Insider Interviews

It's two exclusive conversations in one episode! During the recent #possible2025 conference in Miami* I conducted two short insider interviews that were long on advertising industry insights. Peter Jones, VP of Revenue at Premion, explained why local advertising is booming, the importance of data-driven strategies, and how omnichannel measurement is revolutionizing campaign attribution Then, Sheila Marmon, Founder and CEO of Mirror Digital discussed the $6.8 trillion buying power of diverse audiences, digital innovation for inclusive marketing, and why brand are best served by connecting with multicultural consumers. Take a listen (or, watch/listen via YouTube ) and you'll understand a couple of powerful market forces reshaping advertising today: the renaissance of local advertising and the still key need for  inclusive audience reach. With local advertising projected to reach $33 billion this year (growing at 16% year-over-year), Peter shares how Premion -- an industry-leading CTV/OTT ad platform with directly-sourced inventory from 125+ premium publishers -- helps advertisers make data-driven decisions that prioritize "outcomes over impressions." Learn also how local and regional advertisers can leverage the same sophisticated targeting and measurement capabilities previously available only to national brands. Did you know they are "TAG Platinum" certified? That, combined with their company approach to business, means all their inventory is brand safe. Peter also teased a pretty impressive case study of a restaurant chain is measuring direct sales impact from their advertising campaigns right off transactions.   In the second segment, Sheila introduces us to the company she runs, "Mirror Digital," which has pioneered connecting brands with diverse audiences across digital platforms for over 13 years. She breaks down the misconception that multicultural audiences are "niche," (um, 43% of the pop is NOT niche!), and their combined $6.8 trillion in buying power – larger than the GDP of any European or Latin American country -- should be pretty enticing to ANY brand advertiser! Oh, and remember, that other little "niche," WOMEN, drive 80% of household purchasing decisions. It might be why Mirror Digital has worked with major brands like General Motors, Verizon, and Amazon. (I did a great interview back in 2021 with Cadillac CMO Melissa Grady Dias and we talked a little more about their approach to inclusivity, which is DEFINITELY still important, despite our political climate.)  Here are some of the key moments: [00:00:29] Peter Jones introduces Premion's focus on local markets and helping regional agencies with scaled buying power [00:01:19] Why local advertising is having its moment and impressive projections for 2025 [00:03:05] The three key factors advertisers need today: inventory, data, and measurement [00:09:28] Jones' mantra of "outcomes over impressions" in advertising strategy [00:11:07] How a restaurant chain measures direct sales transactions from Premion advertising [00:14:52] Sheila Marmon on Mirror Digital's mission of connecting brands with inclusive audiences [00:15:22] Why diverse audiences aren't "niche" (and their $6T (yes, a "T") in  buying power) Follow, Connect & Share the Love Connect with Peter Jones: https://www.linkedin.com/in/jonespeter/  and visit Premion: https://premion.com/ Learn about Mirror Digital and Sheila Marmon: https://www.linkedin.com/in/sheila-marmon-0398074/ Connect with E.B. Moss and Insider Interviews: With Media & Marketing Experts LinkedIn: https://www.linkedin.com/in/mossappeal Instagram: https://www.instagram.com/insiderinterviews Facebook: https://www.facebook.com/InsiderInterviewsPodcast/ Threads: https://www.threads.net/@insiderinterviews Blusky: https://bsky.app/profile/mossappeal.bsky.social *Read my Special Report about Possible: bit.ly/Moss-Whats-Possible If you enjoyed this episode, follow Insider Interviews,

In a never-more-important throwback episode from 2021, hear again from KoAnn Skrzyniarz - who for years has been making a strong case for building Sustainable Brands in global conversations with some of the world's biggest advertisers. Learn why there's STILL a business -- and social -- value to purpose, perhaps even more so as environmental gains and progress towards sustainability are being undone with 'drill, baby, drill' threats and short-sighted profit-driven agendas. In time for Earth Month, or any time, KoAnn (frequently known by just her first name) shares not just the "whys", but some “hows”: how sustainability has moved the needle for leading brands and how to be resilient in a “VUCA” world. A what? Listen; she'll explain, and we also discuss: The impetus for creating Sustainable Brands   What kind of changes has she seen in the brand and media marketplace in terms of embracing brand purpose "Twenty years ago it was not recognized that companies that understood how to innovate for environmental and social benefit were going to be the companies that survived and thrived in the 21st century." Is Corporate Social Responsibility (CSR) a good description? (Hint: KoAnn explains why it's more a "business opportunity" and why the ANA [Association of National Advertisers] uses he notion of ‘good growth'. ) How companies should integrate their brand marketers and strategists, the product and service positioning teams AND the sustainability/procurement/diversity teams Is our current focus on brand purpose just another trend? How does it compare to the green rush of the 2007 timeframe or rallying around Hurricane Katrina? Have companies evolved in their mission-driven work? The data supportive of sales driven by environmental and social value propositions; What kinds of brand transformation are happening -- and at which companies? How have companies like Clorox and P&G navigated the road to sustainability? And what is a Brand Transformation Roadmap? How Sustainable Brands itself pivoted during the pandemic to salvage -- and even grow -- their world-class conferences in a VUCA world! (volatility, uncertainty, complexity, and ambiguity!)  Additional Links: SB Brand Transformation RoadmapSM. Sustainable Brands global conferences  (Coming up Oct '25 in San Diego!) Webinar on the ROI of Sustainability (May '25) Find SB on Insta: @SustainableBrands  Connect with E.B. Moss and Insider Interviews: With Media & Marketing Experts LinkedIn: https://www.linkedin.com/in/mossappeal Instagram: https://www.instagram.com/insiderinterviews Facebook: https://www.facebook.com/InsiderInterviewsPodcast/ Threads: https://www.threads.net/@insiderinterviews Blusky: https://bsky.app/profile/mossappeal.bsky.social If you enjoyed this episode, follow Insider Interviews, share with another smart business leader, and leave a comment on @Apple or @Spotify… or a tip in my jar to help me tip my producer, Jim Mullen!: https://buymeacoffee.com/mossappeal!   Share  

What happens when leadership loses its way — and work loses its soul, let alone its staff? In S2 Ep37 the impressive Rishad Tobaccowala, futurist, author, and former Chief Strategy / Growth Officer (now Senior Advisor) of Publicis Groupe joins me on Insider Interviews to offer a refreshingly human take on the future of work. And yes, we have a musical interlude.... The author of “Restoring the Soul of Business” and his latest,  "Rethinking Work," explains what it really takes to stay relevant in marketing -- and business in general. As Rishad says, “Change Sucks. But irrelevance is worse!” First, I found out that we are both quadruple espresso fans, so if you wonder where Rishad gets his energy.... THEN I discovered we both had a thing about MATH that changed our respective trajectories*. But, after comparing our coffee rituals we go full steam into how companies need to evolve old leadership styles —from “bossing” to inspiring. Rishad shares why corporate models are in urgent need of a reset, and how flexibility, curiosity, and a human-centered approach must replace outdated hierarchies. Think “fractional workers” and project-based teams meets AI. Rishad urges organizations to stop clinging to legacy systems and start designing for the future. But, as this is primarily a show about media, marketing and advertising, (he is, after all, being inducted in the Advertising Hall of Fame) he also explores how storytelling goes hand in hand with tech and remains a marketing essential — not despite the data age, but because of it. Discover the "5 Cs" of embracing the future in Marketing. Interestingly, as former Chairman of Razorfish, his imprint may have been made on Anthony Yell, who - per Epi 30 - clearly agrees in Collaboration and merging Creativity with tech and storytelling! Of course, we talk brand purpose -- and that theme actually runs through it all, with Rishad explaining how generosity is not just as a personal value, but a business advantage. He shares how this belief drives the Tobaccowala Foundation's work in improving access to education and healthcare in India — and why doing good can, and should, be good business. This episode is a frank but, yes, inspiring look at how to rethink work, reimagine leadership, and build companies that serve people — not just profit. *(FYI: Hear how math impacted the journey of Cadillac CMO Melissa Grady, too!) Key Moments:  01:03 Rishad Tobaccowala's Background and Award-Worthy Achievements! 02:57 The Essence of Rishad's Books - "Restoring the Soul of Business" and "Rethinking Work"   03:28 Combining Story and Data in Business 06:21 The Continuing Impact of Pandemic WFH Mentality and the Impact of AI on Work Lifestyles 07:11 Rethinking Work Now and Near Term Future Trends 11:02 Strategies for Embracing Change (Yes it "Sucks" But so Does Irrelevance!) 13:04 Building a Future-Ready Workforce 22:02 Personal Development Thru Continuous Learning 23:46 Mentorship and Leadership Advice Through Musical Metaphors (AKA: E.B. has to Sing Again) 25:37 The Crisis in Modern Leadership 26:07 Boss vs. Leader: Key Differences 32:06 Generosity as a Strategy 37:39 The Tobaccowala Foundation's Mission 39:45 The Future of Marketing and Creativity (Hint: Does Not Fit in the Containers of the Past!)  46:03 Book Summary and Can't Miss Resources Oh, and you might WIN! ...Add a "like" and a comment on Apple, Spotify or YouTube for this episode, and I'll randomly (okay, those who LOVE the show might have an advantage!) will be entered to win a copy of Rishad's book which I'll announce on or before 4/30/25. BUT to make SURE you get your own, and to learn more about Rishad, visit:  https://rethinking-work.io/whats-inside-2  Follow, Connect & Share the Love Connect with Rishad: https://www.linkedin.com/in/rishadtobaccowala/ Learn about Rishad/Purchase Rethinking Work: https://rethinking-work.io/ Connect with E.B.

Wendy Lund isn't just a powerhouse in healthcare marketing — she's also a longtime family friend, thanks to her working alongside my sister Lisa years ago -- also in healthcare marketing -- then becoming neighbors and "besties."  As a result, I also know Wendy is a longtime advocate for women's health, and is as passionate about promoting good information as she is about, well, her dog, Yogi! Yogi And that is one cute dog: spoiler alert in case you miss the video. As Chief Client Officer of Health@WPP, former CEO of GCI Health, and former Chief Communications Officer at Organon, Wendy has been a force in transforming how we talk about — and invest in — women's healthcare. In May 2025 she's being honored with the Pinnacle Award by MM+M for her leadership and impact. The Imperative for Information and Innovation around Women's Health - Health@WPP at SXSW  In yet another heartfelt, informative, and often funny conversation apropos Women's History Month, Wendy explains why Health@WPP believes wise innovation, factual and  frequent information around women's healthcare is an imperative. Those are the pillars driving that progress — and why that's not just good for society, but great for business.

