Insider Interviews with E.B. Moss

We’ve heard “doing good” can be good for business. But Chad Hickey, CEO of Givsly, is helping brands do more than “good,” but to align their values with consumers to drive growth and meaningful impact. And in just six years his company has directed over $2 million to nearly 500 nonprofits and likely made 8 out of 10 consumers happier! On this last 2024 episode of Insider Interviews, I couldn't think of a better way to give back to YOU, my valued readers, listeners and watchers, than to have Chad share how Givsly helps companies weave their corporate values into traditional business activities—like events, marketing, and advertising -- and thrive. Because, he emphasizes, “8 out of 10 consumers say, 'I will buy from a brand based on if they support me or shares the same values as me'.  ...If brands aren’t paying attention to that, they’re losing out on business.” I’m one of the 8: I met Chad during a 212NYC holiday party that added a Givsly style “giving back” layer — assembling comfort bags earmarked for the formerly incarcerated. It made my evening — and upped my appreciation for the organization, so I begged Chad to tell me more. So, listen to all his actionable insights, but here’s the topline: Rethinking Events: Making Connections With Meaning We’ve all done the industry happy hours with similar players and same conversations but Givsly will incorporate some way of giving back. “We can merge the traditional world of dinners and concerts with what I think is a more advanced way of speaking to people based on who they are as a person and what they value as a human being, connecting in a deeper way as humans and not just businesspeople." Marketing With Impact: Why Swag Is Out The antidote to of a cabinet full of branded water bottles? Givsly’s “Season Without Swag” initiative, which allows brands to offer donations aligned with a client’s favorite causes. As Chad put it: “It’s not just better for the planet —it’s a better way to use those dollars more efficiently, build relationships, and move people through the marketing funnel faster.”  Advertising That Performs—With Values What about ads? Givsly brings values into advertising with interactive campaigns that let consumers engage while triggering donations to nonprofits. For example, a consumer might scan a QR code on a CTV ad and choose between two charities to support, providing valuable insights for brands. And there are many things to support. A la my previous episode in Season 1 with Sustainable Brands founder, KoAnn, who eschews "CSR" and speaks instead about "business opportunity" when tapping into values, Chad saya: "We don't say 'purpose' and 'cause marketing' and all of those things. It's because it's too narrow. It's bigger than that. Values are something that is in everything that a brands does.   Chad emphasized the effectiveness of this approach: "We firmly believe that we are on the tipping point of the phase of Values Media...and brands having to have value solutions that help them speak to that consumer based on not only what they want to buy, but what they care about is who they are." Beyond Politics: Values That Resonate With Everyone Not every value-based campaign has to be political, or polarizing, Chad reminded me. “Whether it’s sustainability or supporting cancer research, we help brands showcase what they care about in ways that connect to their customers—and their business goals”​ The key, he says, is focusing on authenticity. “Values are embedded in everything brands do. It’s not about February is Black History Month or a one-time initiative—it’s about integrating these values year-round.”​ May your upcoming year be filled with value, health, and a meeting of the minds. Coming in January? Conversations with Spectrum Reach, Lou Paskalis and more! Key Moments: 02:50 - Transforming Events Into Value-Driven Experiences 06:10 - Replacing Swag With Sustainability

I'm heading off to the Sports Business Journal's 25th annual celebration tonight (11/22), toasting "40 Under 40" in Sports Marketing, which includes the CEO of USA Fencing, Phil Andrews. So, in homage, and since his triumphant return from the Olympics and Paralympics which took place after this recording, I'm sharing a replay of our Insider Interviews episode, ICYMI! And, if you were living under a rock, know that history was made. I asked Phil for his recap and he said: "We made history at Paris 2024 on and off the piste, sharing the gold medal lead for the first time and an historic all-American final. Back home we had 35,000 people try Fencing over the Games, moved from 12th to 6th in our media share and have seen 12.7% growth in the business post-Games; while we’ve signed 4 new partners, including a record breaking deal with Italian brand Macron who are seeing the benefits from our expanded presence.” -- Phil Andrews Wow. So, to better understand how niche sports like fencing can not only stay relevant but grow their fanbase, here's Phil Andrews, who I called the British Ted Lasso for bringing a Midas touch to the world of parries and ripostes as CEO. I also encourage you to visit the team News site to really see why Phil is being honored: from promoting the sport to a diverse community to growing sponsorships to innovating ways to increase awareness through sweepstakes and experiential marketing. He is, himself, gold. In advance of the Paris Olympic Games, Phil and I explored how he's applying creative strategies to boost awareness, revenue, and membership in a sport that still takes some explaining. Which he does beautifully. For this audience, he also shares his data-driven approach to attracting sponsors, revealing, "We have to, to be candid, fight dirty a little bit. We don't have the brand of a New York Yankees or even a USA Gymnastics where you're buying brand and eyeballs. But we have data, we have people, and we have a direct road to them." This innovative thinking has led to partnerships with brands like Naked Wines, Avis, and Hilton. Phil even teases an upcoming sponsorship that's perfectly on-point: the "Official Fence of Fencers." Talk about targeted marketing! But it's not all about the money. Phil is passionate about making fencing accessible to all. He discusses USA Fencing's award-winning diversity and inclusion initiatives, including the "Fencing the Gap" program. "The idea of Fencing the Gap is very simple. It's grant funding that we can put towards fencers who otherwise can't afford to play the sport," Phil explains. Get ready for some Olympic-sized insights as Phil breaks down: - The complexities of Olympic sponsorships (it's not as simple as you might think!) vs sponsorships of the NGBs (National Governing Bodies). - How USA Fencing is bringing the Olympic experience to communities across America allowing locals to fence with some greats in 10 cities this summer.  - The surprising connection between fencing and the NCAA (hint: it's not just about the sport) - Why listing women first in team announcements is a small but powerful change. Olympic-bound Team USA Fencing As a bonus, listeners get a glimpse into Phil's personal life, including his connection to me (spoiler: we met last year when I discovered we were related by marriage!). Phil even shares why he told Sports Business Journal in his interview as a "40 Under 40" that Insider Interviews is his go-to podcast!: "A lot of what I've done over my career is taking other people's ideas and applying them into Olympic and Paralympic sport. That's how we've done things differently. And so I find it a great way to listen to, as the title suggests, an insider and apply their ideas to what we do." This "40 under 40" picked Insider Interviews as #1! Whether you're a marketing pro looking for fresh ideas, a sports enthusiast curious about the business behind the games, or just someone who appreciates a good underdog stor...

In a fast run through the Javits Center prepping for 120,000 visitors, here's a BONUS episode with exclusive behind-the-scenes conversations with sponsors of the TCS New York City Marathon! Thanks to NY Road Runners - the creator of the largest marathon in the world -- I spontaneously interviewed five lead NYRR partners about why these brands invest in events. Gain insights from representatives of TCS, New Balance, United Airlines, MasterCard, and Citizens Bank, as they discuss their motivations and the impact of their sponsorship. Highlights include New Balance's massive retail setup, TCS's Future Athlete Project showcasing innovative sports technology, Mastercard's data on the marathon's economic impact on small businesses, United Airlines promotion and travel tech and Citizen's goal to "edutain." Each brand shares unique perspectives, from fostering community involvement to leveraging technology for enhanced health and well-being. Join us for a 15-minute deep dive into the world of marathon sponsorships! Javits Center Prep, United Airlines Tech, Bib Pick Up, New Balance "Run Your Way"   Mastercard and REI REI and Mastercard KEY MOMENTS: 00:18 Sneak Peek at the Javits Center thanks to NY Road Runners 00:52 Interview with TCS and New Balance 02:03 Exploring the Exhibitor Hall 04:30 TCS' Future Athlete Project with a "digital twin" 06:43 Mastercard's Impact on Small Businesses 08:14 United Airlines' Long-Term Sponsorship 10:12 Citizens Bank and Community Engagement Resources: NY Road Runners TCS New Balance United Airlines Mastercard Citizens Connect with Insider Interviews: Instagram: https://www.instagram.com/insiderinterviews Facebook: https://www.facebook.com/InsiderInterviewsPodcast/ YouTube: https://bit.ly/InsiderInterviews-YouTubePlaylist LinkedIn: https://www.linkedin.com/in/mossappeal Threads: https://www.threads.net/@insiderinterviews  X: https://x.com/InsiderIntervws And, email podcasts@mossappeal.com about an executive profile package or sponsoring the next “Inside Scoop” branded segment to “take five” about your brand or campaign! Please share, rate, like this podcast… and support more free content in my tip jar at:  BuyMeACoffee

