Next in Media

In this week's episode of Next in Media, I sat down with Ian Trombetta, SVP of Social Influencer and Content Marketing for the NFL. We dove deep into how the league is winning the creator economy by building long-term partnerships with rising stars like Kai Cenat, Sketch, and Mr. Beast. Ian shared how his team identifies talent before they blow up, creating authentic relationships that benefit both the creators and the NFL's global reach. What struck me most was how the NFL isn't just throwing money at big names - they're investing in momentum and cultural relevance, finding creators who genuinely connect with the next generation of fans.Ian also walked me through the challenges of scaling this strategy globally, the lessons learned from his time at Red Bull and Activision, and what it takes to work with YouTube on their first-ever NFL broadcast. We discussed the NFL's massive Super Bowl creator activation - with over 150 creators on the ground in San Francisco - and how they're using everything from cooking competitions to fashion shows to showcase the culture around the game. Ian's philosophy is clear: let creators be themselves, provide them with massive value and exposure, and the authentic engagement will follow. It's a masterclass in modern brand building._________________________________________________________________Key Highlights:🎯 Finding Creators Early: The NFL identifies rising talent before they explode - working with Kai Cenat for 5-6 years before he became a household name. Ian's team stays ahead of dashboards and media coverage by staying deeply connected to culture and momentum.🤝 Long-Term Relationships Over One-Offs: The NFL's strategy focuses on building sustained partnerships with creators, offering them massive exposure through linear TV, streaming platforms, and owned channels in exchange for authentic engagement with their communities.🌍 Global Creator Strategy: With international growth as a major priority, the NFL works with global creators like Mr. Beast and IShowSpeed, plus local creators in markets like Brazil and Dublin to introduce football to new audiences worldwide.🏆 Super Bowl Creator Takeover: Over 150 creators will be on the ground in San Francisco for Super Bowl week, participating in cooking competitions (NFL Season), fashion shows, and cross-promotions with NBC and the Olympics - the biggest creator activation yet.🎮 Gaming Lessons from Activision: Ian emphasized that brands underestimate the quality bar required for gaming platforms like Roblox and Fortnite - you need dedicated studios creating sustained content, not just one-time pop-ups.📺 Let Creators Be Themselves: The NFL's philosophy is to never force creators into a box. Great content comes from letting them engage their audiences authentically while naturally weaving in the NFL, not force-feeding promotional content.🚀 YouTube's First NFL Broadcast: Ian shared insights from working with YouTube on their inaugural NFL game broadcast, highlighting the collaboration between traditional sports media and digital platforms.🤖 Navigating the AI Challenge: Ian acknowledged that AI's impact on content creation is evolving daily, and staying ahead of how platforms and creators use AI is one of the biggest ongoing challenges for the league._________________________________________________________________Resources & Next Steps:🎧 Subscribe to Next in Media on Apple Podcasts_________________________________________________________________YouTube Chapter Timestamps:00:00 Cold open - Creator opportunities and AI evolution00:38 Episode intro and playoff season context01:02 Meet Ian Trombetta - SVP of Social Influencer and Marketing at NFL01:36 Ian's role - Social media, influencer marketing, and content creation02:52 Why the NFL needs creators beyond traditional TV04:20 Creators as entry points for casual and younger fans05:15 Global creator strategy - No borders with Mr. Beast and IShowSpeed06:30 How to find the right creators for your brand07:45 Building long-term relationships with rising creators08:40 The Kai Cenat story - 5-6 years of partnership10:12 The secret sauce - Getting in early and offering value11:30 Letting creators be themselves for authentic engagement13:05 Understanding creator momentum and culture14:20 The Sketch example - Catching viral moments early16:40 Live streamers and the endurance of daily content creation18:25 Brand partnerships and measuring ROI from organic reach20:10 Red Bull background - Building communities and content22:30 Activision lessons - Community is everything in gaming24:29 Parallels between gaming communities and NFL fandom25:23 The gaming challenge - Quality bar and sustained presence26:23 Roblox and Fortnite - You need a full studio operation27:14 Flag football, mobile games, and the Olympics opportunity27:26 Super Bowl preview - 150+ creators on the ground28:12 NFL Season cooking competition and fashion shows28:53 Cross-promotion with NBC and the Olympics29:13 Showcasing culture and music around the NFL29:27 Working with YouTube on their first NFL broadcast29:59 Biggest challenge - Navigating AI in content and platforms

I never thought I'd be running a 70-employee media company built around two guys who started making Pokemon sketches in their bedroom. But here we are. When I stepped into the role of CEO of Smosh in early 2023, I wasn't just taking on a business - I was stewarding a 20-year legacy that spans five active YouTube channels, a 15-person cast, and millions of fans worldwide. My background in talent management taught me to think about creators as brands, and that's exactly how I approach Smosh today. We're not just making content - we're building a sustainable entertainment company that respects both the comedy at our core and the business fundamentals that keep us growing.What excites me most is how we're redefining what digital-first entertainment looks like. We've invested heavily in 4K production to meet the demands of YouTube's living room experience, and we're launching ambitious projects like Hospital - a semi-scripted improv show that blends SNL-style comedy with Grey's Anatomy parody. But beyond the content itself, I'm passionate about changing how brands work with creators. Too many advertisers still treat us like we're amateurs in bedrooms, when the reality is we have the infrastructure, the talent, and the audience insights to deliver campaigns that traditional media can't match. We're proving that collaboration over competition and authenticity over scripts is the future of entertainment - and the future is happening right now. ---Key Highlights 🚀 From Talent Manager to CEO: How working with Anthony Padilla at Press Alike and 15 years in the creator economy led to becoming CEO of a 70-employee media company with five active YouTube channels and 15 cast members.📺 YouTube's Living Room Revolution: Why Smosh invested heavily in 4K production, upgraded cameras and servers, and how YouTube is slowly separating TV-viewing experiences from search engine content - with bold predictions about the platform's future.🎭 Hospital Launches in January: A groundbreaking semi-scripted improv show where cast members play doctors who must swap out when they break character - blending SNL-style comedy with Grey's Anatomy parody, designed for viewers who've never heard of Smosh.🤝 Collaboration Over Competition: Why Smosh's social team gets lunch with Mythical, their production manager grabs coffee with Dropout, and the entire creator economy thrives when digital entertainment companies share tips instead of treating each other as enemies.💰 Owning Your CMS is Power: Lessons from the MCN era about the importance of maintaining your own content management system, controlling sales processes, and working directly with Google to craft bespoke advertising deals around major programming events.📢 The Brand Partnership Problem: Why traditional TV commercials are terrible, how marketing agencies waste millions on creative that doesn't convert, and why Smosh only partners with brands they sincerely use - building authentic campaigns instead of following scripts.⏰ Treat Creators Like Studios: The frustrating reality that brands still don't understand production schedules, kill fees, or professional timelines - and why the same respect given to Fox or NBC should apply to digital-first media companies.🎯 Accessible Content Strategy: How shows like Do You Know Your Duo and Culinary Crimes are designed so new viewers can jump in without knowing Smosh's 20-year history - making great improv and comedy accessible to superfans and first-time watchers alike. ---Resources & Next Steps 🎥 Watch Smosh on YouTube🔗 Follow Alessandra Catanese on LinkedIn🎧 Subscribe to Next in Media on Apple Podcasts ---Chapter Timestamps 00:00 Introduction - Smosh's evolution from bedroom to boardroom00:38 Early days of covering Smosh at Media Week01:25 Meet Alessandra Catanese - from talent manager to CEO02:01 The Maker Studios era and YouTube economy origins03:14 15 years of experience leading to this role03:43 Working with Anthony and Ian on the vision05:37 Smosh 101 - five channels and 15 cast members07:04 Full-fledged merch business and cast-driven products07:51 Making content accessible without knowing the lore08:51 Hospital show - the January improv comedy launch09:20 SNL meets Grey's Anatomy with character breaks10:22 YouTube on TV and the living room experience11:05 Investing in 4K production for Summer Games12:10 Honoring traditional TV conventions on YouTube12:46 Predicting YouTube's TV vs search engine split14:40 Digital and traditional becoming the same thing15:26 The MCN era and owning your CMS18:07 Google's special care and bespoke deals19:14 MCN collaboration lessons and creator networks20:11 YouTube was founded on collaboration20:50 We don't have competition, we have collaborators21:36 No monopoly on the internet22:34 Growing the creator advertising economy23:48 Educating advertisers on metrics that matter24:19 Sincere representation philosophy with brands24:52 Brands need smarter creative strategies26:59 Why TV commercials are terrible today27:40 YouTube provides instant, rich data28:40 Working with newer vs legacy brands29:09 Brands still see creators as bedroom amateurs29:50 Production costs and treating creators professionally30:29 Progress in podcast ad reads and trust31:07 Wrap-up and final thoughts

