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Insider Interviews with E.B. Moss
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Insider Interviews with E.B. Moss

Author: E.B. Moss

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Insights and information on the business of media, marketing, advertising and entertainment through personal conversations between senior executives and marketing executive host, E.B. Moss. From the competition in creating television, best practices in audience targeting and research, and trends in voice and audio, to outdoor, retail and everything in between: Insider interviews draw out the leaders and the lessons.
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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!
Did you know being “Hispanic” is not a thing in Europe? Just ask Claudia Romo Edelman. While living in many countries -- as a Head of Public Relations for the World Economic Forum, to a Marketing Professor in Geneva -- she was simply Mexican, no different from how her friends from Venezuela or Guatemala were identified by their own nationalities. Then, Edelman moved to the U.S. and got a new label – "Hispanic" or "Latina." She's embraced the description with the same spirit she welcomes any respectful nod to her heritage. For her, it's all about just making sure she and the LatinX community are part of a broader, more inclusive narrative. In fact, all humans should be respected equally – in society and in marketing. So, she founded “We Are All Human” to advocate for diversity and inclusion. In an incredibly insightful conversation Edelman, we discussed her remarkable journey – from growing up with a professional basketball player-turned economist-turned actor mom (talk about a role model!) to her own impressive path from Special Advisor at the UN to “Founder/Factivist”.... An Empowering Hispanic Star Edelman’s experience gives her a unique perspective on brand purpose, which she eloquently shared during our discussion. One of many fascinating parts of our conversation was about her involvement insuch influential pro-social campaigns such as Product Red and the Sustainable Development Goals (SDGs). She described the significance of these initiatives then what sparked her commitment to elevating the perception of the Hispanic community by founding  "We Are All Human" – and supporting the "Hispanic Star" initiative -- which aims to unify and empower the Hispanic community. Edelman addressing the Hispanic Marketing Summit held at the UN 12/23 "Purpose-led branding is not just a trend; it's a necessity for survival in today’s market." "Understanding the Hispanic community goes beyond language; it’s about respecting and investing in their culture and values." You’ll learn about the importance of addressing systemic barriers such as education, health, and job opportunities. Her insights into the challenges and opportunities within the Hispanic community were eye-opening but should be of particular interest for brands. Especially given some of the stats she shared about the power of the Hispanic US population as a “factivist!” (Per her book, "Hispanic Stars Rising", "We are the engine of the U.S. economy. Responsible for 2.6 trillion dollars of GDP, which puts us among the top ten GDPs in the world. Our purchasing power is $1.9 trillion. We are entrepreneurial — 86% of all new businesses launched in the past 10 years were started by Hispanics.") Authentic Engagement with the Hispanic Community: Edelman emphasized the importance of understanding and respecting cultural nuances. A significant part of our dialogue centered around how brands can authentically engage with the Hispanic population. A genuine investment in community initiatives, rather than superficial marketing tactics, is key to connecting with this demographic. Listen for more of these insights along with some of her personal stories that added an intimate touch to our discussion. Memorable Moments: [00:03:00] Meet Claudia Romo Edelman... where she lived around the world and why she now lives in a gymnasium! [00:04:11] Background on Claudia’s role in global campaigns – from Project Red to UN Sustainable Development Goals [00:07:33] Discussion on and definition of brand purpose [00:11:52] The mission and vision behind the creation of non-profit foundation, "We Are All Human" [00:16:43] The significance and development of the Hispanic S tar initiative and its symbolism [00:20:48] Claudia’s motivation – past, present and future [00:25:54] Comparing podcast plans and the thru line of Hispanic executive women featured on the podcast "A La Latina" [00:33:00] Using 'factivism' in targeting Latino communities