Learn why I asked Razorfish Chief Creative Officer, Anthony Yell, for a Vulcan mind meld. He's not your typical CCO. With a reverence -- and professional envy -- for drummers who keep things moving, he is a digital marketer who dances to a different beat: Anthony credits a passion for Legos (!), emblematic of analog games, as an antidote to screen time and keeping him balanced in his work at the digital-first shop. As a multi-Cannes Lion and Clio winner, it must be working. But his understanding and application of cutting-edge digital strategies and tech applied to creative and communication, like Meta's new Orion glasses and neural interfaces, has also made him a sought-after panelist at conferences from SXSW to AdobeMax. This S2 / Epi 30 of Insider Interviews is one of the most info and insights packed, ever. Anthony even shared the crib notes on the four waves of the future of tech from his recent session with Chris Duffey, called: "Future You; Future Proof -- a Creative Playbook for the Next Decade."  Part of that future-proofing for brands, per Anthony, and the key to thriving, is having a marriage of performance with brand purpose. It's the mantra of the new Razorfish. New, because, as Anthony explains, the agency has kept pace with change and evolved its own purpose -- but finding that what's old can be new again, too, resurrecting its original 1995 name brand. And now he ensures that "creativity isn't confined to a single department" but is the lifeblood that flows through every role and responsibility. "Brand purpose isn't just about feeling good. It's about creating meaningful connections with consumers that drive real business results."   Additional key points worth hearing from the Chief Creative Officer's mouth: While he adopts new tech as helpful tools at every turn, Anthony also explains how fostering a culture of collaborative creativity can lead to groundbreaking campaigns and strategies...and what the next generation of career-minded creatives will need to do to thrive. "Creativity isn't just about making things look pretty. It's about solving problems in innovative ways, and is something everyone in the organization can contribute to." Anthony embraces AI as a powerful ally in the creative process vs a threat, recommending a future where AI handles the mundane: "AI isn't replacing creativity; it's amplifying it." He predicts a future where faster connectivity and advanced AR/VR and every other "R" will revolutionize how brands connect with consumers, opening up new realms of creative possibility and forms of communication. This episode isn't just a peek into a creative playbook; it's also a career playbook for anyone looking to navigate that exciting intersection of technology, creativity, and brand purpose in digital marketing. Key Moments: 3:15 Analog Passions: Anthony's love for vintage drums and synthesizers 9:30 Agency Evolution: How Razorfish transformed to focus on brand purpose and performance 16:45 AI as a Creative Catalyst: Leveraging AI to enhance human creativity 17:46 Future You, Future Proof: Takeaways from Anthony’s Adobe Max presentation 22:30 Purpose-Driven Success: blending purpose and performance 26:05: The significance of what “36 billion” means in marketing 28:15 Tech Horizons: How emerging technologies will shape future marketing strategies 34:20 Next-Gen Advice: Anthony's guidance for aspiring creatives in the digital age 35:06 Democratization of MarTech: Adobe Gen Studio for Performance Marketing 40:03 Good News...or Scary?: The Role of Digital Twins *PS: I promised an intro to drummer Jeff Hamilton if Anthony wants lessons in retirement (!), whom I talked about in this episode of my OTHER podcast, "It's Quite a Living" with his bandmate, John Clayton, the composer of THIS show's theme music!  Resources: Anthony Yell - LinkedIn Connect with Insider Interviews: Instagram: https://www.instagram.

What do you get when you combine a Grammy winning billionaire rapper with the content marketer of a multi-billion dollar brand... A multicultural content amplifier expert with a free wheelin' media pro? You get insights from four incredible individuals who gave spontaneous Insider Interviews to me during Advertising Week New York 2024. Guests and Highlights 1. Kris Magel, VP, Head of Global Agency Partnerships - Freewheel: Kris discusses his new role and how Freewheel is making things easier for #CTV providers and advertisers.  He explains the company's efforts to “demurkify” the programmatic advertising space and make it more transparent and controllable for both publishers and agencies.      And to really clarify? Catch his analogy to his martini-loving 84-year-old Aunt Pat. Trust me. 2. Percy ‘Master P’ and Hercy Miller: The legendary 5X Grammy Award Winning Rapper, Entrepreneur, Actor, Investor, Author, Filmmaker, Record Producer, Philanthropist and yes, Mogul (!), Master P, along with his NCAA star son Hercy Miller, talk about their latest ventures. Master P and Hercy Miller with Jeff Hamilton Jacket Master P shares insights from his new book, "Five Ps to Wealth," and emphasizes the importance of financial literacy. They also discuss their involvement with Jeff Hamilton's branded jackets and the significance of NIL (Name, Image, Likeness) deals for athletes like Hercy. Best quote you can take to the bank: "Product outweighs talent."  3. Jeannine Shao Collins, Chief Client Officer, Kargo: Jeannine highlights the importance of amplifying multicultural content. Jeannine Shao Collins with Jess King at SeeHer She shares key takeaways from her panel at the SeeHer event, emphasizing the need for accurate representation and authentic voices in media and why they've made a commitment to supporting diverse publishers. Jeannine also talks about Kargo's innovative ad tech solutions and how they put "the art in the science." 4. Annie Granatstein, VP Content Marketing, Marriott International/Marriott Bonvoy: After Annie told the Brand Innovators audience crowd about her content marketing approach, I had a 1:1 where she explained how she manages heading up global content for more than 36 brands... And about Marriott's brand purpose, which drives contributions to diverse and inclusive content. She shares insights on how they identify traveler passion points and approach sustainability. Annie also highlights a favorite trend: podcast-video convergence (yay!) using Marriott's "About the Journey" podcast as an example. See Resources.  Key Moments: [00:02:40] Demurkifying the advertising marketplace -- Kris Magel: Simplifying the complex world of programmatic advertising and helping Aunt Pat not get overserved. [00:10:13] Financial literacy and securing generational wealth -- Master P and Hercy Miller: The importance of financial literacy, aligning with brands, and leveraging NIL deals. [00:12:45] Diverse voices and the value for marketers -- Jeannine Shao Collins on the impact of multicultural media and Kargo's role in supporting them. [00:19:05] Traveler passion points -- Annie Granatstein: Marriott's innovative content strategies, brand purpose and what's trending. Resources: FreeWheel: https://www.freewheel.com/ Master P: IG: @MasterPMiller TikTok: MasterPOfficial The 5 Ps to Wealth Book: https://www.amazon.com/dp/B0D77SVH4D Master P Masterclass: https://masterpmasterclass.com Kargo: https://www.kargo.com/ Marriott YouTube: https://www.youtube.com/@MarriottBonvoy/podcasts  Connect with Insider Interviews: Instagram: https://www.instagram.com/insiderinterviews Facebook: https://www.facebook.com/InsiderInterviewsPodcast/ YouTube: https://bit.ly/InsiderInterviews-YouTubePlaylist LinkedIn: https://www.linkedin.com/in/mossappeal Threads: https://www.threads.net/@insiderinterviews  X: https://x.com/InsiderIntervws And, email podcasts@mossappeal.