I sat down with Evan Shapiro, the legendary media cartographer and author of the must-read substack Media War and Peace, to kick off 2026 with bold predictions about where our industry is heading. Evan didn't hold back as he unpacked the tension between AI-driven automation and the raw authenticity that makes creators so powerful. We explored how scale and reach are becoming vanity metrics, while fandom and engagement are what truly matter now. From Under Armor to Procter & Gamble, major brands are launching their own content channels and becoming creators themselves rather than just renting influencers. This isn't your typical brand content strategy, this is a fundamental shift in how marketing dollars flow.We also tackled the elephant in the room: YouTube's dominance and whether anyone can challenge it, the explosive growth of retail media networks like Walmart and Amazon, and why traditional media companies like Disney and Warner Brothers are finally embracing platforms they once feared. Evan predicts the AI bubble will burst in 2026, not because the technology isn't valuable, but because it won't be the sexy revolution everyone's hyping. Instead, AI will improve things behind the scenes with targeting optimization and efficiency gains. Plus, we discussed the rise of social media politicians and how $2.5 billion in political ad spending could fundamentally change addressable TV advertising. This conversation is packed with insights you won't want to miss. Key Highlights 🎯 Engagement Over Reach: Scale and reach are now vanity metrics. The biggest shift in the creator economy is toward fandom and deep engagement rather than pure subscriber counts. Mr. Beast is the exception, creators like Amelia Dimoldenberg and Sean Evans prove that smaller, highly engaged audiences drive better business results.🏢 Brands Become Creators: Under Armor, Procter & Gamble, and L'Oreal are launching their own content channels and production companies. Instead of hiring influencers, brands will convert ad spend into creating their own entertainment channels, following the Barbie and LEGO model of becoming lifestyle brands.📺 Traditional Media's Creator Problem: Disney still treats YouTube, Instagram, and TikTok as brochure ware with trailers and promotional content. In 2026, major studios will finally go all-in on real content for these platforms, similar to how they eventually launched Disney+ after years of resistance.🤖 The AI Bubble Will Burst: The hype around AI making movies, commercials, and scripts will deflate in 2026. AI's real value lies in boring but crucial improvements to targeting, optimization, and efficiency, not in replacing creative talent. Disney's $1.5 billion investment in OpenAI signals they're getting ahead of this shift.🛍️ Retail Media's Next Wave: We're in the first half of the first inning of shoppable TV. Walmart's integration of Vizio will make them the second-largest retail media network after Amazon. This enables a whole new class of TV advertisers and unlocks budgets that never intersected with traditional media spending.📱 Instagram and TikTok Launch CTV: Evan predicts both Instagram and TikTok will launch connected TV platforms in 2026. When Oracle takes control of TikTok in the US, a television product is inevitable. YouTube's success with shorts on TV proves short-form content can work on the big screen.💰 YouTube's Branded Content Explosion: Branded deals embedded in YouTube videos grew over 50% in the first half of 2025, becoming the fastest-growing segment of YouTube's ad economy. With dynamic insertion launching for branded content in 2026, this will dramatically accelerate and become more scalable.🗳️ Political Ads Transform CTV: The $2.5 billion political ecosystem will spend on hyper-local, outcome-based ads in 2026. This wave of aggressive buyers targeting at the neighborhood level will change television advertising at the genetic level and unlock the true promise of addressable TV. Resources & Next Steps 🔗 Follow Evan Shapiro on LinkedIn🎧 Subscribe to Next in Media on Apple Podcasts

This week on Next in Media, I sat down with Shane Atchison, CEO of Zaaz Collective, and Seth Gordon, a film director and co-founder of Zaaz. We dove into their mission to help micro and mid-level creators (those with 5,000 to 100,000 followers) think and act like media companies. With 96% of creators making minimum wage or less, Shane and Seth saw an opportunity to build a collective where creators could access the data, tools, and intelligence typically reserved for top-tier talent. They shared how Zaaz is using AI-powered analytics, audience insights, and comments-to-commerce strategies to help creators maximize their impact and earnings.I was fascinated by their approach to solving the creator-brand disconnect. Shane explained how most creators have no idea what to charge for brand deals and often feel they get screwed on their first partnerships. Zaaz addresses this with transparent pricing data, engagement rate benchmarks, and personalized AI language models trained on each creator's unique content and audience. Seth brought a compelling perspective from the traditional entertainment world, noting how the $50 million ad model is dying and the future is much more atomized and creator-led. We also explored their plans for Q1 2025, including creator-to-creator events in Brazil and launching new tools for content transcription and multi-platform analytics._________________________________________________________________Key Highlights💡 The Creator Economy Gap: 96% of creators are making minimum wage or less despite the industry growing to $500 million by 2030 with 35% year-over-year growth in media spend.🤝 The Collective Model: Zaaz operates as a membership-based collective where creators share anonymized data on brand deals, pricing, and engagement rates so everyone can learn what's a fair deal.📊 Audience Intelligence: The platform unifies analytics across all social platforms in one dashboard and uses AI to analyze comments for purchase intent, brand opportunities, and genuine engagement.💬 Comments to Commerce: Zaaz filters through thousands of comments to surface the ones that matter, like when someone asks "what shirt are you wearing?" turning those into affiliate link opportunities.🤖 Personalized AI Language Models: Each creator gets their own AI agent trained on their content, comments, and audience data, plus access to collective intelligence from other creators' successful strategies.🎯 Brand Discovery Done Right: Zaaz pushes dynamic media kits to discovery platforms so creators are represented with real-time data on momentum, engagement rates, and audience quality.🎬 The Future is Atomized: Seth Gordon explained how the traditional $50 million ad campaign model is dying, and the future belongs to niche, specialized creator-led content reaching targeted audiences.🚀 Launching in 2025: Zaaz is hosting creator-to-creator events in Brazil and the U.S., launching AI-powered content transcription tools, and helping creators who "don't realize they're creators" move into the space._________________________________________________________________Resources & Next Steps🌐 Explore Zaaz Collective🔗 Connect with Shane Atchison on LinkedIn🎧 Subscribe to Next in Media on Apple Podcasts_________________________________________________________________YouTube Chapter Timestamps00:00 Cold open - Building Zaaz for creators00:36 Introducing Shane Atchison and Seth Gordon02:02 What is Zaaz Collective?03:00 How the collective model works04:32 The "I got screwed" problem for creators06:07 Seth on protecting creators in the wild west07:07 Who are the target creators? (5K-100K followers)08:32 Audience analytics across platforms10:52 Comments to commerce strategy13:04 Brand discovery and connecting the two sides15:19 Seth on knowing your audience18:32 The value of micro influencers20:23 Seth on Warner Bros and the dying $50M ad model22:10 Streamlining media spend in the creator economy24:51 Personalized AI language models for creators27:00 Q1 plans: Launching in Brazil and creator events28:29 Wrap-up and thanks

