The Media Leader Podcast

Elliott Clayton, managing director, international sales, at Epsilon, joins Omar Oakes to discuss how the data-led marketing business has fared since being acquired by Publicis Groupe five years ago and what's next.Clayton also has strong views on what marketers should do now that Google has decided not to get rid of third-party advertising cookies on its platforms.---Thanks to our production partners Trisonic for editing this episode.--> Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audienceVisit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

Jack Benjamin and Omar Oakes discuss the major media and advertising stories of the week, including YouTube rejoining Barb, TV audience trends from the latest Ofcom Media Nations report and why Warner Bros Discovery could end its HBO exclusivity deal with Sky in the UK.Highlights:00:30: YouTube rejoins Barb, why it matters and Media Nations reaction07:00: Should WBD end its HBO deal with Sky in the UK?11:00: OpenAI's challenge to Google17:30: Omar's debut for the news round-upRelated links:YouTube rejoins BarbOpenAI seeks to reassure publishers over SearchGPT---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

Dr Grace Kite, a business economist and founder of Magic Numbers and Magic Works, joins Omar Oakes to discuss the importance of independence in media consulting, trends in effectiveness, Cannes Lions and what it takes to be a successful business founder.Kite is one of the industry's most respected voices on what makes advertising effective and has just sold Magic Numbers to US-based tech consultancy Analytic Partners.She says: "My experience as an independent is that the client themselves will tell you more stuff and they'll treat you more as a partner because you're not trying to sell them the next media campaign, you're not trying to steer them towards your media partners who can get you a better deal and you can get more commission on them."---Thanks to our production partners Trisonic for editing this episode.--> Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audienceVisit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

Reporters Jack Benjamin and Ella Sagar look at the stories that mattered most in media and advertising this week.The pair discuss Google's reversal on cookie deprecation, plus coverage around the latest earnings from Alphabet, Spotify, Netflix and others, as well as an odd match for Teads and Outbrain.Highlights00:21: Google's U-turn on cookie deprecation6:46: Alphabet earnings 8:23: Netflix earnings 11:22: Spotify earnings14:30: Warner Bros Discovery considers split16:45: Teads and Outbrain's potential merger15:45: News round-up: Publicis Groupe's stronger-than-expected Q2 earnings; Vivendi's plans to list its business on separate stock exchanges; Ofcom fines TikTok; City AM agrees content-sharing deal with Reach; UK Q1 adspend according to AA/Warc---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

Laurence Green, the IPA's effectiveness director, speaks to Omar Oakes about the rise of media agencies submitting entries for the new IPA Effectiveness Awards, whose shortlist is published this week.The awards, which run every two years, have seen a "dramatic" increase in media agencies submitting best-in-class advertising effectiveness work. Green discusses the reasons behind this and whether advertising and marketing are being more led by media planning and buying.Green, who has founded ad agencies and is one of the UK's most renowned brand strategists, also discusses the state of Cannes Lions and the work showcased this year at the world's biggest advertising show.Thanks to our production partners Trisonic for editing this episode.---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

Reporters Jack Benjamin and Ella Sagar look at the stories that mattered most in media and advertising this week.The pair discuss media coverage around the Euros and Olympics, takeaways from the latest IPA Bellwether, how Labour intends to support the current BBC funding model and more.Highlights:00:24: Summer of Sport – Olympics and Paralympics coverage; keyword-blocking of Reach articles8:14: IPA Bellwether shows business optimism10:51: Labour's commitment to the BBC's licensing arrangements15:45: News round-up: UKTV's U masterbrand; another Telegraph Media Group auction; Omnicom earnings; Taboola and Apple strike adtech deal; Euros viewing figuresRelated Links:UKTV launches U masterbrand with ‘biggest-ever’ campaign starring CherChannel 4 creates ‘most accessible’ sponsorship idents yet for Paralympics 2024Half of Reach’s Euro 2024 coverage wrongly identified by brands as unsafeLabour quietens BBC funding chatter for now as it commits to licence fee to 2027ITVX pulls in its biggest live-stream audience for England semi-final victory---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

Kate Harris, former CEO and current regional director at Nabs, talks to Omar Oakes about mental health in the media and advertising industry.Harris, a former ad agency executive who now runs a recruitment business, discusses the challenges of managing work-from-home stress and the benefits of art and creativity for mental wellbeing.They also explore the need for open conversation and practical support for women going through the menopause at work and why the industry is still "ageist", despite making improvements over the last 20 years.Further reading:Omar Oakes: 'Is it time to cut back on 'junk media'?Lessons in supporting your teams’ mental wellnessCreate, donate and participate at the Nabs Art Auction---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

Reporter Ella Sagar and deputy editor Maria Iu look at the stories that mattered most in media and advertising this week.The pair discuss new culture secretary Lisa Nandy's in-tray, Ofcom’s ruling on BBC spin-off stations, Meta's view that news is "substitutable" and Paramount Global’s merger with Skydance Media.Highlights0:26: What you need to know about the new Labour government3:54: Ofcom delays early launch of BBC Radio 2's "pop nostalgia" service8:30: Industry reaction to Meta saying news is "substitutable"12:15: Paramount Global and Skydance Media merger14:30: Bundling could be "consolidation lite"16:57: News round-up: Channel 4's chief revenue officer will depart at the end of the year; Spotify has added a comments feature for podcasts; the UK and Ireland June box office is up 7%; The Independent has been having “more than half a dozen serious conversations” with global publishers about partnerships; and latest IPA TouchPoints data showing 38% of Brits "are not coping" on their current income.Related linksBig changes ahead in media under a new governmentOfcom delays launch of BBC Radio 2 ‘pop nostalgia’ serviceParamount ends merger saga after reaching ‘definitive’ Skydance agreementDisney bundling found to lower churn in USChannel 4 sales chief Veriça Djurdjevic exit: CEO’s letter to staff in fullJune box office up 7%The Independent’s CEO eyes publisher partnerships beyond BuzzFeed

