The Media Leader Podcast

Social media gets a lot of flak. Its critics accuse platforms of causing massive negative externalities on society – everything from crumbling democracies to mental health crises gets blamed on social media.And “social media” as a term has even become so toxic that social media companies themselves prefer to call themselves anything but “social media”. The tagline to Snapchat’s marketing campaign last year was: “Less social media. More Snapchat.” TikTok calls itself an entertainment platform.But does social media need to be this way? Perhaps not.WeAre8 is a challenger platform that wants to prove social media can have a positive social impact. The platform has a unique opt-in advertising experience that enables users to be paid to watch ads, with proceeds optionally donated to charities of their choosing.The startup calls itself “The People’s Platform” – but does it have the requisite scale to attract advertisers looking for strong business results and not just a morally driven goal of spending with supposedly nicer players?Laura Chase, WeAre8’s UK managing director, joins host Jack Benjamin to explain the app's features, commercial model and how it is working to attract investment from brands."We can fix big problems by watching ads," she says.During the interview, Chase also reveals that WeAre8 is launching a voice note ad product in time for less healthy food ad restrictions.Highlights:5:12: WeAre8's mission to "bring the best of social" while removing "the bad bits"9:34: Scale, product development and brand-safety efforts15:12: WeAre8's opt-in ad model: control, effectiveness and charitable benefits28:44: Supporting publishers and partnering The Independent on Bulletin38:09: Moving beyond algorithmic feedsRelated articles:‘This is for everyone’: Tim Berners-Lee is continuing his search for a benign online world‘Positive’ platforms improve purchase intent, Pinterest saysThe Fishbowl: Laura Chase, WeAre8---Thanks to our production partners Trisonic for editing this episode.--> Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audienceVisit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

Alan Rusbridger is one of Britain’s most acclaimed journalists. As editor of The Guardian for 20 years, he oversaw the outlet’s transition into the digital world and landed a Pulitzer Prize for publishing information leaked by Edward Snowdon about the US National Security Agency.Since 2021, he has worked as editor of Prospect, a leading British current affairs magazine celebrating its 30th anniversary this year. Prospect had an exceptional year in 2024, nearly doubling its digital circulation to more than make up for losses in print circulation.Rusbridger joins host Jack Benjamin to discuss what is driving strong growth for Prospect. The pair also weigh up the sustainability of news media business models, the differences between US and British press standards, whether social media platforms provide a net benefit to publishers and what journalism will look like in the age of AI."We're in a world of information chaos," Rusbridger says. "We're in a world where people don't know who to believe or what to believe, increasingly. We know there are bad players who are deliberately pumping out information that is wrong. "You've got the most powerful man in the world actively trying to create a world in which disinformation, misinformation flourish and facts and fact-based journalism don't. And it's really frightening."Advertisers are part of that world. The advertisers I've spoken to are dismayed by the thought of their content swimming in this sea of garbage – I'm using a polite word – because it's not good for their brands. it's not good for trust in information."Highlights:2:09: What drew Rusbridger to Prospect and his editorial strategy for the magazine8:46: Drivers of Prospect's digital growth14:16: Can advertising models still support news media?24:38: Journalism's messy relationship with AI29:51: The failure of trust in news in the US and the UK38:18: Why platforms are "good, bad and ugly"43:49: What keeps Rusbridger up at nightRelated articles:‘End of an era for search as we know it’? Publishers grapple with gen-AI searchStagwell out to prove business case for investing in newsConsumer ABCs 2024: 5 key takeaways---Thanks to our production partners Trisonic for editing this episode.--> Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audienceVisit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

At the tail end of March, Digital Cinema Media (DCM), the UK’s largest cinema ad sales house, hosted its annual upfronts in the Leicester Square Odeon. It was a way to celebrate cinema’s strong start to the year and look ahead to the 2025 and 2026 film slates, but also an opportunity for brands to consider whether to position the channel more prominently on their AV plans.Among the presentations, new research from DCM found that cinema is well-placed to drive price premiums – that is, consumers were willing to pay on average 12% more for a brand that advertised in cinemas than if it had advertised on other media channel. It's a finding that could prove useful in an era marked by continued macroeconomic uncertainty and the desire for brands to retain pricing power.DCM CEO Karen Stacey joined host Jack Benjamin to discuss the research and unpack what has driven the sales house's 33% revenue growth in Q1. Stacey also explored where cinema belongs on media plans today and how the channel can grow its share of adspend.Highlights:1:30: Stacey's career path, advice for leaders and priorities for Wacl14:59: DCM's strong start to 2025 – what's behind the growth in revenue and cinema admissions?24:52: The opportunity for cinema to embrace programmatic30:45: Will box office and admissions ever get back to pre-Covid levels?34:59: How cinema drives strong price premiumsRelated articles:Cinema drives up price premium, research suggestsBridget Jones leads 20% growth in February box officeAre all ‘views’ created equal? With TikTok, DCM, Total Media and Mindlab---Thanks to our production partners Trisonic for editing this episode.--> Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audienceVisit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

The creative industries' fight to protect their intellectual property from AI companies reached a crescendo last month amid the end of a government consultation on how it should handle copyright in the age of AI. But will public pressure be enough to convince governments to maintain copyright laws and not cave to tech giants promising strong economic growth?Alongside the wider creative industries, the publishing sector has argued that offering tech companies leniency around copyright would severely undermine existing business models for publishers and artists.One industry leader at the forefront of the fight to protect publishers’ IP is Professional Publishers Association (PPA) CEO Sajeeda Merali.In a conversation with Jack Benjamin, Merali explained the arguments being made by AI companies and by publishers over copyright, as well as what the government is currently considering as it weighs the desire to drive technological and economic growth while protecting its outsized creative industries from harm.The pair also discussed how magazines are adapting to new business realities – such as those created by consumer shifts towards AI usage and away from print readership – by transitioning to multiplatform content and commercial strategies.Highlights:4:46: Outlining arguments by AI companies and publishers over IP protections13:03: Where the UK government presently sits on the policy debate17:51: What's at stake for publishers in the age of AI25:10: Unpacking the latest ABC figures – where are publishers in the transition to digital?Related articles:UK creative industries call on government to ‘make it fair’ in AI era‘End of an era for search as we know it’? Publishers grapple with gen-AI search‘Show me the money’: Will business models be ‘redefined’ by AI agents?---Thanks to our production partners Trisonic for editing this episode.--> Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audienceVisit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

This month, JCDecaux reported strong fiscal year 2024 earnings: the global business saw 9.7% organic growth, while JCDecaux grew 18.4% in the UK — a growth figure more typically associated with tech giants.Meanwhile, the broader OOH industry is in rude health, with total ad revenue hitting record highs (£1.4bn) in 2024.JCDecaux UK co-CEOs Chris Collins and Dallas Wiles joined host Jack Benjamin to discuss what is driving such strong growth in OOH investment and why JCDecaux is making 2025 its largest-ever year for screen deployment across the UK.The pair also talked about making OOH "as simple as possible" for advertisers to buy, innovations in measurement efforts and whether the retail media opportunity for OOH is overhyped.Highlights:5:06: Collins and Wiles' co-leadership strategy and changes at JCDecaux before, during and after the pandemic13:00: Reflecting on JCDecaux's strong UK growth and its year of investment18:59: How can OOH grow its share of the adspend pie?29:07: Why measurement is the "backbone" of JCDecaux's commercial strategy35:47: Are brands making the most of digital OOH with their creative?41:47: The opportunity for OOH in retail mediaRelated articles:JCDecaux to double London digital roadside footprintOOH hits record year in revenueWhy not advertise in a real town square?---Thanks to our production partners Trisonic for editing this episode.--> Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audienceVisit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

This episode was produced in partnership with The Guardian.Last month, The Guardian promoted its chief advertising officer, Imogen Fox, to a new global role to drive commercial growth not only in the UK, but also in markets like the US and Australia, where the news outlet has seen a substantial influx of new readers."We're growing," Fox told senior reporter Jack Benjamin. "I'm not sure that message has translated yet to the advertising community and I think that's where there's a huge opportunity."In the US, she noted, The Guardian already has larger readership than The Washington Post, the Daily Mail and Bloomberg.In a special partner episode of The Media Leader Podcast, Fox joined Benjamin to discuss her new remit and reveal how The Guardian is innovating its ad offering to give advertisers new opportunities to access the title's "scale, influence and integrity".Fox also reflected on the importance of supporting journalism, the senselessness of keyword-blocklist practices and how The Guardian offers an effective media environment to drive business growth.She continued: "The Guardian is really needed in all of these regions. It's needed by readers, it's needed by democracy. In terms of what that means for advertisers, it means that there are lots of places where they can show up."Highlights00:49: Moving from editorial to commercial at The Guardian and Fox's priorities with her expanded remit6:34: The Guardian's commercial ethos: scale, influence and integrity12:13: How The Guardian is innovating its "fewer, better" ad experience and building new verticals22:30: The Guardian's progressive audience and what it means for brands25:05: Why premium publishers shouldn't be lumped in with all online advertisingRelated articlesGuardian moves into more subscription content with cooking appFrom skibidi to pebbling: Making sense of culture and why it matters‘Advertisers nowhere to be seen’ despite election traffic high, warns The GuardianScott Trust and Guardian Media Group approve Observer sale to TortoiseThe Guardian US appoints Sara Badler as new Chief Advertising Officer---Thanks to our production partners Trisonic for editing this episode.--> Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audienceVisit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

Last week, digital advertising trade body IAB UK unveiled new research forecasting a matured digital market, a fast-growing video and retail media market, and strong potential for gaming.It also found, based on interviews with 40 industry leaders, that the marketing funnel as we have known it may well not survive a digital future in which more media channels become shoppable and generative AI proliferates, changing how consumers seek information about products and services.In a companion op-ed to the report, James Chandler, IAB UK's chief strategy officer, argued that not only is the future funnel-less, but that all media will soon become retail media.Chandler joined host Jack Benjamin to elaborate on his argument and discuss how advertisers should adjust their media strategies as the consumer journey gets truncated by shoppable advertising in AV formats."Immediacy is going to be the biggest thing," said Chandler. "With the advent of AI and the sophistication around digital, you can go from awareness all the way through to buying something and becoming a customer in the space of seconds."Highlights:1:11: Takeaways from the IAB's Futurescape research6:34: Should agencies move away from a channel-led approach to planning?11:33: The opportunity in shoppable formats17:32: How AI is changing consumption habits and what it means for advertisers24:31: Is there a new heuristic that can replace the funnel?Related articles:The future is funnel-less — adapt your ad strategies accordingly100 years of doing it wrong — and how to do it right‘Full funnel measurement must accelerate’ — media priorities for Arla Foods’ Rob Edwards4 principles to create an effective full-funnel measurement strategy---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

Last month, concerns around brand safety and the opaque nature of programmatic advertising flared up again following a report from adtech transparency startup Adalytics, which found that a huge number of big-name brands have been accidentally placing ads on a website that hosts a great deal of child sexual abuse material (also known as CSAM).How did this happen? Do brands actually care about brand safety? And, if they do, what steps can they take to make sure they’re supporting quality media?Emily Roberts is head of digital at the Responsible Marketing Advisory, an independent marketing consultancy. She is also co-founder of the Women in Programmatic Network and an inaugural member of The Media Leader’s Future 100 Club.Roberts joined host Jack Benjamin to unpack the Adalytics report and share tips on how brands can avoid supporting harmful content online.Highlights:6:17: Is programmatic advertising a sustainable model for publishers?8:40: Unpacking the Adalytics report and the flaws in current brand-safety practices19:26: What brands should do to avoid accidentally showing up against CSAM online23:40: Brand safety on social media platforms31:48: How the Women in Programmatic Network has reacted to DEI "sunsetting"Related articles:How can brands avoid advertising against CSAM?Time to replace brand-safety paranoia with a nuanced approachBrand safety in a Donald Trump-led worldAdvertising adjacent to quality news content is brand-safe regardless of topic---Thanks to our production partners Trisonic for editing this episode.--> Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audienceVisit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

Next month, Global CEO Stephen Miron will officially step back from his role after 16 years at the helm of one of Britain's largest media enterprises.When Miron joined Global as CEO in 2008, it was a £200m business with only one national radio brand. In March, he’ll leave an almost £1bn business, with numerous national radio brands, a digital ad exchange, dedicated listening app and substantial OOH footprint.Miron will still be involved at Global as chairman, replacing former ITV and Granada CEO Lord Charles Allen, who himself will become a senior non-executive director. Former STV CEO Simon Pitts is succeeding Miron as Global’s CEO.In an interview with The Media Leader in October, Global’s chief commercial officer Mike Gordon said: “We’re very lucky because Stephen’s not leaving the business. We have Stephen and we have Simon – it’s great to have somebody join the business with the experience that Simon’s got. No-one has a monopoly on a great idea.”Miron sat down last autumn with The Media Leader columnist and former editor-in-chief Omar Oakes for a conversation at our Future of Media London event to reflect on his career and legacy.“You have to know when to exit stage left,” Miron said. “It’s been the most amazing journey for 16 years, but I also think the business needs different thinking in the next 15 years.”Highlights:3:13: Looking back on Global's beginnings and Miron's early career path13:54: Lessons from Associated Newspapers18:50: Working with Ashley Tabor-King to identify growth in radio and OOH31:02: Defining Global's unique culture and identifying and inspiring talentRelated articles:‘Disrupt yourself before someone disrupts you’: Stephen Miron on 16 years of GlobalGlobal commercial chief Mike Gordon: Radio has ‘grown up and adapted’STV’s Simon Pitts to succeed Stephen Miron as Global CEO‘A tough act to follow’: Industry reacts to Stephen Miron’s departure from Global---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

Are audience-targeting practices too simple in an era of big data? Advertisers and their agencies tend to use demographics to target people across media channels, but perhaps that model is outdated.Natalie Bell is CEO of MG OMD. The Omnicom media agency is coming out with new research on how community-based targeting might be a new model worth considering and she joined host Jack Benjamin to preview early findings.As a trustee of Nabs and member of Wacl, Bell also spoke to concerns around a rollback in DEI initiatives across the media industry, led by the US market.She discussed the ethical conundrums of striving for responsible marketing in what feels like a new era, where progress is at risk of being rolled back, and what leaders should be doing to fight for what’s right for their employees and their clients.Highlights:5:40: Why brands should reconsider targeting practices to focus on communities13:17: Learnings from working on the government account during the Covid-19 era18:50: Media agency brands aren't dead23:38: How agency leaders are reacting to a "sunsetting" of DEI and ESG initiativesRelated articles:ESG has become a key differentiator for the investment communityLet’s harness the power of community for mental wellnessPodcast: Why social media is all about community now – with Reddit’s Paul Peterman---Thanks to our production partners Trisonic for editing this episode.--> Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audienceVisit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