Can branded entertainment be "bingeable?" If it's engaging and the characters are relatable! What if no one watches? They will if that branded content is made -- then promoted -- by Leap Media. That's what I learned from speaking with Chris Pizzurro, Co-Founder and Principal of Leap Media Group, and Michele Fino, Head of Branded Entertainment at Crackle. Here's how they do it: Chris Pizzurro has had an award-winning career in media, including a dozen years at Turner Broadcasting where he was involved in an early-stage form of branded entertainment. (And, he shared some great stories about working with Ted Turner at TBS!) "We were actually doing branded entertainment in the 2000s with TBS's Dinner and a Movie."  -- Chris Pizzurro For the next dozen years, he was SVP at ad tech services company, Canoe Ventures, which really advanced digital ad insertion, scoring an Emmy® Award and inclusion on five patents while there. From that background, Chris realized that "Clients are willing to pay extra to have their brand associated with entertainment, whether it's in a movie or adjacent to one." He's applying that insight now at Leap Media Group, delivering a brand of their own: the "LFBE" - Long-Form Branded Engagement. Chris describes these "as a subset of branded entertainment and shoppable TV". "In long-form brand engagement, it's about involving brands from the outset, creating narratives around them, and incorporating calls to action for tangible ROI." -- Chris Pizzurro In addition to making branded entertainment that is good quality content, Leap's point of differentiation is putting equal focus on the distribution and promotion of that content to drive awareness, viewership and ROAS -- Return on Ad Spend -- from tune-in ads on Crackle to host-reads in Peter Greenberg's radio and podcast show, Eye on Travel.  After all, even if a show is well-made, if no one sees it -- like “a tree falling in the woods making no sound” -- it doesn't matter how good it is. So, as he has written, "We just don't buy ad inventory on FAST Channels and make shows that are on FAST Channels, we're ON shows that are on FAST Channels." Leap's shows, created in conjunction with major brands and production companies, include "The Next Turn" from Expedia, "Bigger Bolder Baking" with chef Gemma Stafford, VRBO-sponsored “Cabin Culture” and more.    Chris is joined in the second half of this fun and informative 40-minute episode by Crackle's, Michele Fino, who brings her own wealth of experience in creating and promoting quality content – from her time helming branded entertainment at a global production company (hint: she can drop the Ryan Seacrest name!), content strategy at a national retailer and marketing at various highly regarded non-profits. She's crystal clear that: branded entertainment, it's not just about the content; it's about creating an experience that extends beyond the show." "Entertainment is the top of the marketing funnel. It's about creating experiences that live beyond the show, extending the brand's presence organically." -- Michele Fino Michele explained all the industry acronyms like AVOD, TVOD, CTV, and FAST. She talked about the value of long-form branded content and Crackle's role in distributing and promoting shows. But she absolutely emphasized the importance of creating entertaining content that also provides brand messaging. Together, they discussed strategies for ensuring branded entertainment and ads work together, helping brands defray production costs and boost value. She cited the example of featuring DoorDash as a hero brand into their original program, Going From Broke. As always, my guests shared excellent points about personal and brand purpose: Per Michele -- apropos Crackle now being part of the socially conscious company, Chicken Soup for the Soul Entertainment, companies can easily just incorporate social messaging subtly into a production in a "purple" kind of way.
