Doug Ziewacz

Check out Noble People's latest mic drop, this time with an Op-ed in MediaPost penned by our very own wiseman Danny Weisman! We all know that the hours Americans spent watching streaming services last year surpassed linear viewing for the first time, but the buying opportunities are changing much more rapidly than consumer behavior.   As we gear up for the annual upfront dance next month, it's critical that marketers change their approach to streaming and invest in the future NOW.    Amazon and Walmart are now crashing the Netflix streaming party with significantly enhanced offerings, and with their collective data targeting capabilities, are going to upend the streaming market to your advantage. These three players will become known as the "Big Three" in streaming.   Danny's recommendations for a buying strategy that captures this new opportunity?   1 / You can still get in early for deals, so jump on it!   2 / Change your CTV mix to build your approach around the Big Three for the long haul.   3 / Get your measurement house in order because we're about to enter a whole new world of black boxing similar to those created by the social and search platforms. Full article here: https://lnkd.in/eQqH3TbQ #streaming #tvstrategy #video #mediastrategy #netflix #amazon #walmart #2024upfronts #tvbuying #tvnetworks #mediabuying #mediastrategy

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We’re not there yet in the sports world but we could reach that point soon. Where “artificial intelligence could become a meaningful sponsorship category.” Just looking at this year’s MLB Playoffs, AI advertising is on full display. Terry Lefton argues that this is only the beginning and that sooner or later, AI could emerge as its own category. I’d have to agree and seeing AI’s impact all over, there’s no sign of this movement slowing down. #Advertising #Technology #AI #BusinessTransformation

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How can you ensure brand safety on CTV? 📺 Brian Danzis, President of North America at Seedtag, joins the MarTech Podcast for a two-episode series. In this first episode, he discusses the importance of brand safety in CTV advertising and how contextual AI is revolutionizing this space. "Brand safety has certainly gone through an evolution. A new term over the last couple of years has evolved that is brand suitability," Brian explains. He highlights how, by leveraging Seedtag's contextual AI, Liz, brands can effectively engage with consumers in their area of interest while safeguarding their image and reputation. Listen to the full episode here: 🎧 https://lnkd.in/eddV2qi3 #CTV #BrandSafety #ContextualAdvertising

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How did Pro Football Network have 869 percent user growth from 2019 to 2023 for data measured during the week of the NFL Draft? By understanding what the audience actually wants vs. what we think the audience wants. But it took us a minute to get there. Let me explain. PFN launched in January 2019, and that year was about establishing a baseline. We continued to grow and evolve throughout the year, and in March 2020, we launched our Mock Draft Simulator. And then the 2020 NFL Draft came – the most unique draft in history because of the COVID lockdown and Commissioner Roger Goodell conducting the draft from his basement. In those two years, we covered the draft in ways we thought the audience wanted to consume it. We saw modest results. But it all changed as we looked at the data from those two drafts and learned more about how to build a sustainable online presence. 2021, in some respects, was that launching point. Heading into the draft, we thought we had the process in a really good spot. We conducted live events in Cleveland. We launched a marketing campaign outside of where the draft was being held just a few miles down the road. We thought we had made it! But by the middle of Day 2, we knew that we still had so much further to go. After the dust had settled, we reviewed the data and started to make plans for 2022, knowing that we were starting to unlock the secret of what our audience truly wanted. But it wasn’t until 2023 that everything started to come together, as we saw more than 2.7 million users and 6.4 million pageviews across the entire draft week. This included doing more than 1 million views each of the three days – something we had never done before. And now, heading into the 2024 NFL Draft, we have our most comprehensive plan ever. So, how did we make a massive jump from 2019 to 2023, and why do we expect 2024 to blow that out of the water? It goes back to our core philosophy of prioritizing our audience.  In 2024, the MDS has attracted nearly 2 million users, with a sticky engagement time of more than three minutes. And when it comes to content on our different platforms, our staff have done an incredible job mining the data and analyzing what that means around content production and optimization, whether on our website, social media, or other platforms. The concept sounds easy. Of course, you want to serve your audience. But we don't see much of this happening across the industry as it should. This is how we've been able to grow and stand out in a saturated market. We expect next week to be our biggest draft week in company history, and it’s going to be because of the way we meet our audience where they want to be met rather than us pushing content that they are not interested in. Audience first. Always. 