Andrew Cole, board member of Liberty Global and one of the original backers of GB News, talks to Omar Oakes about shaking up the status quo of TV measurement and trading.Cole's new venture, Digital Audience Data, seeks to get all major telecoms operators in advanced economies to jointly share data for a "more accurate" TV measurement system than legacy ones such as those operated by Barb and Kantar Media in the UK.He also talks about his track record working with Steve Jobs and Apple on the iPhone's launch and how his career has been built on "disrupting" legacy systems.And, amid rumours of GB News following in TalkTV's footsteps by going online only, Cole answers questions about the rationale for launching the channel in 2021 – a move that attracted calls for an advertiser boycott before it began programming.Further reading:UK telcos plot audience measurement and ad sales platformTelcos can transform the UK ad industry for the better---Thanks to our production partners Trisonic for editing this episode.--> Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audience---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

Omar Oakes and Maria Iu digest the big stories of the week and Les Binet talks to The Media Leader about why he's created an AI version of himself. Binet, group head of effectiveness at Adam & Eve/DDB and a renowned ad authority, talk to Oakes at Cannes Lions about his long history with AI, his Cannes diary and his battle against the industry's "shiny object" syndrome.Highlights:2:30: What will change in media and advertising under Labour?7:20: What analysts are saying about the economy under Labour10:00: Commissions from Netflix and Amazon are up – confidence returning to TV?12:30: Fox launches Tubi in the UK – is the market saturated?15:10: London's most attention-grabbing bus shelters – where and why?16:45: What to do about election leaflets posing as fake newspapers20:00: Les Binet interview---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

Prioritising talent and creativity should be top of the list for media leaders this year, according to attendees at The Media Leader Summit.The Media Leader reporters Jack Benjamin and Ella Sagar bring you highlights in a special episode from their conversations with senior figures around what the top focus should be for the industry this year.Sustainability, measurement, inclusion, consistency and trust were also discussed as key topics.Some of the winners of The Media Leader Awards' Leader of the Year category — Patrick Affleck, CEO of Havas Media Network UK and Ireland; Thomas Bremond, senior vice-president and chief revenue officer, international, at FreeWheel; Rob Edwards, head of media and digital at Arla Foods; and Dominic Williams, chief revenue officer at Mail Metro Media — share their thoughts.We also hear from Cath Waller, managing director of advertising at Immediate Media, and Chloë Davies, founder of It Takes A Village.Highlights00:53: Dominic Williams on testing new things02:56: Patrick Affleck speaks about people and optimism06:10: Rob Edwards discusses the importance of measurement and creativity for advertisers08:48: Thomas Bremond's views on sustainability and building the future of TV11:14: Chloë Davies highlights the need for the media and advertising industry to "hold the line"14:36: Cath Waller calls for more action on trust in media---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

Reporters Jack Benjamin and Ella Sagar are back with a look at the stories that mattered most in media and advertising this week.The duo unpack The Media Leader Awards, which saw Mail Metro Media awarded four gongs, including a Grand Prix for chief revenue officer Dominic Williams. They also discuss the importance of media in the run-up to next week's general election and the EU's potential action against Apple under the Digital Markets Act.Highlights:00:26: The Media Leader Awards and Mail Metro Media's aggressive AV strategy5:11: General election run-up – whether fact-based political ads can be regulated, plus the importance of social media to this year's campaigns14:57: Apple found in breach of the Digital Markets Act17:40: News round-up: European Programmatic TV Initiative, UN framework for tackling misinformation and disinformation, contingency plans for the US TikTok ban, Bauer's Rayo app and Telegraph Media Group lossVisit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

Flash interviews from the Croisette with media leaders — what's it really like here, what makes it worthwhile for media people looking to sell and ink deals, where are the best parties and how do you stand out?This is an epic episode — skip to your favourite part!Highlights: 03:10: Chris Kleinschmidt, VP, advertising, TiVo07:45: David Jones, founder and CEO, The Brandtech Group15:30: Louise Johnson, CEO, Fuse (Omnicom)19:35: Chris Volmer, managing director and managing partner, MediaLink28:20: Anne-Laure Dreyfus, TV director, Egta33:35: Marc Guldimann, founder and CEO, Adelaide42:48: Jake Dubbins, Conscious Advertising NetworkThanks to TiVo for sponsoring this conversation with The Media Leader! While some of our coverage is sponsored, all of it is independently created by the editorial team when one of our journalists is involved. ---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

Editor-in-chief Omar Oakes, deputy editor Maria Iu and reporter Jack Benjamin look back on their time at the 2024 Cannes Lions, from the application of "meaningful" AI to the dominance of adtech, from media owner activity to Media Lion winners.Highlights:00:45: Impressions of the 2024 Cannes Lions4:28: Media owner activity at the event – Amazon, Meta, Reddit, TikTok, Pinterest, Netflix — and what they're trying to sell to the global advertising community13:20: The Media Lion Grand Prix and other award-winning work20:03: Key learnings from the week – sustainability, the value of pacing yourself, the rise of the creator economy, cookies, bringing people into the tent amid a tough market---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

