Podcast appearances and mentions of brian norris

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

Creating Living Memories to Engage and Build Community Lori La Bey talks with Brian Norris who has spent his career as an international media lawyer and for the last 12 years has been a Social Entrepreneur creating and delivering reminiscence resources and services. Brian is the founder of Living Memories C.I.C., a nonprofit organization. Learn: How past memories create new moments of connection. How Memory Café's leverage Living Moments. About the different delivery styles to enhance engagement. How to use it at home or in a community setting. Find Out how the guide can support the activity. Watch how these films bring people of all ages together. What Tea and Memories is about. Watch the Video Interview Below https://youtu.be/KNUPjyaBo9c Listen and Subscribe to Alzheimer's Speaks on Spotify https://open.spotify.com/show/255okRnEgfCUqXq1NWcrT3   Go to the Radio Page Below https://omny.fm/shows/alzheimer-s-speaks   Listen and Subscribe to Alzheimer's Speaks on Apple Podcast https://podcasts.apple.com/us/podcast/alzheimers-speaks/id986940432   Contact Living Memories Living Memories https://www.livingmemoriesonline.com Living Memories Reminiscence Streaming platform https://livingmemories.imagencloud.com Facebook   https://www.facebook.com/profile.php?id=100079906089249 Linkedin    https://www.linkedin.com/in/briannorris1/ X (Twitter) @memorytriggers A Tea and Memories session at the Abbeyfield residential home in Tavistock, Devon  https://livingmemories.imagencloud.com/record/2550   Contact Lori La Bey with questions or branding needs at www.AlzheimersSpeaks.com Alzheimer's Speaks Radio - Shifting dementia care from crisis to comfort around the world one episode at a time by raising all voices and delivering sound news, not just sound bites since 2011.Support this Show: https://alzheimersspeaks.com/donate-now/See omnystudio.com/listener for privacy information.

What makes one fuel retailer more efficient than others? An analysis of the top brands reveals what the winning brands have in common—and where they differ. With special guests: Brian Norris, Executive Director of Retail Fuels, OPIS and Keith Reid, Editorial Director, Fuels Market News Hosted by: Jeff Lenard  About our Guests: Brian Norris, Executive Director of Retail Fuels, OPIS Brian joined OPIS in 2005, working in a variety of sales and marketing roles before joining the OPIS Retail division. Over the last 12 years, Brian focus has been ensuring the accuracy and integrity of OPIS retail pricing, margin, market share, and volume data and helping develop the suite of OPIS Retail analytics products. He graduated from Washington College with a degree in business management. Keith Reid, Editorial Director, Fuels Market News Keith has covered the fuels retailing industry for more than 20 years. In 2013, he helped found FMN Media LLC, a multifaceted digital and print media company that focuses on the needs of petroleum marketers, retailers and commercial fuel buyers. The company was acquired by NACS in 2020.

Christine and Jenn welcome their unfiltered and hilarious guest for their Season 3 Finale, Brian Norris. They talk about the differences between men and women, embarrassing moments and comical fashion tips.

The ultimate goal for healthcare leaders to create a digitally-driven experience to “support the expectation of an evolving consumer base,” said Brian Norris. Doing so, he believes, is going to require “the triad leadership of the CIO, the CMIO and the CNIO working in concert together.” Source: Q&A with CNIO Brian Norris, Part 2: “There’s a lot of low-hanging fruit.” on healthsystemcio.com - healthsystemCIO.com is the sole online-only publication dedicated to exclusively and comprehensively serving the information needs of healthcare CIOs.

After more than a decade of collecting data, “it's time to figure out how to best leverage that information to drive insight and drive change,” said Brian Norris in this interview. And CMIOs should be one of the leaders helping to navigate that path. Source: Q&A with CNIO Brian Norris, Part 1: “We Have Lots of Data. What Do We Do with It?” on healthsystemcio.com - healthsystemCIO.com is the sole online-only publication dedicated to exclusively and comprehensively serving the information needs of healthcare CIOs.

In this special episode we are recording at Fabtech Atlanta 2022 from our booth. We are talking with Brian Norris from Nordfab Ducting. He discusses what they do at Nordfab and what the different types of ducting there are and their different uses.Learn more about Nordfab at: https://www.nordfab.comTo learn more about Imperial Systems visit: https://www.isystemsweb.com

This live episode from the 7th annual Health IT + RCM Conference features Brian Norris, Vice President & Chief Nursing Officer at Indianan University Health. Here, he discusses how informatics can help the nursing shortage, what he's most focused on as CNO, and more.

