Sam Cosby

In today's issue of AdExchanger, Anthony Vargas discusses why media mix modeling aka MMA is back in a big and more powerful way for marketers c/o the best new solutions like FutureSight.online with the founder and CEO of the business, Marilois Snowman and measurement and research legend, Josh Chasin. Read more! #adeffectivness #MMM #measurement #attribution #omnichannelmarketing

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HAVE YOU CONSIDERED ROKU FOR MARKETING? With so many option it can be confusing about what is the best strategy. I can help you. If you would like to expand your brand while reaching your target audience, you need to advertise on Roku. Let’s talk. #marketing #ROKU #advertising #consultant

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“We continue to see strong momentum in our podcast business” - Bob Pittman during the iHeartMedia earnings call this morning. Podcast revenue was $105m for Q2, up 8%, and overall revenue was $929m, up 1%, beating estimates. Unsurprisingly, radio revenue continues to decline while podcasting continues to be the highest growth opportunity for iHeart and other more traditional audio companies. Over the last two years, radio revenue has declined 4.3%, while podcasting revenue has grown 8.5%… and it’s not slowing down. The story here is pretty straightforward. Podcasting is the future of audio. Let’s start investing in it. I’ll summarize what we learned in Q2 in my letter to investors in the next week or so. Feel free to sign up: https://lnkd.in/e63PbEh7 https://lnkd.in/er6VKGQc #podcasting #audio #iheartmedia #investing

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Centriply couldn't agree with you more #AlisonLevin! We've been "doing" targeted, advanced audience TV buying for 25 years. And heck, we've been measuring and optimizing all those campaigns too! Bring us your in-market, intent, behavioral or same audience data you use for digital channels, and we'll give you TV solutions that you never knew existed. Today. h/t to AdExchanger for the article/podcast: "Talking Advanced Audiences With NBCU’s Alison Levin" https://hubs.ly/Q02PzPx90

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Netflix is the latest titan to recognize the value of programmatic advertising with the announcement of its strategy to distribute unsold OTT/CTV ad space across several different providers. The Trade Desk, Google DV360, Magnite are cited as the next batch of providers. Up until now, CTV media buyers had to go through Microsoft Xandr DSP or book with Netflix publisher-direct. It reminds me of the moment when Lamar Advertising Company took the same bold step to ensure their unsold space was programmatically available in top notch, third party SSP platforms like Place Exchange and others. It’s a rite of passage. Expanding the surface area of buy-side and sell-side platforms unlocks massive revenue dollars, when done right. Some of the smartest people in the world of business work at Netflix. This is proof of that. Many hands make light work! This layers on a new dimension for marketers when they say that they can now “Netflix and Chilll”. 📺😎👏🏼 #programmaticadvertising #ctv #innovation #followthemoney https://lnkd.in/gJU9ytZi

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For agencies, an expansion of streamers’ footprints to international markets could translate into an opportunity to access first-to-market opportunities and test new ad formats, but will also mean increased complexity for media buyers and creative work alike. #mediaplanning #mediabuying

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Launching Bubba News has been a lot different than IJReview or Axios. When I was helping them get started, it felt like there was so much focus on growth or the business. With Bubba News, we’ve been exclusively focused on the editorial product and have yet to do any marketing whatsoever. Subsequently, we’ve seen really steady, purely organic growth from referrals. We’re still relatively small, but by focusing on our editorial quality, we’ve managed to attract and retain a list made up of Fortune 100 executives, the editors of major publications, agency founders, a slew of political and media consultants and operatives, and maybe most important to me personally, plenty of friends from back home or that I’ve made along the way. We’re about to get started with a real marketing push, so we will have to see how that goes, but this chart (last quarter growth) has given me lots of hope that we’re on to something. https://www.bubba.news/

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Exactly! Focusing on content over platform shifts the conversation to what really matters: engaging the audience. Since users are trained to ignore ads, brands need to rise above by producing content that adds value. Each platform has a unique environment and attracts a specific demographic, but engaging, informative, and entertaining content cuts across all channels and makes a lasting impact. Brands need to adapt their voice and approach, focusing on Brand Programming™ that resonates with their audience's interests and values. This way, they can build, maintain, and monetize their own audience across platforms and ultimately create and drive Fandom for the brand.

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Reddit appears to be a new tool for BtoB media brands to start looking at. Check out the piece from Digiday below. It appears that consumer media brands are finding success expanding reach through Reddit. Definitel y something for BtoB media brands to explore as well. #reddit #B2B #media #SEO https://lnkd.in/euCMvE8c

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Are third-party cookies off the table or not? The ongoing debate continues, but one thing is certain: transparency is crucial for players across the 2024 ad tech ecosystem. Publishers vs. advertisers, sell-side vs. buy-side, everyone is pleading for more visibility into the programmatic process to protect themselves and make more money. The IAB Tech Lab's updated bid request standards aim to make the process of declaring an identifier more transparent. Check out ADWEEK's article below and share your thoughts on the IAB's latest efforts to increase transparency. #ThirdPartyCookies #IABTechLab #Identifiers #IDBridging