This week I had the chance to sit down with two fascinating guests who are at the forefront of bridging the worlds of digital performance marketing and traditional television advertising. Nick Fairbairn, VP of Growth Marketing at Chime, and Andy Schonfeld, CRO at Tatari, walked me through how they've transformed Chime from a pure digital-first, DTC neobank brand built on social and search into a sophisticated advertiser that runs television campaigns with the same performance mindset they apply to Meta and Google. Their partnership has evolved from small linear TV tests six years ago to a comprehensive full-funnel TV strategy that blends brand building with direct response metrics.Nick and Andy shared incredible insights into the evolution of performance TV, from navigating the COVID-era inventory opportunities to understanding why linear TV still matters even as streaming dominates the conversation. They explained how Chime approaches television with a portfolio strategy, balancing premium reach moments like live sports with more targeted direct response placements, and why creative and media planning have become the "new targeting" in a world where precise one-to-one identification remains expensive and imperfect. We also dove into the challenges of measuring TV in a fragmented landscape, the role of AI-driven creative, and whether shoppable TV will actually move the needle or remain a marginal innovation. Key HighlightsHere's a shorter version:📺 From Walled Gardens to TV: Chime shifted from 80% Facebook/Google spend to treating TV as a performance channel, not just brand awareness.🚀 COVID's Opportunity: The pandemic opened premium TV inventory at discounts as major advertisers exited, accelerating streaming adoption for performance marketers.🎯 Performance TV Defined: Measuring full-funnel impact from awareness to account openings using spike attribution, MMM, and Tatari's platform.⚡ Linear Still Works: Live sports and big moments deliver results at 75% off rate card for brands buying real-time through platforms like Tatari.💰 The DR Valley of Death: Pure direct response TV hits limits, requiring investment in premium brand moments with longer attribution windows for growth.🤖 AI and Creative Over Targeting: Paying 2-3x CPMs for precise targeting isn't worth it—creative and smart placement beat perfect identity resolution.📱 Shoppable TV Reality: Interactive ads and QR codes show promise but remain marginal in business impact; AI-generated creative variations offer more upside. Resources & Next Steps🔗 Learn more about Chime📊 Explore Tatari's performance TV platform🎧 Subscribe to Next in Media on Apple Podcasts YouTube Chapter Timestamps00:00 Opening - Performance TV and Chime's evolution00:55 Introducing Nick Fairbairn (VP Growth Marketing at Chime)01:00 Introducing Andy Schonfeld (CRO at Tatari)01:10 Chime's historic media mix - born on social and search02:00 The classic DTC journey - 80% in Facebook and Google02:20 Bringing a portfolio approach to acquisition02:40 Meeting Tatari and starting the TV journey (2019)03:00 Initial barriers - cost, creative, and optimization concerns03:40 Running TV like Meta from day one04:10 Linear focus in the early days (2016-2019)04:40 Small doses of TV with incrementality and attribution05:00 How COVID accelerated streaming adoption05:40 Major brands exiting created inventory opportunities06:00 Fire sale opportunities on premium inventory06:30 Nick's resistance to streaming at first07:00 The linear purist becomes a 50/50 believer07:40 Defining performance in TV advertising08:20 Full funnel measurement - awareness to enrollments09:00 Getting efficient on walled gardens to fund brand TV09:40 The DR valley of death explained10:10 How performance TV measurement has evolved11:00 Starting lower funnel, then expanding upward11:40 The $10-15M threshold where DR hits limits12:10 Going premium - live sports and big moments12:40 The commitment required to unlock TV's power13:10 TV driving IPOs and acquisitions13:40 Helping startups scale through TV14:00 The state of CTV today - better or more complex?14:40 Linear vs streaming buying challenges15:10 Cost prohibitive targeting on streaming15:50 Creative differences between linear and streaming16:20 What's missing - the dashboard fantasy17:00 Why linear still matters - 50% of viewership17:40 Yankees playoff game example - 75% discount18:30 You can't buy big moments programmatically19:10 Relationships still matter in TV buying19:50 Programmatic CTV limitations20:30 Media mix modeling and holistic measurement21:30 Identity and targeting in TV - does it matter?22:10 Creative as the new targeting22:50 Why paying 2-3x CPM for precision isn't worth it23:30 You can't measure it all - need multiple approaches24:00 Shoppable TV and interactive ads - bullish or not?24:40 QR codes and send-to-phone - still marginal25:10 Pause ads opening new real estate25:40 Amazon remote ads and early testing26:00 Dynamic AI creative - 100 variations vs two26:30 Local market creative optimization27:00 Something's brewing with device and TV convergence27:30 Wrap-up and thanks

I had the incredible opportunity to bring together some of the brightest minds in the creator economy for an evening of candid conversation about where this industry is headed. From ad tech innovations to creator authenticity, we covered the full spectrum of what it takes to turn creator content into scalable, revenue-generating partnerships. Conor McKenna from Luma and Zoe Soon from the IAB kicked things off with a macro view of the space, discussing how fragmented media is creating massive opportunities for technology to step in. We explored why brands are shifting budgets at unprecedented rates, with Unilever committing 50% of marketing spend to creator-related initiatives.The evening featured deep dives into brand integration strategies with Ali Parish from Blue Hour Studios and Jeremy Stewart from VuePlanner, followed by an eye-opening discussion with Arthur Leopolod from Agentio about how AI and automation are revolutionizing creator advertising. Perhaps most compelling was hearing directly from Sydney Jo, the creator behind the viral Group Chat series, and her manager Haley Friedman from Made By All about the reality of building a creator business. From navigating brand negotiations to maintaining creative authenticity, this conversation revealed both the opportunities and challenges facing the next generation of digital storytellers._______________________________________________Key Highlights🚀 The Walled Garden Shift: Meta and Google are evolving from social platforms to entertainment platforms, opening up competitive dynamics that allow ad tech to capture margin in the previously closed creator ecosystem.📈 Explosive Growth Trajectory: The creator economy is projected to reach $37 billion this year, growing 400% faster than average digital media, with Agentio raising $40 million to help brands scale from $50K to over $1 million in creator spend without additional bandwidth.🎯 The Authenticity Challenge: Brands are treating creators like Hollywood storytellers but expecting them to perform like programmatic ad units, creating a disconnect that requires better infrastructure, measurement, and understanding of the creator-first approach.🤖 AI as the Creative Multiplier: While AI enables scalability and reduces production costs to zero, the real winners will be creators with established trust and parasocial relationships, as audiences increasingly seek authentic voices in a sea of AI-generated content.💡 Partnership Over Performance: Long-term brand relationships like Sydney's multi-season deal with Hilton outperform transactional campaigns, with brands that engage in comments and understand social media culture seeing significantly better integration and results.📊 The Measurement Gap: Over 50% of US buyers consider creators a must-buy (second only to search and social), yet the industry lacks standardized metrics beyond engagement and reach, requiring brands to rely heavily on first-party data and brand-specific goals.🎬 Platform Dynamics: YouTube and Meta provide strong creator support with dedicated reps, while TikTok remains uniquely difficult to work with despite its massive scale, and creators intentionally maintain cross-platform presence to avoid giving control to any single platform.⚡ From Viral to Viable: Sydney's journey from 250K to 1.7 million followers in one week (and a Today Show appearance) reveals both the opportunity and challenge of monetizing virality, highlighting the critical importance of having the right management team to navigate brand negotiations and maintain creative control._______________________________________________Resources & Next Steps🌐 Learn more about VuePlanner🌐 Learn more about Agentio🎧 Subscribe to Next in Media on Apple Podcasts_______________________________________________YouTube Chapter Timestamps00:00 Opening remarks and industry momentum01:10 Introducing Connor McKenney and Zoe Soon03:00 The ad tech opportunity in creator economy05:40 Walled gardens becoming distribution platforms07:00 Why brands are shifting to creators08:30 The infrastructure and measurement challenge12:00 AI and algorithm control concerns13:00 Standardization vs. authenticity debate17:10 Ali Perish and Jeremy Stewart on brand integration18:40 Evolution of Blue Hour Studios20:40 View Planner's role in creator measurement24:00 YouTube Creator Partnerships Hub26:00 The lifetime value of creators28:00 Arthur Leopold introduces Agentio30:00 The $10 billion to $800 billion opportunity32:00 How Agentio automates creator advertising35:30 Bidding model and AI strategy creation37:40 Creators as micro creative agencies40:00 The Cambrian explosion of AI creativity42:40 Sydney and Hailey from Made By All44:00 Sydney's viral Group Chat origin story46:30 Navigating early brand deals49:00 The importance of saying no51:40 Long-term brand relationships54:00 When brands don't understand social media56:00 Working with platform partners58:30 Advice for brands and creators01:00:00 Closing thoughts and thank you