Brian Norris, Professor of Political Science at Lincoln University of Missouri, discusses his recent Fulbright Future Scholars Grant wherein over three years he will study rural development programs in Colombia and Mozambique. Dr. Norris will also discuss his recent visit to Colombia where he monitored the presidential election and reviewed the current economic situation in light of some two million Venezuelan refugees now in Colombia. 

What exactly does "smart building" mean and entail? Brian Norris, the Americas IFM Director over at Honeywell, talks to us today about how facility leadership will be instrumental in the post-pandemic workspace, along with how to utilize technology to make working more efficient.

Dan Connaghan, conservation officer at BirdWatch Ireland, shares his personal favourite books and articles on the topic of nature writing. They range from the pastoral literature to writings of an activist nature. Writing/books discussed include: The Peregrine by AJ Baker, The Outrun by Amy Liptrot, Silent Spring by Rachel Carson and Whittled Away by Padraic Fogarty, Pioneers of Ecological Humanism by Brian Norris and The Ecology of Freedom by Murray Bookchin, as well as various short stories and articles.

The inaugural 2020 Fuel Leaders report, published by Fuels Market News and NACS and compiled by OPIS, tracks the performance of over 250 fuel retailers with a solid overview of the industry's top 50 fuel operators. In this episode, we'll talk about the methodology and analysis behind the rankings. Related Links: 2020 Fuel Leaders, Fuels Market News Magazine OPIS Brand Power Ranking Report OPIS RetailSuite Hosted by: Jeff Lenard, VP Strategic Industry Initiatives, NACS About our Guests: Keith Reid, Editor, Fuels Market News Keith Reid founded Fuels Market News, a multifaceted digital and print media company in 2013 to focus on the needs of petroleum marketers, retailers and commercial fuel buyers. The company was acquired by NACS in 2020. Brian Norris, Executive Director of Retail Fuels, OPIS Brian joined OPIS in 2005, working in a variety of sales and marketing roles before joining the OPIS Retail division. Over the last 10 years, Brian has worked to ensure the accuracy and integrity of OPIS retail pricing, margin, market share, and volume data and helping to develop the OPIS retail database. He graduated from Washington College in 2005 with a degree in Business Management.

Dr. Brian Norris of Denison University discusses the impact of Bolivia's socialist Government and massive Chinese 'Belt and Road' investments on Bolivian relations with other Latin American countries, and with the the United States. Should we be worried?

Trailer for the new podcast INDUSTRY TOWN, hosted by Brian Norris. Industry Town features candid, in-depth interviews with working professionals in the entertainment industry. Guests deep dive into the craft, business, and day to day nuts and bolts of a life and career in Hollywood.

Too many manatees are killed in Florida every year. Brian Norris fills us in on what can be done to reduce those deaths.

Climate change! Contentious upcoming elections! A China connection! As a matter fact, Mozambique, approximately twice the size of California located the southeast coast of Africa shares many issues and concerns with the Uniter States. Dr. Cary Manning of Georgia State University joins Dr. Brian Norris of the World Affairs Council of Charleston to discuss Mozambique.  

Hear the stories of several churches who are strategically and faithfully engaging their neighbors in multifamily housing communities, loving them well, sharing the gospel relationally, making disciples and starting gospel communities. Speakers: K.O. Grissett, Joe Maye, Brian Norris

 Dr. Larry Diamond, Senior Fellow at the Freeman Spogli Institute for International Studies, Senior Fellow at the Hoover Institution, and Professor of Political Science at Stanford University, discusses the state of world democracy with Dr. Brian Norris, Professor of Political Science at the Citadel.