It's Cannes Lions this week, so we've brought you a special debate about the future of bringing creativity and media planning together in advertising, featuring senior decision-makers at major brands and one of the UK's foremost media strategy consultants:>> Olya Dyachuk, global media and data director, Heineken>> Sebastien Bourne, head of media for north-west and central Europe, HP>> Sally Weavers, co-founder, Craft MediaOmar Oakes asks them about how media and creative should reconcile in an industry where audiences are becoming more fragmented across digital media: how does "the big idea" get sold to advertisers when audiences are seeing different messages at different times? Recorded at The Future of Brands in April.Stand by in the coming days for what the media vibes are from Cannes Lions as The Media Leader sends its biggest contingent of journalists to the festival this year – Omar's intro sets out what you can expect from us and why you should remember Cannes' "dirty secret"…Who should we interview next? We're open to requests! Email [email protected] The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

Reporters Jack Benjamin and Ella Sagar are back with a look at the stories that mattered most in media and advertising this week.The pair discuss how growth in the Chinese ad market has driven upward revisions in GroupM's mid-year ad forecasts, the industry's response to António Guterres' call for a global fossil-fuel ad ban and what Apple's WWDC announcements mean for publishers.Highlights:1:00: Unpacking GroupM's latest adspend report5:02: UN urges fossil-fuel ad ban to muted industry response9:20: OOH surpasses 5% market share threshold12:20: Apple WWDC AI announcements16:35: News round-up: BFI Imax anniversary, May box office, Bauer podcasts, Paramount's Skydance talks and BeReal acquisition

Where has the joy gone in digital advertising? And how can we get it back? James Chandler, chief marketing officer at the IAB, thinks that while the start of the digital scene was "an incredibly exciting space", the feeling of "joy and magic dissipated" somewhere along the way.In a study with advertisers, the IAB found that this came down to two things: "unease" about the pace of change and a feeling of "futility mainly around creativity", where advertisers do not feel "they have got much agency" in a world of algorithms and AI.Indeed, as Chandler acknowledges, in a seven-year career at the IAB, there have been "big moments" including brand safety, fraud and ad-blocking – all of which have had "advertisers questioning the integrity of the performance of digital".So the focus should be on getting people to "rediscover" joy, fun and creativity in digital advertising.Chandler joins Ella Sagar to discuss joy in digital advertising and highlights sessions from the recent Engage conference, including talks from former UK MD for Twitter Dara Nasr and EssenceMediacom's Geoff de Burca and Lindsey Jordan. Highlights03:32: Why joy in advertising is so important and where it has gone 07:15: What would a two-tier dystopian internet look like?11.56: A rallying cry for creativity from EssenceMediacom strategy chief Geoff de Burca 12.38: Former Twitter UK MD Dara Nasr on making the internet fun 15:58: Holding a mirror up to society 19.47: Key takeaways from IAB Engage

Reporters Jack Benjamin and Ella Sagar are back with a look at the stories that mattered most in media and advertising this week.The duo discuss what the pre-election period means for held-up government adspend, recent M&A activity by MediaSense and Mediaplus, and why the Evening Standard has fallen on troubled times.Highlights:0:40: How much government adspend has been put on hold during the pre-election period4:39: MediaSense acquires PwC's media advisory6:36: Indie merger: Total Media and Mediaplus9:50: Why the Evening Standard dropped its daily edition12:28: Takeaways from IAB Engage14:25: The AA's new report on trust16:30: News round-up: Election debate overnights, new leadership at Ocean Outdoor, plus The Washington Post, X's adult content and Netflix's gaming additions

Omar Oakes interviews Laura Jordan Bambach (co-founder, Uncharted) and Tom Curtis (ECD, EssenceMediacom UK) about the challenges of building collaborative partnerships, potential conflicts of interest and how agencies can be creative when planning where media is bought.They discuss the evolving landscape of creativity and marketing, and the importance of taking a media-first approach to creativity and leveraging technology to create better assets and plan media more efficiently. They also highlight the potential for creative agencies to be sidelined in digital advertising projects and stress the importance of collaboration and integration in the industry.Highlights05:35: Curtis' unusual role as a media agency ECD and how creative roles have evolved at media agencies07:19: Uncharted's emphasis on a collaborative approach10:04: Why great leadership from the top is key to successful agency partnerships16:04: How the market has changed alongside the way audiences consume contentRecorded at The Future of Brands, London (April 2024) Who should we interview next? We're open to requests! Email [email protected] The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

Reporters Jack Benjamin and Ella Sagar are back with a look at the stories that mattered most in media and advertising this week, including and especially how the media industry has responded to Prime Minister Rishi Sunak calling for a general election on 4 July.Highlights:1:45: Media Bill becomes the Media Act5:29: DMCC Bill also passes7:30: Media bills that were not passed during wash-up period12:55: What should be the top media priority for the next government?15:32: Klarna cuts its marketing budget thanks to AI18:20: News roundup: PayPal, Total Media Group, BuzzFeed, Daily Beast, Netflix---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