I sat down with Tusar Barik, the SVP of Marketing at the New York Times, who's just past his first year in this newly created role. We explored how the Times has transformed from a traditional newspaper into a multifaceted media company spanning news, games, podcasts, cooking, sports, and more. Tusar leads a comprehensive team managing everything from measurement and data insights to product marketing, editorial advertising opportunities, and traditional communications. What struck me most was learning that the Times now reaches over 150 million registered users with 50 to 100 million weekly engagers, seeing the highest growth among Gen Z adults and audiences in the Midwest and South. The digital advertising business delivered over 20% year-over-year growth, proving that quality journalism and a direct relationship with readers creates a powerhouse advertising platform.We dove deep into how the Times is meeting consumers where they are through video-forward strategies, producing over 75 hours of professional video monthly and transforming podcasts into multimodal shows available as both audio and video. Tusar shared insights on their Brand Match generative AI product that delivers 30% improvements in both click-through rates and brand lift by intelligently matching advertiser briefs with the right content. We explored how games like Wordle have been part of the Times' DNA since the 1940s crossword, how The Daily creates deeply personal connections with millions, and why the Times sees itself as a solar system with news at the center. The conversation revealed a company that's successfully balanced subscription-first strategy with a thriving advertising business by staying true to its mission while innovating how it reaches and serves audiences._______________________________________________Key Highlights📈 Unprecedented Scale & Growth: The Times now has over 12 million subscribers, 150 million registered users, and 50-100 million weekly engagers, with the highest growth coming from Gen Z adults and the Midwest/South, driving 20% digital advertising growth year-over-year.🤖 AI-Powered Brand Match: Tusar revealed their generative AI product that ingests advertiser RFPs and dynamically matches campaigns with the right content as it's produced, delivering 30%+ improvements in both click-through rates and brand lift.🎥 Video-First Evolution: The Times produces over 75 hours of professional video content monthly and has transformed audio podcasts into multimodal shows, recently launching a Watch tab in the app that creates new premium advertising inventory.🎮 Games as Core DNA: Gaming has been part of the Times since the 1940s crossword during World War II. Today, over 2,000 people per minute share their Wordle scores, and games advertising drives 21% awareness lift and 30%+ brand consideration growth when combined with news.🎙️ The Daily's Emotional Connection: Tusar shared a touching story about how Michael Barbaro's voice became a source of comfort for a reader who listened every morning while visiting her ailing father in the hospital for months, illustrating the deep personal relationships the Times builds.📊 Measurement Playbook Approach: The Times developed a comprehensive measurement strategy offering everything from MMM models for large advertisers to trending metrics for smaller campaigns, with solutions packages that span audio, video, and display inventory.🌐 Portfolio Beyond News: The Times has evolved into a solar system with news at the center, expanding into The Athletic (largest sports newsroom globally), Cooking, Games, Wirecutter, and more, each creating unique advertising entry points and audience segments.💼 Programmatic Done Right: The Times views programmatic as workflow pipes to reduce friction, not as a race to the bottom on CPMs. They've invested significantly in the past 18 months while maintaining quality standards and brand safety for advertisers._______________________________________________Resources & Next Steps🔗 Follow Tusar Barrick on LinkedIn🎧 Subscribe to Next in Media on Apple Podcasts_______________________________________________YouTube Chapter Timestamps00:00 Elemental TV ad00:48 Introduction and guest overview01:50 Welcome to Next in Media02:03 Tor's role and first year at the Times04:19 The Times' evolution beyond news05:07 Core mission and solar system approach06:25 Audience scale: 150M registered users07:39 20% digital ad growth and earnings08:58 AI and Brand Match product10:46 Brand Match performance results11:31 Podcasting and The Daily's impact13:06 Michael Barbaro's emotional connection story14:02 Audio and video evolution15:31 Video production stats and strategy16:14 Navigating agency relationships17:44 Solutions-based approach to advertising18:01 Measurement playbook and strategies19:47 Outcome-based measurement approach20:59 Sabio ad21:05 Talent and newsletter strategy23:48 Gaming portfolio and DNA since 1940s26:03 The Athletic and portfolio expansion27:04 Games advertising opportunities28:28 Programmatic strategy and philosophy30:29 Video strategy and Watch tab launch33:49 Video advertising opportunities34:12 Closing thoughts and wrap-up34:24 Outro and thanks

Summary:This week on Next in Media, Mike Shields talks with Erick Opeka, President & Chief Strategy Officer at Cineverse and board member at the startup Micro Co. Opeka breaks down how short-form “micro-dramas”—already attracting hundreds of millions of daily viewers in China—are taking shape in the U.S. and why they could become a $20 billion category.He explains how Cineverse’s 22 streaming services, proprietary Matchpoint technology, and deep ad-tech stack position it to lead this wave. From Quibi’s missteps to AI-driven efficiencies, Opeka shares how the next generation of vertical video could transform storytelling, advertising, and the very idea of television.⭐ Key Highlights🎥 Cineverse 101: Operates a full-service film & TV studio plus 22 streaming platforms with under 200 employees—powered by its Matchpoint operating system.💡 Tech meets storytelling: Built its own ad-tech stack (C360) and data tools to monetize efficiently while controlling creative output.📱 Rise of micro-dramas: Already a $1 billion U.S. market and mainstream in China, drawing 600 million daily viewers.🧠 Why it works: Each 3-minute story triggers anticipation loops in the brain—more rewarding than endless scrolling.🌍 Cultural crossover: Format expected to reach 13–15% of all video consumption at maturity—larger than the entire U.S. theatrical market.🧩 Creative power team: Lloyd Braun, Susan Rovner, and Jana Winograde join Opeka to build a U.S.-based micro-drama studio.📺 Beyond romance: Expanding from steamy love stories to game shows, thrillers, and reality formats.💰 Business model: Starts with premium and pay-per-view, evolves toward ad-supported models—echoing the broader streaming trend.🤝 Brand opportunity: Advertisers aren’t yet in but white-space potential mirrors early anime and TikTok stages.🔮 Looking ahead: Launch slated for Spring 2026, combining platform tech + top-tier creatives to redefine mobile storytelling. 🔗 Resources & Next StepsFollow Erick Opeka on LinkedIn 🔗 Learn more about Cineverse → cineverse.com⭐ Rate & Review to help more listeners discover the show🎧Subscribe to Next in Media on Apple Podcasts ⏱️ YouTube Chapters00:00 – Intro and Erick Opeka’s role at Cineverse01:00 – How Cineverse runs 22 streaming services with Matchpoint04:00 – Ad-tech integration and C360 audience platform05:00 – The micro-drama trend and China’s 600 million viewers07:30 – Why micro-dramas hook audiences psychologically09:30 – U.S. market potential and viewer behavior11:00 – Genres evolving beyond romance13:00 – Demographics and comparison to K-drama boom14:30 – Business models: subscription vs ad-supported17:00 – Early lessons from China and U.S. adoption curve18:00 – Formation of Micro Co and the creative team21:00 – Building a U.S. platform with better UX and production quality26:00 – Quibi comparisons and why this time is different29:00 – Timeline for launch and platform strategy32:00 – Brand building and sustainable growth vs CAC race34:00 – CTV integration and cross-screen potential35:40 – Advertising ecosystem and brand interest37:40 – TERRIFIER franchise and Cineverse’s studio approach40:00 – Final thoughts on innovation and industry future