When you think about it, national advertising can definitely build awareness -- or brand equity. But as Keith Kazerman, President of Locality Streaming pointed out, every purchase made actually occurs LOCALLY.  Hmm. There was a lot more food for thought in Episode "lucky" 13 when I sat down with Keith and his counterpart, Ann Hailer, President, Locality Broadcast. Ann and Keith are like a “Local Ads Power Couple.” They are so on the same page about the of power of pairing broadcast and streaming you'll hear that they sometimes finish each other’s sentences. We need more of this approach in our fragmented media world, so tune in to also hear how they seamlessly leverage linear and digital to offer up what they call "Precision Reach." Or, fine-tuned targeting plus scale. Advertisers shouldn't have to pick, and broadcast still has a very long tail. So, Locality formed out of CoxReps and Gamut a few months back now representing some 300 broadcast stations and more than 150 publishers for the one-two punch of streaming AND broadcast premium and exclusive ad inventory. Here's what else you'll hear and learn: [00:02:07] "The state of local TV is fantastic. As we look at content and the relevancy and recency of local news, and local sports with the return of NFL and college football, there is an uptick in viewership and engagement..." -- Kazerman [00:06:00] "Broadcast groups leverage all of their owned and operated content in ways that that local content can reach consumers, even if it's not over the air." -- Hailer  Both agree it's Broadcast AND Streaming, not versus, which is what enables "PRECISION REACH". [00:8:50] Whether Miami or Cincinnati, it's a different product of interest in that market. That creative needs to speak to that and reach that audience based on that target and location. [Think of the same home store, but pitching patio furniture vs snowblowers...] [00:09:35] Thriving content verticals include sports, but also News drives trust thanks to local personalities. (Check out my recent episode with Lou Paskalis on this topic, in Epi 12.) [00:13:07] Why Streaming is Prime Time all the time 00:13:01 Measurement and streaming challenges. [00:15:10] Enabling better quality advertising (Locality lends a hand), and how ad tags offer credibility and brand lift. [00:17:25] Recalling moments from their Cynopsis Big TV panel ...and my Special Report on Locality on the importance of local advertising. Albert Thompson interviewing Ann Hailer and Keith Kazerman - Cynopsis BIG TV Conf [00:19:37] Politics in local advertising. Where is the $11B in political ad dollars going? Yup. Local at scale. "Yes, we have national campaigns," said Hailer, "but it happens in local precincts, with local votes, votes in swing states, votes for Senate..." [00:23:31] Change management and mentorship. [00:25:17] Finding champions at work (and yes, I was inspired to sing), and offering respect while persevering.   Help support Insider Interviews with a little donation at https://buymeacoffee.com/mossappeal Connect with Locality: http://locality.com/ Search @WeAreLocality on all Social Channels, including Facebook Ann Pero Hailer: https://www.linkedin.com/in/ann-pero-hailer-b16453a/ Keith Kazerman: https://www.linkedin.com/in/keith-kazerman-8b870382/ 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)
In this bonus episode of Insider Interviews, captured during Advertising Week 2023, I spontaneously interviewed three impressive executives on how each injects the human touch to various aspects of culture in media: Sports, Multicultural and Podcasting content. First, Marissa Solis, SVP of Marketing for the NFL, discusses how the NFL is incorporating AI to generate game highlights, enhance player safety and even to to engage younger audiences, all while still maintaining a human touch on and off the field.  "Through the power of AI technology, we were able to take the game in real time and animate it in Toy Story world, so that somebody could be watching the same exact game, but in 'Andy's room.'... We're very excited about the power of the technology, but we know there's a lot of implications. So we always want to proceed with a bit of caution, again, because we don't want to ever lose sight of the human element and the positive human outcomes that could come from the technology."   Next, Bonin Bough, co-founder and Chief Strategy Office of Group Black, emphasizes the importance of reaching all humans through culture and multicultural media investments."An interesting conversation has been the impact of investing in multicultural and diverse audiences and showing real case studies and real business movement.  ... I think for too much, we talk about the societal impact and we forget that at the end of the day, the only place that you source growth is from untapped and underinvested in opportunities and communities." Finally, Kelli Hurley, VP/Global Head of Partnerships at SXM Media, shares insights on injecting the human touch into podcast advertising by partnering with popular personalities like Conan O'Brien and Crime Junkie.  "We're looking at video, we're looking at social, we're looking at events, and we are finding a lot of success in building campaigns that really start from the influencer, from the host themselves, and we splinter it out from there." With a runtime of 20 minutes, this ad hoc episode offers a fascinating glimpse into the intersection of technology and human connection. Please be a human and support Insider Interviews with a little donation at https://buymeacoffee.com/mossappeal 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)
It’s a jam-packed Epi 12 with my longtime industry friend, Lou Paskalis, CEO and Founder of AJL Advisory and strategic advisor to Ad Fontes Media. We had a lively stroll down memory lane (and, yes, I sing to him), reminiscing about working on promotions for E&J Gallo Winery/Food Network years ago to rubbing elbows at Cannes Lions this past year. On the carpet at Cannes 2023. (E.B. and Lou) Then he shared some solid food for thought – especially around the gauntlet he’s become known for throwing down lately: supporting quality journalism through brands investing in the news media. He himself has been making the news with his plain-spoken POV, as evidenced by articles in AdAge to Fast Company, from mentions in the Swisher/Galloway podcast Pivot to being an inaugural honoree of the "Purpose Beyond Profit" awards for his, well, purpose-driven advocacy. Perfectly appropriate edition of "Pearls Before Swine" comic strip, used with permission of the brilliant Stephan Pastis! As a former senior media executive at both American Express and Bank of America, Lou offers tremendous insights into some of the biggest issues facing the media and advertising industry today. With his signature outspoken style, he stressed the need for transparency in programmatic advertising – with some astounding stats that should knock some sense into media buyers, and advised brands should build long-term customer relationships, including around shared values and purpose, rather than rely on just transactional marketing. Then we really got into the meat of  it: He explained the indispensable role of journalism in upholding democracy, pointing out that "Journalists are uniquely called out in the first article of the Bill of Rights as having a special role in our democracy to basically keep the government honest and elected officials honest." However, the proliferation of misinformation and erosion of trust in media poses a dire threat. As Lou says, this crisis calls for "supporting news at a time when truth is under assault and we need more journalists to debunk the lies." But it’s an uphill battle in the face of the local newspapers dying out despite the deep community engagement of readers. "I'm not here to make your job easier. I'm here to make our message resonant. And we have to break this mindset that scale equals quality, because it absolutely doesn't." We went on to discuss his billion dollar challenge to advertisers to be part of the solution, made easier to vet for brand safe environments and political skews thanks to AI-aided companies like Ad Fontes Media – but noted that innovation and adaptation are critical for news organizations to make it through this period of massive change. From 2005 through 2020, there's been an 80% decline in advertising investments in news, which has led to a 50% decline in people working in newsrooms.   There’s a lot more to this conversation with my insightful friend, Lou Paskalis, and I urge a complete listen to grasp his big ideas on brands, journalism, community and democracy with an eye toward pragmatic solutions...and inspire you to pick up the gauntlet!   TIME CODES [00:02:39]  E.B. and Lou stroll down Memory Lane...from Gallo to Cannes [00:04:47]  Personal passions (Did Lou’s early F1 fascination drive his challenger, fast-thinking mindset?) [00:09:19]  Consumers and brand purpose [00:12:57]  How the triple bottom line is served with news [00:14:25]  How the truth became fungible... [00:17:05]  ...Leading to shrinking newsrooms and local news deserts [00:22:10]  The imperative of local journalism and community engagement [00:25:17]  Building a brand for life [00:26:43]  The billion dollar challenge... [00:28:51]  ... And just how advertising dollars support journalism [00:33:08]  Media innovation and risks spark news organizations adapting to change [00:37:20]  Marketing and changing behavior [00:41:05]  AI-powered platform rating and a fan of...