Omar Oakes and columnist Nick Manning have a wide-ranging conversation about the recent ANA report into media agency reselling ("principal-based media"), where media agencies buy media at one price and resell it to clients at an undisclosed higher price – and why it's important.This is an epic conversation that delves into why advertising is no longer well-integrated with content, why there is a talent drain from the industry, why it may be "inevitable" that major ad agency groups are broken up and what Nick is planning through the 'Who Cares" movement with Brian Jacobs.Highlights:3:18: What's so bad with principal-based media?8:16: Why do media agencies do this?19:07: What should be the auditor's role in all this?36:12: What PM shows about the state of the ad industry41:08: Impact on media owners44:53: The demise of a "curated" advertising experience and Omar's epiphany52:17: The impact on content creation and why we're bombarded with 1990s rehashes63:38: The 'Who Cares" movement and what it wants to achieve61:11: Do we need greater regulation to make advertising and media function better?64:48: Should the major ad agency groups be broken up?Useful links: ANA calls for contracts and auditing shakeup over principal media ‘conflicts of interest’Nick Manning: Why principal-based media is bad for the whole industryNick Manning: Who cares wins: The antidote to 'badvertising'Omar Oakes: Squeamish about advertising? Get over it---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

Reporters Jack Benjamin and Ella Sagar are back with a look at the stories that mattered most in media and advertising this week.Highlights00:28: Barb joins the Media Rating Council3:34: GB News facing potential Ofcom sanction8:25: Netflix upfronts12:45: IPA survey: Ad industry "demoralised" about climate crisis15:50: Other important updates: Comcast's streaming bundle, gaming news publisher consolidation, Bauer Media's new HQ, ThreadsDeck and more.---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Omar Oakes interviews Simon Myciunka, the CEO of Bauer Media Audio UK.Speaking at The Future of Audio & Entertainment, Myciunka discussed his first year in the job, his vision for the business, and why he believes continued innovation will be the key to radio's future success in the year radio celebrates its centenary.Highlights2.55: Myciunka's unconventional route to becoming a media CEO8.13: Why he got the job and what he plans to do14.33: Reaction to leadership changes at Global16.37: His key challenges19.46: Plans for Hits Radio, why merge local stations, and how to make that brand distinct23.24: In a digital audio market, will talent routinely be bigger than radio brands?28.14: Plans for developing Rayo, Bauer's putative rival to Global Player32.26: Opinion on the BBC selling UK ads on podcast platformsLinks:>> Watch this interview (Adwanted UK YouTube)>> Our Rajar coverage (Q1 2024)Coming up next week: Oakes and Nick Manning will discuss the ANA report into principal-based media and where it fits into wider issues with the way is media is traded globally today.---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

Reporters Jack Benjamin and Ella Sagar are back with a look at the stories that mattered most in media and advertising this week.Highlights00:35: ANA report on principal media3:47: Rajar Q1 takeaways5:54: Changes to Google and Safari search and the impact on publishers10:01: Streaming TV bundles13:59: Takeaways from Advertising Week Europe16:59: Other important updates this week: mental health awareness, Channel 4 and ITV updates, Clear Channel earnings, and more.What do you think of this new format? Contact [email protected] The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

David Abraham, founder and CEO of Wonderhood Studios, speaks to Omar Oakes about the future of the "big idea" in marketing, his company's approach to ad-funded programming and his view on Channel 4, the broadcaster he used to run for seven years as CEO.Skip straight to 6:15 for the interview!Abraham believes we still need the “big idea” and the creative agencies behind them, amid a fragmented media landscape and an increasing feeling that this industry is no longer “fun”.In his keynote interview at The Future of Brands in April, Abraham talked of advertising that “can reach you at such a deep, emotive level that you’ll remember that core idea that surrounds that brand for the rest of your life”. So a big idea “actually creates memory structures that create brand equity over time”.Useful links:Summary of Abraham's interview (our website)The video version of the interview (YouTube)Editor’s note: Let’s trust each other to get real about sponsored content (our website)The Future of Brands (Adwanted Events)Email the editor! [email protected] want to know what you think about this podcast, who we should interview, what topics we should address... everything!---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Reporters Jack Benjamin and Ella Sagar are back with a look at the stories that mattered most in media and advertising this week.0:20: Disney earnings4:20: Paramount – the saga continues8:10: Reddit – what did we learn from its first quarterly earnings?12:15: Why Acast is reporting strong sales growth15:30: Introducing "And Finally" – other important updates this week: TikTok, Reach, QueerAF, The Guardian, JCDecaux, UK box officeWhat do you think of this new format? Let us know at [email protected] The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

There is a rough 50/50 split between marketers who are either "relieved" that Google's cookie deprecation has been delayed again and those who are more prepared with solutions for when it does eventually happen.This is according to Tony Miller, chair of the Data & Marketing Association, who spoke to reporter Ella Sagar about Google's decision to push cookie deprecation down the road for a third time, as well as what current challenges DMA members are facing.

Reporters Jack Benjamin and Ella Sagar are back with a look at the stories that mattered most in media and advertising this week.1:30: Google delays the phasing out of third-party cookies again. Why and should we still care?3:00: Alphabet earnings and a focus on YouTube4:30: TikTok faces US ban in nine months – how will it respond?7:07: Spotify's pivot to video10:10: Snap's small-business success13:00: Factors now driving Amazon ad growth16:50: Bob Bakish exits Paramount amid merger talks---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Welcome to this special four-part series of the podcast, which we've produced with Bloomberg Media. For the first time, we've recorded the podcast in a studio, so you can also watch/listen on our YouTube channel.The Future of Marketing is a series of conversations about the essential strategies and skills needed for marketers and their teams to thrive in today's complex cross-platform ecosystem. Hosted by editor-in-chief Omar Oakes, each episode this month will bring together the buy side and sell side of media to discuss the opportunities and pitfalls in 2024 and beyond.Episode 4: The magic of video – captivating content for all seasonsMedia agency Starcom’s chief strategy officer, Dan Plant, is joined by Bloomberg Media’s Duncan Chater and Omar Oakes to delve into how video and original programming have redefined the boundaries of brand engagement and audience resonance.Conversation outline:The state of video today as a storytelling channel with the rise of short-form content on TikTok, Instagram and YouTubeStories from brands during the recent festive seasonOriginal programming and documentary-style videos' impact to reach diverse audiencesHow marketers can use storytelling in video throughout the year, as opposed to a particular time in the calendarWhat’s new in 2024 for working with original content creators, platforms and media owner in-house studios?This is the last episode! Duncan and Omar wrap the conversation to summarise what advertisers and media owners should take into account when considering the future of marketing.Subscribe and scroll back through our feed to get previous episodes (they can be taken in any order).---Thanks, as always, to our production partners Trisonic for editing this episode and for producing this series, which was recorded at Create in London. Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