Mack McKelvey, Founder and CEO of SalientMG, joins me to explain why "being uncomfortable" has been a great recipe for success throughout her award-winning career in tech and marketing. With remarkable candor, Mack reveals how disruption propelled her from big tech brands like Lucent, Verisign, and British Telecom to the startup world, where she mastered being an "intrapreneur" before launching her own ventures. While I almost give away what my initials (E.B.) stand for, Mack shares the fun but sobering story behind her own name change—and a realization about "what's in a name." It definitely ties in with how it took a name change for this powerful woman, appropriately featured during Women's History Month, to go to game changer.  She ultimately created SalientMG in order to offer "the kind of firm I could never find when I was on the inside"—a company staffed entirely with senior practitioners who understand the daily realities of startup marketing. This same commitment drove yet another one of her startups just last year, but this time in the form of a  community appropriately called "StartUp Marketer," that democratizes access to marketing expertise with everything from templates to live advisors.  As a fellow podcaster (host of "The Cred"), Mack generously shares both professional insights and personal stories—from her surprising celebrity encounters (think Jude Law to Dave Grohl!) to how her move from Manhattan to Vermont during the pandemic influenced her perspective on work and life. Throughout our conversation, Mack emphasizes what she's learned throughout her career: the importance of staying relevant and adapting to change. Read everything! She also emphasizes that successful marketing isn't just about tactics—it's about understanding the people behind every decision and fostering diverse teams to help drive meaningful outcomes. She's an advocate for underrepresented voices and speaks passionately about her mission to create platforms for women, LGBTQ+, neurodivergent and people of color -- evident from her work, for example, with the non-profit, Creative Spirit -- and giving all people more visibility. "I had a real challenge with representation in technology. I felt like there were a lot of people that we weren't hearing from. But man did they have great ideas and I wanted to build a platform or a way to help these folks get out in market in a meaningful way." Whether you're a startup founder, a marketing professional, or simply someone interested in authentic leadership, Mack's journey from "accidental" tech marketer to industry game-changer offers invaluable insights about intention, representation, and the courage to create what doesn't yet exist. Key Moments: 01:29 The Twists and Turns to Tech In Mack's Career Timeline 08:40 The Importance of Names and Intentional Branding 11:04 SalientMG's Mission and How to Deliver Impact 14:52 Challenges and Opportunities in Tech Marketing 21:16 Innovative Tech Companies to Watch 22:55 The Role of Marketers in Adapting to New Technologies 26:08 The StartUp Marketer Initiative: Democratizing Marketing Expertise 29:43 Supporting Creative Spirit and Inclusion Everywhere 36:42 Personal Stories: Celebrity Encounters 42:15 Pro Advice for Aspiring Marketing Leaders Key Links: Connect with Mack: LinkedIn: https://www.linkedin.com/in/mackmckelvey/ Salient MG: https://salientmg.com/ StartUp Marketer: https://thestartupmarketer.com/ Connect with E.B. Moss and Insider Interviews: With Media & Marketing Experts LinkedIn: https://www.linkedin.com/in/mossappeal Instagram: https://www.instagram.com/insiderinterviews Facebook: https://www.facebook.com/InsiderInterviewsPodcast/ Threads: https://www.threads.net/@insiderinterviews Blusky: https://bsky.app/profile/mossappeal.bsky.social And, as mentioned, catch my other podcast, "It's Quite a Living," too!  If you enjoyed this episode, follow Insider Interviews,

Out-of-home advertising isn't just about billboards anymore. With data-driven targeting, creative innovations, and deep measurement capabilities, the OOH industry has transformed into a sophisticated media channel that deserves a bigger seat at the table. In this episode of Insider Interviews, I got to explore the great outdoors with David Krupp, Global CEO of Billups, and Jaime Byrdak, CEO of North America, to go beyond the boards and explore how out-of-home ('OOH' and 'DOOH') is making an undeniable impact on today's media mix. David and Jaime bring decades of experience in the industry, having worked together for 20 years in the industry before bringing their considerable chops to billups, Ben and Heather Billups' eponymous agency -- a name that works pretty darn well for working with billboards!  The company itself is only a couple of decades old but already claims nine patents that solve for the challenges of measurement and capturing data-driven insights in OOH. Probably good reasons it also claimed a spot on the 2024 list of fastest-growing companies among the Inc.5000 of companies "building the future." From their strategic approach to planning and measurement to their creative applications of technology like anamorphic (think: 3D) and AI-powered  optimization, David and Jaime share insights on why OOH is more "in" and relevant than ever -- and how they are making the most of being the largest independent agency in the space. Anamorphic DOOH "Out-of-home is sometimes the first to get cut from a media plan, but it shouldn't be. We're proving that it's measurable, it drives sales, and it deserves a seat at the table." -- Jaime Byrdak It's about staying nimble even with international scale, offering up considerable expertise as "consigliere" for media planners and buyers, and growing relationships both inside with coworkers and outside with customers. "Anybody can buy a billboard. The question is, are you buying the right one in the right place at the right time for the right reasons against the right audience?" -- David Krupp To that point, hear about their leadership philosophies, personal stories (including Jaime's time as a White Sox ball girl!), and what's next for the future of OOH. Top Takeaways: OOH is More Than Awareness – While traditionally seen as just a brand awareness tool, out-of-home can now drive sales, foot traffic, and digital engagement thanks to improved data and measurement techniques. Technology is Changing the Game – Innovations like AI-powered planning tools, real-time ad serving, and 3D anamorphic creative are pushing OOH into new territory. Measurement is Critical – Billups has developed patented measurement methodologies to prove ROI, showing how OOH contributes to everything from app downloads to in-store visits. The Power of Independence – As the largest independent out-of-home agency, Billups leverages its flexibility to provide unbiased, data-driven media recommendations. Leadership & Mentorship Matter – Both David and Jaime emphasize the importance of team culture, professional development, and fostering the next generation of OOH experts. Key Moments: [00:00] Get to Know the Great Outdoors & the Evolution of OOH [03:00] Get to Know the Experts: David Krupp and Jaime Byrdak CEOs of billups [07:30] Out-of-Home's Role in the Media Mix [10:20] How Data & Technology Are Driving Smarter Campaigns [16:00] Measuring the Impact: Proving ROI in OOH [21:45] Creative Innovations: 3D, AI, and What's Next [28:15] Boards for Good: Billups' Corporate Mission & Industry Leadership [34:00] The Future of OOH & Leadership Lessons If you enjoyed this episode, follow Insider Interviews for me, and leave a comment on @Apple or @Spotify... or a tip in my jar to help me tip my engineer,  Jim Mullen!: https://buymeacoffee.com/mossappeal!  Connect with David, Jaime and Billups: LinkedIn: https://www.linkedin.com/company/billups/

For my 2025 kickoff of Insider Interviews marketing luminaries Lou Paskalis and David Sable joined me for one of the most candid conversations on the media and ad world for an incredibly candid conversation on the media and ad world that cuts through what David famously coined as "digibabble" years ago. We moved from their personal passions (don't get David started on The Doors!) to how advertising evolved in the tech era... to its future, jam packed with opinions based on their decades of award-winning experience. (Lou, who previously ran global marketing at a couple of small brands you may have heard of, like Bank of America, American Express, and where I first met him, E.J. Gallo, is now the strategic mind behind news assessor Ad Fontes Media, The street cred of David - a top voice on LinkedIn, thanks in part to his terrific blog, "Imagine," stems from being former global CEO/Chairman of Y&R (now VMLY&R) and board member for a ton of big companies like American Eagle and Ethan Allen. He is now Vice-Chairman at the forward-thinking mid-size holdco, Stagwell, where Lou is also an advisor, I discovered!) What informs a lot of the conversation is David's explanation of how Stagwell flipped the traditional agency model on its head: Instead of buying up creative agencies, founder Mark Penn premise to build around tech."... We began by buying tech, aggregating tech and creating a tech platform. Then we went out and wrote in the creative pieces of business." But as David emphasized, "Tech leads the way for everything. But our model, which is the model that's working the best, is that tech is an enabler: Our job is to tell stories and to tell them well." Stories - and art itself, even using the most sophisticated tech and AI - is only a result of the information fed to it. David shares a beautiful analogy about what a Monet envisioned using different brushstrokes on, say, Water Lillies. We have to inform our models to consider "impressionism," just as we have to provide data for use. He says, "Data is a picture of what happened before. That's it. Now, I can interpret it, I can use it, I can I can create algorithms or models, but at the end of the day, data is a picture of what was. It can predict, and AI is going to be better at that, but that's all it is. So it's only as good as the data that it has." And don't get him started on OMNICHANNEL as a buzzword, either. The through line of this episode is to appeal to and follow the consumer. Not jam tech terms or "digibabble" down their throats. Unsurprisingly, Lou agrees, comparing ineffective presentations to Charlie Brown hearing his teacher: "Wah wah. Wah wah. Digital." His point when pitching the CFO could also apply to the consumer: "If you don't contextualize everything into the growth agenda, you might as well not go to the meetings. They don't care what we do, they care how what we do achieves growth." Be human, even in an AI world. That applies to retail, to advertising and, as we learn, the news media. The Future of News Perhaps most compelling was our discussion about the critical importance of news. Insider Interviews followers know this is a clarion call for Lou, which he focused on in his first appearance here last year. Now, backed by Stagwell's staggering study of 50,000 people, Lou shared a startling insight: "The ROI, or return on advertising -- ROAS, on news is higher than any other content vertical you can buy." Marketers are missing out on if they are "news-averse," based on some misguided perceptions about "brand suitability." "11% are self-identified as news junkies who only read or watch the news when they're consuming media. That's 11% more business for any marketer in America in 2025 who will achieve the growth agenda and win by reaching these very influential people." (To learn more, all Insider Interviews fans who are publishers are invited to apply to attend Stagwell's Future of News next meeting at 1WTC on January 2...