I connected with Jill Schnitt, President of Omnicom’s Outdoor Media Group (OMG), to explore how they’re connecting with audiences on every step of the customer journey through innovative uses of Out of Home (OOH) and Digital Out of Home (DOOH) media. Jill shares insights on everything from how her team leverages programmatic Digital Out-of-Home (pDOOH!) to the creative campaigns that literally make brands jump out, whether in Times Square or at a gas pump. Jill breaks down the evolution of OOH, where digital formats and data are reshaping the landscape and the growing role of retail media in OOH strategies to reach consumers enroute to and at the point of purchase. We talk giant Doritos chips on buildings to the Sphere in Las Vegas as examples.  My view of the Luxor wrapped in Doritos! "Out of home is an 'I made it' moment. Whether you’re a Fortune 100 company or a new DTC brand, it's a moment for brands to put their message out in an authentic and brand-safe way." -- Jill Schnitt pDOOH! Jill shares how OMG has developed the first retail-based programmatic product, helping clients reach consumers at critical points in their journey. Learn about the value of proximity to the point of purchase and how data is transforming the way brands connect with their audiences. She also opens up about balancing life as a new mom and a leader in a rapidly evolving industry and how her travels sparked empathy at work and home. PS: Yes, we talk about brand purpose -- and the role OOH can play there, too.   The Inside Scoop: New Research on DOOH from DPAA and KOCHAVA Visit dpaasummit.com for "Video Everywhere Summit" tickets In my quick new mid-show segment, "The Inside Scoop,"  I share the latest research on DOOH in five minutes flat, with a preview of the upcoming DPAA Video Everywhere Summit (10/15/24 in New York City). Hint: 96% of brands plan to increase their DOOH spend in the coming year! Key Highlights with Timecodes: [00:01:25] – Jill explains the wide range of OOH media formats OMG handles, from street-level media to the Sphere in Las Vegas. [00:03:23] – The shift from static to digital OOH, with 50% of OMG’s media buys now digital. [00:05:06] – How programmatic DOOH offers brands the flexibility to adjust campaigns in real-time. [00:07:30] – OMG’s use of first-party data and attribution models to ensure targeted campaigns and measurable outcomes. [00:10:51] – Creative campaigns like the Dorito takeover of the Luxor in Las Vegas, and how creative thinking elevates OOH impact. [00:17:49] – 3D and anamorphic billboards: How brands are embracing these dynamic formats to create buzz-worthy moments. [00:19:30] – How OMG is leveraging retail media and proximity to point of purchase to boost campaigns. [00:21:00] – Inside Scoop Segment: New research from DPAA reveals 96% of agencies plan to increase spending on DOOH over the next year. [00:24:30] – Integrating OOH with digital strategies to create seamless consumer touchpoints in omnichannel campaigns. [31:00] - Driving small business with local targeting [00:32:54] – How personal – and travel – journeys both affected Jill’s leadership approach at OMG...and how DOOH can affect brand purpose. Connect with Insider Interviews: Instagram: https://www.instagram.com/insiderinterviews Facebook: https://www.facebook.com/InsiderInterviewsPodcast/ YouTube: https://bit.ly/InsiderInterviews-YouTubePlaylist LinkedIn: https://www.linkedin.com/in/mossappeal Threads: https://www.threads.net/@insiderinterviews  X: https://x.com/InsiderIntervws

Matt Repicky, Chief Brand Officer of Tailored Brands – known for Men’s Wearhouse and Jos. A. Bank – shares what he’s learned about making iconic brands more culturally relevant. With a career trajectory that included Accenture to Amazon, a stint in Pharma, even leading global brand marketing for the Barbie brand at Mattel, I call Matt a "marketing polymath." (Don't blink and miss his star turn in "Tiny Shoulders" - the great documentary on evolving Barbie's very shape.)   Learn what Matt's learned -- going from dolls to men. In his current home of the past five years he's been modernizing marketing for men's fashion, which he’s done through keeping tabs on culture and leveraging customer insights, evolving the brand messaging with a refreshing use of humor... He's taken the Men's Wearhouse from "like" to LOVE. Matt has also switched up the overall Tailored Brands media mix – from heavy direct mail to embracing TikTok and Pinterest and podcasting. When he shared his POV on DOOH I had to pop in with my new segment called, "The Inside Scoop!" For its launch on Insider Interviews, I happened to speak to Barry Frey, the CEO of trade association, DPAA, for a five minute download on how DOOH is doing attribution and programmatic, to growing the careers of out-of-homers.   And, big reminder: this was only a five minute deep dive. You'll want to head to their Global Video Everywhere conference on 10/15 in NYC for a full day of downloads.  Back to Matt, he described where they are with Retail Media and how they apply the cultural zeitgeist to messaging. Through it all, Matt is proud to lean in to Tailored Brands' purpose-driven campaigns, such their "Threads of Valor" supporting Veterans' organizations, and living his own personal brand through mentorship and supporting LBGTQIA.  And, being true to my personal brand, I manage to inject a little singing and a childhood story about MY Barbie into this otherwise smart and informative conversation! Key Moments: 00:30 Meet Matt Repicky: Chief Brand Officer at Tailored Brands 01:21 Matt's Career Journey and Marketing Insights – from Accenture to Amazon 03:00 Guiding the Barbie Transformation and Honoring Culture 07:13 Modernizing Men's Wearhouse and Joseph A. Bank 13:25 Exploring Media Trends – From Digital Out of Home to TikTok 15:31 Inside Scoop: Digital Out of Home with Barry Frey 22:08 Tailored Brands' Test & Learn Approach to Media and Customer Engagement 26:35 Brand Purpose – DEIB to Veterans Organizations – to Personal Purpose 30:26 Walk Down Memory Lane – with Song and Childhood Stories 32:10 Applying Experience to Marketing Impact Connect with Matt Repicky: https://www.linkedin.com/in/mattrepicky Follow Men's Wearhouse: Instagram: https://www.instagram.com/menswearhouse TikTok https://www.tiktok.com/@menswearhouse Connect with Barry Frey: https://www.linkedin.com/in/barryfrey1/ Connect with Insider Interviews: Instagram: https://www.instagram.com/insiderinterviews Facebook: https://www.facebook.com/InsiderInterviewsPodcast/ YouTube: https://bit.ly/InsiderInterviews-YouTubePlaylist LinkedIn: https://www.linkedin.com/in/mossappeal Threads: https://www.threads.net/@insiderinterviews  X: https://x.com/InsiderIntervws And, please share, rate, like this podcast. Support more free content and… BuyMeACoffee

Get two insider scoops in Epi 26 on how to create -- then share -- top podcasts: First up, podcast veteran Jason Hoch, creator of many number one shows, shares with host E.B. Moss how he made stuff work at HowStuffWorks.... Then Jason tells how serendipity led him to collaborate with Tenderfoot TV to make the groundbreaking show, Atlanta Monster ...and what he thinks are the ingredients for not just chart-toppers, but compelling stories that are essential listening today. Jason’s success continued at Imperative Entertainment with Boomtown, (soon to be cross-over IP as a TV show!) which was an eye-opening experience and led him to launch his own company, Wavland, to capture real human narratives. Boomtown But first, Jason had to get a passport... then learn why E.B. calls him the Forrest Gump of podcasting.... Since then, the company has already created and delivered the podcast chart topper, “Noble” – a deeply-reported story which resonates with audiences on multiple levels.   'I have an unquenchable thirst for fresh original stories and the people behind them. And if we don't tell these stories soon, they're bound to be lost forever.' -- Jason Hoch, CEO, Chief Creative Officer, Wavland Wavland Chart Topping Podcasts   NEXT: It's a brief but brilliant bonus interview with Mathew Passy, the creator of the Podcast Beacon, an NFC device that simplifies the podcast discovery process, making it as easy as a tap on your phone.  In the previous episode of Insider Interviews, also captured during Podcast Movement, discoverability and ease of user experience in finding/listening to podcasts was high on everyone’s wishlist. Mathew's new tech gives us hope for that wish to be a reality.       Key Moments: 00:00 E.B. Moss Delivers More from Podcast Movement 00:23 Meet Jason Hoch: Podcasting Pioneer 02:42 The Rise of How Stuff Works in Podcasting 04:16 The Birth of Narrative Storytelling 04:46 The Apple Visit, Up and Vanished and an Atlanta Monster 08:20 Discovering a World of Audio Storytelling in Boomtown 13:45 Noble: A Respectful Dive into a Scandal 17:56 Business Side of Podcasting 19:44 Brand Purpose and Values 21:07 Creating High-Quality Podcasts 25:15 The Importance of Preserving Stories 28:14 Mathew Passy Helps Podcast Discovery with a Beacon 32:07 Enhancing Podcaster and User Experiences Connect with Insider Interviews: Instagram: https://www.instagram.com/insiderinterviews Facebook: https://www.facebook.com/InsiderInterviewsPodcast/ YouTube: https://bit.ly/InsiderInterviews-YouTubePlaylist LinkedIn: https://www.linkedin.com/in/mossappeal Threads: https://www.threads.net/@insiderinterviews  X: https://x.com/InsiderIntervws Jason Hoch: LinkedIn: https://www.linkedin.com/in/jasonhoch/ Wavland: https://www.wavland.media/ Instagram: https://www.instagram.com/wavlandmedia/ Podcast Beacon: podcastbeacon.com Mathew Passy:  LinkedIn: https://www.linkedin.com/in/mathewpassy/ Instagram: https://www.instagram.com/mathewpassy/   And, please share, rate, like this podcast. Support more free content and… BuyMeACoffee