We’ve just finished one of our big London events, The Future of Audio and Entertainment, where we had some of the most influential players in commercial audio and online platforms get together to talk about the future of content, production, AI, ads, sponsorships and measurement.If you subscribe to our YouTube channel, you’ll see that we’re also regularly publishing flash interviews from our events, via The Media Leader Live studio, and today we bring you two of those conversations by our audio reporter Ella Sagar.The first one is with Matt Payton, CEO of commercial radio industry body Radiocentre, which launched some stark findings on the day of the event that showed if the BBC decided to introduce advertising across radio, the financial impact on commercial radio would be “devastating”, with a 36% forecast decline in revenues.And Michael Bayston, Acast's vice-president of adtech solutions, discusses why measurement is still such a key challenge this year, both for legacy radio broadcasters and digital platforms.---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Welcome to this special four-part series of the podcast, which we've produced with Bloomberg Media. For the first time, we've recorded the podcast in a studio, so you can also watch/listen on our YouTube channel.The Future of Marketing is a series of conversations about the essential strategies and skills needed for marketers and their teams to thrive in today's complex cross-platform ecosystem. Hosted by editor-in-chief Omar Oakes, each episode this month will bring together the buy side and sell side of media to discuss the opportunities and pitfalls in 2024 and beyond.Episode 3: How to really move the needle with storytelling and engaging audiencesOmar Oakes is joined by Ann Wixley, executive creative director at WPP media agency Wavemaker, and Bloomberg Media European managing director Duncan Chater. They dive into breakthrough thought-leadership solutions and building valuable custom content that promises to convey your brand's unique value proposition through the art of storytelling.Conversation outline:Has the importance of "the big idea" changed in 2024 – ie. reaching people with a singular campaign message as audiences become more fragmented?In-house expertise available when working with media ownersOptimal ways to work with studios and content creatorsHow does the media strategy impact on the storytelling? Which one should be planned first?Data insights and tools that make your brand’s storytelling betterNext episode: "The magic of video: Captivating content for all seasons" with Bloomberg Media's Duncan Chater and Starcom's Dan Plant.---Thanks, as always, to our production partners Trisonic for editing this episode and for producing this series, which was recorded at Create in London. Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