At a Thinkbox event in September, ITV, Sky and Channel 4 announced Lantern, a new measurement panel aimed at tracking the short-term impact of TV advertising on sales.The goal for the initiative, which is aiming to fully launch in 2026 following a period of testing and requests for proposals, is to help provide TV with “the measurement it deserves” in an era when brands have increasingly demanded more outcomes-based measurement solutions, rather than simply measuring audiences.Sameer Modha is measurement innovation lead for commercial at ITV and sits on the commercial board of UKOM. Matt Hill is director of insight and measurement at Sky Media and formerly director of research and planning at TV marketing trade body Thinkbox.Both have had a strong hand in the early development of Lantern. They joined The Media Leader Podcast to discuss the project – its purpose, goals and timeline – as well as how TV measurement efforts need to adapt more broadly to address the needs of advertisers.Modha and Hill also spoke about how Lantern will help attract new-to-TV advertisers, how the project is "fundamentally different" from Isba's cross-media measurement initiative Origin and why the majority of media buying is now spent on outcomes, not eyeballs."In the end, buying outcomes rather than buying eyeballs has won in the market," said Modha. "We can either sit on our hands and just ignore that or say no, no – actually, we've got a fantastic ad product and it is great at doing those things, but we haven't surfaced that in a way that can play a part in those finance conversations."Highlights:4:44: The when, how and why of Lantern13:10: Targeting new-to-TV brands and the problem with attribution19:54: The challenge of cross-industry collaboration24:37: Lantern's launch timeline39:16: Has brand advertising become passé in an era of outcomes-based measurement?50:21: What the future of TV measurement looks likeRelated articles:ITV, Sky, C4 reveal Lantern audience measurement launchLantern joint measurement panel could be live ‘by 2026’Thinkbox research lead Matt Hill to join Sky Media---Thanks to our production partners Trisonic for editing this episode.--> Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audienceVisit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

On 7 January, Meta CEO Mark Zuckerberg announced changes to its platforms’ content moderation policies that, he admitted, will mean the company is “going to catch less bad stuff” across Facebook, Instagram and Threads.Among the raft of changes, Meta announced it was halting its third-party fact-checking programme in the US and replacing it with a Community Notes feature. It also updated its hateful conduct policy to now allow users to call women “household objects” or refer to transgender or non-binary individuals as “it”, among numerous other dehumanising examples.The story has dominated conversation around the industry throughout the early weeks of the year, with media agencies looking to reconcile potential concerns around brand safety and their own DEI commitments with the importance of Meta platforms on the media plan.In an op-ed for The Media Leader, Sonnie Spenser, Outvertising’s communications co-director and Fresh Pies’ digital marketing manager, pleaded with the UK media industry to disavow Meta’s content moderation changes and consider an “exit strategy” to cut adspend from the tech giant.They joined senior reporter Jack Benjamin on the podcast to elaborate on the ethical and business cases for reapportioning spend away from Meta. They also discussed the raw impact Meta’s policy changes have had on the LGBTQ+ community in the UK, whether brands truly care about brand safety and what the media industry can do to support minority members of staff amid a business culture shift away from DEI.Spenser said: "Hate is slowly becoming normalised and we need to do something about it."Highlights:2:22: Content moderation changes and cozying up to Donald Trump8:04: Should advertisers reduce spend on Meta? Considering ethical and business arguments16:55: Do brands actually care about brand safety?26:10: Threads' ad proposition35:13: A cultural paradigm shiftRelated articles:We need an exit plan for Meta and we need it now‘Too big to fail’? Industry reacts to Meta content moderation changesMental health vs Meta’s wealth: What will it take to hold a tech giant to account?Playing defence in politics and in tech: Nick Clegg leaves Meta---Thanks to our production partners Trisonic for editing this episode.--> Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audienceVisit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

In November, a report from global advisory MediaSense found that an overwhelming majority of advertisers — three-quarters — are looking to make changes to their agency compensation model in the next three years.A similar number of survey respondents indicated that they are seeking to better align agency compensation to business performance, however it may be defined by the brand.According to Ryan Kangisser, chief strategy officer at MediaSense and co-author of the report, it is “unprecedented” for so many brands to want to change their compensation models at once.Last year, Kangisser spoke on The Media Leader Podcast about how advertisers do not find the current agency model to be fit for current and future needs.Now, he returns to discuss whether the agency remuneration model is fit for purpose and what a new outcomes-based approach could look like as a replacement in the near future."At the heart of this is the need for speed and agility," Kangisser said.Highlights:2:14: Overwhelming desire to change remuneration models7:00: Moving to outcome-based compensation — are brands and agencies on board?13:23: Have agencies moved to future-proof their business? "From attention to intention"19:24: Misaligned incentives between brands and agencies21:26: The impact of AI on fees and the future of talent and working practiceRelated articles:Three-quarters of advertisers want to change their agency compensation model Why agencies must move from a buffet model to à la carte service Marketers cut spend in main media as cautious approach continues MediaSense reveals ‘biggest blocker’ to business transformation MediaSense appoints Jamie Posnanski as global CEO---Thanks to our production partners Trisonic for editing this episode.--> Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audienceVisit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

The new year always brings with it the inclination to not just future-gaze, but to consider how to future-proof.One media agency that has always billed itself as a future-forward organisation is Omnicom’s Hearts & Science and UK CEO Garrett O'Reilly joined Jack Benjamin to discuss the shop's growth strategy.O'Reilly discussed the challenges in scaling the business while remaining future-forward and what big client wins like Jaguar and Allwyn have meant for the agency. He also shared initial reactions to the Omnicom-Interpublic merger and the recently announced rollbacks in DEI and WFH policies across media.Specifically, O'Reilly reaffirmed the need to remain steadfast in responsible marketing efforts, seeing it as a core pillar of creating a future-facing media proposition."There's so many different fronts to fight [responsible marketing] on and we have to fight on all of them — whether it's environmental, or DEI, or responsible trading, or respecting audiences' privacy — they're all important. We can't neglect any of them."Highlights:2:31: Breaking down Hearts & Science's growth plan10:48: Challenges facing agencies needing to innovate14:11: Early-year adjustments: reaction to Omnicom-Interpublic merger, changes in WFH policies and Meta content moderation19:52: Category entry points as a key strategic focus24:57: The future of agencies and the need to reaffirm responsible marketing commitmentsRelated articles:Omnicom and Interpublic merger set to reshape global ad industryHearts & Science launches programme to nurture media owner rising starsSimon Carr: 100 years of doing it wrong — and how to do it rightOutvertising: We need an exit plan for Meta and we need it now---Thanks to our production partners Trisonic for editing this episode.--> Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audienceVisit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

What’s really behind that view? Are all views created equal? What truly keeps our attention? Are consumer habits really changing that much?As marketers increasingly shift towards outcomes-based assessments of their ad effectiveness, behavioural research is likely to become more relevant to understanding how video ads can cut through to audiences in what has become a highly competitive environment for attention.At the inaugural Future of Video event in December, senior reporter Jack Benjamin interviewed four experts on how views are and should be measured, and what behavioural research tells us is happening in our minds when we watch video ads, be they on short-form platforms, in cinemas or on TV.The panel features Jenny Fernandez, TikTok’s head of research and insights; Michael Tull, Digital Cinema Media’s head of strategy and insight; Lea Karam, consulting director at Total Media’s behavioural science consultancy Behave; and Juliane Beard, director of research at market research company Mindlab.Highlights:2:24: What is a view? How do TikTok, cinema and behavioural researchers define a view?12:04: How to stand out21:45: Passive versus active video consumption and the generation gap in viewing27:13: Have attention spans shortened?38:44: Trends to keep an eye on as the TikTok generation agesRelated articles:Should broadcasters be embracing YouTube?Wicked and Moana 2 help 2024 box office surpass £1bn for second straight year8 out of 10 brands’ TikTok videos aren’t working — here’s how to fix itIsba’s Phil Smith: Advertisers should take a bigger stake in Origin---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

On the surface, the global ad industry appears to be in rude health. GroupM upwardly revised its This Year Next Year global ad revenue forecast for 2024 and expects it to surpass $1tn for the first time – and that’s excluding US political advertising, which itself totalled $15.1bn.In the UK, despite uncertainty regarding the country's political and economic future, the ad market grew 8.3%, with further 7% growth now expected for 2025.But, of course, there are numerous unpredictabilities next year, such as around how a new Donald Trump administration could impact global trade or pursue Big Tech regulation. Meanwhile, most ad growth is being driven by just five companies: Google, Meta, Amazon, ByteDance and Alibaba — suggesting a consolidation of ad revenue into fewer, bigger hands.Kate Scott-Dawkins is GroupM's global president of business intelligence and author of the This Year Next Year report.In conversation with Jack Benjamin, Scott-Dawkins explained that advertisers have grown accustomed to managing uncertainty over the past five years and that growth drivers such as retail media and streaming TV, as well as an influx of new AI-based startups, are likely to provide a boost to future ad spending."The uncertainty that advertisers are dealing with has existed and will continue to exist into next year," she said. "The advertising economy is going to continue despite that."Scott-Dawkins will be presenting further details from This Year Next Year at The Media Leader's Future of TV Advertising Global conference in London next week.Highlights:2:24: Toplines: positive growth despite uncertainty8:13: Big Tech's domination of ad revenue growth – is it healthy?12:26: Why the UK is outperforming expectations16:43: Volatility in the Chinese market20:26: Opportunities and knock-on effects as sport becomes more important for TV23:36: The importance of supporting publishing as it loses market share27:02: Tech brands to watch as they spend on marketing to promote AIRelated articles:Global ad industry to grow 9.5% this year as revenue flows to tech giantsOOH tops £1bn in ad revenue in 2024 so farUK TV exports fall 2% despite strong US demandExplained: how we should treat GroupM, IPG and Zenith adspend forecasts---Thanks to our production partners Trisonic for editing this episode.--> Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audienceVisit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

2024 is winding down and for their last weekly news podcast of the year, host Jack Benjamin and editor-in-chief Omar Oakes sat down to look back on the past year in media and advertising.It was a year in which digital giants continued to grow, retail media surged, OOH prospered and TV streaming services became largely profitable. It was also a year that saw Big Tech facing renewed antitrust efforts, changes to Google and Meta's algorithms punishing online publishers and the industry reckoning with what a new AI-led era could look like.The pair not only consider what 2024 meant for the wider media ecosystem, but also look ahead to the uncertainties to come in 2025.Highlights:2:56: What was the big trend in 2024? A year of two halves and political uncertainty11:26: Tech regulation and profitable streaming services19:06: Traditional media: OOH sees success; journalism and publishing challenged by headwinds35:22: AI uses are broadening and changing working practice43:41: The past week in news: Sky upfronts, Barb and Origin, Ofcom's BBC report and Guardian/Observer strikesRelated articles:Sky failed our high standards, ads chief tells industry at upfrontsIpsos eyes UK TV measurement space as it plots Kantar Media acquisitionPlan tabled for Barb to join Origin in hybrid reporting modelOOH tops £1bn in ad revenue in 2024 so farPublishers say Google’s AI Overviews have reduced traffic potential---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

Serial agency founder and digital media pioneer Pete Robins talks to editor-in-chief Omar Oakes about why he believes there's never been a better time to plan media.Robins is set to launch his fifth media agency, Project5 – named after his belief that the industry has entered "the fifth age of media".Four-fifths of all media is delivered by a form of technology shaped by some sort of data, Robins explains. While the principal goals of media have not changed, the possibilities to plan media have now transformed significantly.Related articles:Digital pioneer Pete Robins launches fifth media agency---Thanks to our production partners Trisonic for editing this episode.--> Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audience 

Sarah Prentice, head of media strategy and planning at Heineken UK, Rachel Coffey, chief strategy officer at Initiative UK, and Peter Rowe, head of media at NatWest Group, answer audience questions on planning.During the discussion, the trio debate what truly drives consideration, the role of AI in strategic thinking, how diversity, equity and inclusion informs their work in a practical sense and so much more.In particular, they also respond to one of the hot questions this year: how much is too much when it comes to spending on social media, in light of EssenceMediacom's eye-catching research that suggests brands could be spending three times too much in social.The panel was recorded at The Future of Media London in October and was chaired by Jack Benjamin.Highlights:1:02: Considering consideration4:00: Are we spending too much on social and where to reapportion that budget6:50: What should technology stay out of the way from? 9:15: How to position DEI in planning and what that means within the wider business13:42: Balancing wider concerns about social media use with brand spend on these platforms18:15: The role of sustainability initiatives in planning22:50: Breaking down specialism "silos"Related articles:Brands could be spending three times too much on social. You read that right100 years of doing it wrong — and how to do it rightAMA: Ask media experts anything!---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

Are managers well-equipped to wear all the different hats we ask of them in today’s workplace?It’s a question worth considering in an era when, according to Nabs’ All Ears study, managers are increasingly being hired younger, report being undertrained and have become more responsible for the mental health of their team.Sue Todd is the CEO of Nabs, the media and advertising industry charity focused on workplace wellness.After joining The Media Leader Podcast last year to discuss concerns around stress and burnout, especially relating to the pitch process, Todd returns to chat about a new initiative launched by Nabs, Managers' Mindsets, that aims to offer mental health training to managers.Todd discussed the impetus for the initiative and considered whether managers are being set up for success given what appears to be a chronic lack of time and resource available to media industry employees.Highlights:1:26: Why are managers undertrained and being asked to take on more responsibility?7:55: Impacts of managers skewing younger11:20: Structure of Nabs' Managers' Mindsets training programme21:50: Does it all come down to money?29:01: Advice to younger managersRelated articles:Nabs launches manager wellness training3 ways to create future-ready leadersThird ad industry All In Census to launch in March ---Thanks to our production partners Trisonic for editing this episode.--> Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audienceVisit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

Radio production has changed a lot since Ken Bruce began presenting in 1977. And yet, when it comes to the basics of good radio – a close, one-to-one relationship with the audience – things haven't changed much at all.“For years, people have been saying to me, ‘Radio’s dead, dying. It’s finished,'" said Bruce. "Even in the 70s, they were saying that to me. And I thought, well, no – I don’t believe it is. Because there’s a person there. It’s a human interaction. And while that remains, radio will always have some kind of life.”Alongside Hits Radio presenter Fleur East, the Greatest Hits Radio presenter chatted with Bauer Media director of audio Gary Stein at The Future of Media London in October about the day-to-day challenges and excitements of producing a contemporary radio show.The pair reflected on the continued success of radio, even in an era marked by declines in audience for other traditional media channels. They also touched on career highlights and gave advice to audio industry professionals.Highlights:2:06: What goes into the day-to-day production of live radio?9:42: Technological advancement and how radio has changed since Bruce first started presenting14:47: Lessons for leaders and interviewers18:50: Favourite guests, fan interactions and career highlightsRelated articles:Ken Bruce surpasses 4m listeners on Greatest Hits Radio while Radio 2 declinesBauer commercial chief urges action over social media and mental health ‘deterioration’Bauer’s Rayo app to offer branded content ‘in due course’What next for Bauer and radio? Interview w/ Simon Myciunka, CEO of Bauer Media Audio UKRajar Q3 2024: Top takeaways

Patrick 'Paddy' Affleck aims to 'walk the walk when it comes to inclusion and courage in particular, his personal story is quite different from your average media agency CEO. That why he known as someone who likes to challenge conventional ways of thinking about this business.Affleck speaks to Omar Oakes about his personal journey from growing up on a commune in Devon and how it has shaped his attitude to leadership and mental-health challenges at work. His philosophy emphasies progressiveness, adaptability, and ethical practices and he highlights Havas' initiatives like "Havas Minds" and "Havas More" to support mental health and work-life balance.He also addresses the industry's evolving role, stressing the importance of combining human creativity with AI for effective client solutions. Affleck also touches on Havas' strategic investments in data, technology, and talent to enhance client relationships and sustainability efforts, such as their work with Shell which has attracted criticism.Affleck joined Havas Media Group as its UK CEO in July 2020 from Dentsu, where he spent 12 years, and has over 20 years' experience in the industry spanning integrated planning, digital strategy and innovation and activation. He was a Grand-Prix winner (agency leader of the year) in The Media Leader Awards 2024.Highlights:3:08: How Paddy's background shaped his leadership qualities.19:59: The importance of adaptability for agencies.23:45: How can the industry improve mental health practices?31:09: What makes Havas Media distinct from its competitors?34:53: The future of media agencies — staying relevant in an era of AI developmentRelated articles:Vivendi confirms plans to list Canal+ and HavasHavas Media expands Boost initiative to support north westPodcast: Yannick Bolloré on why Vivendi wants to create 4 ‘cousin companies’---Thanks to our production partners Trisonic for editing this episode.--> Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audienceVisit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

The newly promoted Jack Benjamin and outgoing editor-in-chief Omar Oakes discuss a flurry of updates about streaming service user numbers and how their "premium versus ad" strategies are evolving.They also discuss MediaSense’s latest acquisition, Spotify’s latest earnings, a Newsworks study on youth news consumption habits and more. Highlights:01:00: Takeaways from Barb's Establishment Survey: Netflix, Disney+, Amazon Prime Video and Paramount+18:15: Why media consultancy MediaSense has acquired R320:30: Young people actually do consume news, after all – what is the industry getting wrong?23:10: Spotify earnings: Why profits have surged despite an advertising slowdown28:00: A dark festive period ahead for ITV?Related articles:Total UK SVOD subs stay flat as ad tier users grow at paceMediaSense buys R3 as consultancy expands to US and AsiaHow Spotify delivered a profitable combo despite advertising slowdownITV expects 6-7% ad revenue decline in golden quarter---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

Origin, the world-first cross-media measurement platform led by Isba, went live in September through the launch of beta trials with 35 major UK advertisers.While advertisers in the beta trials have signalled their excitement, Origin has been received with a more tepid response by some stakeholders, particularly in TV broadcasting and at some agencies, over its inclusion of non-Media Rating Council-standard viewability measures.Last month, The Media Leader editor-in-chief Omar Oakes sat down with Isba director-general Phil Smith at The Future of Media London conference to ask him tough questions about the future of Origin, concerns around measurement and what advertisers are making of the beta trials so far.Smith explained: "[Critics] come from a background which is about currency measurement, where historically the real creed has been apples with apples. [They] come to this with a different set of views from those that are really hell-bent on evaluation, where what they're really looking for is richness in the data and granularity."He added: "Change is never easy."Highlights2:11: What has been learned from the beta phase so far?4:08: Why Barb hasn't bought in10:30: Origin's perception in the market13:42: Funding and developmentRelated articlesIsba’s Origin goes live with real audience data for first timeJustin Sampson: Barb and Origin must find consensusOpinion: Origin is not a currency and won’t replace BarbOpinion: Origin: Broadcasters are barking up the wrong treeLack of Origin data transparency puts broadcasters on ‘backfoot’, says Sky Media execIsba launches quarterly Origin Media Landscape Study

Jack Benjamin and Omar Oakes unpick the media coverage and what's in store for the industry with another Donald Trump US presidency.They also discuss announcements from Origin and Barb, Sky’s big ad revenue miscalculation, GB News getting fined £100K by Ofcom and more.Highlights:01:00: Hot takes about hot takes about Trump12:30: Why Isba's Origin is starting to produce its own research14:30: Sky Media on the hook for underpaid ad revenue18:15: Why Barb is launching co-viewing data for the first time on linear and VOD20:40: Industry reactions to the budget24:10: GB News fined – is £100,000 a fair amount?28:15: Tech giants' earningsRelated articles:Isba launches quarterly Origin Media Landscape StudySky Media’s ad blunder occurs at pain point in TV’s transition to digitalBarb to reveal TV co-viewing data for linear and streaming‘Welcome clarity’: Ad industry reacts to Labour’s autumn budgetOfcom issues first financial penalty to GB News for Rishi Sunak Q&A---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

This year, most major digital players including Meta, TikTok, Google and Pinterest have developed AI tools to help marketers get more out of their campaigns with less effort.Such tools, which often target the long tail of advertisers at small and medium-sized businesses, have helped boost ad revenues in the third quarter at many major social media companies.One of the most interesting companies that has released AI performance tools is Pinterest. In recent years, Pinterest has built out its capacity as a performance platform – a key strategic goal given so many users find and shop for products on the platform.Pinterest’s vice-president of performance, Matt Crystal, who recently moved to the UK from Silicon Valley, joins host Jack Benjamin to discuss Pinterest’s lower-funnel strategy, why AI performance tools are useful for advertisers of all sizes and why he believes Pinterest offers a healthier alternative to the "toxicity" of other social media."We're big believers that adopting Performance+ campaigns is going to deliver you better results and we're big believers that advertisers should decide," said Crystal. "One of the things we've heard a lot about from the industry is this idea that advertisers feel uncomfortable that they're giving themselves over to the 'black box'. We want to provide advertisers with this option and we want to give them the option for control."We believe there is a business model in doing good."Highlights:3:43: Pinterest's performance push6:52: What is Performance+ and what is Pinterest's competitive advantage?11:12: Addressing the "black box" critique of AI performance tools14:16: The distinction between "shopping" and "buying", and why Pinterest doesn't want to be a retailer20:45: Creating a healthier alternative to other social mediaRelated articles:Pinterest eyes performance budgets as it takes on Big TechTwo myths Pinterest is keen to slay6 in 10 Brits say brands should stop funding social platforms spreading misinformation---Thanks to our production partners Trisonic for editing this episode.--> Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audienceVisit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

A conversation about the future of TV advertising featuring executives from Sky Media, Direct Line Group, Channel 4 and Samba TV.At our recent Future of Media Manchester event, this panel stood out for revealing key insights about how advertisers and broadcasters have made significant changes over recent years to make the most of digital tools and measurement.Moderated by The Zoo.London co-founder Rachel Forde, the speakers were:Amy Taylor, head of investment, Sky MediaEwan Douglas, head of sales and business development, Channel 4Sam Taylor, head of performance marketing and CRM, Direct Line GroupJay Fowdar, vice-president, international customer success, Samba TV“We’re at a tipping point where quality data will drive effective outcomes – and it’s less about the cost per unit and it’s more about outcomes.” – S Taylor"[A]s viewing continues to fragment, linear viewing will become increasingly important to advertisers who want to secure a line with key cultural moments." — A Taylor“You can’t measure clicks on TV, which has always been the driving factor in digital.” — Fowdar"[TV has] become more flexible and that will continue to happen." — Douglas---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

It's earnings season and the publicly listed agency groups have been more expansive about their "proprietary media" or "principal-based media" products.Jack Benjamin and Omar Oakes discuss why this is important to these companies' growth and what it means for advertisers that may or may not wish for their media to be bought this way.They also discuss Netflix's earnings and its future as an ad seller and gaming provider, the latest Rajar listening figures, increased losses for Sky and why Joker sequel Folie à Deux is bombing at the box office.Highlights:01:10: Earnings comparison: WPP, Publicis Groupe, Interpublic and Omnicom15:15: Rajar top takeaways16:20: Sky's losses and its two big content challenges25:00: Netflix earnings34:10: IPA Bellwether: why are marketers cautious about the UK right now?39:00: Joker: Folie à D'ohRelated articles:Losses mount at Sky ahead of WBD showdownNetflix CEO: ‘Work still ahead of us’ to improve ad offeringIPA Bellwether: Media budgets to expand despite total marketing ‘on ice’---PLEASE SUBSCRIBE AND WRITE SOMETHING NICE ABOUT THE PODCASTConstructive criticism and requests are massively appreciated too and our email is: news@the-media-leader.com.

On a panel at The Future of Media Manchester a few weeks ago, members from Stagwell agencies HarrisX and Goodstuff took the stage to unpack new research which found that advertising adjacent to quality news is brand safe — even against "hard news" subjects like war and politics.The research undermined common concerns that advertisers express about not wanting their ads to be placed next to hard news content, which they often, wrongly it seems, deem brand unsafe.Since then, there has been an additional study by Teads and Lumen which came to a similar conclusion.The panel session was hosted by Ozone’s client services director Emma Cranston, and featured Alex Chizhik, chief commercial officer at HarrisX, and Paul Gayfer, planning partner at Goodstuff Communications.“We need to recognise that blocklists are a very blunt tool," said Gayfer.Chizhik added: “I’m hoping brands see that limiting their spend, limiting advertising based on the different stories folks can run, just leads us down a really bad path from a citizenship perspective, from a humanitarian perspective, and frankly from a business perspective.”Highlights:2:38: Summary of Stagwell's findings7:09: Initial reaction from advertisers and publishers8:56: Why are brands using keyword blocklists?10:13: The halo effect of trust and premium inventory14:45: Hope for changeRelated articles:Advertising adjacent to quality news content is brand-safe regardless of topicLessons from Manchester: Media’s industrial revolution needs youHalf of Reach’s Euro 2024 coverage wrongly identified by brands as unsafe---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

Reporter Jack Benjamin and editor-in-chief Omar Oakes unpack key themes from last week's Future of Media London 2024 event.The duo review some of the biggest sessions from the two-day conference, including takeaways from interviews with DMG Media vice-chairman Rich Caccappolo, LBC presenter James O'Brien, and Global CEO Stephen Miron.Oakes also describes the inspiring manifestos presented by members of the Future 100 Club, and why Starcom’s Vanessa Jarrad had the winning pitch.Highlights:1:54: "Confidence" in the immediate future of media, publishing and Origin10:39: Avinash Kaushik's word of the conference: "Incrementality"13:47: Reviewing the Future 100 manifestos20:29: James O'Brien's views on industry trust29:45: Stephen Miron's sage advice and leaders' tolerance for riskRelated articles:DMG boss Caccappolo: ‘Control’ is key as Mail invests in long-form videoStarcom’s Jarrad wins Future 100 manifesto with ‘Empowering Voices’ plea‘Disrupt yourself before someone disrupts you’: Stephen Miron on 16 years of GlobalHow to make marketing indispensable to the CFO? Focus on incrementality---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

Last month, ITV launched two ads that were created primarily with the use of generative AI.Made for new-to-TV small businesses Travel House and Sheepbridge Interiors, the spots feature AI-generated imagery and were created by augmenting ITV Commercial’s normal creative process by using licensed generative-AI image and video tools alongside ITV’s in-house voiceover artists.The result received a lot of attention. ITV has billed the project as a way to democratise advertising on TV for small and medium-sized businesses that otherwise would not be able to afford high-quality creative production. But consumers and industry leaders have questioned the effectiveness of the ads and how the creative industry might be impacted by the new technology.Jason Spencer is business development director at ITV and Alan Hall is creative production lead at ITV.Both had a direct hand in the creation of these AI ads. They joined Jack Benjamin to discuss the creative process using AI and why they believe AI tools have a lot to offer for new-to-TV advertisers.Highlights:2:06: Why did ITV begin developing ads using generative AI?4:35: How AI ads could democratise TV advertising10:30: How effective are these ads?16:57: Best practice for using AI to develop creative20:56: AI versus humans23:53: Copyright implicationsRelated articles:The future of TV ads? ITV creates two spots with generative AISmall business, big picture: What ITV’s gen-AI play tells us about thinking localStories that mattered this week: Origin launches – now what?---Thanks to our production partners Trisonic for editing this episode.--> Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audienceVisit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

Omar Oakes and Jack Benjamin review the big stories in UK media and advertising this week, including Amazon's UK upfronts, in which it revealed new ad formats for Prime Video, and Pinterest, whose lead marketer had some strong words to say about the digital media "duopoly".Omar is also joined by Wacl's president Karen Stacey and vice-president Claire Sadler to talk about why the female leaders' network is looking for new partners and ways of raising money.Highlights:01:00: Amazon's UK upfronts, Prime Video audience numbers and new ad formats09:05: Pinterest Presents – what the platform had to say at its annual advertising summit16:00: Why Observer journalists are unhappy about selling to Tortoise19:15: Elon Musk's X is valued at less than a quarter of the $44bn he paid to buy Twitter – fair price?21:00: Immediate Media has launched Prism, a full-scale first-party data solution28:30: Reuters and CNN to introduce metered website paywalls. Will bundles follow?32:10: Interview: Karen Stacey and Claire SadlerRelated articles:Amazon Prime Video now reaches 19m in the UKPinterest eyes performance budgets as it takes on Big TechImmediate Media launches Prism first-party data solution---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

Jack Benjamin and Omar Oakes report highlights from The Media Leader's first outing in Manchester! The Future of Media Manchester attracted around 600 people on 26 September and included ITV and Coronation Street's "big sell", Manchester City FC's fledgling operation as an in-house production company and advertising consultancy and, of course, a special Manchester edition of "Who Wants to be a Media Leader?"Jack and Omar discuss why there is still a big regional imbalance in UK media and advertising, with one agency boss estimating that £250m has been lost by Manchester agencies to London shops in the last three years. There will be more reports from The Future of Media Manchester over the next few days but, in the meantime, check out the agenda for the event.Interested in being involved next year? Email us: team@uk.adwanted.com.---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

Jack Benjamin and Omar Oakes are back to review the big media business news of the week, starting with the launch of Origin, Isba's world-first cross-media measurement tool.It may be billed as a "beta" launch with a limited pool of 35 advertisers, but Oakes explains why "as far as Isba is concerned, Origin is now officially launched".The Media Leader duo also discuss ITV's first-ever generative-AI ads created for small businesses, Roblox’s progression into advertising and The London Standard's decision to revive a dead art critic.Highlights:01:00: Isba launches beta trials for Origin with real data12:00: Barb includes Netflix and Discovery+ in total campaign planning 20:00: Roblox creates a walled garden as it leans in to ad strategy23:30: ITV's generative-AI ads30:00: Why is TikTok putting up paywalls?33:30: Perplexity woos brands with AI search offer: should Google be worried?37:00: Why The London Standard is 'reviving' Brian Sewell through AIRelated articles:Isba’s Origin goes live with real audience data for first timeBarb extends total campaign planning to include Netflix and Discovery+Roblox moves to create a walled garden as it leans into ad strategyThe future of TV ads? ITV creates two spots with generative AI---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

News titles across the UK are changing hands and senior leaders amid what has been a downturn in the digital advertising market. Meanwhile, challenges relating to referral traffic, anticompetitive practices by tech giants, and the continuing decline in print revenues are dogging publishers.Owen Meredith, the CEO of the News Media Association, sat down with Jack Benjamin to discuss.The pair spoke about the numerous headwinds facing both local and national news organisations, whether it be from adapting their business models to the digital age or addressing developments in AI and publishers’ dependency on social media companies for traffic.Meredith additionally revealed the NMA’s priorities for working with the new Labour government, including on improving fair competition with Big Tech in the digital ecosystem.“News publishers have never directly reached into the minds or the hands of readers," he said. "They’ve always been intermediaries. That’s something we’re used to deal with. We’re just not used to dealing with intermediaries on take-it-or-leave-it terms and who can make a tweak to an algorithm and suddenly see your traffic switch off overnight.”Highlights:4:26: Working with the new Labour government to promote better online competition.11:14: News publishers need to adapt their business models.13:12: Is the BBC creating competition issues?15:08: Reactions to Observer, Telegraph, and Spectator sales.16:37: Is local news sustainable as we know it?20:48: Addressing issues of trust and ownership transparency.25:36: What keeps Meredith up at night? AI, Google monopoly, and co-dependency on social media.Related articles:Reach CEO: Sun and Mail are our allies in ‘battle for survival’Tom Hunt appointed editor-in-chief of ExpressGuardian ad revenue plunges as it plans Observer sale---Thanks to our production partners Trisonic for editing this episode.--> Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audienceVisit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

Jack Benjamin and Omar Oakes discuss the major stories of the past week, including the proposed sale of The Observer to Tortoise Media, scenes from recent Radiocentre, Thinkbox and Who Cares? events, and product updates from Meta and Snap.Highlights:1:04: Guardian Media Group shares earnings and considers sale of The Observer to Tortoise12:35: Takeaways from Radiocentre's Tuning In conference15:53: Broadcasters express concerns over Isba's use of Barb data in Origin19:18: Who cares about Who Cares?22:32: Instagram's changes for teens and the age-verification problem26:54: Snap's new Spectacles and the appeal of smart glasses31:29: Programmatic DOOH market growthRelated links:Guardian ad revenue plunges as it plans Observer saleCommercial radio revenue grows 5% in H1Who cares about advertising? Those who are willing to say ‘no’ITV warns advertisers over Isba plan to launch Origin without BarbProgrammatic DOOH grows as advertisers move budget from other channels---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

Social media gets a lot of buzz and an increasingly large slice of media budgets. But is that spend optimal compared with other media channels?In an article for The Media Leader last week, EssenceMediacom's chief strategy officer Richard Kirk revealed new research that suggests brands are spending three times as much on paid social than is most efficient.Kirk and Olga Zaitseva, EssenceMediacom's head of media science and modelling, join Jack Benjamin to unpack the findings.According to the pair, paid social receives more attention from marketers than is strictly necessary, and if AV budgets were increased, campaign effectiveness would likely improve."We're starting to see multiple pieces of research all pointing in quite a specific direction," says Kirk. "And I would hope that those things combined start to lend real credence to this idea that maybe the industry has gone too far in one direction and needs to correct."Highlights:1:09: How surprising are EssenceMediacom's findings?5:00: Reasons brands are overspending on social media18:46: Caveats: different results for SMBs, production budgets23:14: AV channels are underinvested. A look at other media channels30:20: How research should be communicated to CMOs and CFOsRelated articles:Brands could be spending three times too much on social. You read that rightAdvertising generates profit, but not all media channels are equalThinkbox's Media Mix Navigator tool, which uses the same data as the EssenceMediacom study, can be accessed for free here. It provides econometric data for 2021-2023 from 141 brands across 14 product categories and 10 media channels, enabling advertisers to explore the impact of budget allocations on revenue and return on investment.---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

Jack Benjamin and Omar Oakes discuss the major stories of recent weeks following a brief summer hiatus. Key stories include Google's second antitrust case in the US this year, Sir Paul Marshall's purchase of The Spectator and the dissolution of EssenceMediacomX.Highlights:1:32: What to know about Google's adtech antitrust trial11:56: The Spectator sale – what's Sir Paul Marshall's aim?15:46: X's lack of appeal to mainstream advertisers17:49: EssenceMediacomX dissolves19:13: TV no longer the top place for news21:56: News Corp's activist investor23:30: August box office boom25:28: The importance of the TfL account to Global and JCDecauxRelated links:CMA suggests Google has abused dominant positions in adtechEssenceMediacomX is no moreMarketers’ trust in ads on X drops to historic lowTfL reappoints Global and JCDecauxAugust box office tops £120m as summer ends on high note---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

Terry Hornsby, founder and executive vice-president of Mantis, joins Jack Benjamin to discuss how keyword blocklists remain in use by advertisers to the detriment of publishers.Hornsby explains that blocklisting is being used irresponsibly by too many advertisers, many of which often add words to their blocklists without sufficiently checking which may be worth taking off.These could include adding "Paris" after the 2015 terrorist attacks or "Taylor Swift" after her Vienna concert was nearly attacked, and then never remembering to take these keywords off.The result? Publishers having much of their brand-safe work demonitised.Hornsby also discusses why this keeps occurring and what needs to change for publishers to earn revenue on articles that brands would in fact want to advertise against.This episode was recorded earlier this summer, before the Paris Olympic Games began.Highlights2:00: Why Hornsby founded Mantis5:12: The problem with keyword-blocking11:38: Are brands being too cautious?19:54: The importance of contextual advertising regardless of the future of the cookie26:41: Other brand-safety verification vendors29:23: What needs to change?---Thanks to our production partners Trisonic for editing this episode.--> Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audienceVisit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

Jack Benjamin hosts a live panel where three media strategists field questions about common challenges in advertising.Speakers: Jackie Lyons, chief planning officer, Havas Media Network UKRaj Mahon, director of client partnerships, MiQAmy Caven, head of media and strategy planning, BootsThis was recorded at our Future of Brands event in April. You can watch it on the Adwanted UK YouTube channel here.Do you like this AMA format? Let the editor know what you think: omar.oakes@uk.adwanted.comMore from Jackie in a previous episode: The Future of Marketing – episode 2The podcast is about to take a short summer break before returning in September.---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

Sue Unerman, global chief strategy officer at Brainlabs, joins Omar Oakes to discuss leaving WPP's EssenceMediacom after 34 years and "reinventing" herself at a very different agency.Unerman is well-known across the industry and beyond as a progressive thinker and media strategist, thanks to the books she has written as an author about workplace culture and inclusion.She is a Cannes Lions Creativity for Good winner and 2024 Glass Lions judge, a fellow of the IPA and has co-authored three bestselling books: Belonging, The Glass Wall and Tell the Truth. A fourth book, A Year of Creativity, is due to be released next month.HighlightsUnerman on… AI: "Businesses that are built on AI, rather than businesses that are kind of importing AI as a last-minute thing, are going to have some advantages."Unerman on… strategy: "What has changed is the ability to gather signals and understanding and intelligence about the right time, the right place, the right message, the right person, has gone up exponentially, and finding a way to digest and see the signals in all of that data and all of that noise. That's the task of the strategist."Unerman on… her new book: "There has been a lot more promotion of both people and techniques that fall within the left-brain bucket, the analytical bucket. And the right-brain techniques and ideas around creativity tend to get a bit squashed by left-brain thinkers."---Thanks to our production partners Trisonic for editing this episode.--> Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audienceVisit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

Jack Benjamin and Omar Oakes discuss the major media and advertising stories of the week, including the verdict in Google's US antitrust case, how social media companies have been implicated in the spread of far-right violence across the UK and the latest financial results for WPP, Amazon, Snap and Meta.Highlights:00:20: Google is a monopoly. So what happens next?6:38: Elon Musk spars with Sir Keir Starmer; X sues advertisers13:59: Meta earnings and the future of smart glasses17:35: News round-up: Warner Bro Discovery sales; Evan Gershkovich goes home; US sues TikTok; July box officeRelated links:CMA urged to move against Google following US antitrust decisionSocial media isn’t solely to blame for the shameful riotsMeta’s on a mission to become an advertiser’s one-stop shop---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Former prime minister Gordon Brown, culture secretary Lucy Frazer, shadow culture minister Chris Bryant and Ofcom chair Lord Grade had lots to tell the UK media and advertising industry at the LEAD 2024 conference on 8 February.But what do senior industry professionals really think of what they heard from the politicians and what will likely happen next?Omar Oakes and Jack Benjamin discuss conference highlights from the Queen Elizabeth II Conference Centre in London and get instant reactions from Thinkbox CEO Lindsey Clay, IPA effectiveness director Laurence Green, UM chief strategy officer Enyi Nwosu, IPA research director Belinda Beeftink, and ITV's business development director Jason Spencer. Excuse the audio quality being less than perfect amid the hubbub!With thanks to the conference hosts: the Advertising Association, the IPA and Isba.---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Columnist Nicola Kemp joins host Jack Benjamin, editor-in-chief Omar Oakes and reporter Ella Sagar to unpack earnings results from swathes of Big Tech companies, including Meta, Amazon, Google, Spotify and Snap.The group discusses the big winners of earnings season and whether media has become too concentrated in fewer, more dominant players. As US senators ponder regulation of social media, Kemp and Oakes consider moral and business arguments for doing so."We have this huge existential crisis as an industry in terms of what we are actually doing to adequately police these [social media] platforms, because clearly what we're doing is not enough, particularly when it comes to the impact on children's mental health," said Kemp.Also mentioned: TikTok and Universal Music Group's fallout; Fox, Disney and Warner Bros Discovery's new live sports streaming service; what the latest Barb figures say about streaming growth; Apple Vision Pro's upsides and downsides; and whether Super Bowl ads matter as much as they used to.Highlights:5:13: Disney, Fox and Warner Bros Discovery's live sport offering7:27: Meta's impressive earnings and an "unprecedented moment" at last week's US Senate hearing14:10: Why Snap doesn't want to be considered "social media"18:30: Spotify's new non-exclusive podcast distribution strategy and growth in audiobooks23:23: Is Amazon more of an advertising company than a retailer?27:33: Does Google have a future-proof business model?31:10: Adspend is continuing to consolidate: is this healthy for the industry?34:50: Quick hits: Spotify takes aim at Apple; Apple Vision Pro reactions; TikTok and Universal Music Group's fallout; UK SVOD dips despite global uptick; Super Bowl Sunday.Note: During this episode there were two mentions of United Music Group. This was supposed to be Universal Music Group. ---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

At The Year Ahead 2024, Charlene Williams, Pearl & Dean's group senior operations and business analyst, and member of our Future 100 Club, pleaded with industry leaders to renew their focus and care towards diversity, equity and inclusion. Was the message received?Williams discusses this on the podcast this week alongside host Jack Benjamin and special guest Sam Tidmarsh, Adwanted Events' head of conference production.The trio also delved into cinema's road to recovery after the Covid-19 pandemic, how advertisers are leaning in to in-person events and experiences, and whether stay-at-home habits die hard when it comes to movies.Highlights:2:30: Why stagnating progress on DEI is leading to a talent exodus11:54: How are advertisers leaning in to the high-attention environment in cinemas?15:30: The slow but continuing post-pandemic box office recovery26:57: Impact of the writers' and actors' strikes on cinema this year31:50: Awards season predictions---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

At last month's The Year Ahead 2024 event in London, media's current and future leaders convened to discuss what is likely to happen in 2024 and what they would like to happen over the course of the year.Editor-in-chief Omar Oakes and reporter Ella Sagar were on the scene to interview a number of delegates. One key question they asked was: if you could wave a magic wand, what would you do to improve the media industry in the year ahead?Responses varied greatly. Some called for a creativity renaissance, while others warned of the need to be better on sustainability and DEI practices.Interviewees included: TikTok UK general manager Kris Boger; UM London CEO Kara Osborne; Clear Channel UK managing director Richard Bon; Newsworks insight director Heather Dansie; Pearl & Dean group senior operations and business analyst Charlene Williams; Initiative chief digital officer Lauren Ogúndèkó; and Acast managing director, international, Megan Davies.---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

The medium is the message. A well-known phrase in this industry, but how do you quantify how much that is true?Richard Kirk, joint chief strategy officer at EssenceMediacom, sat down with Ella Sagar to unpack what this means in practice through new research into "signal strength," which Kirk explained "is very likely to be an enduring thing that does not change much."Kirk also debunked some misconceptions about the correlation between time spent and actual cost of media with how special or trusted consumers perceive a media channel to be.Read Kirk's corresponding Strategy Leaders column: How to map media quality for physical and mental measuresHighlights01:04: What can we learn from God's agency brief?04:40: Signal strength and peacocks08:55: Four big findings13:09: Young people much more open to suggestion of advertising16:39: Two key ingredients for signal strength18:51: Communicating signal strength and outcomes to clients20:19: How to use signal strength in planning31:38: EssenceMediacom's eight "out there" 2024 predictions35:25: Why are you passionate about media?---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Columnist Nick Manning returns to the podcast alongside host Ella Sagar, editor-in-chief Omar Oakes and reporter Jack Benjamin to discuss the latest results from Netflix and why Omnicom's recent acquisition of Flywheel reflects the increasing importance of digital commerce and retail media.The group also looks at a number of recent industry reports, including last month's US Association of National Advertisers programmatic study, last week's IPA Bellwether Report and, out this week, the Advertising Association/Warc Expenditure Report and the IPA Agency Census.Highlights:0:40: Why Omnicom's acquisition of Flywheel could change the face of adland6:32: Is marketing a "bellwether" sector any more?12:29: Netflix's financials: where is growth coming from?21:36: ANA programmatic study shows staggering digital waste34:35: IPA Agency Census – nothing to write home about37:36: S4 Capital lowers forecasts38:50: BBC Mid-Term Review – reports of lack of trust in the organisation are overblown---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Like other social media companies, Reddit has made big changes over the past few years as it seeks to become a more attractive digital platform for advertisers. These include a redesign in 2018, changes to its API last summer and a broader focus on sharing video content. A subset of Reddit users has at times decried such changes, even as they make Reddit a more commercially viable platform.Much like TikTok and Pinterest, Reddit is billing itself as the place for communities to form online. The old saying goes that there is pretty much a subreddit for anything you could imagine, from the Premier League to celebrity gossip to global news. That also includes unseemly topics, for which Reddit tackles using volunteer community moderation.Reddit says it can offer opportunity for brands looking to reach audiences in ways that are often hard to find elsewhere. Gamers and tech enthusiasts, for example, go to the platform for news, product recommendations and crowd-sourced knowledge.Paul Peterman, Reddit’s senior managing director, large customer sales, North America, joined host Jack Benjamin to discuss the future of the platform, its usefulness to advertisers attempting to reach niche communities and whether changes made to please advertisers risk alienating its existing user base.“If traditional social media is people you know really well talking about things that you may not care that much about, then community is people that maybe you don’t know talking about things you care deeply about," said Peterman.Highlights3:22: Impressions of CES5:29: Why Reddit sees itself as a "community of communities" as opposed to a more traditional social media9:14: How should marketers target hard-to-reach audiences like gamers?18:01: The relationship between AI and Reddit communities20:48: Reddit's embracing of the ad community and its relationship with users23:31: Reddit's content moderation strategy27:10: The transitioning of social media from "me" to "we"---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Cass Naylor, strategic advisor at Purpose Union and co-director of advocacy at Outvertising, returns to the podcast alongside host Omar Oakes and reporters Ella Sagar and Jack Benjamin to unpack 2024 predictions in media and advertising and what was said by industry leaders at The Media Leader's annual Year Ahead event.They discuss their anxieties around AI-generated content spreading misinformation and disinformation during an election year, whether the ad market will remain strong throughout the year and why tech companies continue to lay off staff.The quartet also touch on the latest IPA Bellwether Report, the future of Kantar Media and the runaway success of Mr Bates vs The Post Office on ITV.A special shout-out to Ella, who featured on BBC Radio 4 this week to discuss Amazon Prime Video's new ad tier. Be sure to give her a listen.Highlights:10:29: Trepidation and frustration with AI-generated content14:36: What explains recent job cuts across the tech sector?16:37: How this year's elections and developments in AI will impact trust in media33:00: Gerry D'Angelo and Lindsay Clay want media to rediscover its sense of creativity35:47: IPA Bellwether's optimistic outlook for 202437:17: Netflix and Disney's CES announcements38:52: Will Kantar Media be sold?41:09: Does ITV's Mr Bates vs The Post Office prove we're underrating the power of TV?43:52: Future 100 Club pushes for progress on DEI and talent retention---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Cookies are deprecating on Google Chrome – finally – although they aren’t going away all at once. Just 1% of Chrome users have seen the cookieless future so far, with more to come over the next year.In response, many media agencies, media owners, publishers, adtech companies and, well, just about everyone wise in the digital media industry have been hard at work creating new advertising solutions to allow marketers to target consumers online without infringing on their privacy.One such company is Havas Media, which earlier this month announced a relaunch of its Converged platform that can act as an AI-powered solution for transparent, cross-platform media planning.Host Jack Benjamin sat down with Havas Media Group’s chief data and product officer, Laura Kell, to talk about Converged, life after cookies, data privacy and what she thinks of the current media agency model."When you look at what the cookie actually delivers, it delivers short-term media metrics to track performance against and it delivers quite short-term targeting options," Kell explained. "I don't believe these are the ways brands actually grow their business."You need to properly understand people, not just look at what [they're] doing online and the websites they go to."Highlights2:03: What advertisers need to know about where we are in the process of cookie deprecation5:58: Do cookies deliver effective media results?7:33: Havas' relaunch of Converged as a post-cookie product15:35: The value of first-party data in a cookieless future23:50: How should media agencies adapt to better fit their clients' needs?---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Columnist Nicola Kemp returns to the podcast alongside host Ella Sagar and reporter Jack Benjamin to review the past week's news in media and advertising.In her latest column, Kemp wrote about how the hustle culture is having negative effects on us all – especially caretakers. She implored media professionals to embrace the art of saying “no” this year.The trio discuss the column, as well as how and why ads are coming to Amazon Prime Video, plus the downturn in the TV ad market resulting in lay-offs at Channel 4.They also touch on 2023's box office revenue figures, the post-cookie future and how publishers must innovate in response to losing traffic from social media.Highlights:1:13: The art of saying "no" to hustle culture creep8:35: Context for Channel 4's lay-offs14:00: Will Amazon Prime Video's ad tier be a success?27:10: Publishers considering cost-cutting measures in response to reduced traffic from social29:39: Substack's backlash32:17: Will box office ever surpass pre-pandemic levels?35:14: What do people need to know about cookie deprecation?38:28: Our favourite films and TV shows of 2023---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

2024 is guaranteed to be a year of change for media and advertising, with higher interest rates, more AI and general elections in the UK and the US.What will it mean specifically for media agencies and agency networks, and what is the mood of the investment community in a world where debt is more expensive and cash becomes even more important?Editor-in-chief Omar Oakes interviews Richard Pinder, one of advertising's most influential executives in recent times, with 30 years' experience in a number of roles across the industry and has led businesses in the UK, Asia and EMEA. He spent five of those years as chief operating officer at Publicis Groupe, where he helped then CEO Maurice Lévy expand in the US and digitally transform. Pinder has built or helped to build startups such as the ad network The House Worldwide and Universum, an employer branding company that sold to Axel Springer. He now runs Rankin Creative, the agency founded by the famous photographer.Highlights01:42: Economic shifts in 202406:41: Media consolidation and its impact on advertisers11: 34: Ad agency value and creativity18:54: Private equity investment26:13: Procurement and advertising reviews30.25: Improving the industry through better pitching processes35.23: Why marketers create waste and inefficiencyThis episode was edited by our production partner Trisonic.---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Omar Oakes, Ella Sagar, and Jack Benjamin are back on the podcast following the holiday break to catch you up on all the news in media and advertising.They review the potential for a Warner Bros Discovery and Paramount merger, The New York Times' lawsuit of OpenAI and Microsoft over alleged copyright infringement, and X's declining valuation.The trio also shares their predictions for what they think will and will not occur this year, including surprising takes on X and Threads, why 2024 will be a big year for linear TV and traditional publishing, and a better year for the job market, plus whether we'll reach "peak podcast."Show highlights2.07: A mystery guest!5.20: Warner Bros Discovery - Paramount merger talks14.57: New York Times sues OpenAI23.11: Elon Musk and Twitter's valuation drop25.08: Predictions for the year ahead---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

2024 is set to be another big year for large media agencies with many major global and UK accounts set to be reviewed by advertisers.But only one in 10 (11%) major multinational brands believe the current agency model fits their future needs.Even worse than that, one in four big brand marketers believe the current agency model is “unfit for future purpose”.Those are the tough findings from the World Federation of Advertisers and the consultancy MediaSense, whose Future of Media Agency Models report in October called for a new breed of agile, specialist, tech-focussed agencies to add value to a more centralised model”. So what have we learned since then? What has been the reaction to the report and what should needs to improve in 2024 between media agencies and the brand advertisers that employ them?Joining Omar Oakes to talk about why so many marketers seem to have a problem with the way they hire and work with agencies is Ryan Kangisser, director and practice lead, models, at MediaSense.The study found that while nearly all (92%) of the brands surveyed believe speed and agility are important, just 31% are satisfied with how their agency delivers in this area, creating a gap of 61 percentage points.”This episode was edited by our production partner Trisonic.---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Are social platforms good media to receive accurate news and information?Ramin Beheshti, founder and CEO of The News Movement, thinks so.Reporter Jack Benjamin discussed with Beheshti The News Movement's content and business strategy, how it looks to make money through diverse revenue streams, and whether short-form video is inherently a good medium for news presentation.More and more people, especially young people, continue to go to social media platforms with the explicit intention of using them for their news consumption. That is especially true of the highly popular short-form video platforms like TikTok and Instagram, but these come with concerns about misinformation and disinformation.Founded in 2021, The News Movement is a social-first news outlet seeking to address such a concern. The company produces short- and long-form video news content on platforms like TikTok, Instagram, Snapchat, YouTube, and more. They have now racked up nearly 200,000 followers on TikTok and 45,000 followers on Instagram.The company was co-founded by Sir William Lewis, who is leaving his position as CEO to lead up The Washington Post, as well as former BBC editorial director Kamal Ahmed and Ramin Beheshti.This episode was edited by our production partner Trisonic.---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

How hard is it for a traditional broadcaster to build a streaming service?“It’s a really easy thing to say, it’s quite a hard thing to deliver," ITV CEO Dame Carolyn McCall told editor-in-chief Omar Oakes at The Future of TV Advertising Global in London earlier this month.McCall reflected on the launch of ITVX, ITV's ad-supported streaming service, one year after its launch, and discussed what's next for the broadcaster as it seeks a more global footprint.ITVX now has 40 million registered users and has racked up 2.5 billion streams.A full write-up of McCall's interview can also be read on The Media Leader.---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

What a year 2023 has been. The media industry has seen the expansion of generative AI, rising interest rates impacting businesses and in some cases media investment, a tough and transitioning market for TV, the 50th anniversary of commercial radio coinciding with a burgeoning podcast market, years of "efficiency" at major tech companies, a succession plan for Rupert Murdoch, and of course, Elon Musk dominating headlines for his tumultuous ownership of Twitter.In a special year-end episode of the podcast, host Jack Benjamin is joined by editor-in-chief Omar Oakes, reporter Ella Sagar, and guest Cass Naylor to debate the question: what was the biggest story in media this year?Highlights:1:55: Omar's biggest story: AI goes mainstream10:45: Ella's biggest story: Commercial radio's Brucey bump12:37: Out-of-home and cinema's post-pandemic comeback22:51: Jack's biggest story: 'Contentification' — how social video is changing other mediums30:07: TV's big streaming transition32:25: Cass's biggest story: 'Enshittification' of the internet---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

With more people turning to the likes of Instagram and TikTok for their entertainment, advertisers, including and especially luxury brands, have begun using influencers to help spread their brand messaging and sell their products in more ostensibly authentic ways.Working directly with such talent can be both a big creative boon, and a headache for brands and advertisers. Influencers are regularly flagged by the Advertising Standards Authority for breaking existing codes of conduct. That is why some more recently are turning to AI influencers, which are growing followings. One Spanish agency, The Clueless, recently used AI tools to create Aitana, a 25-year-old pink-haired "woman" from Barcelona who, according to the agency, looks real enough that an unnamed human celebrity slid into her DMs to ask her out. Aitana reportedly has netted the agency $11,000 in monthly revenue and has over 170,000 followers on Instagram.Scott Guthrie, director general of the Influencer Marketing Trade Body, joins Jack Benjamin to talk through the opportunities and risks of developing and employing AI influencers, and also touches on the importance of professionalising the influencer market to create a sustainable growth outlook for the industry.Drawing a distinction between influencers and other talent used in marketing, Guthrie said: "Influencers live and die by their community."---This episode was edited by our production partner Trisonic.Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

At The Future of TV Advertising Global event this week in London, there was an air of anxiety over the future of TV and whether the medium can stave off threats from Big Tech to reduce its prominence on media plans.Editor-in-chief Omar Oakes breaks down takeaways from the event alongside reporters Ella Sagar and Jack Benjamin. The trio discuss the challenges facing the TV ad market, how Netflix and Disney+ have faired in their first year after instituting ad tiers, and why broadcasters are making a stronger effort to sell themselves to advertisers.Oakes also asks Sagar and Benjamin about X losing over a million UK users in under six months, major job cuts at Spotify, out-of-home regaining pre-pandemic form, and the latest flurry of global adspend reports.Highlights1:05: Anxiety around proving TV's worth3:00: Key talks: ITV CEO Carolyn McCall, analyst Ian Whitaker, Disney ads chief Rita Ferro, Netflix VP of ads Peter Naylor.21:35: The most interesting things Jack and Ella heard at the conference28:53: Peter Field's barnstorming talk on why TV investment should not just continue, but increase34:47: Why X has lost so many UK users36:13: Job cuts at Spotify37:56: ITV restructuring its audience analytics and data science team39:07: Comparing GroupM, IPG and Dentsu global adspend reports41:55: Out-of-home is back to pre-pandemic revenuesOr, if you just fancy hearing an American try to do a Winston Churchill impression, skip to the 25-minute mark....---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Each December, GroupM, the investment arm of WPP, releases its annual This Year Next Year report. The report highlights an all-encompassing view of the global ad market, summarizing both the past year, and looking forward to what we can expect from the next year and over the next five years.This year’s report estimated global ad revenue growth to be 5.8% to total $889bn. GroupM anticipates next year will see a slight deceleration to 5.3%.Kate Scott-Dawkins, the author of the report and GroupM’s global president of business intelligence, highlighted that, following years of volatility during and after the Covid-19 pandemic, she expects a normalization of growth over the next five years at a 5.6% compound annual growth rate.Scott-Dawkins spoke with host Jack Benjamin about the latest expectations for the global ad market. The pair discussed key takeaways from the This Year Next Year report, the state of the UK ad market, the year in retail media, TV’s transition away from linear, how the sluggish Chinese economy has both helped and hurt the global ad market, and digital’s overall dominance."It seems a little bit funny to still be talking about the pandemic, but we're still working through the financial movements and implications that happened as a result of that," she said.A full write-up of the This Year Next Year report can be found on themedialeader.co.uk.---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Host Jack Benjamin is joined by reporter Ella Sagar and The Guardian’s director of clients, marketing, and research James Fleetham to discuss takeaways from The Guardian's upfronts and how publishers are looking to highlight the importance of trust as misinformation on social media platforms runs rampant."We've become a rarer commodity," said Fleetham. "If there's less stuff you can trust out there, the places that you can trust become more important. That's common sense to me."Fleetham is a member of The Media Leader's Future 100 Club.The trio also touches on media coverage of Cop28, Meta allegedly knowingly collecting data of underage users, Google selling ads on questionable sites against their own policy, and the latest intrigue over The Telegraph sale.---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Renowned advertising effectiveness expert Peter Field joins editor-in-chief Omar Oakes for this interview.Field discusses why he will be telling our upcoming Future of TV Advertising Global conference that "TV is still at the heart of effectiveness".He will use the latest effectiveness evidence from the UK and Australia to explain why TV remains such a powerful medium, despite the well reported challenges that it faces.Field also admits to the mistakes he's made in his career, why he's so excited about the recent wave of attention research in the industry, and why trust in media has become so important to consumers as to impact their advertising responses.Some choice quotes from Field's interview:"The three certainties in marketing are death, taxes, and people taking potshots TV.... it just starts to look a little bit like a relentless kind of attempt to take TV down. The fact of the matter is, and I will show this at the conference, is that TV plays, if anything, a strengthening role in effectiveness.""Any sensible marketer would be crazy to walk away from TV, even with younger viewers, even with those difficult 16 to 35 [demographics]. There is no sane case for walking away from TV."---This episode was edited by our production partner Trisonic.Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

The Media Leader PodcastHost Ella Sagar is joined by editor-in-chief Omar Oakes and columnist Nick Manning to discuss takeaways and announcements from the ITV Palooza, the UK's biggest commercial broadcaster's annual upfront.The trio also talks about Manning's latest column about impact and effectiveness, and how a brand can grow through mass reach and a targeted approach.The proliferating options with channels and technology led Manning to say: "If I were a media planner right now, I would be thinking this is the moment."In the quick hits, they cover the biggest media news stories of the week including OpenAI's CEO, The Telegraph sale being put on hold, Meta's change in fortunes, major advertisers leaving X, whether Nigel Farage is worth a reported £1.5m for ITV's I'm A Celebrity and Amazon's deals with social media platforms.---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

What has made gaming so hard for marketers to crack?According to Rob Gay, the CEO of gaming adtech company Venatus, agencies and brands still need to get better educated about the burgeoning medium.Gay spoke with Jack Benjamin at our The Future of Gaming event in London last month about the different options brands have to speak to gamers, including in-game advertising, next-to-the-game advertising, and around-the-game advertising.He would rather 'start small and do gaming advertising right' and then build up to larger budgets, as opposed to starting with a big, risky activation that could sour brands off of gaming altogether if it fails."If it doesn't work, we're all burnt. If one gaming advertising company burns them in mobile or burns them in console, they're burnt for gaming. [...] We need brands to trust the environment they're going into."A write-up of the key takeaways from Gay and the rest of the Future of Gaming delegates can be read online on The Media Leader.---This episode was edited by our production partner Trisonic.Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

On Halloween, industry wellbeing charity Nabs released the results of its All Ears consultation. The report found that more than one-third of industry professionals feel unable to discuss mental wellness in the workplace, that stress and burnout are normalised, and that those with a minority ethnic background are significantly less likely than those with a white ethnic background to see a future for themselves in media.Nabs CEO Sue Todd and Assembly managing partner James Appleby join Jack Benjamin to examine tangible steps agencies and industry leaders can take to better the working lives of their staff.Appleby, who also works to lead Nabs’ Fast Forward training programme, explains the challenges and positives of the pitch process, and how to handle both acute and chronic mental health challenges.“Everyone’s got the same expectations of work and wishes of work," said Sue Todd. "People want clear boundaries between work and home. People want safe spaces to have conversations. People feel the same sorts of pressures.”---This episode was edited by our production partner Trisonic.Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Host Jack Benjamin is joined by reporter Ella Sagar and Outvertising and Purpose Union's Cass Naylor to discuss fears of AI's ability to spread disinformation, Journalism Matters week takeaways, and the strength of the ad market as we approach the holiday season.The trio also digs into whether recent box office figures are sustainable, the IAB's first ever brand-building campaign, and whether CEOs are entering their 'supervillain era' in mandating returns to the office.Commenting on takeaways from last week's AI summit, Naylor said: "The most important things that came out of Bletchley were A) an identification of the problem and a mutual agreement of what the problem is among the people that matter — America, China, and the EU — all of whom are taking different speeds in their approach to this; and B) proposals for the industry to institute various forms of self-regulation, which I think is the only way we're going to keep ahead of this."Show highlights:1:30: The risk of AI-generated misinformation8:31: The dangers and possibilities of tailored GPTs15:13: Big Tech’s ‘existential threat’ to news publishers17:45: The strength of the ad market heading into Christmas season20:44: Growth of the holiday season and favourite Christmas ads28:59: Rapid fire questions29:33: IAB’s “chief digital cheerleader” brand-building campaign31:17: Is the UK’s recent box office success sustainable post-Barbenheimer?34:51: Clear Channel’s earnings and upfronts36:15: Support for the media in the king’s speech39:05: Return-to-office mandates – are CEOs entering a supervillain era?41:54: Why is Cass passionate about media? ---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderX: @TheMediaLeader YouTube: The Media Leader

Is the metaverse dead? Was it ever alive to begin with?At last month's The Future of Gaming event in London, host Jack Benjamin took the stage alongside Shay Thompson to chat about her views on the gaming market.Thompson is a presenter and broadcaster covering gaming, and among the most respected journalists in the UK on the subject. She has collaborated with the likes of Bafta, McLaren, Xbox, Activision, and Ubisoft, and she currently appears on the BBC Sounds podcast Press X to Continue.In the fireside chat, the pair ran the gamut of gaming topics, talking about everything from this year’s biggest releases and how The New York Times has become a major gaming company to why Shay thinks the metaverse is “dead in the water”.A write-up of the debate over the metaverse can be read online on The Media Leader.---This episode was edited by our production partner Trisonic.Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Host Jack Benjamin is joined by editor-in-chief Omar Oakes and columnist Nicola Kemp to discuss NABS' All Ears consultation results, hybrid working pressures, and the latest AA/WARC figures, which found that TV experienced a summer recession.The trio also digs into the latest earnings results for Meta and Amazon, and gives one word for what they think about Boris Johnson's new gig as a presenter for GB News."There is a really big 'say-do gap, particularly in media," warns Kemp. "It's really important that we have leaders sharing thought leadership articles on mental health... but is it having an impact on the lived experiences of employees? This All Earns research suggests that no, it isn't."Addressing that say-do gap is so vital, because otherwise, leaders look not just out of touch, but they're in danger of gaslighting their own employees with their words."Read Kemp's latest column: "Don't blame women for working flexibly"Show highlights:1:49: Mental health in the workplace, the say-do gap.4:23: Hybrid work and its impact on mental health.9:38: Hybrid work model's impact on mental health and communication.15:05: Workplace flexibility and gender equality.19:39: Why the UK TV advertising market has had a tough summer + Paramount's decision to scrap My5 as a separate BVOD service30:04: Rugby World Cup: why is sports broadcasting not innovating?35:15: Quick-fire round: Meta, Amazon and retail media, Boris Johnson on GB News.---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderX: @TheMediaLeader YouTube: The Media Leader

Yannick Bolloré, CEO and chairman of Vivendi and Havas, talks to editor-in-chief Omar Oakes about the future of media, how Vivendi can compete on a global scale, what's the grand strategy behind the company's acquisitions and where Havas' new ad agency Uncommon fits in.Speaking at our recent The Future of Media conference in London, Bolloré also answered questions about greenwashing and working for Shell as a new client and how the company has a policy around sustainability and making sure advertisers adhere to policies.With thanks to audience questions from columnist Nick Manning, Liberty Sky Advisors' Ian Whittaker, and Pixability MD Cadi Jones.Read a write-up of the conversation by reporter Ella Sagar here.---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderX: @TheMediaLeader YouTube: The Media Leader

Host Jack Benjamin and is joined by reporter Ella Sagar and editor-in-chief Omar Oakes to discuss this quarter's Rajar figures and how podcasts are not just an audio format anymore. So if podcasts aren't just audio, why are we still calling them "podcasts," asked Oakes.The trio also talks about the latest earnings results for Spotify, Netflix, and the major media agency holding companies, as well as argue why advertising on streaming video platforms like Netflix and YouTube makes for such a bad user experience.Read Oakes' latest column: "Let's ditch 'Podcast' and other messy media labels"Show highlights:1:27: Rajar run down5:52: Time to ditch the ‘podcast’ label15:22: Short form long form and midform: the future of ‘content’22:04: Rapid fire… Spotify earnings24:37: Why video is leading digital adspend growth27:28: Why IPG earnings are lagging rival agency groups29:26: Can Netflix they keep raising prices?34:29: Meta sued over mental health concerns38:35: What’s is the TML team working on next?---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderX: @TheMediaLeader YouTube: The Media Leader

"The Duracell bunny" of advertising — that’s how ITV describes peak time TV spots, because, they say, their benefit keeps going and going.ITV and media investment analysts ViewersLogic have published a cross-market study that proves the value of peak airtime of responsive advertising. They say that peak TV spots deliver direct responses in the short term, but their hidden value is in their longevity, generating responses long after other TV spots advertising have finished working.To explain why and how, Omar Oakes is joined by Neil Charles, the Measurement and Modelling senior manager at ITV, and Ronny Golan, the CEO and cofounder of ViewersLogic."When it comes to TV, I do think that going beyond the five-minute, 10-minute attribution that shows that daytime really works, and understanding the actual effect over a week, a month, three months will enable brands to also change the mix within their TV advertising," said Golan.---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Digital ad platform Teads has in recent years expanded its footprint beyond its digital display roots into connected TV. And, like many digital players, it is looking to leverage AI and machine-learning tools to the benefit of clients.Teads co-CEO Jeremy Arditi caught up with host Jack Benjamin to talk about how AI is powering creative solutions while being capable of respecting user privacy.Speaking from Advertising Week New York, Arditi explained: “It might feel like, to a user, that they're seeing ads that are much more personalised, but that doesn't necessarily mean that the machine needs to know a whole lot of specific attributes, and private attributes, of that user."Arditi also discussed how moving into CTV has been "organic and natural" for Teads, despite some challenges.Read the full write-up of the interview on The Media Leader.---This episode was edited by our production partner Trisonic.Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Host Jack Benjamin is joined by reporter Ella Sagar and editor-in-chief Omar Oakes to unpack the key takeaways from last week's The Future of Media and The Future of Gaming events in London.The trio also discuss how the Israel-Hamas war has caused trouble for social media companies and the BBC alike.Read Raymond Snoddy's latest column: "BBC’s rigidity over ‘the T word’ is damaging its reputation"Show highlights:1.58 Key takeaways from The Future of Media - how can we measure the full "impact" of media?5:15 Retail media: so much discussion but was it all "hot air"?12:25 The Future of Gaming: key takeaways 24:41 BBC impartiality in Israel-Palestine coverage34:53 Misinformation and propaganda on social media46:05 WPP merges ad agencies VMLY&R and Wunderman Thompson — do agency brands still matter? Plus The Guardian's new advertising council , TikTok moving into OOH and cinema, and Netflix's expansion into brick-and-mortar retail.---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Ahead of the online video giant's YouTube Festival event to woo UK advertisers this week, Kevin Allocca tells editor-in-chief Omar Oakes why being 'viral' is less important and how the rise of TikTok and changing attitudes to online video have impacted YouTube's strategy.Allocca and Oakes also discuss why YouTube's research claims more than half of YouTube viewers are happy to watch ads attached to content of favourite creators in order to support them, and why 42% of viewers in the UK say that YouTube enables them to find the exact content they like at any moment.Kevin Allocca is global director of Culture & Trends at YouTube, where he tracks popular video phenomena and manages trending content initiatives. He is also the author of Videocracy, an exploration of YouTube's most interesting trends and the impact of video in our culture.---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Over the past year, The Media Leader has been championing three key issues facing the media industry: declining trust in media, sustainability, and the talent crisis.Those issues have frequently been discussed in this podcast and our coverage this year. At last October’s The Future of Media conference, we held a debate on what we should champion and those were the topics chosen by the audience.And in just a few days at The Future of Media this year, it's time to debate the most important aspects of media and advertising to zero in on for progress in 2024. To preview this year's event in London, columnist and media agency founder Nick Manning joins Jack Benjamin and Omar Oakes to unpack the key issues facing the media industry.The trio discuss whether progress has been made in the past year on trust, sustainability, and talent, and Nick makes his case for why he believes effectiveness is at the core of all issues facing media.“I have a long-held belief that the only solution to the lack of trust in the media ecosystem from a client point of view is in proper effectiveness measurement; that requires absolute transparency," he said.The group also takes a look at the latest drama at GB News, the forthcoming Telegraph sale, and what now for ads on Netflix with the exit of commercial boss Jeremi Gorman. ---This episode was edited by our production partner Trisonic.Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Editor-in-chief Omar Oakes and reporters Jack Benjamin and Ella Sagar preview the Future of Media in London on 11-12 October. The trio look ahead to the big event and discuss some of the biggest stories from around the industry.The key players in The Telegraph sale: Jack lists who has thrown their hat in the ring for The Telegraph, and why Sir Paul Marshall in particular may have a tough time juggling a bid while fending off Ofcom investigations at GB News.Read Raymond Snoddy: "The future of Ofcom and the future of The Telegraph are at stake"SEC's crackdown on Clear Channel: Ella talks about the recent charges filed by the US Securities Exchange Commission against outdoor company Clear Channel, why they occurred and what it means for the company.Commercial radio's big anniversary: A series of interviews written by Ella take a look at the state of the commercial radio industry and how far it's come since the very first broadcast in 1973. She discusses some key takeaways from her discussions with News UK and Global.Brainlabs taking on the world: Jack, who interviewed Brainlabs's global CEO Daniel Gilbert, talks about his vision for the future of the agency following a major new investment from Falfurrias Capital Partners.Plus: The trio talk about what they're most looking forward to at The Future of Media and The Future of Gaming next week, and reveal why they're so passionate about media.Omar's column: Why passion is the best litmus test

This summer, climate change-caused unseasonal weather events continued to devastate huge areas of the world, and yet, earlier this month the UK Government diluted its 2030 net zero commitments. As the climate crisis gets worse, it is more important than ever to ask what a sustainable media and advertising ecosystem looks like.Anne Coghlan, the chief operating officer and co-founder of carbon emissions data specialist Scope3, and Hannah Mirza, the founder of The Responsible Marketing Agency, join Ella Sagar to unpack the state of sustainability efforts, media's immediate climate goals, and the ethics of advertising for fossil fuel companies."Purely looking at the supply chain of the execution of advertising, I think there's more opportunity to get to net zero faster," said Mirza. "I'd love to see that."---This episode was edited by our production partner Trisonic.Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

After months of it being an open secret that Facebook was looking to reduce its emphasis on news, parent company Meta announced this month it would be “deprecating” news on the platform in the UK, France, and Germany beginning in December.While publishers likely saw this coming, it is just the latest bit of news in what has been a challenging year for the digital publishing industry.Ozone CEO Damon Reeve joins Jack Benjamin to discuss the state of news publishing and how publishers are navigating a pivot away from relying on social media for audience growth and toward building up their own brands, as well as how advertisers can help support a transitioning industry.The pair also speak about consumers' waning trust in news, advertisers' trust in publishers, and how outlets are working to diversify their revenue."If brands took an active interest in knowing where their advertising spend goes, very quickly you would see that spend gravitate towards places that are trusted and safe," said Reeve.---This episode was edited by our production partner Trisonic.Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Why are women in media leaving the jobs they love?That is one of the questions The Media Leader has tried to tackle this year as part of our mission to promote talent in media and advertising. Issues raised this year, in our op-eds and analysis, include concerns about better flexible working, accommodating women going through menopause, and how to stop women bearing the brunt of the industry's 'missing middle' phenomenon.As summer comes to a close and it's back to school or work for most this month, it's a good time to reflect on the many within the media industry who balance various responsibilities as well as their work. Ella Sagar sits down with two leading women who have worked agency-side and media owner-side to discuss the unique experiences and challenges faced by women in their media careers, and how the industry can and should do more to make the workplace more equitable.Tobi Asare is managing partner and director of growth at OMD UK, and author of The Blend: How to Successfully Manage a Career and a Family.Stefanie Daniels is founder of Life Begins at Menopause, a 20-year media careerist, and a Media Leader columnist.“If you don’t buy in to supporting women at various different life stages, then I think you are missing a trick," commented Asare.On the topic of the menopause, Daniels added, “For the sake of my mum, for my grandma, for my daughter, the buck stops here. We are going to change this narrative and we are going to empower these women so they absolutely can, one by one, take back control of this life stage.” ---This episode was edited by our production partner Trisonic.Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

TV has slipped out of marketers' top-ranked media channels this year, from third most-preferred to 12th.That is just one of the key takeaways from this year's Media Reactions report from Kantar, launched this week.Jane Ostler, the report's co-author and Kantar’s executive vice president of global thought leadership, sat down with host Jack Benjamin to unpack the report's findings."I think we're now seeing the days where the fragmentation that we've spoken about for the last 10 years in media means that TV is not necessarily always considered to be the base of the media plan anymore," said Ostler.The pair discussed how consumers and marketers diverge in preferences for media channels and brands, with consumers this year showing strong preferences for in-person ad experiences, be it through sponsored events, out-of-home, cinema, or point-of-sale.They also spoke about why marketers appear to be turning toward short- and long-form online video as their most-preferred medium, and the importance of attention in reaching consumers.---This episode was edited by our production partner Trisonic.Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Jack Benjamin and Ella Sagar are missing the holidaying Omar Oakes but are nevertheless back on the podcast this week to analyse some of the industry’s biggest stories.The rise of fake out-of-home: The pair discuss the rise and implications fake out-of-home ads, in particular talking through Gymbox's recent fake bus top out-of-home campaign and press release. They ponder if mocked-up billboards will become more common not just for brands but bad actors, including in politics.Negotiating The Telegraph sale: What is the importance of a sitting politician brokering a bid for one of the most recognisable newspapers in the UK? It reeks of "dodginess", according to Jack and Ella.Plus: The duo reflect on reports that senior YouTube staff are concerned about Shorts drawing audiences away from longer-form videos; the Rugby World Cup launching this Friday broadcast free-to-air on ITV; and list their media recommendations of the week.---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Brands are still coming to terms with how to market to gamers, a number of brand strategists have highlighted on The Media Leader in recent weeks. And this is despite several years of work by ad professionals trying to crack the gaming market.With an audience of over 3 billion worldwide, gaming has developed over the past few decades into one of the most-loved and most-lucrative forms of entertainment, and brands want in on the action, hoping to reach audiences they often struggle to find elsewhere.But what is causing the slow uptake of gaming advertising, and what needs to be done to better communicate with adland the potential benefits of reaching the increasingly diverse gaming audience?Lucy Rissik, partnerships director for Women in Games and founder and CEO of boutique gaming marketing agency Brotherhood of Brand, and Nina Mackie, founder and CEO of Interact Global and part of female-led gaming industry organization WeGame2 join host Jack Benjamin to discuss the state of the gaming market, what advertisers need to know about gamers, and why there are opportunities aplenty to reach new audiences—so long as you're careful with your creative.Register to attend The Future of Gaming 2023 on 12 October in London to continue the conversation at https://www.adwantedevents.com/futureofgaming.---This episode was edited by our production partner Trisonic.Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Out-of-home (OOH) advertising is the oldest form of advertising there is, and it has had a whirlwind of the past three-and-a-half years. The medium was hard hit by pandemic-era lockdowns, but has recovered quickly and now, according to the World Out of Home Organization’s Global Market Index Report, it is set to surpass $40bn in global revenue for the first time this year.Route Research CEO Denise Turner joins host Jack Benjamin and reporter Ella Sagar to discuss the current state of the OOH market, developments in ad measurement, the viral success of fake OOH ads, and whether we've yet reached a 'new normal' when it comes to how individuals are traversing metropolitan areas.Ella also speaks about her recent interview with Clear Channel Europe CEO Justin Cochrane, who told her the OOH company is seeking to become a US-only business.---This episode was edited by our production partner Trisonic.Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

2023 has seen a startling spike in anti-queer rhetoric and misinformation around the world and brands have been caught up in the culture war.Earlier this year, Bud Light was victim of a right-wing boycott for a partnership with transgender influencer Dylan Mulvaney, and Target received a high-profile onslaught of threats against staff for offering Pride products during the month of June. Both companies responded by capitulating to pressure.Cass Naylor is co-director of advocacy at Outvertising, the not-for-profit LGBTQ+ advertising and marketing advocacy group. He is also an independent diversity and inclusion consultant and campaigner. And until recently, he worked in comms and marketing for the Financial Times.He joins host Jack Benjamin and reporter Ella Sagar to discuss how media properties, brands and advertisers must do more to support the queer community, especially in the months outside of Pride.“Queer people know what pinkwashing looks like; we're very, very sensitive to it now and we react very badly to it", Naylor says. "And [brands] are not getting any better at it. So you need to engage with your queer employees and the forum to do that is through the staff network. I'm a big believer in internal employee activism advocacy through staff networks, ERGs [and] BRGs. Lean on them. They are your experts. But make sure that you deserve to be showing up where you’re showing up and then be loud about it because we need companies to lead the charge."---This episode was edited by our production partner Trisonic.Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Jack Benjamin, Omar Oakes and Ella Sagar are back on the podcast this week to analyse some of the industry’s biggest stories.The Premier League season is upon us once more, and while Jack may be clueless about British professional sport, he did cover how the league’s forthcoming gambling ads ban has thus far had ‘almost no impact’ on Premier League shirt sponsorships. With Disney finally getting involved in the gambling industry through its sports broadcaster ESPN, will the sports betting market continue to grow despite growing concerns over gambling ads?Clear Channel has pledged a strategic review of its European holdings after it previously sold off its Swiss and Italian businesses this year. Ella discusses how the company expects to do the same in Spain and France next year, and how the outdoor company is in sell-mode as it seeks to reduce more than $5bn in company debt.Plus: the trio discusses a number of disappointing earnings results from news publishers and considers whether AI can provide them with a competitive advantage in the future; and the Daily Mail and General Trust has thrown its hat into the ring to purchase Telegraph Media Group, but could such an acquisition get past regulators?---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderTwitter: @TheMediaLeader YouTube: The Media Leader

2023 has been touted as the year of retail media. Between Tesco, Asda, Sainsbury's, Lidl, Boots, Target, Kroger, Uber, Deliveroo, Revolut, and Walmart, retailers have been jumping at the chance to expand their media footprints. But what should retail media’s space be on the media plan?Kiessé Lamour, Wunderman Thompson's global head of media, commerce, and Simon Akers, founder of marketing consultancy Archmon, join host and reporter Ella Sagar to future of retail media, including why Lamour and Akers believe travel companies are primed to be the next big thing.“We should be treating retail media as a contributor to the overall shopper strategy," said Akers. "It’s complicated because you’ve got brands, you’ve got the shopper team, you’ve got the retailer... [but] how do we integrate the needs of the shopper team with the needs of the media team and ensure that we’re all helping each other out?"---This episode was edited by our production partner Trisonic.Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Omar Oakes and Ella Sagar prove their dedication to B2B podcasting by missing the England v Nigeria World Cup penalty shootout to record this episode with their analysis on the industry's biggest stories.OFCOM'S MEDIA NATIONS REPORT - is broadcast media suffering from 'fragmentation' or does it really have a deeper cultural problem with more consumers preferring short-form content? Spoiler for Omar's opinion, which features in his column today.RAJAR - did the BBC score an own goal by letting Ken Bruce walk away with Popmaster? The Rajar radio audience figures once again provided a plethora of interesting audio stories... but do we need to play closer attention to talk radio and the rise of GB News/TalkTV?PLUS Omar and Ella reflect on Sky Media trialling ITV's self-serve ad platform, why so few people in the US are taking up ads on Netflix and Disney+, and why Omnicom is giving media owners and advertisers marks out of 100 for how sustainable they are.---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Commercial radio superseded the BBC in share of radio listening in the past year, and in tandem with the growing popularity of podcasts, audio is having a moment.Radiocentre CEO Matt Payton joins lead audio reporter Ella Sagar and host Jack Benjamin to discuss the past, present and future of the medium. The trio discuss the post-pandemic ascendancy of commercial radio, the need to innovate audio measurement tools and standards, and hurdles and opportunities in getting the upcoming Media Bill passed through parliament."The easy trap to fall into is to sort of talk about the good old days," said Payton. "Whereas actually, right now, radio and audio we think is stronger than ever. Stronger than ever in terms of audiences, in terms of revenues last year. So it’s taking this moment and saying, look, we’re in a bit of a golden age of audio, so let’s think about building on the innovation, developments up until now and focus on the future.”---This episode was edited by our production partner Trisonic.Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Google's EMEA president Matt Brittin spoke to Omar Oakes at the recent Cannes Lions advertising festival to discuss how the online advertising and media behemoth is approaching AI and how it's being discussed with advertisers, publishers and media agencies. Plus: ever wondered what it takes to become a senior exec at a massive tech company? Brittin's background and career journey may surprise you.The Media Leader Podcast's production partner is Trisonic.---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

DEI, EDI, D&I – no matter the acronym you use, it is undeniable that conversations around equality, equity, diversity, and inclusion have been increasing across the board in recent years.But how does talk translate to action within the media industry? Shez Iqbal is a mentor at Media For All and head of publisher partnerships at Criteo. He joins the podcast alongside host Ella Sagar and guest Jack Benjamin to chat through the nitty gritty of diversity, equality, equity and inclusion in leadership in media and advertising.Iqbal is also a host of his very own podcast, 'Leadership in Colour', which showcases outstanding leaders of colour sharing their personal journeys, offering valuable insights and advice, and highlighting their current projects.“I think that coaching is something that should be available for everybody," said Iqbal. "We definitely have an issue—and the All In Census definitely showed it—we’ve got an issue within the industry where people might come in at certain levels and hit at maybe the middle-management and then leave. But I do feel like with the support of coaching, actually we can let them or allow them to have a better plan and route to the top.”---This episode was edited by our production partner Trisonic.Listen to Shez Iqbal's 'Leadership in Colour' podcast here, or wherever else you get your podcasts.Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Host Jack Benjamin is joined by editor Omar Oakes and reporter Ella Sagar to discuss the latest news around the media industry.Key headlines covered this week: Twitter is being rebranded as X; 'Barbie' and 'Oppenheimer' both had exceptional opening weekend box office performance thanks in part to impressive marketing campaigns; Hollywood remains on strike with no end in sight; earnings season is upon us; and NME is relaunching its print edition.---The Media Leader Podcast's production partner is Trisonic.Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

One of the key questions we are always asking industry experts, be it in our reporting or at our conferences, is what makes for effective media? Is it all about excellent creative? Is it about perfect placement? Or is it, in the words of Succession character Kendall Roy, all simply about harvesting eyeballs?Mike Follett, managing director at Lumen Research and a regular columnist for The Media Leader, is back on the podcast to discuss the key factors that make media effective, and where attention fits within the conversation. He is joined by The Media Leader editor Omar Oakes and reporter and host Jack Benjamin.On the broad topic of effectiveness, Follett said the industry needs to admit what it does and doesn't know about the way media and advertising works.“We assume that we know absolutely how these things work, and we have some numbers to back us up here," he said. "But in all honestly, we don’t. That’s the real truth. We don’t have the complete picture of how this stuff works. And I think admitting that is the smart thing to do, and pretending that we do have a 100% picture of the world, that’s crazy.”---This episode was edited by our production partner Trisonic.Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderThreads: @TheMediaLeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Taboola has built a multibillion-dollar business by making it easy for publishers to recommend content to other parts of the web in exchange for a fee. Now, as thoughts about generative AI dominate conversations in media, the company has just launched Taboola Generative AI which aims to "revolutionise" how publishers create personalised ads.CEO Adam Singolda spoke to Omar Oakes about the company's beta test of this AI tech, which began in February and has just been rolled out formally to all English-speaking Taboola partners. Singolda and Oakes spoke during Cannes Lions in June, so the pair also chatted about goings-on at the Croisette.In addition, Singolda has some frank advice for anyone who wants to start their own business.This is a bonus episode, distinct from our usual Thursday show. We're generous like that.---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderTwitter: @TheMediaLeader YouTube: The Media Leader

What does the future of digital publishing, and in particular, digital news publishing, look like? Raymond Snoddy, the former presenter of BBC News Channel’s NewsWatch and a longtime columnist for The Media Leader, and Richard Reeves, MD of the Association of Online Publishers, join the podcast to discuss.Digital publishing has been in a near-constant state of development and transition since it began supplanting traditional press two decades ago. But with the recent dissolution of BuzzFeed News, the bankruptcy and sale of Vice Media, and ever-quickening developments in generative artificial intelligence, today’s digital publishing leaders perhaps have their hands full now more than they ever have.In a wide-ranging conversation, the pair spoke to Jack Benjamin talked about publishers' progress in defending their intellectual property from "scrupulous" tech vendors and large language AI models, the challenge of making hard news appealing to young people, and the importance of consumers' trust in news.On the increasing popularity of comedic news content on short-form video platforms, Snoddy said: "The only hope for legitimate news and ultimately the survival of legitimate democracies is to keep focusing on trust, accuracy, meaning, explanation... if the world is totally dominated by the funnies, we’re all in a very serious position indeed.”---This episode was edited by our production partner Trisonic.Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderTwitter: @TheMediaLeader YouTube: The Media Leader

“You’ve got to do a different job on pricing.”That is the core theme of the new book Madison Avenue Makeover, according to its author Michael Farmer.Farmer, a former consultant, is also the author of Madison Avenue Manslaughter, which the Financial Times called a “damning critique of the modern advertising industry”.His latest book, a sequel, addresses attempts by Huge CEO Mat Baxter to transform the IPG agency and restore its dynamism. But as reporter Ahmed Elkady writes in his review, the raison d’etre of Madison Avenue Makeover is to serve as the industry’s guide for what another paradigm of agency relationships could look like.Farmer previously spoke to editor Omar Oakes in a 2022 interview in which he discussed whether the industry had made progress since Manslaughter‘s release in 2015. Now, in a new interview with The Media Leader, the strategy consultant returns to explore the themes and key takeaways of his sequel.Elkady sat down with Farmer to speak in detail about its development and key lessons for the industry. A partial transcript of the conversation has previously been published, and now you can listen to the audio in full.---This episode was edited by our production partner Trisonic.Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderTwitter: @TheMediaLeader YouTube: The Media Leader

Media industry professionals have been in something of a crisis.Declining mental health, uncertainty over hybrid work policies, slow-moving DE&I policies, and still-large disparities between men and women in career progression and pay. These issues are not necessarily unique to media, and there have been improvements made over time in many areas, but there is doubtless more our industry could be doing to improve the lives of its workers.So, how should we unpack all of these challenges? Columnist and Creativebrief editorial director Nicola Kemp returns to the podcast to discuss, alongside reporter Ella Sagar.“The Covid pandemic has created a toxic storm of stress," said Kemp. "And I think that is really having a huge impact on the workplace right now. We might have stopped writing those headlines on the Great Resignation and moved on to the Great Regret, but the reality is a lot of people are still planning to leave the roles they’re in in the next 12 months.”---This episode was edited by our production partner Trisonic.Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderTwitter: @TheMediaLeader YouTube:  The Media Leader

Future's new CEO Jon Steinberg is keen to build things.In his career he has helped create two new media start-ups in BuzzFeed and Cheddar, but in his new role as CEO of Future, he has taken charge of numerous media properties continuing to transition from print to digital.Steinberg joins the podcast in an interview with editor Omar Oakes. The pair discuss changes Steinberg is bringing to Future, the value of attending Cannes Lions, the state of the digital publishing industry, and how developments in generative AI will change editorial processes.“Digital subscriptions is a huge opportunity for us," said Steinberg. "This will be a long process, building a digital subscription business. As you’ve seen with The New York Times, or The Washington Post, it’s not something that happens overnight, and that’s one of my long-term goals.”---This episode was edited by our production partner Trisonic.Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn - The Media LeaderTwitter @TheMediaLeader YouTube - The Media Leader

Why are media and creative so siloed?That was the question implicitly posed by our editor Omar Oakes in his latest column. Referencing industry veteran Laurence's Green's speech at a recent Thinkbox conference, Oakes questioned Cannes' reason for appearing separately as both a celebration of creativity and as a tech and media industry conference.Oakes and Green both joined Jack Benjamin on The Media Leader Podcast to unpack the argument. In a wide-ranging conversation, the trio also spoke about the importance of creative in driving effectiveness, the industry's struggles to promote sustainability and pessimistic trends in digital news consumption unveiled by this week's release of the Reuters Institute Digital News Report."The mood music in the industry is firstly, can we just have that richer mix of work," said Green. "Yes, reward the purpose stuff, but find a way to the great stuff that pays the mortgage. But also, can we just make sure that we're not using our creative skills to greenwash rather than using our creative skills to more profoundly change business. Those are the things that are in the ether around Cannes this year."The episode kicks off a new panel format for the podcast, which includes a 'quick hits' section covering recent stories from the around the industry.---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn - The Media LeaderTwitter @TheMediaLeader YouTube - The Media Leader

"There's so much change all the time in terms of new channels popping up, the way ID and privacy fit together and create challenges; there's just so much to constantly be on top of and ahead of."AudienceProject's UK commercial director Martin Bentley was one of several Future of Brands conference delegates reflecting on the biggest challenges and opportunities facing the media industry in the near future.Speaking with reporters Jack Benjamin and Ella Sagar at London conference in April, Bentley, as well as Neil Robinson, EMEA advisory for media, tech, sports, and entertainment at Salesforce, Nick Henthorn, UK VP of sales at InfoSum, and Mark Cross, engagement director at JICMAIL, also gave personal takeaways and learnings from the event.This episode was edited by our production partner Trisonic. For more on our events, including our upcoming The Future of Media conference, check out our events portal.---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn - The Media LeaderTwitter @TheMediaLeader YouTube - The Media Leader

Are people even paying attention to the ads they are being served? That question has opened up a can of worms for an industry that is intensely concerned with return on investment.Two leaders of the attention economy, Lumen Research's Mike Follett and Amplified Intelligence's Karen Nelson-Field, joined reporter Jack Benjamin for a discussion on the positives, pitfalls, and recent developments within the evolving space.---This episode was edited by our production partners Trisonic. You can find and listen to all our episodes on our website or wherever you get your podcasts. If you haven’t already, please subscribe to be notified when we release our next episode.

Are ambitious marketers suffering from a 'Steve Jobs complex'? Is Sir John Hegarty right to say that marketers and most marketing is simply "boring"? Is there any point doing "purpose" in marketing"?These are among the key questions answered by a trio of media and advertising leaders who joined The Media Leader editor Omar Oakes to discuss the state of marketing and key themes from The Future of Brands.Craig Tuck, chief revenue officer at Ozone, Rachel Forde, former UK CEO of media agency UM, and Chloe Davies, head of social impact at ad agency Lucky Generals, joined Oakes in front of a live audience at the Future of Brands venue in central London.The panel discussed key learnings from the event's invite-only brand leaders' club, in which some of the UK's top brand marketers discussed their challenges and how to improve the conditions for sales and advertising, as well as key insights from Oakes' interview with advertising legend Sir John Hegarty.---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn - The Media LeaderTwitter @TheMediaLeader YouTube - The Media Leader

Lee Brown, head of advertising business & platform at Spotify, speaks to Omar Oakes about how the global audio giant hopes to significantly grow its advertising revenue in response to founder Daniel Ek's "20% challenge".Brown had been on a salesperson hiring spree, but then the digital media market slowed down and the company began making layoffs like most of the big tech giants in recent months. Ek, meanwhile, admitted Spotify had over-invested in podcasts in particular, after acquiring big names such as Joe Rogan and Barack Obama.Brown speaks candidly about how Spotify has ambitions to build ‘the world’s #1 audio network”, as well as its strategy around talent, technology and content. He also pulls no punches when it comes to how digital audio should be measured and how it should be traded by media agencies and advertisers.This interview was recorded at The Future of Audio Europe in London in March 2023. For more on our events, including our upcoming The Future of Brands conference, check out our events portal.---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn - The Media LeaderTwitter @TheMediaLeader YouTube - The Media Leader

"Reframe the problem," says renowned marketing consultant and author Richard Shotton in his new book on behavioural psychology and its impact on advertising and media.In his new book, The Illusion of Choice, Shotton describes the various psychological biases (16-and-a-half, to be precise) that influence what we buy.Reviewing the title in The Media Leader, VCCP Media's joint chief strategy officer Steve Taylor called it a page turner and an “antidote” to “a sea of increasingly ineffectual sameness” in marketing.Shotton came on The Media Leader Podcast to discuss the book, and how knowledge of psychology can be a benefit to any media professional.---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn - The Media LeaderTwitter @TheMediaLeader YouTube - The Media Leader

The Media Leader's new columnist Nicola Kemp joins Omar Oakes to talk about the progress women have made in making media a more equitable career and the barriers which still remain. Kemp, who is editorial director of Creativebrief, warns if we want to stop women from being edited out of the media industry, we must be honest about addressing burnout and "fake flexibility".What advice does she have for women in media and what more can leaders do?Read the first in her new monthly column: "Face the truth: women are still being edited out of the media industry"---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn - The Media LeaderTwitter @TheMediaLeader YouTube - The Media Leader

Have you ever thought about moving across the pond? Two media industry Brits that have recently made the jump over into the massive, frenetic media environment in America—more specifically, the Big Apple. They’re eager to share what they feel is different about the media industry Stateside as compared to the UK.Wayne Blodwell is the founder and CEO of digital advertising consultancy TPA Digital, formerly known as The Programmatic Advisory, as well as a podcast host in his own right for The AdPod. His new monthly column for The Media Leader, ‘An Englishman in New York’, debuted in February. In it, Blodwell discusses the challenges and opportunities that the American media market offers.Making her second appearance on the podcast, Amy Williams is the founder and CEO of purpose-powered ad platform Good-Loop, which she began in 2016 to help brands do charitable work at scale. Williams moved to the States earlier this year, where she hopes to grow Good-Loop.---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn - The Media LeaderTwitter @TheMediaLeader YouTube - The Media Leader

We're back for Season 2 with a banger!Advertising legend Sir John Hegarty speaks to Omar Oakes in the first of a two-part interview - the second of which will be at our Future of Brands event in London (25/26 April). Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn - The Media LeaderTwitter @TheMediaLeader YouTube - The Media Leader

Jamie Barnard, former Unilever in-house lawyer and CEO of privacy and data governance platform Compliant, joins Omar Oakes to discuss what he learned from his time at the coal face as a large global advertiser grappled with data privacy and media ethics and how he is now trying to help brands develop ethical media policies for an advertiser-funded internet.Merry Xmas + see you in the new year for Season 2!Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn - The Media LeaderTwitter @TheMediaLeader YouTube - The Media Leader

JC Decaux's co-CEO in the UK, Dallas Wiles, tells Omar Oakes why the outdoor media company thinks 2023 will the year of the public screen. He reveals why, contrary to what many predicted, people have not fled cities during the pandemic and we have already arrived at "the new normal".Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn - The Media LeaderTwitter @TheMediaLeader YouTube - The Media Leader

The basic relationship between reach and business results has "eroded dramatically", Zenith UK chief strategy officer Richard Kirk argues in an opinion piece for The Media Leader. In some cases, this fundamental principle of commercial media no longer exists, the Publicis Groupe media agency has discovered.Kirk speaks to Omar Oakes about why the relationship between audience reach and an advertiser's sales has broken down, why 'Right Reach' is a better predictor of success, and what this means in practice for media planning and buying. Read Kirk's Strategy Leaders column: We can better manage media fragmentation by measuring ‘Right Reach’Strategy Leaders features on the Thursday edition of The Media Leader‘s daily bulletin with thought leadership, news and analysis dedicated to excellence in commercial media strategy.Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn - The Media LeaderTwitter @TheMediaLeader YouTube - The Media Leader

Kris Boger, general manager, UK, global business solutions at TikTok, talks to Omar Oakes about how and why this social media platform is going big on commerce, what advertisers and agencies are asking TikTok as they try to make sense of this platform, and whether questions TikTok parent Bytedance’s Chinese ownership are fair. Find out more about our upcoming event in London The Future of Audio and check out the outline agenda.Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn - The Media LeaderTwitter @TheMediaLeader YouTube - The Media Leader

Amy Williams, founder and CEO of ethical advertising platform Good-Loop, tells Omar Oakes why creating more sustainability is akin to ending the practice of 'fast fashion' and how the industry needs to change to make advertising and media production carbon neutral.We go into more depth about how to confront the climate emergency in advertising and media in our webinar with The Guardian, featuring the newsbrand's environment editor Fiona Harvey, the Conscious Advertising Network, Purpose Disruptors, Heineken, Deliveroo and Essence, discussing practical steps to get carbon neutral and how to avoid messaging pitfalls.If you missed FVTA Global this week, where were you? Check out our reports on the key sessions with the global advertising bosses at Netflix and Disney+, each of which are now offering cheaper, ad-funded tiers on their streaming services.Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn - The Media LeaderTwitter @TheMediaLeader YouTube - The Media Leader

Dave Randall, Future's commercial director, discusses with Omar Oakes why using first-party data well is so important to the publisher and how its audience data platform Aperture has developed. Dave and Omar also discuss how 'specialist interest websites' and TV stand out in a Future survey about trust in media, and how a modern publisher establishes 'church v state' lines between editorial and commercial when journalists are asked to write sponsored content.Our own 'church v state' disclaimer: this episode is sponsored by Future. The conversation topics were agreed in advance but the conversation was recorded and edited by The Media Leader's editorial team without intervention.Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn - The Media LeaderTwitter @TheMediaLeader YouTube - The Media Leader

Mudit Jaju, global ecommerce lead at Wavemaker talks to reporter Ella Sagar about how the retail media ecosystem has changed since the pandemic, who does retail media really well and what new partnerships between ITV and Channel 4 and retail media partners mean for the industry.Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn - The Media LeaderTwitter @TheMediaLeader YouTube - The Media Leader

Nick Manning, founder of media agency Manning Gottlieb OMD and media consultant, talks about his recent column in which he argues advertisers can no longer be passive observers as their spending funds a media ecosystem which is suffering from a "crisis of trust".Notes:Nick's column: "How advertisers should deal with the crisis of truth in media"The editor: "We will champion talent, sustainability and trust in media"Join us on Weds 30 November for a special presentation we're running with The Guardian: "Confronting the climate emergency" - Omar Oakes speaks to industry leaders, activists and The Guardian's environment editor about how advertisers and media companies should respond to the climate crisis with practical steps and priorities. Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn - The Media LeaderTwitter @TheMediaLeader YouTube - The Media Leader

England footballer Jill Scott — part of the Euro 2022-winning team — speaks to talkSPORT reporter Jordan Jarrett Bryan at our recent Future of Media event in London.Jill and Jordan spoke about her experience of dealing with the media as a women’s footballer, how media attitudes towards women’s football have changed, and how far away the women’s game is now with being seen as an attractive area for brands to invest in advertising and sponsorship. **As seen (sort of!) on ITV's I'm a Celebrity... Get Me Out of Here!**If you missed this year's two-day Future of Media conference, don't worry: we'll be back in 2023. Check out the agenda.Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn - The Media LeaderTwitter @TheMediaLeader YouTube - The Media Leader

Route Research CEO Denise Turner talks to Omar Oakes about how the outdoor media sector has recovered in 2022 after Covid-19 lockdowns in the UK and what the 'new normal' looks like as more people regularly work fro home.Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn - The Media LeaderTwitter @TheMediaLeader YouTube - The Media Leader

Omnicom Media Group’s head of futures Phil Rowley has recently joined The Media Leader‘s stellar list of regular columnists. His debut column argues that predictions can still be highly useful even when they’re wrong.Rowley speaks to Omar Oakes about the science of predicting, whether predictions are getting harder and whether brands are becoming more conservative when it comes to innovation in media and marketing.Of course there is a lot to say about what’s happening at Twitter under the rule of Elon Musk, as well as Meta’s huge investment in the “metaverse”.Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn - The Media LeaderTwitter @TheMediaLeader YouTube - The Media Leader

BARB CEO Justin Sampson discusses what's next for the UK TV measurement company as independent audience data for Netflix and Disney+ becomes available for the first time. Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn - The Media LeaderTwitter @TheMediaLeader YouTube - The Media Leader

ITV CEO Carolyn McCall speaks to Omar Oakes about the launch of ITV's new streaming service ITVX, where it fits into her vision to digitally transform the UK's biggest commercial broadcaster, and what's next for ad-funded television as Netflix and Disney+ enter the arena.This interview was recorded at The Future of Media, Mediatel's flagship conference, in London on 13 October.

The #Forgotten500k campaign sees media owners provide free ad space for a campaign to make an antiviral available on the NHS for immunocompromised people who don't respond to regular Covid-19 vaccines. Omar speaks to mSix&partners executive chair Jess Burley about why it's so important, campaigner Mark Oakey whose life and been put on hold for more than two years, and Dr Tony Pagliuca for a medical perspective. Find out more about the campaign.Hosted by Omar Oakes, editor of The Media Leader. Check out The Media Leader's website and sign up to our newsletters, or keep up to date with us on Twitter, LinkedIn and YouTube.

The Media Leader Podcast features opinions and analysis about the media and advertising industry. Our mission is to champion excellence, inclusion and courage in media.