Steve Lickteig has the monumental task of ensuring that CNN’s podcasting content is as compelling and trustworthy as its news broadcasts. Gina Garrubbo leverages the value of NPR being one of the most trusted brands in the world to entice sponsors. These two highly respected executives spoke with me spontaneously during the recent Podcast Movement conferences held in Washington, DC, on all things podcasting for a well-rounded Episode 25 of Insider Interviews. The Multifaceted Role of a Podcast Executive When asked about his daily responsibilities, Steve Lickteig explained how an Executive Producer has to be multifaceted: "It'll be a mix of editorial, listening to shows and giving notes, conceiving of new shows or new ideas within shows... plus meeting with the sales and marketing sides of the organization." Given the need for synergy between the editorial and business aspects of podcasting, "You have to know everything — from making the show to understanding the download numbers and marketing attached to it." For example, he emphasized that because listeners are “making a very conscious decision to listen to that show" that intentionality translates to high engagement and trust, which are invaluable for both content creators and advertisers. The payoff has been clear, as he shared his pride over the growth of such shows as “Chasing Life with Dr. Sanjay Gupta” and especially creating a franchise off the popularity of “5 Things.” Those, along with shows like Anderson Cooper’s “All There Is” (and, as I got to mention in reference to my brother - who worked on the show for 15 years!, "The Situation Room"), offer brands lifestyle content that feel “safe” if they are headline-averse. Balancing Content and Advertisements The good news is that CNN attracts a bevy of advertisers. The challenge Steve and I – and later Gina and I – discussed is the industry having to ensure podcasts keep a governor on their ad load. CNN’s approach with their podcasts is to try to keep it low to maintain a listener-friendly experience without turning podcasts into commercial radio. Elevating Public Media with Gina Garrubbo Gina Garrubbo, CEO of National Public Media, illuminated how NPR handles sponsorships in a way that's respectful to both the content and the audience. "Rather than a commercial interruption, you’ll hear that NPR's programming is made possible by client X who brings you Y," she explained. This approach aligns with NPR's mission to provide fact-based journalism – importantly, without a paywall -- creating what Gina calls a "halo effect." That serves their highly curious and engaged audience well – those “who want to understand the world around them," she said. That kind of environment is attractive to creators, and she was thrilled to share the news of Ira Glass and "This American Life" joining the stable recently, to the SRO attendees' equal pleasure with his keynote with fellow NPR podcaster, Rachel Martin, at Podcast Movement! Ira Glass Keynotes Podcast Movement with NPR's Rachel Martin "Eighty percent of our audience says that they consider NPR personally important to them," Gina shared, That enthusiastic audience also infers significant trust and appreciation on NPR's sponsors, pointing out the impact verified through various brand lift studies. Brand Safety and Trust Talking about brand safety, Gina pointed out that NPR does not shy away from covering hard news but maintains a respectful and non-combative tone. "We don’t pit guests against each other, and there's a lack of sensationalism," she explained. This makes NPR a safer environment for sponsors, even amid a turbulent political landscape. And, by the way, they don’t even take political advertising! The Future of Podcast Discoverability When asked about the challenges facing the podcast industry, Gina echoed Steve’s sentiments on discoverability. "Honestly, I am praying that AI will help solve this because,

Content USED TO BE "king". But according to Premion, the Customer rules over all in the land of CTV, streaming and local Advertising. Learn about all the advantages of streaming media. New research out of Premion and Advertiser Perceptions revealed significant trends in ad spend shifting towards streaming and away from traditional media channels and increases in CTV budgets overall. (See links and download their survey results for free, here!)   Their former head of sales, John Vilade, has a knack for explaining complex concepts like targeting, programmatic buying, and brand safety in a way that's warm and relatable. That dovetails with Premion’s goal of simplifying streaming advertising for local and national spot advertisers -- acting as a 'liberator' for local advertisers, making advanced advertising techniques accessible.    We also touched on the competitive landscape, including how Premion has innovated with their own demand-side platform to enhance inventory acquisition and control. The discussion on FAST channels spotlights just how much they’ve grown (see above: "Customer is the Judge"!) and how crucial they're becoming for advertisers. John’s take on the political advertising landscape was interesting especially considering the power of local there, too; he shared more stats and facts from the Premion Political team's research with Campaigns & Elections.  John's extensive career journey took him from leveraging his New Jersey roots to land his first ad sales gig in Waco, Texas (you’ll have to hear that story!), on to his impactful roles at NBC (with a nod to David Zaslav for making a smart hire) and then Hulu. John's career has kept pace with the dynamic shifts in our industry, leading him to be really savvy about OTT and CTV in today’s market.  His jokes about earning his grey hair notwithstanding, he is a bona fide beloved industry resource. But as he explains, he has always been a voracious consumer of trade publications as a way to keep a step ahead, and to help his customers thrive. Premion, is part of the larger Tegna organization, which houses LockedOn Podcast Network and more.  On a personal note, I still didn’t get to why John owns a hay farm in Texas but I appreciate that he is a big Dead head! This adds a layer of understanding as to who he is as a person, but it's his belief in “purpose” (which he defines as maintaining a promise between giver and receiver), whether in business transactions or personal interactions, that reveals just what drives him in life and at work. John leaves us with valuable advice on career growth (think "empathy") and staying ahead in the ever-evolving media landscape... oh and which Detroit Tiger player he is cheering on and why! Don't miss this episode filled with insights, personal stories, and professional wisdom.  The personal and the professional insights of John Vilade, Premion KEY MOMENTS: 00:00 Introduction and the new “Royal Family” (of Content) 00:50 John Vilade's Career Journey and Fun Facts 04:59 Understanding Premion and Its Role in OTT Advertising 07:11 Budgets and Eyes Shift to Streaming and CTV 12:36 Programmatic Advertising and Brand Safety 18:46 Premion's Innovations and Market Differentiation 21:49 Why the Fast Rise of FAST Channels 23:46 Political Advertising in Local and Streaming Campaigns 26:15 Personal Insights and Mentorship 33:44 Brand Purpose and Personal Values 36:12 What We Want to Watch Next! Connect with John: https://www.linkedin.com/in/johnvilade/  Connect with Insider Interviews: Instagram: https://www.instagram.com/insiderinterviews Facebook: https://www.facebook.com/InsiderInterviewsPodcast/ YouTube: https://bit.ly/InsiderInterviews-YouTubePlaylist LinkedIn: https://www.linkedin.com/in/mossappeal Threads: https://www.threads.net/@insiderinterviews  X: https://x.com/InsiderIntervws And, please share, rate, like this podcast.