In-game advertising has proven to be a tough nut to crack for brands and marketers. But are agencies set up well to take advantage of the burgeoning possibilities in the medium?Rhys Hancock is a technology, media and entertainment consultant who previously worked at Epic Games and, before that, co-founded metaverse studio and agency Metavision.In a conversation with host Jack Benjamin, Hancock gives his perspective on whether agencies are well-suited to planning and buying gaming inventory."That separation between creative and media, I don't think can hold in gaming much longer," says Hancock.Highlights:7:05: Breaking down intrinsic and immersive in-game advertising options11:20: In-game advertising campaigns that have worked well17:06: Are agencies well-suited to executing on gaming campaigns?25:50: The future of gaming – VR, cross-platform and cloud gaming, shoppable gaming and generative AI---This episode was edited by our production partner Trisonic.Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Welcome to this special four-part series of the podcast, which we've produced with Bloomberg Media. For the first time, we've recorded the podcast in a studio, so you can also watch/listen on our YouTube channel.The Future of Marketing is a series of conversations about the essential strategies and skills needed for marketers and their teams to thrive in today's complex cross-platform ecosystem. Hosted by editor-in-chief Omar Oakes, each episode this month will bring together the buy side and sell side of media to discuss the opportunities and pitfalls in 2024 and beyond.Episode 2: How to master the impact of insights and data toolsOmar Oakes is joined by Bloomberg Media’s Phil Robinson and Havas Media Network UK's chief planning officer, Jackie Lyons. They delve into the transformative impact of incorporating insights and data tools into your advertising strategy.Conversation outline:The best ways of measuring brand perception in the marketHow marketers can craft responsive strategies that enhance their brand’s imageWhat are marketers generally not doing when it comes to gaining data-driven insights and how should they improve this in 2024?Why it is important for marketers to be strategic leaders within their businesses and the support they needNext week: "How to really move the needle with storytelling and engaging audiences" with Bloomberg Media's Duncan Chater and Wavemaker's Ann Wixley. ---Thanks, as always, to our production partners Trisonic for editing this episode and for producing this series, which was recorded at Create in London. Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Host Ella Sagar is joined by reporter Jack Benjamin and columnist and ex-media agency founder Nick Manning to discuss hot topics in the media industry from the past week.The trio examine the 'Forbesgate' scandal and the trouble marketers and publishers are having over efforts to tamp down on adspend being wasted on Made-For-Advertising sites.They also chat about March's box office figures, News Group Newspapers' latest financial results, and how publishers and influencers are experimenting with SMS to engage with audiences.Highlights:00:26: The row over defining what a "Made-For-Advertising" website is.09:52: What the Forbes-MFA scandal means for the state of the digital advertising market.23:05: Looking ahead to the Future of Brands and Future of Audio & Entertainment events.25:30: Quick hits: March box office; Vevo's shoppable TV formats; Havas Media Network UK's "Avengers"; publishers using WhatsApp; News Group Newspapers' mixed financial results---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Welcome to this special four-part series of the podcast, which we've produced with Bloomberg Media. For the first time, we've recorded the podcast in a studio, so you can also watch/listen on our YouTube channel.The Future of Marketing is a series of conversations about the essential strategies and skills needed for marketers and their teams to thrive in today's complex cross-platform ecosystem. Hosted by editor-in-chief Omar Oakes, each episode this month will bring together the buy side and sell side of media to discuss the opportunities and pitfalls in 2024 and beyond.Episode 1: Why multi-platform campaigns offer immense potential for expanding audience reachSteve Taylor, executive strategy director at VCCP Media, joins Bloomberg Media European managing director Duncan Chater to discuss why and how advertisers should make sense of the rapidly changing world of video and what marketers might be missing if they want a data-led approach to reaching new audiences.Conversation outline:Intro: how this series idea came aboutWhat’s new in 2024 for marketers who want to attract new audiences through the power of video?How can marketers be more strategic with the way they use data to target audiences across different channels?How can you execute cross-platform campaigns well in 2024 as audiences become more fragmented?What are the best ways to specifically reach new audiences?What are the best tools available and what do marketers need to know about them?Next week: 'How to master the impact of insights and data tools', with Havas Media's Jackie Lyons and Bloomberg Media's Phil Robinson.---Thanks, as always, to our production partners Trisonic for editing this episode and for producing this series, which was recorded at Create in London. Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Jack Benjamin is joined by Ella Sagar as they examine hot topics in the media industry from the past week.The pair delve into a recent ad ban instituted by Sheffield City Council and how it could impact the local OOH market. They also discuss Truth Social's IPO, Discord's foray into advertising and where best to place ads on Netflix.Highlights:1:23: Sheffield City Council's ban of advertising from “harmful and environmentally damaging" brands12:10: What is going on with Truth Social?16:17: More quick hits: Walmart's retail media expansion, ads on Discord, where to best place ads on Netflix, live-streaming podcasts to cinemas and how audio can increase its presence on the media plan---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Caroline Johnson, director and co-founder of The Business Model Company, talks to editor-in-chief Omar Oakes about why media agencies are no longer fit for purpose and need to get rid of charging models based on employees' time.Agencies that provide media, advertising and marketing services are having to work harder than ever while hiring increasingly expensive talent to stay relevant. Johnson argues that agencies need to reposition themselves as consultants and start charging based on the outcomes they provide for advertisers, not just units of time spent working on an account.

Outvertising's Cass Naylor joins host Ella Sagar and reporter Jack Benjamin to dissect BBC director-general Tim Davie's big speech about the BBC's commercial future and look ahead to how media and advertising will play its part in this year's UK general election.Highlights:3:20: The future of the BBC's commercial activities18:20: Which media channel will be a key 2024 election battleground?29:20: Quick hits: why Instagram is minimising political content; Reddit's IPO; Outsmart/KPMG's sustainability in advertising study; Spotify's move into educational content; and Astrolab's plan to put ads on the moon---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

“Less social media. More Snapchat.” That is the tagline to Snap’s latest marketing campaign. The company, founded in 2011 as an image-sharing app that deletes the pictures after a short time frame, has evolved into a more comprehensive product and clearly wants to separate itself from the perhaps toxic connotations of the label “social media”.One area where Snap looks increasingly distinct from its competitors like Facebook, which has wound down its support for news over the past year, is in its partnerships with news and lifestyle publishers that bring unique content to Snapchat users via the app’s Discovery page and Stories.Lucy Luke, Snap's UK head of partnerships, sits down with reporter Jack Benjamin to talk about the company's strategy of working with publishers and, increasingly, creators.The pair discuss Snap's level of commitment to supporting news on its platform, how publishers are having to adapt the way they present stories to appeal to younger audiences in short-form video formats and how Snap benefits from becoming a place for audiences to check in on news and lifestyle.Highlights:1:45: Why Snap's young audience appeals to publishers and vice versa8:30: A place for hard news, soft news or both12:39: Do journalists need to act more like creators to get news across on Snapchat?17:52: The role of news in Snap's commercial strategy20:30: A more hands-on approach to brand safety24:41: The future of partnerships for Snap – Olympics, Paralympics, 2024 elections and the growth in creators---This episode was edited by our production partner Trisonic.Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

The Media Leader columnist and Creativebrief editorial director Nicola Kemp joins Omar Oakes and host Jack Benjamin for this candid discussion of the biggest stories in media and advertising this week.In recent days, there has been a renewed push to ban TikTok in the US, the BBC is considering adding ads to podcasts when they are accessed on commercial sites, the government has disallowed newspapers to be purchased by foreign governments and United Talent Agency’s Michael Kassan has left the company. And, believe it or not, Ofcom has once again found GB News in breach of its broadcasting code, but has not doled out a punishment. Highlights:0:50: Gender equality in the workplace and the need for action5:30: The impact of Michael Kassan's departure on the media industry10:40: What happens if TikTok is banned in the US25:45: Is the BBC right to enable ads for podcasts in the UK?34:30: Quick hits – The Telegraph sale; another GB News Ofcom breach; and Ofcom's "no shit, Sherlock" report about what children see on social media.---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