This episode provides an unusual opportunity to hear from both the media company and the media agency talking about an addressable advertising strategy for one of their advertisers, Volvo. Tobias Wolf, who as Executive Director, Client Services leads a team of media strategists and specialists across global media agency network Mindshare, and Brian Norris, Vice President of DISH Media Sales, shared some real insider insights. (The transcript has been edited for clarity and length. Listen to the entire conversation for full insights, along with all our episodes, now on Stitcher. And please consider reviewing and subscribing on Apple podcasts). E.B. Moss: Tobias, you work across all platforms. Digital, media, marketing, mobile, search... Tobias Wolf: Yes. If the consumer can see it or hear it, we'll give it to them. Moss: One area that's particularly germane to today is that you really helped pioneer the advanced addressable TV space. Wolf: That's correct. We started the first addressable test in the country, I think, back in about 2010 [note: actual year was 2008] and have since advanced our approach to the platform over the years. It has really become a mainstay for a lot of my clients in the business. Moss: I guess it paid off, because also key to our conversation is the fact that you led the pitch for and contributed to Mindshare actually winning the Volvo USA business. Wolf: Yes, we won the business in 2014, and did it in our real-time, adaptive marketing technology center called The Loop, which was a really interesting way to pitch a business. Adaptability, agility, and addressability were a big part of what we were talking to Volvo about that day. Moss: And THAT paid off also because one of the first Volvo campaigns you did scored five Cannes Lions? Wolf:  Volvo Super Bowl Interception was a really exciting consumer engagement program we did that first year: every time a competitor ran a car commercial we asked people to submit a reason to nominate somebody to win a Volvo. It exploded in social media and really took over the landscape. Moss:  That was a real first...and another first leads me to Brian - a first - a founding member of the DISH Media Sales team back in 2008, heading up sales, viewer measurement, operations across both DISH and Sling TV, and the teams that include addressable, interactive, programmatic platforms. Since you know a little something about this space -- what's addressable? Brian Norris: Yes, DISH Media Sales is closing in on our 10-year anniversary.... We had this vision that we would start a world-class media sales department and a product that hinged on leveraging the set-top box to deliver a targeted message to an intended audience. That's really part of the definition of addressable: Having the ability to deliver the right spot at the right time to the right audience. Taking it a little bit further, the other beautiful part about addressable is really the measurement piece of that.... Moss: I can see how this would be very compelling to an advertiser, so now we’re  talking about a first in cross-platform addressable – [via] DISH and Sling TV. Tell us more. Norris: We're in a very unique place in television right now: ...Content has never been better. But how do we capitalize on that fragmented audience? So, two years ago, DISH introduced a product to the marketplace, Sling TV, which is an Over the Top platform, really, and the basic definition of OTT-- Being able to deliver content across the internet. When you combine Sling and DISH in an addressable environment, it gives the advertiser the opportunity to reach an audience that they otherwise might not be able to reach. The beauty of it is being able to transact with one sales team ... [and] to deliver that targeted message to the right audience no matter if they're watching traditional television on our satellite platform or watching live television or on-demand television on our over-the-top platform. Moss:  I see Tobias nodding his head in agreement, saying, "Yeah, that worked out for me." Tell me about your experience in working with DISH Media Sales and how this kind of came to be. Wolf:  We've been working with DISH, and their addressable platforms specifically, since 2014 — since we won the business — and have had this mission of really turning around the Volvo business and targeting folks that are in market. That's where addressable TV gets really interesting, and DISH's offering in particular. [For example], you've got two neighbors, Joe and Bob. Joe gets an ad, and Bob doesn't: the one that gets the ad is giving signals through data that they're coming up at the end of their lease, or they're showing behaviors that shows that they're searching for a new car. Those are the data signals that we use - and then we're targeting Joe and not targeting Bob. That becomes a powerful tool to use for our advertisers. Now, when we're talking about cross-platform usage between an over-the-top and then a more terrestrial-delivered or satellite-delivered signal, it provides us an ability to add scale and reach to our addressable platforms. Since then the market has grown exponentially - by probably 50, 60%. So, every year we scour the market for new opportunities to push the envelope of technology. DISH had this with Sling this year, and we were able to see an advancement in that kind of reach and scale of our programs with this. It enables us to parse up our target audiences into different segments; so, when we're thinking about, "Is this a sedan luxury buyer," or "Is this an SUV luxury buyer," or, "Is it somebody that's actually upgrading from a premium car into a luxury vehicle," the different platforms enable us to do that, coupled with data. It becomes a very powerful tool that, maybe thankfully or unthankfully, a lot of people in the industry haven't really tested yet. Moss:  The thinking is that if the ad is appealing to me personally, then it's a little bit more skip-proof. Wolf:                                          Well, that's the ultimate thing with media buying and advertising, right? You want to find people that are more inclined to purchase your client's product at the right time....and if we're delivering them the types of ads that compel them to put Volvo in their consideration set, that's an incredibly powerful tool that's inescapable. And, frankly, for me and my experience over the years, it's really kind of the holy grail of TV advertising, because it's the most scale-driven, impactful channel out there. And if you can deliver it with the efficiency and targetability of digital advertising, you've achieved something pretty special.  