At an age when most are consumed with after-school activities, 17-year-old Braden Blacker is consumed with generating a billion-views a month. The entrepreneurial high schooler is disrupting the creator marketing industry, helping manage staggering monthly viewership for top influencers like The Botez Sisters and Sketch, across platforms like YouTube and Twitch. Listen to Braden to understand how to maximize visibility and influence in the digital media world. And in an almost impossible feat, Evan Shapiro has corralled the comparative sizes and revenue of every media entity onto a single sheet of paper, making this cartographer a media maven about where the money is and where it may be going. Listen to Evan to learn about CTV (connected TV) and the where ad money is coming from... and going to -- like YouTube and Amazon -- in the streaming world. In this must-listen episode, you'll first hear from media maven Evan, on some key shifts in the streaming and connected TV ad landscape, why "interoperability" is essential for CTV platforms looking to compete with giants like Google and Amazon...and he describes the influx and opportunities around ad dollars from small and mid-sized businesses into CTV ... IF traditional media companies innovate and collaborate around data to enhance user experience. If you want some of the retail media budget on connected television, you have to move fast. Collaboration around data is key to improving user experience. -- Evan Shapiro The conversation then pivots Braden, who explains how being the child of successful entrepreneurial media executives -- Andy Blacker and Liz Sarachek Blacker, and nephew of Peter Blacker -- sparked the same spirit in him by age 8!  He went on to be a viral marketing entrepreneur himself, while still juggling classes. Despite his young age, Braden offers profound insights, stressing passion and tireless effort as nonnegotiable: Stick to the path, keep working hard, and you can't give up. What if Mr. Beast gave up when he was making zero money? There were years when Mr. Beast didn't make any money. So if you haven't put in your time, if you haven't put in your college tuition, which is like your two to four years of really sitting down and grinding at it, then don't complain. That's my biggest thing. Don't complain unless you've felt some pain, you know? -- Braden Blacker As a true digital native, Braden understands the keeping tabs on trends and trying and revising assets to see what resonates.   For anyone looking to understand streaming's future, influencer marketing's evolution, and the mindset driving Gen Z's brightest stars, this is an episode packed with invaluable insights. Key Moments: 01:47 Media Cartographer, Evan Shapiro on Securing the CTV Future 05:40 Meet Braden Blacker: The Teenage Media Prodigy 08:31 Braden's Journey: From Childhood to Media Management 14:01 Building a Career in Social Media and Influencer Management 17:40 Insights and Advice for Aspiring Creators 23:36 Advice on Digital Marketing Best Practices from a Digital Native   Follow Evan Shapiro on LinkedIn and check out his cartography: https://linktr.ee/ESHAPTV Follow Braden on LinkedIn  and on Instagram at @ItsBAEBAKR Connect with Insider Interviews: Instagram: https://www.instagram.com/insiderinterviews Facebook: https://www.facebook.com/InsiderInterviewsPodcast/ YouTube: https://bit.ly/InsiderInterviews-YouTubePlaylist LinkedIn: https://www.linkedin.com/in/mossappeal “X”: https://www.twitter.com/insiderintervws (And you can support this free podcast at https://www.buymeacoffee.com/mossappeal or https://truefans.fm/fans/mossappeal )  Share

Can AI revolutionize media without sacrificing creativity and jobs? My latest episode was recorded spontaneously at the Streaming Media Conference in New York, starting with media cartographer Evan Shapiro to explain and caution us about the current media landscape, especially regarding connected TV challenges. Evan, who helmed and shaped the conference, walks the innovation talk, opting to spark  debate and dialogue instead of the usual talking head format.  "We wanted this to be a collision of different points of view and honest conversations about the real problems the media universe is facing right now," Evan explained. Per his keynote conversation with Paramount Advertising COO Steve Ellis, Evan stressed how interoperability will be the lifeblood of premium CTV content to stay competitive against tech giants like Google, Amazon, and Walmart...or face big changes in business. "The notion of interoperability now is just table stakes. If you're gonna compete against Google and Amazon on connected television, that's how you're gonna have to operate." Catch Evan's POV on that, the new Nielsen Gauge, and more in his extensive content offerings: https://linktr.ee/ESHAPTV Next, Robert Tercek joined to tackle some of the most controversial topics in artificial intelligence and media, from legal battles over using copyrighted works for training LLMs to fears of AI displacing jobs. Robert is a renowned strategist, global authority on digital innovation, award-winning author, and educator -- AND the co-host of The Futurists podcast (which is emblematic of his approach to digital creativity and embracing AI.) He says the media industry has often reacted to technological advances (remember Hollywood’s reaction to the VCRs?) with trepidation, but he challenges dystopian views, saying AI should be seen as a powerful tool, not a threat. "My recommendation is you should lean into AI. Right now is a great time to get smart about it. This is a tool that potentially can give you superpowers." Providing an unexpected master class in copyright history and best practices, his was a passionate plea for embracing change and innovation. "Half of humanity is below average as writers. If ChatGPT can make that half consider themselves better writers, then that's a net win for humanity." And as I joked, "and a net loss for me as a writer?" (Note: These show notes were partly AI-assisted!) Not to worry, as he believes unique human qualities like curiosity remain irreplaceable, even as AI levels the playing field. (Don't miss my discussion on synthetic voice in Epi 20 with John Rosso, as well.)  Read about Robert at: https://roberttercek.com/ And subscribe now so you don't miss Part 2 with more insights from Evan, joined by 17-year-old Braden Blacker who is already leveraging digital media full time to “disrupt the creator economy.” These engaging discussions offer a balanced perspective on ensuring CTV, AI, and content advances enhance, not hurt, human creativity. Listen, learn, and join us in welcoming the future.   Key Moments: 01:13 Media Cartographer, Evan Shapiro with candid Media Industry Insights 03:36 Creating Debates for a More Compelling Conference 08:58 Robert Tercek on AI and Media, Copyright Changes and Jobs 15:41 The Positive Potential of AI 21:12 Blended Authorship and Copyright Evolution 26:03 AI's Role in Creative Expression, and the Future of Writing 31:28 Synthetic Voices and AI in Media 35:53 Opportunities and Ethical Considerations in AI Connect with Insider Interviews: Instagram: https://www.instagram.com/insiderinterviews Facebook: https://www.facebook.com/InsiderInterviewsPodcast/ YouTube: https://bit.ly/InsiderInterviews-YouTubePlaylist LinkedIn: https://www.linkedin.com/in/mossappeal “X”: https://www.twitter.com/insiderintervws (And find E.B. on Threads as @mossappeal)

To learn about how audio and advertising is evolving -- in an enjoyable way -- there's really no one better to hear from than John Rosso. While I'll forever be grateful that perhaps helping him pivot to avoid a close encounter with potato salad (you'll just have to listen to understand) led me to work for him at then Citadel Media, he has since continued to hold pivotal roles and helped shape the audio landscape. For example, during his current tenure as President/CEO of Triton Digital, the company has acquired a cutting edge service to aid in contextual ad buying and just launched open market capabilities with the Magnite Clearline platform. Oh, and improved upon audience attribution for podcasting. "If you want to not just know how many listeners or how many downloads your podcast has, but you want to go a layer deeper, much deeper and understand the demography, the socioeconomics, the behaviors and intents of your audience, we have a product that does that." See what I mean?  Certainly Triton Digital's streaming rankers are well known, but their technological advancements in audio have been game-changing; if you're in media or marketing you won't want to miss his take on the their innovative contributions to content management, ad technology, and audience measurement. Rosso also walks us through the nuances of programmatic audio advertising and how it's transforming from a secondary stream to a dominant force in the industry. We also dissect the emerging trends, including the rise of programmatic guaranteed deals with local advertisers, and the complexities of ad placement in a fragmented podcasting world and the integration of linear broadcast spots into digital ecosystems. Ever wonder how to navigate the terrain of YouTube as best practices for podcasters? Or what's best among various ad formats. Do you have an opinion on synthetic voice? We do! What about the place for radio as a medium for public service, particularly during unforeseen events like the New York earthquake? Hear what New Yorker's were listening to! This interview is a must-catch for anyone interested in the future of audio content and advertising. Tune in to John's expertise for an episode that's as informative as it is fun. Key Moments: 01:16 The Evolution of Media and a Media Career: From Radio to Digital Audio 03:47 Demystifying Triton Digital: The Backbone of Online Audio 06:48 Pioneering Ad Insertion and Programmatic Advertising 09:58 Global Reach, Local Impact: Triton's Diverse Audio Ecosystem 12:31 Monetization and Trends in Digital Audio: From Local to Global 16:44 Contextual Advertising and Brand Suitability 20:29 The Future of Audio: Synthetic Voices and AI Developments 29:11 Best Practices for Audio Advertisers 35:24 Radio's Public Service Power and Personal Insights About John Rosso As President and CEO of Triton Digital, John Rosso oversees Triton’s global operations delivering advertising technology and audience measurement solutions that serve the entire audio ecosystem, including radio, streaming, social audio, podcasting and more. Prior to joining Triton Digital, John previous served as President of Citadel Media, one of the largest commercial radio networks, where he directed all activities and achieved significant operational and financial performance improvement. John has also held senior roles in sales, affiliate marketing, and technology at the ABC Radio division of The Walt Disney Company. A frequent speaker on the topics of online audience measurement and ad technology, John is active in a wide array of broadcasting and digital media industry initiatives and serves as a member of the board of directors of the Radio Advertising Bureau. Triton Digital on Facebook: https://www.facebook.com/tritondigital.connect and X: @tritondigital Connect with Insider Interviews: Instagram: https://www.instagram.com/insiderinterviews Facebook: https://www.facebook.com/InsiderInterviewsPodcast/