Head of marketing for T-Ads, the advertising solutions division of T-Mobile, Cherian Thomas describes the evolution of his rideshare entertainment platform, Octopus, to creating brand love across all digital out of home screens. In this upbeat but informative conversation with the high-energy "Doctor Thomas," Insider Interviews host E.B. Moss also gets the download on DOOH from DPAA CEO, Barry Frey, to offer listeners and viewers a complete picture of the state of screens today. QUOTES AND TIMESTAMPS 00:02:23 - "By the digitization of out-of-home, we mean a modern-day digital advertising business." 00:03:10 - "DOOH is becoming very powerful especially with its ability to target audiences, that heretofore was not available." 00:04:20 - " I've seen these crazy billboards where it almost looks like things are flying off of the screen. It's really amazing what can happen now with digital billboards." 00:11:49 - "While trying to market our app to consumers, we had to identify who is the ideal target audience. And then you look and you're like, wow, that's the Uber and Lyft rider!" 00:13:56 - "If we can delight riders in their Uber and Lyft journey, well, what's the next phase?" "The numbers don't lie: actual consumer spending is four times larger in store than it is online." 00:16:56 - "The numbers don't lie: actual consumer spending is four times larger in store than it is online." 00:18:52 - "Well, it turns out advertisers and brands also have similar pain points when it comes to them spending dollars and getting their brand out there or hitting performance metrics." Watch the full episode with Cherian Thomas, Head of Marketing for T-Ad on YouTube, too! [00:23:42] Enthusiasm, energy and skateboarding to work. 00:24:14 - "It starts from the top. So everything we do in my world is always ‘How is that good for our customers?’ And I think that's something really important." T-Mobile Chief Creative Officer, Peter DeLuca with DPAA CEO, Barry Frey at Cannes 00:25:59 - "I think Peter DeLuca is a legend. And if you think about T-Mobile's brand, this is the best our brand has ever been. And you don't get there overnight. You have to be consistent. You have to be honest. You have to deliver. Like we say, dream big and deliver." 00:28:24 - "We leverage our brand to get our customers amazing deals and delight them." 00:33:45 - "My favorite product is the T-Mobile SyncUp Kids Watch, which is kind of a smart watch, but all you can do on it are basic things. As a parent, that was a pain point that T-Mobile had solved...This is kind of in our ethos: solving pain points I think is a common theme that's carried forward in everything that we do." 00:35:08 -  Brand purpose and trust. "One of our promises is “Nada, yada, yada.” Like, that's our actual Metro by T-Mobile brand campaign right now, because everyone else makes a bunch of promises and the fine print is like “yada, yada, yada, yada.” If that doesn't say we don't have any BS here and you can trust us....” 00:37:41 - "If you have a low cost of screen and you have connectivity, why can't there be a screen at the top of the Vail ski resort to show you information and speed times and fastest slope, the slope is closed, etc. So these are things I'm really excited about. [00:38:30] The growth of Digital Out-of-Home. 00:38:39 - As an industry, I'm excited because the TAM -- the Total Addressable Market -- for Digital Out-of-Home, is much larger. And that's always been the challenge with Digital Out-of-Home. ...You've got a $10 billion industry, but it's getting bigger and bigger as these macro trends continue." 00:40:11 - "What does the E.B. stand for?!” Don't miss the 10/10/23 DPAA Global Summit in New York City's Chelsea Piers, with speakers from McDonalds, Mastercard, Pepsi and more!  You can help sustain this podcast with a little donation to Insider Interviews at https://buymeacoffee.com/mossappeal
A “holistic” approach sounds so virtuous – in a yoga pose kind of way. And when it’s applied to the business of podcasting it takes on an even healthier stance. Three wise guests explained exactly what it takes to approach podcasting as a unique medium and leverage all aspects of it to drive growth. In this episode of Insider Interviews I spoke with three phenomenal experts during the Podcast Movement 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 radio and podcasting. But advertisers don’t have to stop there: Hear Ken’s description of the “triangle” of audio campaigns, starting with influential host-reads at the top! (Stay tuned for an Audacy-produced scripted podcast w...