In a special edition of The Media Leader Podcast, editor-in-chief Omar Oakes and reporter Jack Benjamin report live from last week's Connected TV World Summit in London.The pair discuss a number of topics in the world of TV that cropped up at the conference, such as the development and increasing popularity of FAST channels, the importance of TV operating systems to creating discoverability for broadcasters, and how media planners and buyers should be considering TV and the broader medium of "video" in 2024.Also featured are snippets from throughout the day, including an interview with Sky Media' investment director Ruth Cartwright, a presentation by Wavemaker's chief strategy and planning officer Elliott Millard, and more.Read our coverage from the event, including on how broadcasters are replacing lost linear audiences for advertisers, the future of addressable TV, and whether streaming services should be bundled on our website at themedialeader.co.uk.Highlights:0:37: Highlights from Day 1: new remote controls; the importance of smart TV operating systems; subscription bundling.3:48: Sky's Ruth Cartwright on the importance of measurement and collaboration.5:00: Retail media has come to TV.6:31: Highlights from Day 2: How everything is "video" now.13:40: What is and isn't working in FAST.---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

It is a challenging environment for publishers. That is no secret. Numerous publishers have had to lay off and restructure staff in recent months and, as traffic and revenue have been impacted in part by changes made by search and social media companies, as well as consumers continuing to move away from print, things have at times seemed quite dire.But when industries face challenge, it is always met with innovation. Publishers are actively exploring and testing new ways to create unique content and reach new and young audiences with video and audio products, on social and more.One such publisher is the Daily Mail, which has invested heavily into its AV production capacity in the past year.Mail Metro Media's chief revenue officer, Dominic Williams, sat down with Jack Benjamin to discuss the publisher's multimedia strategy in what is a key year for politics and sport.The pair talked about the Mail’s push into podcast and short- and long-form video; new subscription service Mail+; opportunities and challenges in selling ads in an election year; and the state of Metro’s post-pandemic recovery."This is the year for news. This is the year for trust," said Williams. "The whole world is going to the polls this year, so this is the year for content – and we've got the best content, we've got trusted content, we've got brand-safe content."Highlights:2:00: How Williams' career in media led him to Mail Metro Media8:10: What's behind the Mail's push into audio and video products13:13: The commercial strategy for selling podcast and video to clients19:18: Does this election year offer a challenge for a historically conservative-leaning newspaper?22:50: The Mail's new hybrid subscription offering and the importance of good UX28:35: Will Metro ever recover to pre-pandemic levels?---This episode was edited by our production partner Trisonic.Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Yannick Bolloré, chairman and CEO of Havas and chairperson at Havas' parent group Vivendi, speaks to Omar Oakes about the company's financial earnings, in which it turned around a €1bn loss the previous year, and why Vivendi is considering creating four distinct "cousin companies", centred on Havas, Canal+, publishing and distribution.The interview also reveals:Bolloré's view on how Vivendi companies will integrateWhy he has committed to lead the company for another 11 yearsHis media hero and why he's passionate about advertising and mediaBolloré on…Restructuring: "It's easier to sell a company which is 100% owned by a private company than the listed company. So the idea is not at all to sell anything. It's because we believe in the potential of appreciation of each of our assets that we believe they will get better value."Innovation: "Innovation is one of the key ingredients of Havas' success. We have been funding innovation since forever, since always, whether it was digital, then data, tech and, today, artificial intelligence are a key path for us. And I think it's a key reason why we are one of the best performers in the entire advertising industry."Strategy: "Ten years ago, the industry was very siloed. It was not about holding companies, it was about networks with, most of the time, different names from the holding companies, and few people knew [those names]. And today, it's all about integration."---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media.LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Host Ella Sagar welcomes editor-in-chief Omar Oakes and reporter Jack Benjamin to examine the past week in media, including TalkTV's decision to come off linear TV, Reach's "better-than-expected" earnings and Global appointing Simon Pitts as its next CEO after Stephen Miron. The trio also discuss Isba's plans for spinning off Origin into a separate company, ITV selling its 50% stake in BritBox International to BBC Studios, February's box office and Apple's €1.8bn fine from the European Commission.Highlights:0:21: STV's Simon Pitts to become Global CEO beginning Q1 20253:02: Will 2024 be a Mediapalooza?7:47: Takeaways from The Media Leader's interview with The Sun MD Ben Walmsley10:50: The implications of TalkTV coming off linear TV21:52: Reach's better-than-expected earnings report – is the publisher turning a corner?29:36: Quick hits: Isba spinning off Origin; February's box office and the success of Dune: Part Two; ITV's sale of BritBox International; Apple's European Commission fine---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media.LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Consultancy in some form may become part of a media practitioner's career at some point, but how does it work in reality?Rachel Forde and Marco Bertozzi, co-founders of consultants' collective The Zoo.London, join Ella Sagar to talk about founding a company, misconceptions about consultancy and the senior brain drain in media.For Forde, the days when consulting was seen as "something to do in-between jobs" are gone and consultants have "a really super smart way to work", focusing on projects they enjoy doing without the politics of a full-time role.At the same time, Bertozzi believes companies choosing the right consultant is "more important than ever".He adds: "It is a tough market. And I think that all points to the fact that companies, whether it's consultancy or full time, they're evaluating way more carefully every pound they're spending on their business. So this all ties together for us. It's like, yes, consultancy might be an easier step for them rather than hiring."Highlights02:41: How TheZoo.London started06:10: How TheZoo.London is going12:00: The rise of the fractional CMO15:41: Misconceptions about consultancy21:50: Advice for founders25:05: Advice for consultants30:31: Media needs to change its attitude to senior talent32:53: Forde and Bertozzi's animal psychology results35:03: Why are you passionate about media?