Hear from the Angie behind Angi - the home services powerhouse formerly known as Angie's List. Imagine being a shy recent college grad and launching a service business -- by knocking on doors.... Now imagine evolving it into an international corporation. Angie Hicks describes this remarkable entrepreneurial story – and why she is encouraging others on their own business path – in the skilled trades. Oh, and why she would never encourage anyone to try to hang wallpaper with their spouse! Marketers will appreciate this informative conversation around Angie's 25+ year story of brand building, innovative growth strategies, and how tenacity can make all the difference in scaling a startup into an industry leader.  It's fun to hear how Angie applied scrappy early stage local marketing tactics --  and the difference it made when she placed her first major media with an NPR sponsorship that helped explode the brand's early visibility! Everybody said that little ad wasn't going to work, but you know what? It worked. And the phone started ringing, and we started selling memberships. And within the year, a thousand homeowners had joined in Columbus. Maybe I was a fearless marketer that I was willing to try anything. Gotta love audio. It’s part of why Angie is now hosting her own podcast, "Trade Up with Angi," which I'm proud to have produced through Moss Appeal, with Steve Lack as expert editor. Trade Up with Angi Podcast art - Epi 1 Why? The Angi goal was, and is, to help homeowners get home projects done well.  But it's also to help home service professionals grow their business, and podcast lets Angie, now Chief Customer Officer, continue her customer conversations and spotlight some inspiring pros who speak to how rewarding – and  well-paid  -- the trades can be.  We talk a lot about being entrepreneurs, but we don't talk enough about the local plumber being an entrepreneur, which they absolutely are. From Angi's corporate milestones – including the rebrand in 2021 – we truly get the insider’s scoop on leadership philosophies to brand evolution, nurturing connections, and the power of grit, ingenuity and keeping people at the core of your business. But it's clear her warmth and approachability are hand carved into Angi's community-focused culture.  I loved hearing Angie's personal musings on a growth mindset, purpose-driven leadership, the value of building relationships, and just when she realized she needed to build a relationship with an expert for her own home projects!   People in the trades really like what they do and I think that's something we should be talking about more, especially with GenZ: it's really important for them that they find real value and satisfaction in their career, and I think the trades can be a great option. And, I do not think AI is gonna take over the trades any time soon. -- Angie Hicks Chapters: 0:00 - Angie's Origin Story: From Door-to-Door in Ohio to IPO 3:45 - Early Marketing Wins: Newspapers, Trade Shows and NPR 08:54 - Launching 'Trade Up With Angi' Podcast (with Moss Appeal!) 9:04 - Making it Personal: Staying Connected Through Team & Customer Relationships 11:36 - Angie's Own Evolution: From Co-Founder to Chief Customer Officer 13:57 - Strategic Rebrand: Unveiling Angi and Expanded Service Offerings 20:47 - The Value of Considering the Skilled Trades, Being a Part of the Community and Leading with Purpose

Some of podcasting's pros shared what's new in the industry that's making life easier for creators, advertisers and fans! While at Podcast Movement Evolutions in Los Angeles, I spoke with Justine Benjamin of AdsWizz/Simplecast, Todd Cochrane of Blubrry Podcasting, and Sam Sethi - who I know and love from his own co-hosting of PodNews Weekly Review podcast, but now also the founder of a whole new way to monetize podcasts. Here's what you'll learn from these on-the-fly conversations with industry trailblazers who are shaping the future of podcasting: First up, Justine Benjamin, the global head of marketing for Adswizz and Simplecast, part of the SiriusXM family, helps simplify the complex ecosystem of podcast technology. She discusses the strategic union of Adswizz's enterprise-level monetization platforms with Simplecast's podcast hosting and distribution services. Justine's insights on global trends and the need for education to bridge the ad dollar gap in podcasting are invaluable.  "We ​want ​to ​make ​sure ​that ​the ​challenges ​that ​you're ​facing, ​whether ​it ​be ​around ​brand ​safety ​or ​loss ​of ​IDs, ​and ​how ​you ​meet ​that ​with ​contextual ​targeting, ​all ​of ​these ​things ​that ​really ​matter ​and ​are ​solving ​issues ​that ​we're ​having ​today ​in ​podcast ​advertising." -- Justine Benjamin, AdsWizz Hear what wow'd her during some of the sessions at Podcast Movement -- including takeaways from Tom Webster's research presentation and the findings from Edison Research as well (summed up in this article from PodNews.) Next, podcast hall of famer Todd Cochrane, CEO of Blubrry Podcasting (where this show is hosted -- but got no comp for this!), describes their new AI-driven production tools designed to streamline podcast planning, production, and promotion. "We're ​approaching ​a ​new ​era ​where  ​listeners ​and ​people ​that ​watch ​video ​are ​going ​to ​be ​looking ​for ​trustworthy ​sources ​of ​information ​because ​there's ​going ​to ​be ​such ​a ​plethora ​of ​AI ​generated ​content  ​that ​people ​are ​going ​to ​be ​seeking ​genuine ​voices.  And ​you ​want ​to ​be ​part ​of ​that ​genuine ​voices ​group ​as ​over ​the ​next ​two ​or ​three ​years, ​where ​you're ​not ​going ​to ​know ​what ​to ​trust. But ​when ​you ​see ​someone ​speaking ​or ​you ​hear ​someone ​speaking and ​get ​to ​know ​them, ​I ​think ​it's ​different." -- Todd Cochrane, CEO, Blubrry Podcasting And looks like (sounds like?) the new 'Vid2Pod' service will be a game-changer for YouTube-first creators, allowing them to effortlessly transform video content into bona fide audio podcasts. He also shares his optimistic outlook on podcast growth and the unique opportunities for creators in today's market. Then, Sam Sethi, entrepreneur and podcast industry aficionado, introduces us to 'TrueFans'—one of the new platforms enabling microtransactions for podcasters -- supporting a 'third way' for creators to earn revenue, alongside advertising and subscriptions. Sam demystifies the concept of 'sats' (fractions of Bitcoin) and the 'value for value' model, which allows direct financial appreciation from fans to creators. "We wanted to create a new third way of monetizing for creators... microtransactions being the new one." -- Sam Sethi, TrueFans   He also discusses the potential of a new advertising model that rewards listeners for their time and attention, fundamentally changing the way we think about podcast monetization. (Very forward thinking! And hint: don't think "podcast apps"; think "RSS Marketplace"!) This episode is a must-listen for anyone interested in the intersection of technology, monetization, and the future of podcasting. Join me, E.B. Moss, to understand the latest trends and tools that are redefining the podcast industry, one microtransaction at a time. TIMESTAMPS: 01:11 Epi 18 of Insider Interviews: A Deep Dive into Podcasting Innovations