It's been a record-setting hot summer. That got me thinking about the environment. And that got me thinking about ESG -- the Environmental, Social and Governance factors companies can get valued on -- by the Street and by the Consumer. And THAT is part of Brand Purpose. So, what are the ways "purpose" shows up at a company -- inside and out? And, how does a company authentically spotlight its brand purpose to that outside world? Over the past eight episodes of this Season 2 of Insider Interviews, that's exactly what I asked each of my world class media, marketing and advertising industry guests. So, here's a cool compilation of the wisdom of purpose and marketing pros, pulled from those episodes. You'll hear again, in this order, from: [3:10] Ad agency legend turned head of the Baglivo Group and higher ed evangelist as CMO of Pace University, Mary Baglivo; [6:25] Head of marketing for the largest B-Corp (listen and learn about that term!) -- Danone, NA's Linda Bethea; [13:45] Queen of fun and experiential marketing, CMO Erin Levzow of Museum of Ice Cream; [16:40] Representing the audio side, Chief Insights Officer of Cumulus Media/Westwood One, Pierre Bouvard; [18:20] Finally, Nicolle Pangis, CEO of Ampersand, the largest TV rep firm in the US., adds very personal insights for how she applied lessons learned about work-life balance just in time to help her survive and help her whole team thrive...and keep the customer satisfied “on purpose”, too. Each of these leaders shares their definition of brand purpose and how gets implemented in organizations and how brands can make a positive difference in society. We talk about the importance of ESG and how to make consumers aware of that meaningful work...and how to feel meaningful at work! Mary Baglivo Linda Bethea Erin Levzow Pierre Bouvard             Nicolle Pangis I encourage you to listen to the full episodes with each of these thoughtful and accomplished media and marketing executives. They share more life -- and industry -- lessons that offer the insider's scoop on our business, with a personal touch. You'll find their contact and company info in the show notes for each episode. You can help sustain this podcast with a little donation to Insider Interviews at https://buymeacoffee.com/mossappeal 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) HLhkG6rrO1PRxZfy97Su
The Philadelphia Eagles SVP of Marketing, Jen Kavanagh, shared her approach to expanding the club’s brand and engaging with a now international fan base. Get insights on how Jen's marketing team is turning the Xs and Os of this pro NFL team into dollars and cents and fan xoxos! Grab a seat. Jen Kavanagh tells Insider Interviews host E.B. Moss how marketing the Eagles has changed since their appearance in the #SuperBowl, and the imperative of balancing the star power of individual players with promoting the brand overall. It always comes back, Jen says, to connecting with fans and building relationships that are not just "transactional". Hear how she strives to build relationships with the club's 10 million global fans -- from watch parties to cause marketing in their home town of Philly. Also: Jen's journey is a testament to the idea that not all careers are linear and staying open is key in this marketing game. She began in digital, working on multi-platform strategies and translating that into a television environment when she worked for NBCU's Oxygen. She then worked as a consultant, helping C-suite executives better understand how the coming digital disruption would impact their businesses. Given her lack of specific experience in sports, Jen was initially hesitant to tackle the role, but she leveraged that deep experience in digital marketing and what was zero experience in sports marketing, has gone to overseeing strategic development, original content, digital platforms, community relations, media, data, and insights for the NFL club. And, in five years the passion she developed for the game has turned in to "an obsession.” Jen explains how her marketing team supports the football team -- from events at their beloved stadium, “The Linc”, to tackling appropriate messaging and promotions from the US to the newly added countries of the franchise: Ghana, Australia, and New Zealand. For example, they’ve brought in well-known music artists popular in those areas to entertain fans during games and make cultural connections. The team has organized watch parties and flag football pursuits; for New Zealand, E.B. suggested they may need to train U.S. players in the haka! What goes into the decision to feature certain players - like super star Jalen Hurts (and hear about his new graduate degree OFF the field!) vs team initiatives. Hint: they're driven by the marketing message that the Eagles want to share. For example, if the team wants to highlight leadership, they will focus on the team's captains. If they want to showcase the experience of being a rookie in the NFL, they will focus on newly drafted players. And if they want to highlight a particular cause, they will find players who authentically align with that cause. She’s buoyed by how both the NFL and the club value the contribution of women and believe in diversity of thought and POVs. Jen and E.B. also discuss the Eagles' pro-social efforts, such as: supporting young women and #flagfootball and a donation of sports bras, Support of girls' football ... the renown efforts at GREENING their stadium and carbon footprint, ...and the Eagles Autism Foundation. Finally, social media marketers will appreciate how they’ve tapped into @YouTube and TikTok to grow new audiences and fans.     And of course E.B. asks Jen if she was involved in getting #TaylorSwift to proclaim her fandom for the Eagles and reveal that her lyric was about the team! Loved this episode? Support more free content from Insider Interviews at https://buymeacoffee.com/mossappeal Key Moments: [00:01:32] Taylor Swift's Eagles fandom! [00:04:05] Non-linear career paths can lead to great new opportunities [00:08:30] Overview of marketing the Philadelphia Eagles pre- and post-SuperBowl™ ! [00:11:47] Creating cultural connections with new football fans in Ghana, New Zealand and [00:18:05] Eagles' brand purpose -- including Eagle...