Fresh from the floor of CES 2025, I grabbed about 10 minutes each with two brilliant minds in technology and innovation who shared fascinating insights about where we're headed in this AI-driven world for a fast but powerful bonus episode. Andrew Klein, who leads creative technology and innovation at PMCI (Publicis Media Content and Innovation Team), dove straight into how generative AI is becoming increasingly woven into our daily lives. Andrew Klein, SVP, PMCI at CES 2025 He painted a vivid picture of our near future, where wearable AI technology won't just sit on our desks but will travel with us through our days via glasses, earbuds, and head-mounted displays. His most striking observation? "I think we're going to have more conversations with AI, potentially, than we would with people. Especially when you think about digital communication." Klein shared fascinating insights about the emerging convergence of crypto and AI, describing a future where we'll essentially subscribe to different AIs like we currently follow social media accounts or news sources. These AI agents, running 24/7, could serve as everything from market analysts to personal companions. When our discussion turned to the critical issue of trust in AI systems, Klein highlighted how major platforms are starting to prioritize transparency by clearly identifying AI-driven interactions.   Albert Thompson, Walton Isaacson, at CES 2025 This focus on trust was echoed and expanded upon by my next guest, Albert Thompson, Managing Director of Digital Innovation at Walton Isaacson, who had just finished moderating a panel on monetization in immersive technologies. Thompson offered a profound observation that really stuck with me: "The world's currency is not technology, it's trust. And that's everywhere from political candidacy to why three ply toilet paper is better than one. ...And when you start to think about news and information, it's whom do we trust?" Thompson drew a fascinating distinction between generations: Boomers understand how things are made because they come from the Industrial Age, while Gen Z knows how nothing is made - they just want it to work. He predicts we'll return to valuing in-person verification, noting that while deepfakes can fool us online, "the one thing a deepfake can't do is walk in the room and fake you out." The episode concludes with my personal note about the Los Angeles wildfires and information about supporting affected communities, including the Grammy-winning composer of my Insider Interviews theme, John Clayton. (You can see a few images of what his home WAS in our episode last year of "It's Quite a Living".) John Clayton and lost compositions Key Segments & Timestamps: [00:01:15] Andrew Klein on Innovations at CES 2025 [00:04:34] The Convergence of Crypto and AI [00:06:40] Trust and Transparency in AI [00:12:13] Albert Thompson on The Future of Technology and Trust [00:17:56] Closing Note about LA Wildfires DONATION RESOURCES: American Red Cross to support the communities in need. World Central Kitchen has mobilized across Southern California, providing sandwiches and water throughout the region.   Los Angeles Fire Department Foundation to go toward equipping firefighters with tools and supplies to contain the infernos. GoFundMe.org started a 2025 Wildfire Relief Fund that will “go directly to people impacted who are seeking help through GoFundMe fund-raisers, and to nonprofit organizations on the ground providing relief. And, as mentioned, I'll be donating a portion of any support of this episode that is sent to buymeacoffee.com/MossAppeal  Connect with E.B. Moss and Insider Interviews: LinkedIn: https://www.linkedin.com/in/mossappeal Instagram: https://www.instagram.com/insiderinterviews Facebook: https://www.facebook.com/InsiderInterviewsPodcast/ Threads: https://www.threads.net/@insiderinterviews Blusky: https://bsky.app/profile/mossappeal.bsky.social

Navigating the chaos of the advertising world can be daunting (for advertisers AND journalists!), but Jason Brown, Chief Revenue Officer of SpectrumReach, helped simplify our wild industry in this Epi 32 of Insider Interviews – just like he and his team do for their 20,000+ advertisers nationwide. From big-picture strategy to the nitty-gritty of local targeting, Jason shared how the sales arm of Charter Communications delivers on its mission to simplify and supercharge advertising success. How does Spectrum Reach make it all work? Well, think premium inventory, measurable outcomes, and advanced targeting.  Plus a new partnership with Amazon Ads that lets them do all of the above on an even bigger scale.  As Jason put it: "We harness the chaos of bringing in all these different types of inventory into one cohesive buy from end to end." (And the same attitude prevails company-wide, thanks to, for example, their investment in Xumo to help subscribers harness the content discovery maze!) Speaking of helping: Jason explained the Spectrum Reach approach to educating and supporting small businesses -- a lifeblood of local advertising, via a program called 'Pay it Forward' and their Spectrum Ad Academy. That is familiar territory to Jason, though, grew up with a father who went from film producer to community activist and shaped Jason's perspective on “doing well by doing good.” 'We want local communities to win. We want new businesses to win, and we're going to invest in them.' Plus, his sales and his leadership style is dependent on fostering strong relationships across their 181 sales offices. (It reminded me of the humanistic management approach taken by another of my previous guests, Jarl Mohn, who criss-crossed the country visiting NPR's sales offices, too!) Jason takes pride in how Spectrum News creates loyal communities, which is vital in this media landscape. Of course, we couldn't talk about advertising without geeking out over the power of local news (a favorite topic of mine – just ask Lou Paskalis, who makes his second Insider Interviews appearance on an upcoming episode).  This episode is packed with insights on everything from simplifying ad buying to building relationships that drive real impact. And if you love a good story, Jason's got some personal anecdotes that'll make you smile and maybe even inspire you to think differently about leadership. So, tune in! Whether you're an advertiser, media exec, or just curious about the magic behind the screens, you'll walk away with actionable takeaways and maybe a new appreciation for how “harnessing chaos” can lead to success. Key Highlights: 00:46 The Professional Journey of Jason Brown – from Out of Home to In Home Screens 02:01 The Spectrum Reach Structure and Mission 03:42 Winning Advertising Strategies and Local at Scale 05:06 Innovations and the Amazon Ads Partnership 08:20 Measurement and Data Accuracy 14:05 Supporting Small Businesses 24:40 Corporate Social Responsibility 26:24 Growing as a Leader and a Father's Influence 30:42 Favorite Shows (and a Xumo Rationale!) Connect with Jason Brown: https://www.linkedin.com/in/jasonbrown718/ Follow Spectrum Reach: LinkedIn: https://www.linkedin.com/company/spectrum-reach Facebook: https://www.facebook.com/SpectrumReach Instagram: https://www.instagram.com/spectrumreach/ Connect with E.B. Moss and Insider Interviews: LinkedIn: https://www.linkedin.com/in/mossappeal Instagram: https://www.instagram.com/insiderinterviews Facebook: https://www.facebook.com/InsiderInterviewsPodcast/ Threads: https://www.threads.net/@insiderinterviews Blusky: https://bsky.app/profile/mossappeal.bsky.social If you prefer to WATCH this podcast: YouTube: https://bit.ly/InsiderInterviews-YouTubePlaylist E-mail podcasts@mossappeal.com to ask about an executive profile package, or to sponsor an “Inside Scoop” branded segment about your brand! AND,

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

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

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

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

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

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

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

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

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

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

In this bonus episode of Insider Interviews, I'm narrating an article I published in trade pub, The Customer, on how podcasting drives real love... and emotional connections. I'll describe a  personal story about how my podcast actually helped a friend find love! But it's really more about the importance of humanizing content and creating brand appeal.  I explain my approach that generates this kind of response form guests: Getting Angie Hicks, John Vilade, Cherian Thomas and Lou Paskalis to laugh! Learn about the power of branded podcasts in raising brand affinity and engagement, supported by research from Signal Hill Insights. And the article -- and this episode -- highlights the effectiveness of podcasts in creating deep, parasocial bonds with audiences and exactly why authenticity and quality production are critical for building brand loyalty. Research and quotes are included from Sounds Profitable, Signal Hill Insights, JAR Audio's Jen Moss, Heather Osgood of True Native Media... and you'll learn who I personally fangirl about. (Are you listening, James Cridland?! See you at Podcast Movement 8/19/24!)  Read along at https://bit.ly/PodcastingForLove or watch the video on my YouTube playlist of Insider Interviews. Or just do what resonates in those ears: sit back and listen!  Brand Lift Research If you love Insider Interviews, please add a review on Apple, Spotify or your favorite platform... and share the love of this show with friends!  Key Moments: 00:00 Introduction and Episode Overview 00:45 A Personal Story: How Podcasting Drives Love 02:26 The Power of A Personal Touch in Podcasting 04:22 The Impact of Branded Podcasts on Brand Fans and Listeners 06:51 The Physical and Emotional Connection of Sound 08:42 Building Brand Love Through Good Production and Quality Ads 09:43 Conclusion and How to get your OWN Branded Podcast from Moss Appeal! Connect with Insider Interviews: Instagram: https://www.instagram.com/insiderinterviews Facebook: https://www.facebook.com/InsiderInterviewsPodcast/ YouTube: https://bit.ly/InsiderInterviews-YouTubePlaylist LinkedIn: https://www.linkedin.com/in/mossappeal Threads: https://www.threads.net/@insiderinterviews “X”: https://www.twitter.com/insiderintervws (And you can support this free podcast at https://www.buymeacoffee.com/mossappeal or https://truefans.fm/fans/mossappeal )

Ever wonder how niche sports like fencing stay relevant and grow their fanbase? In Epi 23 of Insider Interviews, I chat with Phil Andrews, who I call the British Ted Lasso for bringing a Midas touch to the world of parries and ripostes as CEO of USA Fencing. Fresh from transforming USA Weightlifting, Phil is now wielding his marketing saber to make fencing a "thing" with record-setting results. In time to understand the sport in advance of the Paris Olympic Games, Phil and I explore how he's applying creative strategies to boost awareness, revenue, and membership in a sport that still takes some explaining. Which he does beautifully. For this audience, he also shares his data-driven approach to attracting sponsors, revealing, "We have to, to be candid, fight dirty a little bit. We don't have the brand of a New York Yankees or even a USA Gymnastics where you're buying brand and eyeballs. But we have data, we have people, and we have a direct road to them." This innovative thinking has led to partnerships with brands like Naked Wines, Avis, and Hilton. Phil even teases an upcoming sponsorship that's perfectly on-point: the "Official Fence of Fencers." Talk about targeted marketing! But it's not all about the money. Phil is passionate about making fencing accessible to all. He discusses USA Fencing's award-winning diversity and inclusion initiatives, including the "Fencing the Gap" program. "The idea of Fencing the Gap is very simple. It's grant funding that we can put towards fencers who otherwise can't afford to play the sport," Phil explains. Get ready for some Olympic-sized insights as Phil breaks down: - The complexities of Olympic sponsorships (it's not as simple as you might think!) vs sponsorships of the NGBs (National Governing Bodies). - How USA Fencing is bringing the Olympic experience to communities across America allowing locals to fence with some greats in 10 cities this summer.  - The surprising connection between fencing and the NCAA (hint: it's not just about the sport) - Why listing women first in team announcements is a small but powerful change. Olympic-bound Team USA Fencing As a bonus, listeners get a glimpse into Phil's personal life, including his connection to me (spoiler: we met last year when I discovered we were related by marriage!). Phil even shares why he told Sports Business Journal in his interview as a "40 Under 40" that Insider Interviews is his go-to podcast!: "A lot of what I've done over my career is taking other people's ideas and applying them into Olympic and Paralympic sport. That's how we've done things differently. And so I find it a great way to listen to, as the title suggests, an insider and apply their ideas to what we do." This "40 under 40" picked Insider Interviews as #1! Whether you're a marketing pro looking for fresh ideas, a sports enthusiast curious about the business behind the games, or just someone who appreciates a good underdog story, this episode delivers gold medal-worthy insights. En garde, ready, listen! Highlights: [0:00:03] Meet Phil Andrews, the CEO of USA Fencing, and his Ted Lasso-like career [00:04:57] Phil explains NGBs, the three types of fencing - saber, foil, and epee—and their cool origins [0:10:26] How partnerships with CrossFit and Rogue Fitness revamped USA Weightlifting and drove female participation and revenue [0:19:57] Launch of "Fencing Across America" initiative with surprise athlete visits and influencer help this summer [00:24:09] How big nationwide events and data-driven marketing is attracting sponsors [00:31:29] Unraveling the complexities of Olympic sponsorships [00:37:42] USA Fencing's award-winning diversity and inclusion efforts [00:40:27] "Fencing the Gap" grows participation by all [00:43:15] Personal connections and Phil's personal brand...and advice for aspiring marketers and leaders Find Phil at: https://www.linkedin.com/in/philandrews2/ Team USA - Instagram: https://www.instagram.