Another Podcast Movement show is coming up -- the "Evolutions" version, out of Los Angeles, with a focus on creators. I'll be sharing some takeaways from that conference in an upcoming episode. But in the meantime, here's a repeat episode to get you in the mood, with still highly valuable info gathered in June '23 during the main PodcastMovement conference - with a focus on the business and production. You'll hear all about how a “holistic” approach applied to the business of podcasting helps leverage all aspects of it to drive growth. In this episode of Insider Interviews I spoke with three phenomenal experts during the conference in Denver who explained this holistic approach. Bryan Barletta, Partner, Sounds Profitable Bryan Barletta and partner and research guru Tom Webster have been making waves in the audio industry with their advisory services focused on growing audience and revenue for podcasters. (You heard me speak with Bryan Barletta on Insider Interviews three years ago and with Tom when he was at Edison Research.) Bryan described his aim to carve out a home for all podcast pros, to educate and elevate the industry. He emphasized that podcasting deserves to be treated as its own channel, optimized based on how people listen. “We’re entering the ‘why’ phase: ‘Why uniquely podcasting? Why start here?’,” he posited. The answer? “The ad tech, the mindset, the education is now here. And that's why we need to treat it as its own channel and not try and tag it onto other channels to find its own value.” Bryan expects now, at 20 years in, we're finally entering the “2.0 era” where ad tech and mindsets are catching up to podcasting's distinct value. How can we look at measurement objectively? What is the truth behind “churn”? Bryan describes the biggest opportunities and challenges in the business of podcasting, including the status of programmatic. Then, in an unexpected question tossed at me, we discuss the opportunity for political ad messaging in podcasting.... Sample Slide from "The Podcast Opportunity" Study - Sounds Profitable Paul Riismandel, Chief Insights Officer of Signal Hill Insights Paul Riismandel joined the founder of Signal Hill Insights, Jeff Vidler, last year in the appropriately named role of Chief Insights Officer. The growing company is an audio-focused research firm that provides custom insights for publishers, broadcasters, and advertisers. Paul was very vocal about holistic campaign measurement -- versus siloed or, say, just performance-driven approaches -- that looks across placements, platforms, and creative together to “really have an apples to apples comparison." Their bread and butter is brand lift studies – the positive changes that can be attributed to ad exposure. Those studies help spotlight factors like creative and planning to better uncover why a campaign succeeds or stumbles...and matches that with insights around perception and elements like awareness, favorability, consideration, and purchase intent. He also highlighted the key role of creative and its absolute impact on brand lift. Advertisers can easily make assumptions when an ad performed well – or not – in a particular show. It could, Paul notes, perform differently across different podcast genres. Or it could be the creative, if one host or one message just didn’t resonate. Test. Rinse, Repeat! Ken Lagana, EVP of Digital Sales at Audacy Ken Lagana brings the perspective of a multi-platform warrior. After years in digial media, he spent most of the last decade heading up sales for all things audio at content and entertainment company, Audacy – which has production expertise via their Cadence13 and Pineapple Street Studios divisions, extensive OTA (over the air) stations, digital audio and  events and, of course, podcast distribution and monetization. As such, it’s not surprising that Audacy is “platform agnostic” and Ken’s definition of “holistic audio” means including both ra...

Before she became an expert in video commerce, Cynthia Nelson participated in developing some of the first e-commerce and shopping sites, which paved the way for platforms like Amazon. Now in Epi 17 of Insider Interviews with E.B. Moss she offers practically a master class in the evolving world of shoppable video -- or as she prefers to call it (and hear why): "video commerce." After a stint in early Silicon Valley days (think pre-eBay/HSN!) Cynthia tackled a new approach to packaging content for Spanish-speaking parents with a TV meets 360-platform, Todo Bebe. And now, through her current consultancy, Luminación, she's bringing all her content, culture, and commerce expertise together, and advising on best practices of making video shoppable.    “Why “video commerce”? Because it's not just shoppable video. It's live shoppable video. It's one-to-one shoppable. It's VOD. It's advertising -- ads that are shoppable.” Listeners will learn the importance of a well-thought-out strategy in the still growing area of video commerce, with examples like Walmart as a company that learned to strategically approach shoppable video after rigorous testing and adjustments. And hear why there's a big role for #AI in video commerce -- with impact on creative development, analytics, and customer interaction. We discuss Cynthia's recent investments, including BINJ, an advertising MarTech platform, and Recurved, a tool automating pro forma financial projections for startups. There's a little envy as Cynthia explains how she has launched her "digital nomad" lifestyle... but even that is representative of a core skillset that brands need, too: being nimble. Learn why it's also important to be adaptable, form partnerships, maintain resilience as an entrepreneur.  It doesn't take a lot of tech (see Talk Shop Live example), but it does take patience and strategy. And, as discussed in all Insider Interviews episodes, what is the role of genuine brand purpose? For Cynthia Nelson, who was awarded with the first Pioneer Prevention Award -- for changing health disparity among underserved populations through content -- purpose is part of her personal brand as well.  This is an essential episode for companies who will need to learn to navigate the fast growing area of digital shopping and keep connected to customers. TIMESTAMPS 00:13 Defining Video Commerce 01:52 Cynthia Nelson's Journey in E-commerce (hint: think HSN!) 03:26 Exploring the Early Days of E-commerce to Firsts in the TV Content Landscape 03:42 Cynthia's Consultancy and Current Work 08:37 Case Study: Walmart's Path to Success in Video Commerce 12:31 The Impact of Video Commerce on Human Connection 16:05 The Role of AI in Video Commerce 18:49 Investments in Tech Companies 21:04 Lessons from Entrepreneurial Experiences 25:57 Brand Purpose and Health Disparity 29:24 The Importance of Partnering with Other Companies Key Takeaways: Video commerce is a multifaceted approach that goes beyond just shoppable video, encompassing live events, VOD, and interactive advertising. Strategic patience and testing are crucial for brands to succeed in video commerce, as demonstrated by Walmart's multi-year experimentation. AI and analytics play a pivotal role in personalizing the shopping experience, enhancing customer engagement, and optimizing creative content. Embracing brand purpose authentically can lead to impactful partnerships and meaningful connections with consumers, especially in multicultural markets. Connect with Cynthia Nelson: LinkedIn: https://www.linkedin.com/in/cynthianelson/ https://luminacionlc.com/ Follow and Connect with E.B. and Insider Interviews: Instagram: https://www.instagram.com/insiderinterviews Facebook: https://www.facebook.com/InsiderInterviewsPodcast/ YouTube: https://bit.ly/InsiderInterviews-YouTubePlaylist LinkedIn: https://www.linkedin.com/in/mossappeal “X”: https://www.twitter.com/insiderintervws