In this bonus episode of Insider Interviews, I’m not interviewing anyone. I’m having a brisk 20-minute conversation with Julie Livingston of Want Leverage Communication, discussing the art and value of adding personality to your B2B content  -- and especially to your company podcast. Taken from Julie's LinkedIn show, "PR Patter," these are some of the tips I shared for infusing B2B content with personality and approachability -- as your best “never knew what hit ‘em” way to appeal to prospects. I hope you’ll listen to (or watch) the full episode for the details, but here's the headline: "People buy from people they like" (and also gets you more “likes”!) You'll learn why humanizing a brand and its executives helps create a better connection with the audience -- or prospects. Then we'll discuss the differences between branded podcasts and B2B podcasts, adding personality, using storytelling, getting good guest …and getting the most out of your host… and even simple tech tips for putting your business in its best light. Remember, there’s a time and a place for sales brochures, and for leveraging audio for technical explanations. But that place is not your podcast. So: Get Emotional.  There are great lessons on what drives purchases from an emotional perspective. See this presentation by Binet and Fields on the Principles of B2B Marketing. For my part, I'm not speaking to what drives a B2B buyer -- like "fear of losing one's job" or "fear of missing out". I'm speaking about the fear of not being oneself. Or rather, the fear many exhibit of vulnerability in a business setting. Where's the story? Where's the humor? Where's the human side? That is what we buy when we feel comfortable with someone. And that is what B2B podcasts can stand to offer a little more of. Branded or B2B? Well, it's kind of a Venn diagram. Your branded podcast can be for B2B purposes, but it's often more story-driven content that could easily be B2C -- or B2B2C! There are great companies that specialize in crafting endearment of a brand wrapped in a Trojan Horse of great storytelling. I'm all for that. Think the beloved Trader Joe's show. Or Trailblazers with Walter Isaacson, which is a BTYB from Dell. There’s a reason iHeartMedia just announced Ruby, a studio dedicated to creating branded podcasts, so go on in; the water's great! This POV is more focused on what I see as the traditional B2B audio content that is courting business customers, most frequently done as an interview to inform, and hopefully entertain -- or "edutain." Know your why -- and your what: So, just as I ask all my podcast development clients (did I mention I train companies in launching their B2B podcast?): why do you want to start a podcast? And what's in it for me as a listener? Those answers will inform the rest of your strategy. Whatever that is, you can afford to make it compelling! If you can't seat the best spokesperson who may be more junior but effervescent, you can train the bigger brass to be likeable and mic-able. And PS: that begins with having a good mic! And how will you make your guests shine? Because frequently you'll seat your prospects or customers, so you'll definitely want to put them in their best light. That takes preparation. Just like my favorite joke about the skeleton who walks into a bar and asks for a drink... and a mop. (Think about it.) Ask your guests for what they'd most like to discuss...but come prepared with personal insights that will humanize them as well in conversation. That's never to say embarrass anyone; but a little disarming can be fun and delightful to your guests and the listeners. You'll often find me motivated to sing to my guests. (Yes, I illustrate that in this bonus episode. Why it’s called a bonus.) Do understand the value(s) of creating a B2B podcast Yes, podcasts are great for communicating in a personal way that can explain more complicated ideas, or for reaching your customers even if they’re out for a walk.
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