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

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

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

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

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

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

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

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

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

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

Did you know being “Hispanic” is not a thing in Europe? Just ask Claudia Romo Edelman. While living in many countries -- as a Head of Public Relations for the World Economic Forum, to a Marketing Professor in Geneva -- she was simply Mexican, no different from how her friends from Venezuela or Guatemala were identified by their own nationalities. Then, Edelman moved to the U.S. and got a new label – "Hispanic" or "Latina." She's embraced the description with the same spirit she welcomes any respectful nod to her heritage. For her, it's all about just making sure she and the LatinX community are part of a broader, more inclusive narrative. In fact, all humans should be respected equally – in society and in marketing. So, she founded “We Are All Human” to advocate for diversity and inclusion. In an incredibly insightful conversation Edelman, we discussed her remarkable journey – from growing up with a professional basketball player-turned economist-turned actor mom (talk about a role model!) to her own impressive path from Special Advisor at the UN to “Founder/Factivist”.... An Empowering Hispanic Star Edelman's experience gives her a unique perspective on brand purpose, which she eloquently shared during our discussion. One of many fascinating parts of our conversation was about her involvement insuch influential pro-social campaigns such as Product Red and the Sustainable Development Goals (SDGs). She described the significance of these initiatives then what sparked her commitment to elevating the perception of the Hispanic community by founding  "We Are All Human" – and supporting the "Hispanic Star" initiative -- which aims to unify and empower the Hispanic community. Edelman addressing the Hispanic Marketing Summit held at the UN 12/23 "Purpose-led branding is not just a trend; it's a necessity for survival in today's market." "Understanding the Hispanic community goes beyond language; it's about respecting and investing in their culture and values." You'll learn about the importance of addressing systemic barriers such as education, health, and job opportunities. Her insights into the challenges and opportunities within the Hispanic community were eye-opening but should be of particular interest for brands. Especially given some of the stats she shared about the power of the Hispanic US population as a “factivist!” (Per her book, "Hispanic Stars Rising", "We are the engine of the U.S. economy. Responsible for 2.6 trillion dollars of GDP, which puts us among the top ten GDPs in the world. Our purchasing power is $1.9 trillion. We are entrepreneurial — 86% of all new businesses launched in the past 10 years were started by Hispanics.") Authentic Engagement with the Hispanic Community: Edelman emphasized the importance of understanding and respecting cultural nuances. A significant part of our dialogue centered around how brands can authentically engage with the Hispanic population. A genuine investment in community initiatives, rather than superficial marketing tactics, is key to connecting with this demographic. Listen for more of these insights along with some of her personal stories that added an intimate touch to our discussion. Memorable Moments: [00:03:00] Meet Claudia Romo Edelman... where she lived around the world and why she now lives in a gymnasium! [00:04:11] Background on Claudia's role in global campaigns – from Project Red to UN Sustainable Development Goals [00:07:33] Discussion on and definition of brand purpose [00:11:52] The mission and vision behind the creation of non-profit foundation, "We Are All Human" [00:16:43] The significance and development of the Hispanic S tar initiative and its symbolism [00:20:48] Claudia's motivation – past, present and future [00:25:54] Comparing podcast plans and the thru line of Hispanic executive women featured on the podcast "A La Latina" [00:33:00] Using 'factivism' in targeting Latino communities

Can branded entertainment be "bingeable?" If it's engaging and the characters are relatable! What if no one watches? They will if that branded content is made -- then promoted -- by Leap Media. That's what I learned from speaking with Chris Pizzurro, Co-Founder and Principal of Leap Media Group, and Michele Fino, Head of Branded Entertainment at Crackle. Here's how they do it: Chris Pizzurro has had an award-winning career in media, including a dozen years at Turner Broadcasting where he was involved in an early-stage form of branded entertainment. (And, he shared some great stories about working with Ted Turner at TBS!) "We were actually doing branded entertainment in the 2000s with TBS's Dinner and a Movie."  -- Chris Pizzurro For the next dozen years, he was SVP at ad tech services company, Canoe Ventures, which really advanced digital ad insertion, scoring an Emmy® Award and inclusion on five patents while there. From that background, Chris realized that "Clients are willing to pay extra to have their brand associated with entertainment, whether it's in a movie or adjacent to one." He's applying that insight now at Leap Media Group, delivering a brand of their own: the "LFBE" - Long-Form Branded Engagement. Chris describes these "as a subset of branded entertainment and shoppable TV". "In long-form brand engagement, it's about involving brands from the outset, creating narratives around them, and incorporating calls to action for tangible ROI." -- Chris Pizzurro In addition to making branded entertainment that is good quality content, Leap's point of differentiation is putting equal focus on the distribution and promotion of that content to drive awareness, viewership and ROAS -- Return on Ad Spend -- from tune-in ads on Crackle to host-reads in Peter Greenberg's radio and podcast show, Eye on Travel.  After all, even if a show is well-made, if no one sees it -- like “a tree falling in the woods making no sound” -- it doesn't matter how good it is. So, as he has written, "We just don't buy ad inventory on FAST Channels and make shows that are on FAST Channels, we're ON shows that are on FAST Channels." Leap's shows, created in conjunction with major brands and production companies, include "The Next Turn" from Expedia, "Bigger Bolder Baking" with chef Gemma Stafford, VRBO-sponsored “Cabin Culture” and more.    Chris is joined in the second half of this fun and informative 40-minute episode by Crackle's, Michele Fino, who brings her own wealth of experience in creating and promoting quality content – from her time helming branded entertainment at a global production company (hint: she can drop the Ryan Seacrest name!), content strategy at a national retailer and marketing at various highly regarded non-profits. She's crystal clear that: branded entertainment, it's not just about the content; it's about creating an experience that extends beyond the show." "Entertainment is the top of the marketing funnel. It's about creating experiences that live beyond the show, extending the brand's presence organically." -- Michele Fino Michele explained all the industry acronyms like AVOD, TVOD, CTV, and FAST. She talked about the value of long-form branded content and Crackle's role in distributing and promoting shows. But she absolutely emphasized the importance of creating entertaining content that also provides brand messaging. Together, they discussed strategies for ensuring branded entertainment and ads work together, helping brands defray production costs and boost value. She cited the example of featuring DoorDash as a hero brand into their original program, Going From Broke. As always, my guests shared excellent points about personal and brand purpose: Per Michele -- apropos Crackle now being part of the socially conscious company, Chicken Soup for the Soul Entertainment, companies can easily just incorporate social messaging subtly into a production in a "purple" kind of way.

When you think about it, national advertising can definitely build awareness -- or brand equity. But as Keith Kazerman, President of Locality Streaming pointed out, every purchase made actually occurs LOCALLY.  Hmm. There was a lot more food for thought in Episode "lucky" 13 when I sat down with Keith and his counterpart, Ann Hailer, President, Locality Broadcast. Ann and Keith are like a “Local Ads Power Couple.” They are so on the same page about the of power of pairing broadcast and streaming you'll hear that they sometimes finish each other's sentences. We need more of this approach in our fragmented media world, so tune in to also hear how they seamlessly leverage linear and digital to offer up what they call "Precision Reach." Or, fine-tuned targeting plus scale. Advertisers shouldn't have to pick, and broadcast still has a very long tail. So, Locality formed out of CoxReps and Gamut a few months back now representing some 300 broadcast stations and more than 150 publishers for the one-two punch of streaming AND broadcast premium and exclusive ad inventory. Here's what else you'll hear and learn: [00:02:07] "The state of local TV is fantastic. As we look at content and the relevancy and recency of local news, and local sports with the return of NFL and college football, there is an uptick in viewership and engagement..." -- Kazerman [00:06:00] "Broadcast groups leverage all of their owned and operated content in ways that that local content can reach consumers, even if it's not over the air." -- Hailer  Both agree it's Broadcast AND Streaming, not versus, which is what enables "PRECISION REACH". [00:8:50] Whether Miami or Cincinnati, it's a different product of interest in that market. That creative needs to speak to that and reach that audience based on that target and location. [Think of the same home store, but pitching patio furniture vs snowblowers...] [00:09:35] Thriving content verticals include sports, but also News drives trust thanks to local personalities. (Check out my recent episode with Lou Paskalis on this topic, in Epi 12.) [00:13:07] Why Streaming is Prime Time all the time 00:13:01 Measurement and streaming challenges. [00:15:10] Enabling better quality advertising (Locality lends a hand), and how ad tags offer credibility and brand lift. [00:17:25] Recalling moments from their Cynopsis Big TV panel ...and my Special Report on Locality on the importance of local advertising. Albert Thompson interviewing Ann Hailer and Keith Kazerman - Cynopsis BIG TV Conf [00:19:37] Politics in local advertising. Where is the $11B in political ad dollars going? Yup. Local at scale. "Yes, we have national campaigns," said Hailer, "but it happens in local precincts, with local votes, votes in swing states, votes for Senate..." [00:23:31] Change management and mentorship. [00:25:17] Finding champions at work (and yes, I was inspired to sing), and offering respect while persevering.   Help support Insider Interviews with a little donation at https://buymeacoffee.com/mossappeal Connect with Locality: http://locality.com/ Search @WeAreLocality on all Social Channels, including Facebook Ann Pero Hailer: https://www.linkedin.com/in/ann-pero-hailer-b16453a/ Keith Kazerman: https://www.linkedin.com/in/keith-kazerman-8b870382/ Connect with Insider Interviews: Instagram: https://www.instagram.com/insiderinterviews Facebook: https://www.facebook.com/InsiderInterviewsPodcast/ YouTube: https://bit.ly/InsiderInterviews-YouTubePlaylist LinkedIn: https://www.linkedin.com/in/mossappeal “X”: https://www.twitter.com/insiderintervws (And find E.B. on Threads as @mossappeal)