Host Jack Benjamin welcomes columnist Nick Manning and reporter Ella Sagar to examine Warner Bros Discovery's latest earnings, Reddit's forthcoming IPO and why agency-client relationships at holding companies have become less transparent over time.On digital publishers making cuts and lay-offs, Manning said: "One thing that is a shame for all of us is that content costs money and good content costs even more money. And those companies who get the most advertising revenue are the ones that do not have any cost of content at all because it is all user-generated."The big issue, for me, is how the advertising money is gravitating towards those with the lowest content costs."The trio also discuss the decline of Vice Media, Walmart's purchase of Vizio and a leadership change at Global.Highlights:00:41: The "unhealthy trend" of principal-based trading04:05: What's the solution for declining transparency in media buying?11:47: Warner Bros Discovery's "big mixed bag" of earnings20:18: Why is Reddit going public now?24:05: The "enshittification" and business prospects of social media platforms30:54: Quick hits – Vice.com ceasing publishing, Walmart purchasing smart TV maker Vizio and Stephen Miron leaving Global---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media.LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Ed Couchman, head of sales for the UK and Northern Europe at Spotify, joins Ella Sagar to talk about the company's long-term advertising ambition, its podcast and audiobook strategy, Apple's app practices and how kindness should not be seen as a weakness.He underscores the commitment to CEO Daniel Ek's goal of generating 20% of revenue from advertising and describes a "longer-term aspiration" for Spotify's advertising sales.Couchman says: "We do want in the long term for the ad sales to reach $10bn – so a real sizeable revenue contribution to the overall business."Elsewhere, he reveals the streamer's "case-by-case" podcast strategy and how he would hypothetically like to see advertising in audiobooks.Couchman also expands on his recent column on how kindness at work is never a weakness, pointing out why it "has never been more needed" in the industry.Highlights: 03:38: Why kindness in media and advertising leadership is a superpower10:07: Spotify's long-term advertising ambition12:48: What's next for non-exclusive podcasts?15.15: Growing the audiobook market17:16: The audiobook advertising dream18.28: Spotify's "Time to Play Fair" campaign taking aim at Apple23.55: Why are you passionate about media?---This episode was edited by our production partner Trisonic.Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Host Jack Benjamin welcomes editor-in-chief Omar Oakes and reporter Ella Sagar to examine Thinkbox's new members, headlines from the consumer ABCs and what is happening with GB News and Ofcom.The group also discusses why every media channel should have a Clearcast, BuzzFeed exploring a licensing deal with The Independent and Apple's potential fine from the European Commission. Highlights:3.47: BuzzFeed's licensing deal with The Independent8.05: Thinkbox's new members – Amazon, Disney, Netflix, Vevo and Warner Bros Discovery17:41: What is happening in magazine publishing? Headlines from PAMCo and consumer ABCs26:13: Quick hits: Apple's potential fine from European Commission, RedBird IMI acquires All3Media, Ofcom opens new investigation into GB News and Global's Capital Breakfast gets a new presenter.---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Milka Privodanova, head of Europe, Middle East and Africa at Pinterest, joins Omar Oakes to talk about the next step in the picture-sharing platform's journey as it reaches nearly 500m users and progresses ecommerce deals with Amazon and Google.Privodanova, who was known as Milka Kramer before announcing her name change in The Media Leader two years ago, is clear about how Pinterest can succeed as an ecommerce enabler while avoiding the "toxicity" that has plagued social media. She insists its user base is much wider than "housewives and mothers" and is proud of a significant Gen Z cohort that advertisers crave.She is also candid about ad load and responds to questions about why Pinterest's shares declined in response to its recent earnings report, why the company shedded 5% of its workforce last year and, of course, why she is passionate about media.Privodanova says: "When you look at explicit signals, which people are telling you what they like, so they're telling you what they pin, what they save, what they search for… the type of content that comes on top, it's like 'How do I make a dinner tonight for my family?', 'What do I wear?' – it's that more positive content. Throughout our history, as a company, we have had industry-leading initiatives around mental wellbeing and really preventing toxicity from coming on to the platform."Highlights1:46 Pinterest's Q4 earnings, digital media market trends in 2024 and partnerships with Amazon and Google6:41 Pinterest's appeal to Gen Z and efforts to maintain a positive platform11:54 Growing business through user retention and international markets15:43 AI, ad load and partnerships in the digital advertising industry21:10 Pinterest's growth, audience and advertising---This episode was edited by our production partner Trisonic.Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

As TikTok continues to develop what it says is a full-funnel advertising solution, such as through increased commerce capabilities, how it measures its advertising and drives effectiveness becomes increasingly important to marketers.TikTok’s head of client measurement for Europe, Israel and global gaming, Steve Lockwood, joins Jack Benjamin to discuss the company's approach to measurement and how the industry needs to rethink the practice for the contemporary era.Lockwood reveals, for example, why he has soured on last-click attribution and explains what new measurement standards need to be considered in the post-cookie future. The pair also discuss TikTok’s ongoing research into attention measurement and how the platform is working to collaborate on cross-media measurement initiatives like Project Origin in the UK.Highlights5:57: Why TikTok views itself as an entertainment platform more than a traditional social platform8:21: Why last-click attribution is an outdated model for measurement and what a better model is19:57: Where does attention measurement come into play for TikTok, given its short-form focus?24:36: How much TikTok is like TV from a user perspective and a measurement perspective29:05: TikTok as a true full-funnel offering---This episode was edited by our production partner Trisonic.Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader