The Media Leader Podcast

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