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#adtecheconomicforum VC panel — Brian O'Kelley, Scope3, demands to know the hot trends of... 2030. Darcy Frisch, Hearst Ventures: By 2030 the cookie will actually be deprecated! For #adtech: The power in targeting and analyzing with AI will be fully realized and streamlined. Sanja Partalo, S4S Ventures: So many parts of adtech that are labor intensive will become more automated. That's the big promise of AI in adtech. Eric Franchi, Aperiam: AI is already prevalent in streamlining workflow, data analysis, dynamic creative production. The consumer experience is going to change dramatically—which means the advertising experience O'Kelley: Will companies need websites in 2030? Partalo: They all will need some kind of digital presence. Franchi: You'll be able to exist without a website in 2030. O'Kelley: What % of search traffic is left on Google in 2030? (Awkward silence.) Hirsh: 80% Partalo: 65% Franchi: 0. (Audience laughs.) I had to! Tom Triscari notes that nets out at a ~47% prediction. Beeler.Tech

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DeepCast Pro - For Podcasters launched a bunch of new features and has a slew more dropping in the next 2-3 weeks (well, and for many weeks thereafter). If you're a podcaster, friend of a podcaster, or someone similar, give the press release a read and then jump over to DeepCast Pro (www.deepcast.pro) to claim your podcast and get started for free, then consider upgrading to our Basic paid tier. #podcasting #customercentricity #productvelocity

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On my flight back to the East Coast this week I inadvertently got to preview the board packet for a leading global publicly traded CPG. With an easily recognizable logo, the 'private and confidential' labels appearing occasionally throughout the deck didn't do much to assure privacy & confidentiality. I wasn't trying to snoop: the dimmed cabin lights for most of the flight, our respective seat positions, and the board director's very large unprotected screen set to maximum brightness made it near impossible not to pick up the agenda, areas of focus (predictably there were various ESG initiative roundups, a laughably simplistic view (incl. KPIs) of various AI initiatives (since this is an area I can speak to with authority, it didn't give me much confidence in the rest of the company's plans), the usual 'highlights from local markets', personnel updates that haven't been announced yet, and a smattering of various financials. If you're a senior executive or a board director, please, please, please invest in a screen privacy shield. They're ~$20 (~$50 if you want the 'fanciest' one) and can shield your screens from eyes that shouldn't be on them. Buy them for your teams. Talk about ways to mitigate accidental information oversharing. Make your people aware of particularly sensitive routes (for example, if you're a pharma/biotech executive flying b/w two industry hub cities like Boston and Zurich, keep that laptop under a blanket & don't discuss work in the airport lounge). Perhaps the company's next board packet could include a few slides and recommendations on operational security best practices. #datasecurity #boardofdirectors #bod #boardpackets #corporategovernance #confidentiality #sensitiveinformation #opsec #informationleakeage

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Ever curious about what's under the curtain? Dailymotion has just unveiled Auto Path, a groundbreaking high-impact creative tailored specifically for the Auto Industry. By leveraging our Predictive Targeting audience insights and vast scale, we've crafted activations that resonate with car buyers, all while providing measurable in-ad actions with OLV and CTV. Key Standard Features: - Custom Multi-touchpoint elements envelop your video creative - Product feature hotspots seamlessly integrated within the video environment to capture attention - Outbound click features to enhance data collection, site traffic, and conversion rates Experience an exclusive peek behind the scenes... Let us guide you on a test drive and engage seamlessly across all screens! Hit me or our exceptional sales team Brenda Rodriguez Valeria Basmagi Edivaldo Junior to introduce you to this exceptional innovation in Latin America #autopath #Dailymotion #creativeinnovation #predictivetargeting

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With Google reportedly now testing AI Overviews in Australia, here’s my take on what brands need to do to adapt to AI in the search environment. Priority number one is for brands to recognise that changes are occurring in both organic and paid search environments. Therefore, it’s now even more critical for brands to have a unified search strategy that tests, measures and reports on search performance holistically, integrating both organic and paid efforts. And because there’s just not enough articles on AI … 

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Just got off an amazing panel with Gregg Nathan and Michael Finnerty on the topic of Smarter Audience Targeting for GenZ (with some smart media fundamentals). Huge thanks to TransUnion and our amazing partners at Fidelity Investments for making this great session happen. We covered a few highlights: 1. Defining audiences that are multidimensional and designed to help brands grow, specific to campaign goals and business growth strategies 2. Using contextual signals and working closely with media partners, especially those native to target audiences and elevating media experiences (not just creating media plans) 3. Have outcomes, experimentation and advanced measurement capabilities directly aligned to the audience and content deliver of each $1 in the campaign - using consumer based testing #converged #havasmedia #fidelity

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ICYMI: On episode 9 of "Two Friends Talking Trends," Pauline Baron, MBA and I welcome Mariah Tang to discuss the intersection of #PR and #ContentMarketing. https://lnkd.in/e8tzVvGq #marketing #pr #content #journalism