Why Brands Should Stop Avoiding News with Jack MarshallBrands have long shied away from advertising in news, fearing controversy or association with “negative” stories; but that hesitation is costing them results. This week, Mike Shields talks with Jack Marshall, Head of News at DoubleVerify, about why avoiding news is a missed opportunity and how advertisers can take a smarter, more nuanced approach to brand safety and suitability.Jack shares insights from DV’s research, which shows that news content drives 16% more engagement than non-news media, and explains how AI-driven tools are helping advertisers target responsibly while supporting trusted journalism. The conversation covers the shifting perceptions of news advertising, AI’s role in brand safety, and why authentic reporting may soon stand out as the antidote to AI-generated “slop.” Highlights:📰 The News Opportunity – DV data shows that news content generates 16% more engagement than non-news, yet many advertisers still block it.🔒 Brand Safety vs. Suitability – Safety covers truly unsafe content (malware, spam, copyright infringement); suitability is where nuanced strategy is needed.🧠 Educating the Industry – Jack’s role includes helping advertisers, agencies, and publishers understand how to unlock news environments safely.🛠️ Smarter Tools, Less Risk – DV’s AI-driven keyword optimization helps reduce false blocks and allows brands to use a scalpel instead of a sledgehammer.⚙️ Product Innovation – DV’s News Accelerator initiative and contextual categories like News+ and News+ Light make it easier to advertise in quality news at scale.📉 Myth-busting Fear – Consumers can separate ads from content; most don’t associate a brand with a nearby tough headline.🤖 AI & Trust – As AI-generated misinformation spreads, real journalism becomes more valuable — “the real connections stand out among the weirdness.”💬 Shift in Attitude – Advertisers are realizing they’ve been too conservative and are reopening budgets for trusted news environments.🪶 Publishers Adapting – From the New York Times’ strong ad growth to the rise of news creators, publishers are learning to leverage trust, voice, and engagement.🌍 Future Outlook – Expect closer ties between news brands and influencers, merging authenticity with scale in ad models. Resources and links:🔗 Follow Jack Marshall on LinkedIn → https://www.linkedin.com/in/jackmarshall/🌐 Learn more about DoubleVerify’s News Accelerator → doubleverify.comExplore Sabio’s platform: sabioctv.com ⭐ Rate & Review to help more listeners discover the show🎧Subscribe to Next in Media on Apple Podcasts Chapters:00:00 Research shows advertisers miss out by avoiding news00:40 Introducing Jack Marshall, Head of News at DoubleVerify02:00 Why DV created a Head of News role03:20 Educating advertisers and publishers on news investment04:50 The CMO vs. junior buyer disconnect06:00 Brand safety vs. brand suitability explained07:30 When it’s reasonable to exclude content — and when it’s not08:20 Modern tools vs. blunt keyword blocking09:20 Overgeneralizations and nuanced strategies10:00 The myth of “negative adjacency”11:10 How consumers actually perceive ads near news12:10 DV research: news drives 16% higher engagement13:30 Why advertisers should rethink “news avoidance”15:40 The DV News Accelerator and new AI keyword tools17:10 Cutting bloated keyword lists with automation18:30 Helping brands use a scalpel instead of a sledgehammer19:30 Making nuance easy for media buyers20:20 Is the pendulum swinging back toward openness?21:30 AI slop and why real news stands out23:00 Publishers finding optimism amid change24:20 Diversifying revenue and growing brand trust25:20 The rise of news creators and influencer-style partnerships26:00 Closing thoughts — supporting real journalism and connection

In this special episode recorded live at Amazon UnBox in Nashville, I sit down with Charlotte Maines, Head of Device Advertising for Fire TV at Amazon. We dive into the massive reach of Fire TV—over 300 million devices sold globally—and what that means for brands aiming to connect with high-value, logged-in Amazon customers.Charlotte shares how Amazon is evolving the ad experience from simple tune-in campaigns to interactive, full-funnel marketing opportunities. We unpack the growing role of Alexa Plus, Amazon’s new LLM-powered assistant, and how it’s revolutionizing personalized, voice-driven engagement across devices. From shoppable connected TV to dynamic creative powered by GenAI, this episode is packed with insights for any brand looking to harness the next wave of CTV innovation.Timeline Summary:[0:38] - Why Fire TV’s 300M device footprint is a game-changer for advertisers[2:40] - The “six-minute window”: How brands can show up during viewer decision time[4:22] - Evolution of Fire TV advertising—from HBO tune-ins to full-funnel brand engagement[6:12] - Inside Alexa Plus: How LLMs are powering Amazon’s new conversational AI[8:10] - Shopping with your voice: Fire TV and Alexa’s seamless commerce experiences[10:00] - The future rotator: Amazon’s prime CTV ad real estate explained[12:45] - Full-funnel advertising: How Amazon connects the dots across devices and media[15:15] - GenAI in action: How brands are creating audio ads in seconds using Amazon tools[18:12] - What brands—big and small—are learning from Amazon’s self-service creative tools[20:33] - Why devices are key to Amazon’s dominance in full-funnel marketingLinks & Resources:Learn more about Alexa Plus: Amazon AlexaExplore Sabio’s platform: sabioctv.com🎧Subscribe to Next in Media on Apple PodcastsClosing Remarks:If you found this episode insightful, I’d love it if you’d take a moment to rate, follow, and share the show. And don’t forget to leave a review—your support helps more people discover Next in Media. See you next time!

This week on Next in Media, I sat down with Nielsen CEO Karthik Rao to get an inside look at the company’s transformation in a fast-evolving media landscape. From the explosive rise of YouTube on connected TVs to tackling fragmentation across platforms, Karthik breaks down how Nielsen is reinventing itself with big data, AI, and a mission to future-proof measurement.We talked about the company’s response to public challenges, its roadmap for creator measurement, and why the shift to big data plus panel is more than just a tech upgrade—it’s a foundational change in how the industry understands audiences. Whether you're curious about the "currency wars," the power of creators, or the role AI could play in stitching together digital and linear, this episode delivers some fascinating insight straight from the top.Timestamps:[0:00] - Karthik Rao on AI’s role in unifying disparate parts of the media world[1:07] - From CEO of Nielsen Global Media to CEO of Nielsen: Karthik’s journey[2:36] - Why Nielsen’s transformation was necessary to keep up with fragmentation and streaming[3:39] - The company’s shift from panel-only to big data plus panel—what that means and why it matters[5:45] - Balancing innovation, trust, and marketplace readiness[8:28] - What really happened with the NFL and how Nielsen navigated public scrutiny[13:16] - Media negotiations in the press and why everyone keeps coming back to Nielsen[15:01] - The underestimated breadth of Nielsen’s business beyond just ratings[17:04] - AI’s game-changing potential in media buying and data integration[20:01] - YouTube’s dominance on CTVs and why creator content is more serious than many assume[22:57] - How Nielsen plans to help creators scale across media ecosystems[25:56] - The current state of "currency wars" and why standardizing to human truths matters[27:21] - Nielsen’s plan to measure podcasting’s evolving video/audio landscapeLinks & ResourcesLearn more about Nielsen’s work at nielsen.comExplore Sabio’s platform: sabioctv.com🎧Subscribe to Next in Media on Apple PodcastsEnjoyed the episode?Please consider rating, reviewing, and sharing Next in Media. And don’t forget to hit that follow button so you never miss what’s next in the world of media.