In this bonus episode of Insider Interviews, captured during Advertising Week 2023, I spontaneously interviewed three impressive executives on how each injects the human touch to various aspects of culture in media: Sports, Multicultural and Podcasting content. First, Marissa Solis, SVP of Marketing for the NFL, discusses how the NFL is incorporating AI to generate game highlights, enhance player safety and even to to engage younger audiences, all while still maintaining a human touch on and off the field.  "Through the power of AI technology, we were able to take the game in real time and animate it in Toy Story world, so that somebody could be watching the same exact game, but in 'Andy's room.'... We're very excited about the power of the technology, but we know there's a lot of implications. So we always want to proceed with a bit of caution, again, because we don't want to ever lose sight of the human element and the positive human outcomes that could come from the technology."   Next, Bonin Bough, co-founder and Chief Strategy Office of Group Black, emphasizes the importance of reaching all humans through culture and multicultural media investments."An interesting conversation has been the impact of investing in multicultural and diverse audiences and showing real case studies and real business movement.  ... I think for too much, we talk about the societal impact and we forget that at the end of the day, the only place that you source growth is from untapped and underinvested in opportunities and communities." Finally, Kelli Hurley, VP/Global Head of Partnerships at SXM Media, shares insights on injecting the human touch into podcast advertising by partnering with popular personalities like Conan O'Brien and Crime Junkie.  "We're looking at video, we're looking at social, we're looking at events, and we are finding a lot of success in building campaigns that really start from the influencer, from the host themselves, and we splinter it out from there." With a runtime of 20 minutes, this ad hoc episode offers a fascinating glimpse into the intersection of technology and human connection. Please be a human and support Insider Interviews with a little donation at https://buymeacoffee.com/mossappeal Connect with Insider Interviews: Instagram: https://www.instagram.com/insiderinterviews Facebook: https://www.facebook.com/InsiderInterviewsPodcast/ YouTube: https://bit.ly/InsiderInterviews-YouTubePlaylist LinkedIn: https://www.linkedin.com/in/mossappeal “X”: https://www.twitter.com/insiderintervws (And find E.B. on Threads as @mossappeal)

It's a jam-packed Epi 12 with my longtime industry friend, Lou Paskalis, CEO and Founder of AJL Advisory and strategic advisor to Ad Fontes Media. We had a lively stroll down memory lane (and, yes, I sing to him), reminiscing about working on promotions for E&J Gallo Winery/Food Network years ago to rubbing elbows at Cannes Lions this past year. On the carpet at Cannes 2023. (E.B. and Lou) Then he shared some solid food for thought – especially around the gauntlet he's become known for throwing down lately: supporting quality journalism through brands investing in the news media. He himself has been making the news with his plain-spoken POV, as evidenced by articles in AdAge to Fast Company, from mentions in the Swisher/Galloway podcast Pivot to being an inaugural honoree of the "Purpose Beyond Profit" awards for his, well, purpose-driven advocacy. Perfectly appropriate edition of "Pearls Before Swine" comic strip, used with permission of the brilliant Stephan Pastis! As a former senior media executive at both American Express and Bank of America, Lou offers tremendous insights into some of the biggest issues facing the media and advertising industry today. With his signature outspoken style, he stressed the need for transparency in programmatic advertising – with some astounding stats that should knock some sense into media buyers, and advised brands should build long-term customer relationships, including around shared values and purpose, rather than rely on just transactional marketing. Then we really got into the meat of  it: He explained the indispensable role of journalism in upholding democracy, pointing out that "Journalists are uniquely called out in the first article of the Bill of Rights as having a special role in our democracy to basically keep the government honest and elected officials honest." However, the proliferation of misinformation and erosion of trust in media poses a dire threat. As Lou says, this crisis calls for "supporting news at a time when truth is under assault and we need more journalists to debunk the lies." But it's an uphill battle in the face of the local newspapers dying out despite the deep community engagement of readers. "I'm not here to make your job easier. I'm here to make our message resonant. And we have to break this mindset that scale equals quality, because it absolutely doesn't." We went on to discuss his billion dollar challenge to advertisers to be part of the solution, made easier to vet for brand safe environments and political skews thanks to AI-aided companies like Ad Fontes Media – but noted that innovation and adaptation are critical for news organizations to make it through this period of massive change. From 2005 through 2020, there's been an 80% decline in advertising investments in news, which has led to a 50% decline in people working in newsrooms.   There's a lot more to this conversation with my insightful friend, Lou Paskalis, and I urge a complete listen to grasp his big ideas on brands, journalism, community and democracy with an eye toward pragmatic solutions...and inspire you to pick up the gauntlet!   TIME CODES [00:02:39]  E.B. and Lou stroll down Memory Lane...from Gallo to Cannes [00:04:47]  Personal passions (Did Lou's early F1 fascination drive his challenger, fast-thinking mindset?) [00:09:19]  Consumers and brand purpose [00:12:57]  How the triple bottom line is served with news [00:14:25]  How the truth became fungible... [00:17:05]  ...Leading to shrinking newsrooms and local news deserts [00:22:10]  The imperative of local journalism and community engagement [00:25:17]  Building a brand for life [00:26:43]  The billion dollar challenge... [00:28:51]  ... And just how advertising dollars support journalism [00:33:08]  Media innovation and risks spark news organizations adapting to change [00:37:20]  Marketing and changing behavior [00:41:05]  AI-powered platform rating and a fan of...

Head of marketing for T-Ads, the advertising solutions division of T-Mobile, Cherian Thomas describes the evolution of his rideshare entertainment platform, Octopus, to creating brand love across all digital out of home screens. In this upbeat but informative conversation with the high-energy "Doctor Thomas," Insider Interviews host E.B. Moss also gets the download on DOOH from DPAA CEO, Barry Frey, to offer listeners and viewers a complete picture of the state of screens today. QUOTES AND TIMESTAMPS 00:02:23 - "By the digitization of out-of-home, we mean a modern-day digital advertising business." 00:03:10 - "DOOH is becoming very powerful especially with its ability to target audiences, that heretofore was not available." 00:04:20 - " I've seen these crazy billboards where it almost looks like things are flying off of the screen. It's really amazing what can happen now with digital billboards." 00:11:49 - "While trying to market our app to consumers, we had to identify who is the ideal target audience. And then you look and you're like, wow, that's the Uber and Lyft rider!" 00:13:56 - "If we can delight riders in their Uber and Lyft journey, well, what's the next phase?" "The numbers don't lie: actual consumer spending is four times larger in store than it is online." 00:16:56 - "The numbers don't lie: actual consumer spending is four times larger in store than it is online." 00:18:52 - "Well, it turns out advertisers and brands also have similar pain points when it comes to them spending dollars and getting their brand out there or hitting performance metrics." Watch the full episode with Cherian Thomas, Head of Marketing for T-Ad on YouTube, too! [00:23:42] Enthusiasm, energy and skateboarding to work. 00:24:14 - "It starts from the top. So everything we do in my world is always ‘How is that good for our customers?' And I think that's something really important." T-Mobile Chief Creative Officer, Peter DeLuca with DPAA CEO, Barry Frey at Cannes 00:25:59 - "I think Peter DeLuca is a legend. And if you think about T-Mobile's brand, this is the best our brand has ever been. And you don't get there overnight. You have to be consistent. You have to be honest. You have to deliver. Like we say, dream big and deliver." 00:28:24 - "We leverage our brand to get our customers amazing deals and delight them." 00:33:45 - "My favorite product is the T-Mobile SyncUp Kids Watch, which is kind of a smart watch, but all you can do on it are basic things. As a parent, that was a pain point that T-Mobile had solved...This is kind of in our ethos: solving pain points I think is a common theme that's carried forward in everything that we do." 00:35:08 -  Brand purpose and trust. "One of our promises is “Nada, yada, yada.” Like, that's our actual Metro by T-Mobile brand campaign right now, because everyone else makes a bunch of promises and the fine print is like “yada, yada, yada, yada.” If that doesn't say we don't have any BS here and you can trust us....” 00:37:41 - "If you have a low cost of screen and you have connectivity, why can't there be a screen at the top of the Vail ski resort to show you information and speed times and fastest slope, the slope is closed, etc. So these are things I'm really excited about. [00:38:30] The growth of Digital Out-of-Home. 00:38:39 - As an industry, I'm excited because the TAM -- the Total Addressable Market -- for Digital Out-of-Home, is much larger. And that's always been the challenge with Digital Out-of-Home. ...You've got a $10 billion industry, but it's getting bigger and bigger as these macro trends continue." 00:40:11 - "What does the E.B. stand for?!” Don't miss the 10/10/23 DPAA Global Summit in New York City's Chelsea Piers, with speakers from McDonalds, Mastercard, Pepsi and more!  You can help sustain this podcast with a little donation to Insider Interviews at https://buymeacoffee.com/mossappeal

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

It's been a record-setting hot summer. That got me thinking about the environment. And that got me thinking about ESG -- the Environmental, Social and Governance factors companies can get valued on -- by the Street and by the Consumer. And THAT is part of Brand Purpose. So, what are the ways "purpose" shows up at a company -- inside and out? And, how does a company authentically spotlight its brand purpose to that outside world? Over the past eight episodes of this Season 2 of Insider Interviews, that's exactly what I asked each of my world class media, marketing and advertising industry guests. So, here's a cool compilation of the wisdom of purpose and marketing pros, pulled from those episodes. You'll hear again, in this order, from: [3:10] Ad agency legend turned head of the Baglivo Group and higher ed evangelist as CMO of Pace University, Mary Baglivo; [6:25] Head of marketing for the largest B-Corp (listen and learn about that term!) -- Danone, NA's Linda Bethea; [13:45] Queen of fun and experiential marketing, CMO Erin Levzow of Museum of Ice Cream; [16:40] Representing the audio side, Chief Insights Officer of Cumulus Media/Westwood One, Pierre Bouvard; [18:20] Finally, Nicolle Pangis, CEO of Ampersand, the largest TV rep firm in the US., adds very personal insights for how she applied lessons learned about work-life balance just in time to help her survive and help her whole team thrive...and keep the customer satisfied “on purpose”, too. Each of these leaders shares their definition of brand purpose and how gets implemented in organizations and how brands can make a positive difference in society. We talk about the importance of ESG and how to make consumers aware of that meaningful work...and how to feel meaningful at work! Mary Baglivo Linda Bethea Erin Levzow Pierre Bouvard             Nicolle Pangis I encourage you to listen to the full episodes with each of these thoughtful and accomplished media and marketing executives. They share more life -- and industry -- lessons that offer the insider's scoop on our business, with a personal touch. You'll find their contact and company info in the show notes for each episode. You can help sustain this podcast with a little donation to Insider Interviews at https://buymeacoffee.com/mossappeal Connect with Insider Interviews: Instagram: https://www.instagram.com/insiderinterviews Facebook: https://www.facebook.com/InsiderInterviewsPodcast/ YouTube: https://bit.ly/InsiderInterviews-YouTubePlaylist LinkedIn: https://www.linkedin.com/in/mossappeal "X": https://www.twitter.com/insiderintervws (And find E.B. on Threads as @mossappeal) HLhkG6rrO1PRxZfy97Su  

The Philadelphia Eagles SVP of Marketing, Jen Kavanagh, shared her approach to expanding the club's brand and engaging with a now international fan base. Get insights on how Jen's marketing team is turning the Xs and Os of this pro NFL team into dollars and cents and fan xoxos! Grab a seat. Jen Kavanagh tells Insider Interviews host E.B. Moss how marketing the Eagles has changed since their appearance in the #SuperBowl, and the imperative of balancing the star power of individual players with promoting the brand overall. It always comes back, Jen says, to connecting with fans and building relationships that are not just "transactional". Hear how she strives to build relationships with the club's 10 million global fans -- from watch parties to cause marketing in their home town of Philly. Also: Jen's journey is a testament to the idea that not all careers are linear and staying open is key in this marketing game. She began in digital, working on multi-platform strategies and translating that into a television environment when she worked for NBCU's Oxygen. She then worked as a consultant, helping C-suite executives better understand how the coming digital disruption would impact their businesses. Given her lack of specific experience in sports, Jen was initially hesitant to tackle the role, but she leveraged that deep experience in digital marketing and what was zero experience in sports marketing, has gone to overseeing strategic development, original content, digital platforms, community relations, media, data, and insights for the NFL club. And, in five years the passion she developed for the game has turned in to "an obsession.” Jen explains how her marketing team supports the football team -- from events at their beloved stadium, “The Linc”, to tackling appropriate messaging and promotions from the US to the newly added countries of the franchise: Ghana, Australia, and New Zealand. For example, they've brought in well-known music artists popular in those areas to entertain fans during games and make cultural connections. The team has organized watch parties and flag football pursuits; for New Zealand, E.B. suggested they may need to train U.S. players in the haka! What goes into the decision to feature certain players - like super star Jalen Hurts (and hear about his new graduate degree OFF the field!) vs team initiatives. Hint: they're driven by the marketing message that the Eagles want to share. For example, if the team wants to highlight leadership, they will focus on the team's captains. If they want to showcase the experience of being a rookie in the NFL, they will focus on newly drafted players. And if they want to highlight a particular cause, they will find players who authentically align with that cause. She's buoyed by how both the NFL and the club value the contribution of women and believe in diversity of thought and POVs. Jen and E.B. also discuss the Eagles' pro-social efforts, such as: supporting young women and #flagfootball and a donation of sports bras, Support of girls' football ... the renown efforts at GREENING their stadium and carbon footprint, ...and the Eagles Autism Foundation. Finally, social media marketers will appreciate how they've tapped into @YouTube and TikTok to grow new audiences and fans.     And of course E.B. asks Jen if she was involved in getting #TaylorSwift to proclaim her fandom for the Eagles and reveal that her lyric was about the team! Loved this episode? Support more free content from Insider Interviews at https://buymeacoffee.com/mossappeal Key Moments: [00:01:32] Taylor Swift's Eagles fandom! [00:04:05] Non-linear career paths can lead to great new opportunities [00:08:30] Overview of marketing the Philadelphia Eagles pre- and post-SuperBowl™ ! [00:11:47] Creating cultural connections with new football fans in Ghana, New Zealand and [00:18:05] Eagles' brand purpose -- including Eagle...

In this bonus episode of Insider Interviews, I'm not interviewing anyone. I'm having a brisk 20-minute conversation with Julie Livingston of Want Leverage Communication, discussing the art and value of adding personality to your B2B content  -- and especially to your company podcast. Taken from Julie's LinkedIn show, "PR Patter," these are some of the tips I shared for infusing B2B content with personality and approachability -- as your best “never knew what hit ‘em” way to appeal to prospects. I hope you'll listen to (or watch) the full episode for the details, but here's the headline: "People buy from people they like" (and also gets you more “likes”!) You'll learn why humanizing a brand and its executives helps create a better connection with the audience -- or prospects. Then we'll discuss the differences between branded podcasts and B2B podcasts, adding personality, using storytelling, getting good guest …and getting the most out of your host… and even simple tech tips for putting your business in its best light. Remember, there's a time and a place for sales brochures, and for leveraging audio for technical explanations. But that place is not your podcast. So: Get Emotional.  There are great lessons on what drives purchases from an emotional perspective. See this presentation by Binet and Fields on the Principles of B2B Marketing. For my part, I'm not speaking to what drives a B2B buyer -- like "fear of losing one's job" or "fear of missing out". I'm speaking about the fear of not being oneself. Or rather, the fear many exhibit of vulnerability in a business setting. Where's the story? Where's the humor? Where's the human side? That is what we buy when we feel comfortable with someone. And that is what B2B podcasts can stand to offer a little more of. Branded or B2B? Well, it's kind of a Venn diagram. Your branded podcast can be for B2B purposes, but it's often more story-driven content that could easily be B2C -- or B2B2C! There are great companies that specialize in crafting endearment of a brand wrapped in a Trojan Horse of great storytelling. I'm all for that. Think the beloved Trader Joe's show. Or Trailblazers with Walter Isaacson, which is a BTYB from Dell. There's a reason iHeartMedia just announced Ruby, a studio dedicated to creating branded podcasts, so go on in; the water's great! This POV is more focused on what I see as the traditional B2B audio content that is courting business customers, most frequently done as an interview to inform, and hopefully entertain -- or "edutain." Know your why -- and your what: So, just as I ask all my podcast development clients (did I mention I train companies in launching their B2B podcast?): why do you want to start a podcast? And what's in it for me as a listener? Those answers will inform the rest of your strategy. Whatever that is, you can afford to make it compelling! If you can't seat the best spokesperson who may be more junior but effervescent, you can train the bigger brass to be likeable and mic-able. And PS: that begins with having a good mic! And how will you make your guests shine? Because frequently you'll seat your prospects or customers, so you'll definitely want to put them in their best light. That takes preparation. Just like my favorite joke about the skeleton who walks into a bar and asks for a drink... and a mop. (Think about it.) Ask your guests for what they'd most like to discuss...but come prepared with personal insights that will humanize them as well in conversation. That's never to say embarrass anyone; but a little disarming can be fun and delightful to your guests and the listeners. You'll often find me motivated to sing to my guests. (Yes, I illustrate that in this bonus episode. Why it's called a bonus.) Do understand the value(s) of creating a B2B podcast Yes, podcasts are great for communicating in a personal way that can explain more complicated ideas, or for reaching your customers even if they're out for a walk.

Nicolle Pangis is an evangelizer of balance: between linear and digital television advertising, between tech and creative, between quality data and privacy. And balance between work and life. It's the “ands” that drive her – apropos the company name of TV ad sales platform, Ampersand, where she has been CEO for the past five years. Insider Interviews podcast host E.B. Moss spoke with Pangis about a range of topics impacting the ad and marketing industry: from the latest advances in media measurement to the importance of embracing retail media networks. Additionally, this fast-moving leader who previously headed up digital shop 24/7 and GroupM's Xaxis,  discussed the ah-ha moments that sparked a commitment to promoting greater work-life balance for both she and her team, and building a more equitable industry. A perfect lead in to this conversation? You'll hear first from More Labs VP of Marketing, Lydia Boychuk, who walks us through how she drives trial and word of mouth -- or "sips to lips" -- for their nutritional supplement start up company focused on well-being. Boychuk discusses how she balances retail and DTC marketing with podcast advertising. Speaking of which, "sleep better," "focus more," and prevent that post-partying head with 20% off any purchase, thanks to Lydia. Use promo code insider20 at morelabs.com! In the ever-evolving world of TV advertising, Ampersand stands out as the biggest company you've never heard of. With the ability to aggregate and activate data on a household level, their potential for creative and technical implementations is vast. But with the industry becoming more fragmented, can they navigate the challenges ahead and continue to deliver relevance without crossing the line into creepiness? Find out in this thought-provoking conversation, which is a must-listen for anyone interested in the evolving landscape of television advertising and marketing in general...and personal well-being! Relevancy of advertising is good; a creepiness factor is bad. - Nicolle Pangis Timestamped summary of this episode: Introduction and how to support Insider Interviews at buymeacoffee.com/mossappeal Insider Interviews podcast host E.B. Moss first speaks briefly with VP Marketing of More Labs, Lydia Boychuk on DTC, Retail Media, and growing awareness for nutritional supplement start-up, More Labs. Then, featured guest Nicolle Pangis, CEO of Ampersand, discusses the latest advances in media measurement to the importance of embracing retail media networks including: 00:16:51 - The Challenge of Measuring Television 00:19:20 - The Importance of Linear Television 00:22:02 - The Power of Television in Attribution 00:24:42 - Technical Creative Implementations 00:29:17 - The Future of Advertising & perceptions of AI and Social Media Additionally, Pangis discusses her Journey to C-Suite 00:41:45 - Wellness & Work-Life Balance 00:44:56 - Leadership & Empathy & Purpose 00:51:11 - Ampersand's Company Culture 00:54:21 - Changing How TV is Bought: Pangis' hopes for how to get better at buying television and embrace new ways to do so. Finally, Industry Projections and Pangis' commitment to promoting work-life balance, building a more equitable industry, and her personal growth as CEO. The resources mentioned in this episode are:  Ampersand for television media solutions and data insights to make better-informed advertising decisions. Nicolle Pangis - LinkedIn Andrew Ward on "cord cutting": https://www.thedrum.com/opinion/2023/04/19/advertiser-s-guide-the-upfronts-5-trends-changing-how-tv-planned-bought-sold E.B.'s personal recommendation for women at the top who want help finding balance? Check out Coach Marie Tanabe: https://www.marietanabecoaching.com/ Connect with Insider Interviews: Instagram: https://www.instagram.com/insiderinterviews Facebook: https://www.facebook.com/InsiderInterviewsPodcast/