Moss:  The “first” in this case was doing this across both Sling and DISH. Tell me how you presented the benefits of that, Brian. Norris:  For us it was very important, as we launched this product in the marketplace, to do it with a partner that we have a long history with. ...And what better advertiser than Volvo, who has been on our platform on the addressable side for years, right? So, for this cross-platform addressable idea Mindshare was first to mind to bring this to the marketplace. We know that there is a real interest in learning together. That's the spirit of the partnership. Like what Tobias said, it’s very important for an advertiser to know the audience that they want to go after, and really have the right data partner and the right third-party and first-party data on hand to make sure that we're delivering that message to that specific target audience that hopefully will be able to transact on the purchase. .... We have a host of first-party data between our Sling and DISH subscribers, but on top of that, we have partnerships with pretty much every major data company in the world. So, we can go beyond the standard age and gender demographics and really get down to household demographics...But the key to this is being able to measure transactions on the backend. Did the message produce a result that was desirable for the advertiser? Wolf: Right, and this is incredibly important for us. When we're testing new channels and new partners, or beta offerings from an old partner like DISH, it's incredibly important — as it is across the addressable platform — to be able to match back who has actually purchased a car? And look at the return on advertising spend. Historically, we've seen some incredible results. It proves the point that we were talking about: That, when you actually deliver the right message to a person, that's in the moment, and you can either move your brand into their consideration set, or you can elevate your brand within their positioning and prove out a sale, that's a really important and powerful tool to have. Moss: Are there things that DISH Media Sales brings to the table that really sealed the deal? Wolf:  ...There's an [attractive] audience that is going to opt for satellite-delivered viewability, as well as the offering behind Sling — which is a pretty robust OTT platform compared to some of the others. The ability to take a look at what the differences might be between those two audiences and what the ROI and the return on advertising might be, based on differences in behavior, based on platform, is something that we're trying to figure out. We do several things across multiple platforms, across multiple devices, where we're dayparting across devices, and so this just blends into our overall approach on this business, on the Volvo business, that the team has: To really push the boundaries of innovation, to test new avenues and new technologies to engage with our consumer in order to drive brand perception and to close the sale as well. We used the platform, and we used the data sets to carve up DISH's audience into specific audiences: Say 25% are in the market or showing signals for a luxury sedan like the S90 that we have in market currently. Then another percentage of the audience is looking for a smaller or a mid-sized SUV, so then we'll advertise the XC90 or the XC60. ... It's not based on the campaign itself...it's being able to use the data to parse that audience out into specific segments that are going to be more apt to engage. Moss: Brian, that requires you and your team and keeping everything straight.   Norris:  Yeah. ...And we have a world-class team both on the sales side and on the operations side to make it a seamless process for the advertiser and the agency. Part of that process is the agency or the advertiser knowing their target...[Then working] with our third-party data providers...in approximately 15 days after the flight has ended, we'll be able to provide a robust campaign summary report, for some really great learnings. (In the case of an automotive advertiser, that might take a little bit longer because of the sales cycle ... so we might extend that attribution window.) Moss: There are other “firsts” for DISH and Sling TV... Norris: Sling was the first live TV OTT platform in the marketplace, available to consumers. Next up, we saw an opportunity to extend reach of our DISH addressable platform so we were the first to do cross-platform addressable with Sling.  Moss:That's what we're doing with Volvo now? Norris:  That's exactly what we're doing right now. And when we talk about extending reach and scale of addressable television, we firmly believe that addressable television only works when it's other providers as well. We're educating the marketplace on what addressable is, but also educating the marketplace on how addressable is growing. In fact, eMarketer estimates that over 74 million households right now are addressable-enabled. That's really important, as the addressable business as a whole continues to grow. We can't do this alone; so it's very important that the rest of the provider marketplace, whether on the OTT side or on the traditional cable or satellite side, embrace addressable technology.  