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"Although there are exceptions to the rule, there are very few founding teams that are marvelous at groundbreaking innovation that can successfully make the transition to managing and operating at scale,"  Anyone who’s been with a company transitioning from startup to scale-up will relate to this. It's a bumpy ride. It’s a massive sea change when you get investment, but with that comes the need to 10X revenue. Tomorrow. Here are three observations that, from my experience, have made the difference in getting it right and getting to exit: Culture/People: When you start to scale rapidly, you need to be honest about the types of people you’ll need, while also holding on to what made the culture special. It’s a balancing act, but the truth is, some of the people who helped you reach base camp won’t be the ones to take you to the summit. Many will make that decision for themselves. The business won’t be the cool new kid anymore, and it just won’t be for them. Sometimes it’s the people you like and respect the most. That hurts. Too Many Horses in the Race: Any business, no matter the size, is usually trying to do too much with too little. As an exec team, you have to be ruthless and aligned on which horses you’re betting on. Some of the ones you’re sure will win fall at the first hurdle. Others, you really want them to win, but they just won’t, and you need to know when to call it quits. Make sure everyone, top to bottom, knows what the focus is. At Unruly, we put the quarterly objectives on the back of the toilet door—everyone knew exactly what we were doing and why. Be the Lighthouse in Your Sector: With influencer marketing, CTV, and retail media all exploding, competition for budgets is fierce. What I’ve found is that the secret to securing a seat at the table is measurement and insight. At Unruly, we built a tool to predict virality—not just because it was cool, but because it gave us credibility with brands and agencies. It made us a voice of authority in a noisy market full of unproven claims about how to go viral. In all of the above three sectors, there’s a real opportunity to lead the market. This is partly thanks to a whole range of amazing new tools that can give brands the confidence to invest. But it’s also because brands are now more open to sharing their data, allowing us to predict and model real-world outcomes. No surprise, this approach isn’t for the faint-hearted—but the reality is, fortune favours the brave. https://lnkd.in/e2JDJ32D.

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https://lnkd.in/eDsJRjKy AdAge said it, but I wholeheartedly agree..."who better to know what’s in vogue right now, than Condé?" 😉 Check out their predictions for IAB NewFronts, with a spotlight on our upcoming Tuesday session. #adage #media #newfronts #condenast

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In April, House Representatives Jerry Nadler and Joaquin Castro wrote to Disney, Fox, and WBD about Venu Sports' business. Last week, they followed up, deeming Venu Sports' response "insufficient" on collusion, privacy, and pricing concerns. Despite acknowledging Venu Sports' quick reply and offer to meet, they still found the responses lacking. Here's what they are asking for details on: - "Overall, we still have not received answers about the firewalls your companies may implement to prevent collusion; the precautions you may take to ensure consumer privacy; or the methods you may use to determine pricing of the new service. Some of the vague assurances you have provided strike us as contradictory. For example, we find it difficult to understand how your companies can both promise not to share competitively sensitive information and also evaluate the success of the joint venture on a company-by-company basis. Your repeated assertion that the details of the joint venture have not yet been finalized is also hard to believe, given that the joint venture is projected to roll out in mere months." Full letter here: https://lnkd.in/esk4ZZ8Y -- #streamingmedia #sportsnews #SVOD #disney #venusports

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Why We Play the Game Some interesting sports nuggets coming from Horowitz research that portends some significant growth for younger-than-cable/broadcast (basically, under 49) audiences via the new Venu streaming service. 🏈 Per Horowitz, 58% of sports viewers 18-34 and 57% of 35-49 yo indicated a likelihood to subscribe to Venu. (In all, 42% of 2,008 surveyed U.S. adults who identified themselves as "sports viewers" said they'll "likely" or "very likely" subscribe to Venu Sports, Horowitz said.) 🏈 🏈 This is decidedly good news for the service and validates the Venu Triumvirate’s move to future proof their business since 74% of cable subs cite ESPN as a “must have” and 48% of adults said that ESPN was important to their enjoyment of cable, more than any other channel (https://lnkd.in/gUJpccYR). 💥 But to put this into some perspective, Harris Poll research indicates only 35% of Millennials and GenZers watch sports on live broadcast (https://lnkd.in/g2fmbqtt). While this may not be quite an apples to apples (especially since Venu hasn't even launched), Morning Consult's extensive sports research indicates 52% GenZers say watching sports it’s not an important part of being a fan (https://lnkd.in/gujHRgDV). Foul the play or a second half comeback? I am betting on the latter if the Venu team understands how to engage the Zillenial fanbase in a meaningful way (ahem). Its gonna be a good game, that is for sure. https://lnkd.in/gCdPUGQe

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If the ads you're seeing on your various CTV channels are feeling a tad too personal, chances are that's more of a coincidence than truly hyper-precision targeting. Nevertheless, it's an opportunity to discuss advertising experience and the concept of personal vs collective/communal advertising (a really interesting challenge for a mass medium to consider!). I spoke to Mark Stenberg and ADWEEK about that fine line between creepy and effective . #advertising #targeting #ctv #experience https://lnkd.in/eK9X67MK

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🎙️ New Podcast Alert 🎙️ Today we’re talking about Meta Ads success with our special guest Kwadwo Sampany-Kessie. Learn the top strategies to boost leads and build high-ticket online course sales! Check out the full episode -

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It didn't happen this year, but Google's phase-out of 3rd party cookies is inevitable. EMARKETER's Field Guide explores the varied identifiers available to marketers. The white paper examines: - Why marketers will need identifiers - How identity solutions can help - A full breakdown of Universal ID solutions and non-ID options. Hats off to Arielle Feger for the research and analyst Evelyn Mitchell-Wolf for advising. A special thanks to LiveIntent, Inc. for making the guide possible. Get it here ⬇️ https://lnkd.in/e7YJm6vN?

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