Since Insider Interviews is about giving you the “insider's scoop” on media and marketing, who better to give us the scoop than the CMO of Museum of Ice Cream, Erin Levzow? In today's world, we're often so focused on work, responsibilities, and obligations that we forget to take time to have fun and experience joy. Levzow explains how MOIC became an in-demand destination for reconnecting with your inner child, or with your children, and eat ice cream while doing it! Learn from someone whose job it is to market fun about why joy is so important, mentally and physically. And learn how just raising your hand can spark success. Levzow, whose years of experience marketing everything from Caesars to Del Taco have earned her scores of awards, explains how the museum, under the Figure Eight umbrella, was created by Maryellis Bunn, another inspiring woman who wouldn't take no for an answer: If that sounds childish, well, Bunn had the last laugh, with lines around the block on any given day. Levzow was cut from similar cloth, even citing a favorite book about improv that preaches the power of saying “Yes, and.” The plucky CMO explains how she applied “yes” throughout her career, even at times when she didn't “know.” Moss with panelists: Kaye, OK Cupid, Levzow, MOIC, Benders, B Code Media, Bethea, Danone Levzow's route to this C-suite, a year after winning a “40 Under 40” award, started by first saying yes to half a dozen different gigs and residing in as many states, often with toddlers in tow. She describes her leadership philosophy and how she guides teams with her brand of can-do motivation. She also mentions her love of dance and ballroom competitions. What she doesn't mention is the personal hurdle she survived just after landing her Museum of Ice Cream role: her husband took a near fatal fall in their home and was actually pronounced dead three times before making it out of ICU. Through it all, Levzow applied her own can-do attitude to him – and to her own spirit – always believing and encouraging he would not just walk again, but thrive. As a post-note, she recently shared a video of his first time back on the dance floor six months later, if a halting version of the Rumba. That was joy. Here's a topline of our conversation flow: 00:1:55 What's an “experium”? How and why this combo museum and experience center unites and inspires throughout the entire MoIC portfolio, down to the marketing 00:03:43 On the importance of experiencing joy together. 00:05:05 How a banana forest can lead to mental and physical health. “We want people to set their phones down and look at each other and play together.”... And what dopamine means to the brand. 00:09:00 The personal side: Dancing during her downtime and working her way to the C-Suite 00:11:12 Career experience and advice based on “Figure it out, volunteer, and learn it.” 00:15:30 How a brick and mortar got built, survived and thrived: “Coming out of the pandemic people really needed connection. We welcome everyone and attract a lot of families and young adults (on a date night), as well as tourists.” 00:18:46 Using data to “target for good” not evil: “People don't mind giving as long as they're receiving something in return.... A company that sells ice cream, let's say (!), can target mothers with children who may be looking for something to do during vacation time. By showing them ads for this idea, we could help them bond with their children and provide an enjoyable experience. Data-driven targeting can also be used to target tourists who may be visiting a certain area, helping them have a great experience while visiting the area.” 00:20:20 The media methodology for Museum of Ice Cream (a la podcasting?!) “We do keep an eye on what's emerging but ...we're very particular about where we spend our time because it is about resources. You can't be everything to everyone, even though everyone is welcome... and we are an immersive brand,

In a spontaneous episode I discussed five different aspects of the business of podcasting – from using AI to “audio or video?”, to leveraging the star power and engagement power of podcasting. You'll hear from: Michael Kaye, Director of Brand & Communications for OkCupid, an online dating app; Brandon Reed, Host, formerly tired dad, and creator of 12 Hour Sound Machines, a viral podcast that helps people sleep; Bona Rai, COO and Co-founder of Capsho, the tool that helped E.B. use AI to generate these very show notes (!); Chris Whitman, Co-founder and Chief Strategy Officer of GlassBox Media, think 'music label-meets-podcast marketing machine';  A.J. Feliciano, Head of The Roost Podcast Network from Warner Bros Discovery, that started the groundswell of podcasts leveraging video and has his finger on the pulse of monetizing best practices to meet the consumer where they're consuming content.  It's five inspiring chats that reveal the brilliant possibilities of audio and video for the future including: How OkCupid leverages podcasting for success - earned or owned? The business model behind the 12 Hour Sound Machines podcast What Capsho is, and how this new tool taps AI to help podcasters save time How GlassBox Media cracks the code on growing podcast awareness and ups the value of creator IP A spontaneous interview at the Sounds Profitable event in Austin When is a podcast a video and a video a podcast? How should brands embrace the consumer's content journey? The Roost tells all. Chapter Summaries/Time Codes: [00:00:01] This is episode 5 of Insider Interviews, with five different guests included. Each of my guests spoke about a different area of the business of podcasting. This was recorded spontaneously right after a panel I conducted during SXSW for Sounds Profitable, featuring one of the panelists and four members of the audio .... [00:01:42] Michael Kaye, director of communications at OkCupid is naturally inclined towards earned, but says: "We've seen tremendous impact from both podcast advertising and from earned, pitching our experts to appear on other shows. In 2023, we'll be looking again at podcast advertising." [00:03:57] Brandon Reed's podcast is called 12-Hour Sound Machines. It was created when his newborn couldn't sleep through the night, now enjoying about 300,000 downloads a day. Reed started by first directly selling to brands, but now he's on Megaphone, in the Spotify Audience Network so programmatic sales is a really good solution for him. Hear his explanation of why the moments before falling asleep are actually a powerful moment for advertisers.... [00:09:12] Bona Rai is a co-founder of Capsho, a product that uses AI to tap audio files to create SEO-optimized content for podcasts. At just 10 months old they're already embracing a more robust version of Capsho 2.0 coming this Spring. [Note: I tried out Capsho 1.0 for most of these show notes, with an added “human touch!”] [00:14:15] Chris Whitman describes GlassBox Media like a record label for podcast hosts. Its goal is to grow the value of the IP for the creators across any sort of opportunity from a revenue perspective. "Now we represent around 65 shows, with no end in sight.” [00:18:58] A.J. Feliciano explains that The Roost podcast network is a video-first podcast network. “We have about 90 shows, a third of them are owned and operated. What is it about multiplatform distribution on podcasts that makes it so worthwhile for other podcasters?” [00:21:18] Our thinking around YouTube is that it's less that it's about video, and more about the platform itself. Who's your target audience and where have they been conditioned to go to just consume content? And that's why we're seeing podcast-like content bringing such big numbers there. [00:23:54] The Roost podcast will always have a foundation in audio. It can have video, it can be on YouTube. Heck,

Pierre Bouvard has some words of wisdom for media buyers out there…if you're not buying audio (yes, all audio), you're leaving reach and engagement on the table. As Chief Insights Officer at Cumulus Media/Westwood One, Pierre has seen the proof and has busted the myths surrounding audio advertising—and particularly the misconceptions about AM/FM radio. “Radio is perceived as much smaller than it really is. But the data tells us that ad-supported AM-FM streaming is actually bigger than ad-supported Pandora and Spotify combined. That blows people away.” After stints at Coleman Insights and TiVo, he has become the audio industry's most revered evangelist and research mind. Now leading Westwood One's full-service advisory—the Audio Active Group—he provides advertisers with media planning recommendations, creative best practices, and measurement services. This episode will certainly delight the research aficionados—and may just convince the audio skeptics. We also dig into: What we mean when we say ‘audio.' Pierre breaks down the composition of the entire audio universe. Tactical scoop about media planning tactics and why an omnichannel approach works best. What the heck is ‘eyes on glass' and what does it tell us about the effectiveness of TV? Pierre's pragmatic POV on brand purpose reminds brands to go back to basics. While he does a lot of work recommending media, he drops some facts on why creative trumps everything. Why it's time for advertisers to stop testing and start committing budgets to podcast advertising. (Learn about the "5% rule"!) Plus, hear the story of how Pierre ‘broke the internet' and E.B.'s voice impression of Bette Midler... Just sayin'. This was a fun (and extremely informative) conversation. I hope this inspires you to learn more about the power of audio advertising. Mentioned in this episode: Dig into these findings on sonic branding Check out the Audio Active blog from Westwood One Learn more about Edison's Share of Ear.  Find Pierre on LinkedIn and on Twitter Follow Insider Interviews and Moss Appeal on: Twitter: @insiderintervws and @mossappeal  IG: @insiderinterviews and @mossappeal   FB:  InsiderInterviewsPodcast and PINTEREST because, yes, it's a thing! LinkedIn: https://linkedin.com/in/mossappeal   Hat tip to Annie Hunt for great show notes and social media support! And, please support this free podcast Insider Interviews at buymeacoffee.com/mossappeal Please support Insider Interviews at www.buymeacoffee.com/mossappeal

Did you know there's a lot more to Danone than Dannon? Do you know the definition of a B Corp? Oat or Soy... or a new low-sugar non-dairy milk? Linda Bethea, Head of Marketing for Danone North America—a top 15 Food and Beverage company in the US—gives us the insider's scoop on all of the above and how she markets all TWENTY of Danone's brands. She is shaping the marketing strategy for some of the most loved CPG products in the country—from Danimals to Evian Water and (my personal favorite) Stok Coffee. Since Danone is the country's LARGEST B Corp (listen and learn!), we explore the role of brand purpose in marketing today. Something that runs deep at Danone, going back half a century when the CEO started the concept of a “Dual Project" where companies care about societal value as much as shareholder value. Consumers want brands that take a stand and have a strong point of view. Building brands with purpose that positively impact the world is core to everything we do at Danone. Linda has enjoyed an impressive marketing career across CPG categories, from potato chips to liquor, and now leads a massive team that's moving the Danone name into the future. That means pushing the envelope on product development, navigating the ever-changing marketing landscape, and finding unique brand partnerships that align with the corporate mission... all while continuing to “delight” consumers. Heads up, there will be a lot of (brand)name-dropping in this episode! Linda and I get into: How consumer tastes and trends drive innovation and marketing creativity Linda's path from soda to spirits to spirited field work that that supercharged her path to leadership and taught her how to negotiate and get things done Cool ways Danone is raising the sustainability bar, like rescuing fruit and repurposing bottles into shoes...and how those efforts influenced her home life Her definition of brand purpose and how proper marketing of it impacts consumer choice and company values What' my on my plate as an ova-lacto-pesce-vegetarian, and is the demand for plant-based foods today just a trend or...? Why she's bullish on audio when it comes to winning the consumer attention game (this will really resonate when you catch my NEXT podcast interview -- with Pierre Bouvard, Head of Research for Cumulus Westwood One!) How she earned the nickname of The Velvet Hammer... And...what Linda reads and watches with her 13-year-old daughter that makes her a better parent. She's smart, and inspiring and mission-driven. Don't miss this conversation with a conscientious consumer marketer and leader. NOTE: If you'll be at SXSW in March '22, you can find her speaking with me more about the power of audio, thanks to Sounds Profitable. Ask me for deets. podcasts@mossappeal.com Big scoop! Read about the impact of dairy and what Danone is doing to reduce methane. And see their new campaign for Silk "NextMilk", designed to inspire the next generation of milk drinkers, but made from plants and with 75% less sugar. The #whosnext campaign features plant-based enthusiasts such as Brooklyn Beckham, Sailor Brinkley-Cook, and Myles O'Neal donning their best Silk ‘stache and inviting others to join them. Watch the hit Super Bowl spot from Oikos Listen to the Insider Interviews episode about Sustainable Brands, with founder KoAnn Skrzyniarz Learn about B corp certification Check out The Female Quotient -- and get your OWN velvet hammer or mini microphone charm: https://www.thefemalequotient.com/ Social: Connect with Linda on LinkedIn: https://www.linkedin.com/in/linda-bethea-12b7a1 Follow Danone: https://www.instagram.com/danonenorthamerica/ Follow Insider Interviews and E.B. Moss: Twitter: @insiderintervws and @mossappeal  IG: @insiderinterviews and @mossappeal   FB:  InsiderInterviewsPodcast and PINTEREST because, yes, it's a thing  LinkedIn: https://linkedin.com/in/mossappeal   And,