Robert Wheeler — longtime communications leader at WarnerMedia, AT&T/Xandr, and GroupM — shares why he left the corporate world to build At the Moment Media (ATM), a people-first, video-led publication spotlighting personalities across advertising, technology, and media.He walks through how the brand came to life — from the black-and-white design and animated “M” mascot to its 5–6 minute storytelling format and short-form social clips. Robert also opens up about startup lessons, the state of modern comms, and how ATM plans to cover cultural business moments like the Latin GRAMMYs and BravoCon. Key Highlights🚀 Why he jumped – Robert left senior comms roles at WarnerMedia, AT&T/Xandr, and GroupM to launch At the Moment Media (ATM), aiming to humanize B2B storytelling.🎥 Format that works – Core videos run 5–6 minutes each, repurposed into 15–30-second social cuts designed for engagement and discoverability.🎨 Brand design – A black-and-white aesthetic lets guests provide the color; the animated “M” mascot adds warmth and identity to the platform.🗣️ Rethinking B2B – Robert urges the industry to drop jargon and speak like humans, applying the same clarity and creativity used in consumer ads.📣 The PR truth – “Your comms team can’t fix a bad story.” Great coverage comes from authentic ideas and honest narratives, not spin.🌎 Culture meets commerce – ATM spotlights the business side of cultural events like the Latin GRAMMYs and BravoCon — moments that blend fandom, influence, and brand dollars.⚠️ Crisis lessons – From 2020’s triple-whammy week (CEO exit, major deal, COVID shutdown) to WarnerMedia’s Project Popcorn, Robert shares how to stay steady under fire.📈 Startup execution – Early success driven by global editors, social-first distribution, and sponsor partnerships proving the model works. Resources & Next Steps🔗 Follow Robert Wheeler on LinkedIn🌐 Explore ATM Media🎧Subscribe to Next in Media on Apple Podcasts YouTube Chapter Timestamps00:00 Why leave big media to start ATM01:02 Episode setup and who Robert is01:32 Meet Robert Wheeler and ATM’s mission02:26 From WPP/Warner to taking the plunge05:30 Press pressure and changing journalism07:06 What is ATM and what it’s becoming10:14 Naming ATM and the brand spark11:18 Black-and-white look and the “M” mascot13:31 People-first POV vs old trade vibes15:27 Comfort unlocks better on-camera stories16:26 How to launch a media brand in 202517:33 Format: 5–6 minute features plus social cuts18:56 B2B that talks like B2C22:40 Covering culture: Latin GRAMMYs and BravoCon25:05 What comms can and cannot fix27:14 Managing teams and why he still loves comms28:05 Crisis week 2020: CEO exit, mega deal, COVID30:04 Project Popcorn and more war stories31:35 Wrap-up and calls to action

Google Ads just turned 25, and it’s entering a new era—one driven by AI, conversations, and context. In this episode, Dan Taylor, VP of Global Ads at Google, joins Mike Shields to unpack how the search giant is transforming its ads business for the age of AI Overviews, Performance Max, and long-form conversational queries. He explains why this shift feels bigger than mobile, how advertisers are adopting AI faster than ever, and why trust and accuracy remain Google’s north stars.Dan also reveals how AI is expanding the search funnel, creating new commercial moments that brands never could have targeted before. From tools like AI Max to agent-powered shopping, the future of advertising is about reducing friction, improving relevance, and meeting consumers wherever their curiosity starts. It’s a rare inside look at how Google plans to keep Search indispensable for the next 25 years.Key Highlights🔍 Google Ads at 25: Why AI is the next great shift in how people find and act on information.🤖 AI Overviews & Ads: What Google has learned about where ads fit into AI-powered experiences.📊 Performance Max & AI Max: How AI expands discovery beyond keyword targeting.🧠 Smart Bidding & Measurement: Google’s decade-long head start in predictive AI.🛍️ Retail Media Meets Agents: New tools like Agentic Checkout and visual search that cut friction in shopping.💬 Trust, Quality & Competition: Why Google believes this isn’t a zero-sum game—it’s an expanding marketplace.Resources & Next Steps🌐 Explore Google Ads AI Tools🔗Follow Dan Taylor on Linkedin🎧Subscribe to Next in Media on Apple PodcastsYouTube Chapters00:00 Cold open — AI shift and trust in information  00:55 Setting the stage — Google Search at 25  01:24 Mike introduces guest Dan Taylor (VP, Global Ads at Google)  01:49 Dan’s early career and move from broadcast to digital  03:11 Early experiments — Google TV and Audio Ads  03:49 Conversational search and AI-driven behavior change  06:32 Comparing AI to the mobile shift  08:18 How advertisers are adopting AI tools faster  09:27 Did Google move too slow? Inside its AI journey  12:16 Ads in AI Overviews — finding the right moment  13:40 Marathon example — how intent shapes relevance  15:48 AI expands search — new commercial moments emerge  16:32 Dorm room case study — Gemini and query fan-out  19:03 Performance Max and AI Max monetization insights  21:06 Generative creative tools and advertiser experiments  22:58 Retail and agentic experiences in shopping  24:59 Reducing friction — price tracking and visual search  26:08 Competition across AI, retail, and social platforms  27:10 Wrap-up — the future of AI-powered search  

In this episode of Next in Media, Mike Shields speaks with Peter Hamilton, Head of Ad Innovation at Roku, about the rapid evolution of connected TV (CTV) advertising and how Roku is bridging the gap between big-brand budgets and small-business accessibility.Peter shares what’s really happening behind the scenes as digital-first advertisers and DTC brands move into television, the challenges of onboarding thousands of SMBs, and how Roku’s self-serve ad tools and shoppable innovations are reshaping the CTV landscape. He also explains Roku’s partnership with Amazon, the growth of shoppable TV, and why “press OK to text” could redefine viewer engagement.With clarity and insider perspective, Peter outlines what’s next for CTV—from AI-driven creative experimentation to real-time data loops that empower advertisers of all sizes. Key Highlights📈 CTV’s Fastest-Growing Segment: How performance-driven advertisers, not traditional TV buyers, are fueling Roku’s rapid growth.💡 SMBs Meet Streaming: Why onboarding small advertisers takes time—and how Roku’s self-serve tools are solving it.📺 Amazon Partnership Explained: Why Roku isn’t competing with Amazon but collaborating to improve advertiser reach and data performance.📱 Shoppable TV & “OK to Text”: How one button on the Roku remote is changing interactive ad engagement forever.🧠 AI in Creative Production: The rise of self-serve advertisers testing dozens of AI-generated ads and what’s working so far.⚙️ The Open Platform Approach: Roku’s strategy to stay partner-first while integrating performance data and real-time conversions. Resources & Next Steps 📊 Learn about Roku’s performance tools and integrations🎧Subscribe to Next in Media on Apple Podcasts YouTube Chapter Timestamps00:00 Setting the stage – CTV’s transformation  00:53 Introducing Peter Hamilton of Roku  02:00 Why new advertisers are coming to TV  03:31 The challenge of onboarding SMBs  05:01 How performance marketers are driving CTV growth  06:07 Roku Ads Manager and self-serve evolution  07:32 Moving beyond search and social saturation  09:12 Why analysts underestimate CTV’s growth  10:02 Fundamentals of marketing still apply  11:18 Building new DR paths for DTC brands  12:28 How Roku attracts small businesses  13:59 Success stories: Shopify and Fatty 15  15:15 What’s holding CTV adoption back?  16:00 Inside Roku’s partnership with Amazon  17:51 The open-platform strategy  18:52 Acquiring Friendly and launching Howdy  20:25 Experimenting with subscription bundles  21:15 The rise of shoppable TV and “OK to Text”  22:51 How interactivity and texting are becoming normalized  24:18 Building habitual shoppable behavior  25:43 Why creative clarity drives conversions  26:54 The future of AI-generated ads on CTV  27:46 Data loops, APIs, and intelligent optimization  28:04 Closing thoughts – what’s next for CTV advertising 