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So glad to see Digiday and Kimeko McCoy write about retail media networks that every marketer, especially those in CPGs, needs to read and absorb. There are pros and cons. My business partner Boris Litvinov contributes. Unfortunately, we are seeing marketers over-invest in RMN with blind faith without realizing the 2X-6X cost implications which affects ROI/ROAS. In an economy when budgets are so tight, no CPG marketer can afford to be that frivolous with their investments, but they are. #rmn #retail #media #retailmedianetworks

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Feeling like you've missed the boat? Six years ago...😱 LinkedIn didn't offer 📽️ video posts, and neither did Amazon. When I launched our company, Social Motion, we were early in creating short-form video content and strategy for CPG brands, but I felt like we were late. Let me be clear... It's always early... Today is the day for you to take action on that new idea, product, or service. Don't overthink it, just start. Don't worry if it's been done before, do it better. Did we need another Mailchimp? Ask Klaviyo. Did we need another Asana? Ask Usemotion. Six years from now, you'll either have done something or you'll say, I should have. Don't be the latter.

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The intersection of sports and streaming is transforming how fans experience live events. From the rumored $1 billion FIFA deal with Apple to Roku's MLB streaming and the NBA's colossal media rights deal with NBC, Amazon, and Disney, the landscape is buzzing with excitement. Streaming platforms are not just showing games — they’re reshaping sports consumption with flexibility, exclusive content, and deep fan engagement. Sports are driving new subscriptions and ad revenue. With sports becoming a key player in the streaming world, the future looks bright for fans, athletes, and advertisers alike. Read on for more: https://heyor.ca/suyiiU #SportsAndStreaming #DigitalMedia #LiveSports #StreamingFuture #SportsAds

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It seems Spotify ads are going to be no longer skippable in 2025! https://lnkd.in/ejweQKdY "Some avid listeners of The Joe Rogan Experience have subscribed to an ad-free experience on Spotify, but have recently been served non-skippable ads during the episodes. In the past, fans could skip the ads – which is seemingly now not the case." - Becca Monaghan Spotify needs to make ads unskippable because advertisers are demanding it. I have long said podcast advertising is the "Emperor's New Clothes". i.e no one is listening to the ads but advertisers are still paying. We all know users skip them when they can. However, podcasters are still selling advertisers on outdated download numbers to convince them about listener engagement. Remember a download is NOT a listen. Downloads numbers are just an indication of intent to listen ie how many episodes have you auto-downloaded and not listened too? Advertisers are now demanding actual listen time and percent completed for their ads and if they are not then more fool them. Both Spotify/YouTube have first party data showing the listen/watch time for their shows but more importantly the listen/watch time for adverts. And I bet the data is showing people skipping ads and advertisers finally realising they are paying for ads that no one is listening too. As I said on stage at the London Podcast Show early last year, one solution is to pay listeners for their time and attention . i.e listeners need a cut of the advertising revenue, our time and attention is not free which is why we skip the ads even if they are contextually relevant. Podcasting 2.0 already has the technology, its called Value Time Splits aka Wallet Switching. So while I listen to an advert I get paid a small micropayment directly from the advertiser but as soon as I skip listening I stop being paid. This is great 1st party engagement data for advertisers. i.e A. did I start listening and not skip because I am being paid B. how long did I listen or how much did I get paid before I skipped. TrueFans is already testing this new advertising direct payment model. However Spotify doesn't have anything like this so they have to stop users from skipping ads to appease advertisers. In Web 2.0 Meta stole our time and attention and monetised it with adverts but kept all the revenue for themselves. That is not the advertising model for Web 3.0 In 2025 fans will demand a (micropayment) cut of the creator's revenue in exchange for their time and attention or they will continue to skip the adverts.

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Streaming services captured a record-breaking 38.8% share of total TV usage in May. Free, ad-supported streaming services (FASTs) like Tubi and The Roku Channel grew their share to a combined 4.1% of TV usage, with year-over-year growth of 43% and 36% respectively. Broadcast TV viewership rose slightly, grabbing 22.3% share, likely fueled by “finale season” programming. Cable usage declined slightly to 28.2% of TV usage, despite strong NBA playoff viewership.

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News Corp reported its fiscal Q1 earnings yesterday and it saw mixed results within its media divisions. Dow Jones is certainly continuing to grow thanks to its consumer and b2b subscription businesses. But News Media is a drag on results with traffic to New York Post and The Sun continuing to trend down. Our analysis is here. #media #newspapers #b2b https://lnkd.in/eHNmnCVQ

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The lines between linear and streaming TV have blurred, but ad sales haven’t caught up. It’s time to change that. As a recent article from TVREV wisely points out, consumers don’t differentiate between linear and streaming. They see “TV.” The industry ought to follow suit. A standardized solution that categorizes content rather than channel will help to deliver a more consistent, streamlined experience for advertisers, agencies, publishers AND consumers. A more uniform delivery ecosystem, like the one we provide at XR, opens the door for a common framework of ad identification such as AD-ID, LLC, which can mitigate critical pain points like cross screen measurement and ad collision. Read more: https://bit.ly/4cXwap6 XR Extreme Reach #AdID #Linear #Streaming #Measurement #Advertising

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