What's it like for Advertisers to Wait Around for the DOJ, and Google

11/12/24 • 28 min

Next in media spoke with Megan Jones, Chief Digital Officer at Digitas, about what she tells clients about a possible Google break up, and the never ending cookies saga. Jones also talked about why it's so hard to bake creators into traditional media planning, and what's really going on with sustainability.

Takeaways:

• Post-Cookie Environment: Despite long discussions around a "post-cookie world," urgency has waned due to delays.

• Challenges in Connected TV: The fragmented CTV landscape lacks unified audience targeting and measurement standards.

• TikTok's Growing Influence: As TikTok remains a cultural hub, Digitas advises clients to use it actively and authentically.

• Creator Economy and Social Strategy: Digitas leverages creators through its S.W.A.T. (Share worthy and Trending) program, which identifies trends and pairs creators with brands to produce authentic, real-time content, with a focus on diversity and cultural relevance.

• Integrating Media and CRM: There’s a significant, underutilized potential in linking CRM with media for seamless customer engagement.

• Sustainability in Digital Advertising: Though it’s not a top priority for clients, sustainability is expected to become essential within the next five years, similar to brand safety.

Guest: Megan Jones

Host: Mike Shields

Sponsor: Epsilon

Producer: FEL Creative

Takeaways:

• Post-Cookie Environment: Despite long discussions around a "post-cookie world," urgency has waned due to delays.

• Challenges in Connected TV: The fragmented CTV landscape lacks unified audience targeting and measurement standards.

• TikTok's Growing Influence: As TikTok remains a cultural hub, Digitas advises clients to use it actively and authentically.

• Integrating Media and CRM: There’s a significant, underutilized potential in linking CRM with media for seamless customer engagement.

• Sustainability in Digital Advertising: Though it’s not a top priority for clients, sustainability is expected to become essential within the next five years, similar to brand safety.

Guest: Megan Jones

Host: Mike Shields

Sponsor: Epsilon

Producer: FEL Creative

Previous Episode

How CookIt Media Is Helping Brands And Creators Break Bread

Next in Creator Media spoke with Laurie Buckle CEO and Founder, CookIt Media, about her journey from print's golden age to trying to wrangle the YouTube ecosystem. Buckle also talked about what brands get right and wrong about this space, and why food is so perfect for other revenue streams.

Takeaways:

• Cook It's Origin: Laurie Buckle transitioned from traditional food media to establishing CookIt, initially as a consulting firm helping food bloggers professionalize their content.

• Food Creators as Businesses: Buckle emphasizes that CookIt’s mission is to help food content creators see their work as a viable business.

• Agency's Dual Role: CookIt functions as both an influencer marketing agency and a talent management company.

• Collaborative Brand Partnerships: CookIt places creators at the forefront of brand collaborations, advocating for a balanced approach where creators' authentic voices are respected.

• Evolving Revenue Streams: CookIt is helping creators diversify revenue beyond brand partnerships.

• The Future of Food Content: Buckle discusses the broader lifestyle aspect of food creators, noting that food content increasingly includes elements of travel, beauty, and wellness.

Guest: Laurie Buckle

Host: Mike Shields

Sponsor: VuePlanner

Producer: FEL Creative

Next Episode

Ian Schafer on Why Creators Might Need Upfronts

Next in Creator Media spoke with Ian Schafer, co-founder and president of Ensemble, on how he's trying to help brands connect with the top 1% of creators, while helping those folks build out full fledged media businesses.

Takeaways:

• Unique Positioning of Ensemble: Ensemble differentiates itself in the creator economy by focusing on a curatorial approach to creators, similar to a studio, instead of a marketplace model.

• Equity in the Creator Economy: Schafer highlights a systemic inequality in brand partnerships, with creators from underrepresented communities getting fewer deals.

• 0.1% of Creators: In the creator economy, only about 0.1% of creators achieve significant success.

• Shift to Long-Term Brand Integrations: Schafer observes a shift from treating creators as media inventory to viewing them as collaborative partners.

• The Importance of Infrastructure for Creators: Schafer notes that while creators have management, they often lack a structured infrastructure to help them scale.

• Potential for Original Programming: Ensemble is developing episodic series and original shows that incorporate brand sponsorships.

• Demand for Audience-First Content: Schafer emphasizes the need for content that resonates with audiences before brands.

• Future of Creator Partnerships in Advertising: Ensemble and Schafer envision a future where brands can lock in annual or seasonal "slates" of creator-led series, similar to TV upfronts.

Guest: Ian Schafer

Host: Mike Shields

Sponsor: VuePlanner

Producer: FEL Creative