In this episode of Next in Media, Mike Shields sits down with Jordan Matter, the YouTuber, photographer, and entrepreneur behind one of the most surprising creator success stories of the year. What started as a simple series of dance photography videos turned into a global family brand with more than 300 million monthly views—and now, a Sephora skincare line that drew an unbelievable 87,000 fans to its launch.Jordan opens up about his journey from photographing dancers in New York to building a thriving father-daughter YouTube channel with his daughter Salish, how they created an authentic bond with Gen Alpha viewers, and the lessons learned from turning that trust into a real-world business. He also reflects on the emotional chaos of their record-breaking Sephora event, balancing parenthood with content creation, and why he believes authenticity—not virality—is the real currency of influence. Key Highlights📸 From Photographer to Creator: How Jordan’s 10-Minute Photo Challenge videos transformed a niche dance-photography channel into a viral YouTube phenomenon.👨‍👧 The Power of Relationship: Why shifting focus to his daughter Salish created a stronger emotional bond with viewers—and opened up an untapped “father–daughter” niche on YouTube.💡 Avoiding Creator Pitfalls: Jordan’s take on why so many influencers burn out chasing money—and why his team refuses to flood their audience with endless brand deals.🧴 Skincare Meets Storytelling: How Salish’s new “Sincerely Yours” line with Sephora became the Gen Alpha skincare brand—selling out instantly and drawing *twice the crowd of MrBeast’s burger launch.😱 87,000 Fans, One Mall: Behind the scenes of the record-breaking American Dream launch event that shut down highways and had teens camping overnight.❤️ Authenticity Over Hype: Why Jordan believes creators should focus on connection, care, and consistency instead of algorithms and short-term trends.🎬 Beyond YouTube: His future plans for animation, apparel, and storytelling beyond the camera—while still keeping Salish’s childhood sacred. Resources & Next Steps📺 Watch Jordan Matter’s videos on YouTube🧴 Explore Sincerely Yours skincare at Sephora.com📲 Follow @JordanMatter and @saysaymatter on Instagram🎧Subscribe to Next in Media on Apple Podcasts

In this episode of Next in Media, Mike Shields sits down with Janina Lundy, EVP and Head of Marketing & Brand Partnerships at Hartbeat, the production company founded by comedian and actor Kevin Hart. Heartbeat has become a creative force at the intersection of comedy, culture, and branded entertainment — developing hit shows like Cold as Balls with Old Spice and original films like Group Therapy with AXA.Janina and Mike discuss how Hartbeat helps brands navigate the tricky but powerful blend of humor and marketing, the rise of brand-funded entertainment, and why comedy isn’t dead — it’s just evolving. From collaborating with emerging comedians to educating brands on YouTube’s premium value, this episode explores how Heartbeat is redefining what it means to be a talent-led media company in 2025. Key Highlights:🎬 From Ad Agencies to Entertainment: How Janina ’s 20+ year career in advertising and media led her to bridge the gap between brands and comedy at Heartbeat.😂 Comedy + Culture: Why Heartbeat sits “at the intersection of comedy and culture” — and how humor can bring levity to topics like mental health or allergies without losing authenticity.💡 Brand-Funded Entertainment: Behind-the-scenes of Group Therapy — a feature-length film on Amazon created with AXA and WPP, blending purpose-driven storytelling with laughs.🏆 Award-Winning Collaborations: How Hartbeat projects like Group Therapy have earned Cannes Lions, proving that branded entertainment can also be creative entertainment.🧊 100+ Episodes of “Cold as Balls”: The hit Old Spice–backed series with Kevin Hart in an ice bath interviewing athletes — now in its 12th season.📺 Distribution Power: Why Hartbeat LOL Network gives them a unique edge, reaching audiences via YouTube, FAST channels, SiriusXM, Netflix, Hulu, Peacock, and more.🚀 Comedy Isn’t Cancelled: How brands can safely embrace humor even in a cautious social climate — and why audiences still crave laughter.🎭 Comedy’s Next Wave: Sketch, music-comedy fusion, and emerging creators — how Heartbeat is nurturing the next generation of comedic talent. Resources & Next Steps: 🎥 Watch Cold as Balls on YouTube (presented by Old Spice)📺 Stream Group Therapy on Amazon Prime Video🎧Subscribe to Next in Media on Apple Podcasts Episode Breakdown:00:00 Intro00:48 Meet Janina Lundy & Heartbeat  02:00 How Heartbeat Was Born  03:10 Kevin Hart’s Vision for Creators  04:20 Co-Creating with Brands  05:15 Group Therapy: Comedy Meets Mental Health  06:40 The New Branded Storytelling  07:20 When Brands Become Movie Stars  08:30 Finding the Next Great Comedians  09:45 Balancing Creativity & Business  11:20 How Brands Reach Heartbeat  13:00 The Fear of Being Funny  14:00 Keeping Brands & Artists Aligned  15:00 Inside LOL Network & Distribution  16:10 Why YouTube Is Premium Now  17:20 Heartbeat’s Big Partnerships  18:10 Measuring Creative Success  19:45 The Future of Comedy  21:00 Can Sitcoms Come Back?  22:10 Smart Brand Investments in Entertainment  

In this episode of Next in Media, Mike Shields sits down with Michael Komasinski, CEO of Criteo, to unpack how one of ad tech’s best-known companies has reinvented itself for a privacy-first world. Once synonymous with retargeting, Criteo has successfully evolved into a powerhouse in retail media, supporting more than 230 retailers and $160 billion in GMV.Michael shares how the company’s early investments in addressability technology and diversification under Megan Clarkin laid the foundation for long-term resilience. He also discusses the industry’s next big shifts from the end of “easy money” in retail media to the rise of agentic workflows, AI-powered ad optimization, and Criteo’s surprising new partnership with Google. Key Highlights:🌐 From Retargeting to Retail Media: How Criteo transformed from a cookie-based ad firm to a retail media leader serving hundreds of partners worldwide.🔒 Future-Proofing Addressability: Why early investments in weak-signal harvesting and privacy-first tech weren’t wasted, and how they keep Criteo competitive post-cookie.⚙️ Independent & Neutral: The value of being a tech provider that supports both the sell and buy sides of retail media without owning retail inventory.📉 “The Easy Money Is Over”: What Criteo’s leadership means by this and why the next growth phase depends on cross-retailer buying, measurement consistency, and reduced friction.🤖 AI & Agentic Buying: How Criteo is already experimenting with conversational campaign setup through Claude and what that means for SMB advertisers.📺 CTV and Commerce: Insights on how retail media is converging with connected TV, including a major partnership between Roku, WPP, and Criteo.🤝 The Google Partnership: Why Criteo’s deal with Google’s SA360 is less surprising than it seems, and what it signals for future ad tech collaboration.💬 The Open Web Isn’t Dead: Michael’s view on why the web is becoming more efficient, not obsolete, in the age of AI and conversational search. Resources & Next Steps:🔗 Learn more about Criteo and its retail media solutions🎧Subscribe to Next in Media on Apple Podcasts📺 Explore Next in Media episodes on the evolution of ad tech and retail partnerships📰 Read Eric Seufert & Andrew Sussman’s analysis on agentic systems and automation

