The ability to provide closed-loop, omni-level reporting is a competitive advantage.
• CTV is an effective upper-funnel tactic that can have a halo effect on other advertising channels. The focus is on reaching addressable audiences and driving overall sales impact.
• The integration of retail media planning and buying with other marketing functions is a positive trend, allowing for a holistic approach to media spend and better collaboration within organizations.
• The future of retail media includes exploring new opportunities for in-store advertising, such as digital screens and audio, to enhance the customer journey and complete the omnichannel experience.

Guest: Michael Krans
Host: Mike Shields
Sponsored by: Acast
Produced by: Fresh Take

Next in Media caught up with three top industry observers at Cannes - Human Ventures Joe Marchese, Pfizer's Wendy Aldrich and former Ernst & Young analyst Janet Balis on what AI is going to require of marketers, whether there is a generational dividing line in TV, and what YouTube crashing the CTV market means for the future.

Guest(s): Joe Marchese, Wendy Aldrich, Josh Palau, Janet Balis
Host: Mike Shields
Produced by: Fresh Take

Next in Media spoke with Alban Villani, CEO of Europe and Asia for Epsilon, about the state of ad targeting overseas, how that impacts spending trends and the growth of commerce media.

Takeaways
• Retail media is at the crossroads of multiple digital dimensions and has seen a significant acceleration in recent years.
• There is confusion around the potential applications of retail media outside of retail and whether companies should in-house the work or work with third parties.
• Privacy regulations, such as GDPR, play a crucial role in the European market, and Epsilon focuses on creating campaigns for individuals while ensuring GDPR compliance.
• Measurement in retail media is a key point of discussion, and identity resolution is essential for accurate tracking and attribution.
• Staying above the noise in the industry requires delivering honest and humble messages and explaining the value and impact of the work being done.

Guest: Alban Villani
Host: Mike Shields
Sponsored by: Epsilon
Produced by: Fresh Take