Moss: Tobias, has it been difficult to get Mindshare to ramp up, embrace, and understand? What's the education process like there? Wolf: Mindshare and GroupM have been all-in on addressability from day one, and again, that [2008] test that we did was the first of its kind. ...Now we're constantly building on that education to advance the ball down the field, and I preach that to my clients and my teams: Stay out in front of everything, because by the time the competition kind of figures out what we're doing, we'll be leaps and bounds ahead of them. And Brian's exactly right. We are waiting for new providers to come online, like, "When are these guys going to do it?" ...So I think for us, it's kind of a neat and interesting and exciting landscape to have tested - and to now have part of our plans moving forward, and something that we look forward to continuing to advance and are just honestly very interested in. Moss: What’s next, after all these current firsts... Norris: On the DISH side...we're all about being leaders in the space and really trying to evangelize that within the marketplace to get buy-in across the entire landscape of media advertising. Moss:  Crystal ball, Tobias? Wolf: What we're constantly trying to find out about now is engagement and viewership across multiple devices, because that's the landscape that we live in today. I think ultimately, it’s dayparting across devices, whether it's digital advertising, a print product delivered via tablet or a smartphone or a television product.... being able to deliver different ads to different people within a household.... We used to call it set-top box addressability back then: you would deliver an ad in the den to the parents, and maybe a toy ad to the kid upstairs, so, as devices proliferate...that's the nature of what I'm looking forward to: being able to deliver different ads to different people, whether they're within a household or outside of a household, wherever they are, on the face of the planet. Norris:  That’s a great point of view, because, listen, when Sling was first launched, we didn't have such a great idea on how people would consume the product: ... on their phones, their laptops, their tablets? What we're finding now is that people are consuming the product on 10-foot devices; think about Roku... Think about Apple TV... People are not moving away from the traditional TV viewing experience. It's just how they're -- Wolf: -- How they're engaging with that content. Norris: Right, how they're receiving that content is just a little bit different.... So, with the product being two years old, really, this is all about learnings for us, and being able to provide better solutions to advertisers, better solutions to our partners, and hopefully we can grow together. Wolf: ....and about providing an exceptional array of choice to the consumer, and then letting them figure it out instead of force-feeding them, correct? Norris: Right. Wolf: I mean, think about it: They could be literally driving by a dealership ... So, the ability to serve an ad right at that time, or within the content that they're engaging in...? I think an important thing to note is that given that choice, and the way that addressable is delivered, you've taken yourself out of the realm as a media person, as a strategist for a client. Out of the realm of, "We think they're going to be watching this show at this time." Right? Now the ad is delivered into a show that they are watching, into content that they're already engaging in, and the data tells us that, and then we deliver our ad based on their in-market status, so the skippability of it has been lessened greatly because of the access to that data. Norris:  Right, and it really sort of takes the guesswork out of it...You're no longer buying the program. You're buying the audience. Wolf:  Correct, and hence that's why you see the great ROI.... We'd be more shocked if you didn't see better results from addressability....  Moss:  ...And one can make a good argument for brand safety, with targetability, Brian? Norris: I think that Sling TV and the ability to deliver live television over the top has come into existence at the exact perfect time, right? At a time when advertisers are concerned about brand safety, are concerned about the messages that their messages are being placed up against, and not to mention fraud and viewability, on Sling, that none of that is of issue at all.  Moss:  Any parting thoughts? Norris: I think at DISH Media Sales...we're really concerned about how can we help educate the marketplace on using cross-platform addressable... and using addressable, for that matter: on really being able to hone in on a targeted audience and delivering that relevant message and eliminating as much waste as possible and get that message to an audience that is most likely to transact on a message. Wolf:  I agree. I just think addressable television is a fantastic tool, as a media strategist, and for our clients, and again, just the experience for the consumers. They're not seeing ads that they don't want to see in shows that they're trying to engage in. They're seeing stuff that they like watching, and the probability there is that the product will resonate with them. So no longer will you have just the wrong ad at the wrong time. I think the world of advertising is incredibly exciting... where the advancement almost outpaces your ability to learn about it. This is one of those, and the folks over at DISH have been fantastic partners going all the way back to 2014, and we've done some great stuff together, including some interactive landscapes that we built to showcase additional content and ... We just look forward to them bringing us all their beta advancements for us to try out first, because that ... Again, that's the competitive advantage that we ... One of the competitive advantages we can get for our clients is learning about new technology and putting those into practice faster than our competition can.   Moss: I think it's a lovefest in this room and that Volvo is probably very happy that they have such a forward-thinking agency. I know, Brian, you're very happy to have an agency that embraces your firsts and forward-thinking offerings over at DISH Media Sales. I thank you both very much for these insights.

In Episode 127, Trev and AJ are joined by actors Jasmin Bristow, Brian Norris, Ben Whitehair, and Jules Willcox to recap the highs and lows of their careers in 2013. Some inspiring stuff in here guys – take notes! Total running time: 53:49.