Next in Media talked to Michael Wayne, co-founder and CEO of Kin, about his nearly 20-year journey building a media company alongside YouTube's evolution. Wayne shared how his company navigated multiple business model shifts—from the MCN era to working with traditional celebrities on digital platforms, licensing content to streaming services and cable networks during the pandemic, and experimenting with FAST channels. The conversation explored the challenges of the changing creator economy, why YouTube is no longer the sole focus for content distribution, and how AI might transform storytelling and the media industry. Wayne also discussed his work with AI LA and his optimistic view on technology's potential to create new opportunities rather than just displacement.Join us for this fascinating conversation about adapting to constant change in digital media.🔖 Chapters:00:00 - Introduction and Early Days: From Blogging to YouTube04:40 - The Smosh Discovery and Early MCN Era11:00 - The Funded Channels Project and Working with Traditional Celebrities17:00 - The Pandemic Opportunity: Licensing to Streaming and Cable19:44 - The FAST Channel Experiment and Why They Shuttered It23:12 - The Changing YouTube Landscape and Creator Economy Challenges28:00 - Getting Involved in AI: From Paper Cup to AI LA32:00 - AI Avatars and the Future of Lifestyle Content34:00 - Hollywood's Challenges Beyond AI and Reasons for Optimism💡 Takeaways:🎬 Kin's core mission has always been creating and monetizing IP, even as distribution models constantly evolved over 18 years.📺 The pandemic created unexpected opportunities to license YouTube content to streaming platforms and cable networks hungry for programming.⚡ FAST channels require significant resources to operate successfully—licensing content proved more profitable for Kin than running their own channel.📉 The middle class of YouTube creators faces more challenges post-COVID, with changing monetization models and the rise of short-form content.🔄 YouTube is no longer the only starting point—many creators now build audiences on TikTok or Instagram before expanding to long-form platforms.🤖 AI might impact lifestyle creators first through avatar technology, allowing fans to interact with AI versions of personalities like Gordon Ramsay.🎯 The media industry is bifurcating: tech giants with massive resources on one end, the creator economy on the other, with traditional media in the middle facing consolidation.💡 New technologies historically create more jobs than they eliminate—the key is being open to opportunities we can't yet imagine.🎪 Working with traditional celebrities on YouTube required a true partnership model with shared equity, not traditional talent deals.  Follow Michael Wayne: https://linkedin.com/in/michael-wayne-kinKin Community: https://www.kincommunity.com

Next in Media talked to Selina Sykes, Global Marketing Transformation Leader for Beauty and Wellbeing at Unilever, about the company's ambitious goal to allocate half of its media budget to creators. The conversation explored how a legacy CPG giant is reimagining its marketing model to stay relevant in a social-first world.Sykes discussed Unilever's shift from traditional broadcast advertising to a "many-to-many" model that harnesses communities and creators. She shared insights on building authentic creator partnerships, the success of campaigns like Vaseline Verified, and how AI is being integrated into their content supply chain. The conversation also covered social commerce opportunities, the balance between scaled operations and authentic creator relationships, and the future of AI-driven shopping experiences.Join us for this insightful discussion on how traditional brands can successfully navigate the creator economy while maintaining authenticity at scale.🔖Chapters:[00:01:18] Introduction and Selina's Role at Unilever[00:03:02] Staying Relevant in Beauty's Fast-Moving Landscape[00:06:30] The Decision to Spend Half Media Budget on Creators[00:08:29] Executing Creator Partnerships at Scale[00:12:45] Case Study: Vaseline Verified Campaign Success[00:15:24] Social Commerce and TikTok Shop Strategy[00:18:18] AI Integration in Content Creation and Media[00:21:53] The Future of AI Shopping Agents💡Takeaways:🎯 Unilever is shifting from "one-to-many" broadcast to "many-to-many" creator-driven marketing to stay culturally relevant📊 The company aims to allocate exactly 50% of its media budget to creator partnerships and content🤝 Creator relationships range from long-term "co-founder" collaborations to scaled content partnerships with smaller creators✨ The Vaseline Verified campaign leveraged 3.5 million organic brand mentions, working with creators to scientifically verify popular "hacks"🛒 Social commerce is viewed as a key channel, with emphasis on affiliate programs and shoppable content experiences🤖 AI is being integrated across the marketing ecosystem through "AI studios" in each market, focusing on human-AI collaboration🎨 Quality control remains paramount - AI augments human creativity rather than replacing human oversight🛍️ AI shopping agents are expected to become a new channel complementing rather than replacing existing shopping experiences🔄 The creator economy allows brands to tap into authentic community conversations that were previously happening without brand involvement🌟 Success requires balancing brand authenticity with the need to operate at Unilever's massive scaleFollow Silena Sykes: https://linkedin.com/in/selina-sykes-0619b62b?originalSubdomain=uk Unilever: https://unilever.com 

Next in Media talked to Dhar Mann, Creator and founder of Dhar Mann Studios, and Sean Atkins, CEO of Dhar Mann Studios, about building one of YouTube's most successful scripted content operations. They discussed creating family-friendly scripted series at scale, working with brands beyond traditional advertising, and expanding their studio model to support other creators.Mann and Atkins also covered why scripted content is breaking through on YouTube, their Samsung TV Plus deal, and positioning as the future of creator-driven media.🔖Chapters:00:00 - Introduction to Dhar Mann and Sean Atkins02:36 - From Personal Stories to Scripted Content at Scale06:00 - Building Infrastructure and Leadership08:22 - Expanding to Multi-Creator Studio Model11:50 - Why Scripted Content Works on YouTube14:49 - Traditional Media's Failed Creator Acquisitions18:20 - Brand Partnerships Beyond Platform Revenue22:17 - YouTube's Role in Creator-Brand Relationships26:00 - Television and Fast Channels for Creators29:00 - What Brands Need for Creator Success💡Takeaways:🎬 Dhar Mann Studios produces five shows weekly on a 21-day script-to-screen cycle, enabling real-time cultural relevance.📺 The company operates 66 sets across 125,000 square feet with creator-level efficiency and economics.🚀 Unlike talent-dependent creators, Dhar Mann built a scalable format not requiring his appearance in every video.👨‍👩‍👧‍👦 Family-friendly co-viewing content serves a massive underserved audience.💰 Bootstrapped and profitable since day one through platform revenue before expanding to brand partnerships.🎯 Brands are shifting from transactional relationships to long-term partnerships including co-developed studios.⚡ The 21-day production cycle lets brands move at culture's speed for scripted content.🏢 Fifth Quarter agency helps other creators build sustainable businesses using their infrastructure.📱 Samsung TV Plus provides validation and revenue diversification while reaching traditional viewing audiences.🔮 Creators will become challenger brands in verticals where they've built expertise through partnerships.Follow Dhar Mann: linkedin.com/in/dharmann