How an unconventional journey to the C-suite of major ad agencies led to finding personal brand purpose I remember Mary Baglivo in our Rutgers days as fun but focused. Yup, there are stories I can tell. But the stories we focus on in this episode are how she turned her intellectual curiosity, which skewed more to classes in Art History than Business, into a career that included running three major ad agencies and earning innumerable industry accolades. An aspiring writer trying to make it in New York, Mary took a job at an ad agency. While learning on the go she caught the advertising bug, so much so that she moved from Madison Avenue to grad school followed by an ad agency gig in the Windy City that she couldn't refuse. That determination, and a knack for helping develop distinctive ad campaigns and insight-based marketing strategies, was recognized pretty quickly and helped her thrive in a male-dominated industry. She ultimately held President and C-level positions at leading global advertising agencies like JWT, Saatchi & Saatchi, and Euro RSCG Chicago. “Defining a ‘brand' is challenging. Clarifying your own brand is super important. A brand is more than its product attributes, obviously. It's more than what it looks like. It's certainly more than what an influencer portrays. It's definitely got to be emotional, and probably involve all the senses in some way, shape, or form.” After years of developing consumer brands like credit cards and cereal, Mary found her personal brand purpose – using her marketing expertise to help universities, museums, and foundations communicate their purpose.   Now, in addition to running the Baglivo Group – with a focus on key client Pace University – she is a sitting board member for multiple organizations, including the New York Women's Foundation, and is intent on lifting up other women in business! “The key job of a CEO is to make sure that their people are feeling good, are happy and motivated, and have the opportunities to learn.” Mary and I dig into: An explanation of brand purpose and how it differs from but informs brand identity The moving target elements today of a solid brand campaign The increased consumer mandate for purpose and ESG and the question of how/if that can be marketed Can a person be a “brand” and how that applies to good leadership. The best advice she received as a leader How observing and working for people like “the most powerful woman in advertising,” Charlotte Beers, shaped her own leadership style and career Her work with the Block and its impact on diversity messaging through art The time and place for AI – yes, even in classrooms. Mentioned in this episode: Check out the Baglivo Group Find out more about The New York Women's Foundation and their upcoming Celebrating Women Breakfast 2023 Learn more about the Block Museum SOCIAL: Connect with Mary on LinkedIn: https://www.linkedin.com/in/marybaglivo/ And, you can support this podcast here:  Please support Insider Interviews at buymeacoffee.com/mossappeal

Just skim the career path of my first guest for Season 2 of Insider Interviews and you'll understand why it was worth the wait of my past year on hiatus: It's Jarl Mohn, former President and CEO of NPR...and E! Entertainment Television, the network he also created! Jarl's career includes being hand-picked by former radio buddy, Bob Pittman (currently CEO of iHeart Media), to be the first EVP/GM of MTV and VH1. He also spent many years on the boards of The Annenberg School of Communication and Journalism, the EW Scripps Company and Scripps Networks, and KPCC Southern California Public Radio where he honed his love of public radio. And, while Jarl hung up his pundit placard to focus on hanging art as he and his wife Pamela endow museums and support emerging artists, his 50+ years in media and venture capital have taught him a thing or two about content and management. He shares 35 minutes of brilliance and humility -- from how his years in foster care sparked an escape route to radio, how quality will separate winners and losers in today's content wars, and how art can literally change the way we think. We go head to, literally, toe on the big picture of media, right down to why his face is on my feet. Yeah, you'll have to keep listening for that one. Or watch the video on YouTube, since good content should span all platforms! The following is a highly edited transcript, including a multitude of links to important resources mentioned. Career Path – Radio to Television E.B.: Jarl, you were my first boss in the cable industry. You started E! Entertainment Television and I was there in the Greg Kinnear and Howard Stern days. Can you share a little chronological route to your career? Jarl: I began my career as a disc jockey when I was 15 years old. I ended up ultimately, in New York at WNBC doing afternoons when I was 25 then got into the programming side of the business, became a general manager and  bought some radio stations. Then one of the people I had worked with at WNBC, Bob Pittman, hired me, along with Tom Preston at MTV and VH1. So, I got into the cable TV business. Then in 1986 we created E! Entertainment Television. I did a stint with John Malone at Liberty Media as CEO of Liberty Digital, which was used to invest in internet companies and some interactive companies. Then venture capital /early stage angel investing for about 16 years. And then I had been involved in public radio in Los Angeles as a board member of KPCC and had the opportunity to become CEO of NPR nationally, for about six years. I finished up my tour of duty in 2019 and returned to Los Angeles. Radio as Escape from Foster Care EB: You shared with me that you had been in a group home in foster care .... Jarl: It was a very difficult thing to experience. I spend some time with foster youth and young adults in Los Angeles County now and have a chance to talk to a number of them. Almost every one, using different language, wants to know how we survived our PTSD or our trauma. ...I hated my existence in that children's home so much that I discovered radio and listened to it nonstop and fantasized about being one of those cool disc jockeys. So, when I got out at 15, I had a chance to go to engineering school, get my FCC license and began working at a radio station. EB: Radio is, of course we talk about it as theater of the mind. I just read an amazing memoir called A Place Called Home by David Ambroz, who actually works at Amazon now, and overcame similar challenges. You both remind us how we all need to support youth so much better and try to improve that world. The Art of Listening EB: Jarl, I knew you when you still used your DJ name, Lee Masters...I remember you would regularly walk the halls of E! Entertainment Television, chatting with every employee, every day. That meant the world to everyone I'm still part of the past-employee Facebook group. I even did an episode last season of Insider Interviews with Darren G.

Get ready! Here's what to expect for the next season of interviews featuring leading media, marketing and ad execs who share the "insider's scoop" on the industry. HINT: Expect to hear from renown leaders like Jarl Mohn who ran NPR and Mary Baglivo who ran Saatchi & Saatchi, to NFL marketers like Jen Kavanagh and Marissa Solis, to CMOs like Linda Bethea of Danone. Season 2 of Insider Interviews will be jam packed, so please follow now, or subscribe wherever you like to listen to #podcasts. But all of the Season 1 episodes are still informative for anyone interested in learning from major brands, publishers and media pros! Oh, and if you're curious, you'll learn what E.B. was up to in 2022 while Insider Interviews was on hiatus. She's available for more content marketing for your company, including getting you started with your own B2B podcast!

For the past 44 episodes of Insider Interviews I've put a lot of well-known media and marketing folks in the hot seat ...And today's guest is ... E.B. Moss. Me. Because as we ring out the old and ring in the new I've got some news for you. This nice round number, episode 45, will be one of the last for Insider Interviews for a while, as I embrace something really new. A brand new role as Senior Vice President of Content and Community for Brand Innovators. I'm thrilled to join this company, which has done such a great job for the past 10 years of creating a community for marketers and helping build relationships between those marketers and media folks. They've done it through an incredible number of events and panel discussions, fireside chats, activations, tent poles, content articles, you name it. I will help further that community and also build new products. So, stay tuned as they say. And join us! In looking back to look forward, as I wrote in The Continuum recently, I had some wonderful conversations. After launching with programming pro, Gary Krantz, talking about audio and the evolution of radio and podcasting my very next episode was in March of 2020 was Shelly Palmer, the pundit, who accurately predicted that we all better have our tech set up well to work from home. Check. In episode 7, Claude Silver, the Chief Heart Officer of Vayner Media, emphasized the need in our increasingly isolated environment to build relationships. And then Arra Yerganian educated us in episode 22, about the social determinants of health as we're so impacted by our surroundings. (I hope you're creating a safe space for yourself and finding ways to bring joy into your world, even as we have to isolate a little bit longer now.) On the DEI front Robyn Streisand, founder of The Mixx, is doing a terrific job at educating brands on how to embrace diverse communities and market authentically. And then, hats off to KoAnn Skrzyniarz, for building Sustainable Brands and emphasizing brand purpose and the business value of embracing sustainability and purpose-driven messaging. Talk about influencers. That's what Danielle Wiley of Sway did and really informed us about how to manage what's been influential and what hasn't. And it all kind comes together with Joe Jackman in episode 37, talking about reinvention. Because that's what we're all doing these days. Marc Kidd and Anna Bager each talked about the out of home ad industry and their headaches during a time when nobody was traveling. Captivate, where Marc is CEO, specialized in elevator advertising, and no one was going into office buildings! So they figured out how to pivot -- or reinvent -- by expanding their signage to places where people play and live like golf courses and apartment buildings. Anna Bager talked about how out of home signage really helped move public service messaging forward, especially with the healthcare messaging that is so important these days. There were also some really impactful conversations with women in marketing. I want to thank, for example, Melissa Grady, the CMO of Cadillac, as well as Heidi Zak, the co-founder and CEO of third love, as just two examples. And I was able to do articles on both of them for The Continuum. That's the publication where I was editor in chief for the past year. We published some excellent articles about the need for both brand and demand marketing. That publication will continue to embrace the future. And it's a very worthy read. But I think as I look forward, and look back, some of Ruth Steven's words were exactly right and underscores why my move to Brand Innovators will be so timely. Ruth is one of the foremost experts in B2B marketing. And she said in our interview, “Today, the ability of the salesperson to guide a purchase in the buyer's direction and really understand the needs of that buyer has been eroded. So the marketer needs to step in and provide the educational content.” So my friends,

For the past several years, Out of Home advertising (OOH) had back-to-back growth. Then, like so many changes in our daily habits, travel slowed, media habits shifted and signage became less of commodity. But, as Anna Bager, the CEO of the OAAA - the trade association for outdoor advertising recently shared: Part of that is tempering excitement over new technologies with a focus on society's heightened need for humanity and real connections. The right strategy helps brands ensure they're reaching consumers where they are, providing an experience that's contextual and relevant. This conversation with Anna expresses the "what's old is new again" value of OOH and its ability to offer that "where they are" connection with consumers and provides an experience that's contextual and relevant, privacy-compliant AND hyper-local! NOTE: It's a terrific complement to Epi 43 with the CEO of Captivate which focused on how their form of digital place-based advertising --  in-elevator media -- also had to shift its "place" and pivot during the pandemic. In both cases you'll hear about the value of both digital engagement and innovation and good old purpose driven messaging. (And if you want to learn about the IAB -- Anna's previous home before her focus on out of home -- check out Epi 20 with David Cohen!) We discuss: The evolution of OOH from static hiway signs (think Burma Shave!) to interactive digital takeovers (think Times Square!) How the medium survived the downturn in travel during the peak pandemic months by doubling down on its track record asa public service tool... How OOH supports both "brand and demand" marketing. We wrap with Anna's personal preferences for cool tools of the future! Social Media Links: Anna Bager LinkedIn Anna on Twitter OAAA on Twitter Please share the podcast if you liked this episode, and follow Insider Interviews on Twitter, Instagram, and Facebook. And to support more please add to my virtual tip jar!  https://www.buymeacoffee.com/mossappeal