CES (now an acronym, but AKA the Consumer Electronics Show) has grown beyond just a cool tool and tech showcase to being a place ripe for conversations on cool marketing and ad tech. It was a watershed moment for the attendee count of my media industry cohort, with many remarking that it was like a reunion from the old cable conference days.  I took advantage of seeing friends before leaving Las Vegas to have three enlightening discussions: From Prohaska Consulting and E.W. Scripps’ effort to Rebrand the News and rehabilitate its brand safety perceptions, to Marketing Architects’ construction of proprietary software and its All-Inclusive TV business model, to Barometer’s ability to highlight podcasting’s potential through AI, each of these companies are driving a necessary evolution. “Too many companies have provided too big of an easy button to let buyers just block news. It’s just a media planning miss that people aren’t doing their jobs properly from a reach and frequency and delivering ROI.” - Matt Prohaska, Prohaska Consulting No Alternative Facts About Quality News Segment 1: I chat with Prohaska Consulting CEO Matt Prohaska and Brian Norris, Chief Revenue Officer of E.W. Scripps about an initiative they’re working on called “Rebranding News.” Their new research shows that one third of U.S. marketers are completely blocking news from their media buys over perceived brand safety issues. [ DOWNLOAD at Prohaskaconsulting.com] However, blocking entire news categories means missing out on reaching valuable, engaged audiences and quality journalism. Brian credits Scripps with delivering “unbiased news from the middle” to what are increasingly "younger, more affluent, multicultural streaming audiences.” He explained that Scripps helps advertisers “combat polarization” with context to make informed brand safety decisions, instead of just completely accepting or rejecting news.  Matt and Brian explain the importance of educating advertisers how not all news content is created equal, and there are plenty of brand safe, non-biased news environments for advertising. (Hear more on this subject in Epi 12 with advisor Lou Paskalis,  too.) Key Takeaway: Blocking all news content can negatively impact reach, frequency and ROI. Brands should take a more nuanced, contextual approach to determining brand safety rather than avoiding news altogether. There is quality journalism worth supporting. “I don’t think that there’s been a more important time, for viewers, consumers, audiences to have access to great, accurate and truthful news.” - Brian Norris, E.W. Scripps Rethinking the Agency Model and Streamlining Streaming Buys Segment 2: Listen to why I spoke with Catherine Walstad, VP of Media and Aaron Lange, SVP of Technology from Marketing Architects....in a bedroom!  (Any way that you can catch a quiet conversation during CES dictates the where.) We discuss their unique “all-inclusive TV” agency model where they make significant in-house investments in creative, strategy, analytics and proprietary technology so their clients only pay for media costs. Catherine and Aaron also explain the increasingly complex streaming TV landscape with new publishers and platforms launching all the time. That drove Marketing Architects to build their own customizable demand-side platform to simplify the supply chain, get clients better rates, and drive performance. “We like to call ourselves misfits because I feel like our goal has been to disrupt the traditional agency model.” - Catherine Walstad, Marketing Architects Key Takeaway: The streaming TV supply chain is complex, but software innovation can help simplify and consolidate for efficiency. Non-traditional agency models focused solely on performance are emerging. It's the Sighs That Matters Segment 3: I catch up with Tamara Zubatiy, Co-Founder of Barometer, an AI-powered platform providing brand safety, suitability and contextual targeting right now ...

I strolled CES with thought leaders David Berkowitz, founder of Serial Marketers, AIMG and FOAF, Jeff Minsky, Founder, Mediawhizards, LLC, and longtime media sales pro, Kathy Newberger. In this bonus episode, we touched on a wide range of topics shaping the future of the industry...and covered some literal miles, too.  We compared firsthand experiences, some cutting-edge technologies, innovative products, and inspiring activations from global companies. David Berkowitz explained his own AI Marketers Guild and what’s intrigued him – like AI-powered beauty makeovers to AR projected in Zoom rooms. Is there still a place for the IOT of refrigerators?? [00:03:55 → 00:04:10] "Things like a beauty app that analyzes your face and gives you some real insights that maybe you never had. Your dermatologist might not have access to this tech yet, and yet you can get it on a consumer app, which is crazy." — David Berkowitz  But, as David says, "what I think a lot of people miss about CES is it's ultimately about people's lives, about people's lifestyles...like how are we going to shop? How are we going to cook, how are we going to drive? How are we going to communicate with each other?"" Speaking of communicating, Raoul Davis did a great job representing NTT Sonority's sound zone technology followed by SoundFun's spokesperson on their helpful TV speaker. Then, I was photo and audio-bombed by Jeff Minsky and invited this longtime CES observer to drop in and discuss trends, of course, including SK's presence and its sustainability efforts in media.  [00:09:59 → 00:10:36] "CES is a microcosm of a global economy. First, we had RCA, Magnavox so America was the core center. Then you had Japan, with Sony and Toshiba, and then you had the rise of Korea. You see China all over the place. Now, SK - a South Korean based multinational conglomerate - has a presence that has to be a million plus dollars." — Jeff Minsky Finally, as she does so well, Kathy Newberger shared some observations as a first-timer and talked about the strong presence of media and marketing pros at CES and shared highlights from panels and sessions, including savvy insights from “media cartographer” Evan Shapiro. [00:13:27 → 00:13:36] "It was like there were two conferences. There was the conference at the hotels that was about marketing and where I saw just about marketers of every kind and people from every publisher. It was wonderful to run into people, and then there were connections with people that I knew I was going to make." — Kathy Newberger  [00:15:16 → 00:15:37] "Everything about this event made me feel like 2024 is going to be a good year and beyond. The other thing that I noticed was the creativity of the companies on the floor. The products that they create, the glasses that close caption things, the cars that don't have steering wheels." — Kathy Newberger  Get some exclusive insights and observations on tech and ad trends, straight from a (noisy) CES floor in Las Vegas. But coming up in the next episode, I grabbed quiet time in a CES hotel with other attendees who are shaping trends: Matt Prohaska and Brian Norris on Rebranding News, Catherine Walstad and Aaron Lange on building a different agency model (AND DSP!) and Tamara Zubatiy on tech for brand safety. Connect with and follow Insider Interviews with E.B. Moss: Instagram: https://www.instagram.com/insiderinterviews Facebook: https://www.facebook.com/InsiderInterviewsPodcast/ YouTube: https://bit.ly/InsiderInterviews-YouTubePlaylist LinkedIn: https://www.linkedin.com/in/mossappeal Threads: https://www.threads.net/@mossappeal

Kicking off 2024, my fellow podcaster - but really more known as the expert in shoppable video, Cynthia Nelson - turned the mic on me, inviting me to guest on her show “Let’s Talk About Live Shopping.” Being in the hot seat myself was instructive as I thought back to the many takeaways of my inspiring guests in the media and marketing landscape this past year. Then we vamped about what's coming down the pike as I head to CES this week! (I encourage listeners to catch the last couple minutes to see if you can spot the AI version of me!) First, Cynthia asked me to reflect on podcasting’s continued evolution. I shared some points from Sounds Profitable’s Bryan Barletta, a past Insider Interviews guest. As we hit the 03:00 mark, I noted the trend research he and Tom Webster recently shared with the help of another past guest, Paul Riismandel of Signal Hill Insights, on how people are consuming podcasts in video form. (Note: People increasingly “listen” on YouTube while multi-tasking, as formats merge.) Around the 06:44 mark, Cynthia asked about the fuzzy definition of the fast moving category of retail media. (Here's an article I wrote about that.) As lines blur across channels, retail media represents the personalized targeted impressions served to consumers on their path to purchase. This stretches from out-of-home displays driving awareness to retail media networks architected by heir apparents like Walmart and Target (and of course the mac daddy, Amazon.) I passionately relayed the research I could recall from a chock-full interview with Lou Paskalis on news media’s high ROAS and its ability to capture lucrative unduplicated audiences. Yet misperceptions linger, undeservedly tarnishing outlets. Quality checks through firms like Ad Fontes help instill confidence for brands to proudly and safely reinvest in news. And hint: that's one of the things I'll be speaking with Matt Prohaska about in a conversation I'll publish out of CES!* Speaking of speaking at CES... I'll be spotting the brand marketing and media stars at Brand Innovators, DPAA, Female Quotient and MediaLink, if they'll have me! Then I'll walking the (2 million square feet!) floor with some trusted pundit friends, David Berkowitz and Kathy Newberger to capture what we're seeing in the media area and the always groovy Eureka! Hall of innovation. I'm looking forward to seeing, of course, voice-activation technologies to a soundbar aiming to help distinguish conversation tones as we age. Finally, I'll share the mic with two brilliant minds from Marketing Architects to hear THEIR takeaways (and don't miss their terrific b2b podcast, too!) So, definitely expect the first full episodes of '24 to deliver MORE! Key Moments: 03:00 - Podcasting still gaining awareness as video podcasts grow 06:44 - Defining the expanding world of retail media 09:46 - Voice tech and accessibility interests at CES 13:30 - Study showing news media's strong ROI but brands hesitant Around 19:00 Is it live or is it Memorex! Points if you know what that is and why I wrote that!