Ryan Kilpatrick

Looking forward to this discussion on the future of #measurement & the incredible insights from this amazing panel! #attribution, #MMM, #MTA

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Ahead of this major election, we're beginning to see an influx in diversified campaign strategies that blend traditional and emerging digital platforms like DOOH to engage with audiences. Given its targeted, dynamic advertising potential in public spaces, a programmatic approach can help maximize reach and impact while optimizing ad spend.

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When I speak to people in and out of the media business, they all ask one question: “How did we get here?” https://lnkd.in/ei3p2TNi As we see layoffs at WBD, incoming at Paramount and then so many others, people want to know why did this happen? These are crown jewel companies with valuable IP! What I saw inside one of them was two countervailing forces: 1. The need to for stockholder satisfaction at the expense of customer satisfaction 2. The innovator’s dilemma writ large What does that mean? 1. Once streaming entered the arena, Wall Street valued Netflix at tech company multiples and encouraged legacy media to throw everything at getting into streaming and growing fast. Mergers, consolidation and more prevailed in the race to get bigger. Everyone had the data - only a few of these streamers would survive, because customers didn’t want dozens of services. They wanted 3-4. But in a rush to satisfy Wall Street, everyone got in. And when Wall Street changed their minds in 2022, the companies were left holding the bag. 2. When I started in media in 2007, we all knew streaming and digital was the future. We spent 75-80% of our time working on it. But the money that the cable bundle provided was hard to walk away from. Especially when trying to sell/merge a company. Legacy media could have and many wanted to get into streaming sooner. But it took money and time and a sharing of information company wide that could have been scary. So the end result? Everyone gets into streaming too late, trying to satisfy Wall Street, invests in content over building technology, loses focus on the consumer, loses focus on the brand and hopes for profitability. Whats the solution? Refocus. These are strong brands. Gen Z is the future. And they’ve got some attachment to the IP. But you’ve got to build a brand that works in streaming, linear, YouTube, TikTok, consumer products, theme parks and beyond. Multiple revenue streams, deeper engagement and focus on steady growth and nurturing fandom. Sound familiar? It should. It’s what Disney is doing. Universal has done it. It’s what we were trying to do before I left Warner Bros Discovery. Look at Gen Z. See how they interact with brands, how can you deepen their fandom and how can you monetize multiple touch points. Ignore Wall Street. Focus on growing vs cutting. If you look closely, you’ll see many brands doing this successfully in and outside of legacy media. Want me and talented colleagues to help? DM me. Needmore Stories is open for business and I’m #opentowork for the longer term.

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Did you know that sports fans spend more time with sports radio than digital outlets when following their teams? Join Audacy, Inc. as we discuss how brands can leverage sports radio to tap into the power of fandom. Link below.

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✅🖥️ CNBC (5/13): “It does feel like this is a moment, a moment in terms of what the next year, two years will bring," Warner Bros. Discovery CEO David Zaslav said during the company's earnings call last week. "I said a while back that this is a generational disruption.” Media companies just finished reporting quarterly earnings, which showed traditional TV is still lagging behind streaming and digital when it comes to ad revenue. Traditional TV ad buying during Upfronts is expected to increase about 1% to $18.79 billion this year, according to data from eMarketer. This is an improvement from last year when it was down about 4% to $18.64 billion. Meanwhile, digital advertising spend during the Upfronts and Newfronts — which take place a few weeks ahead of the traditional media events — is expected to increase nearly 32% to $16.45 billion this year, according to eMarketer. There was a general improvement in traditional TV ad revenue last quarter, down 8% as opposed to nearly 16% in the same quarter last year, according to a note from Macquarie senior media tech analyst Tim Nollen. Streaming advertising was up 22% across media companies, and now makes up 18% of total advertising.” ⬇️ #streamingtv #upfronts #newfronts #ctvadverting

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✅ 🖥️ Mediapost (11/4; Opinion Column): “Peacock may be looking to establish a partnership/merger with Warner Bros. Discovery's Max, which could be part of a bigger plan that could see WBD's and NBCU's linear TV networks merge. Richard Greenfield, partner and media-technology analyst at LightShed Partners, says there are more than a few obstacles. One is that there is probably a 50% overlap between Peacock, Max, and Paramount+ streaming businesses in terms of subscribers. That is a concern because it would be difficult to charge substantially more for any combined service -- a key goal of any partnership agreement between these major media companies. Another key complication could be shared sports programming -- in particular sports rights -- which could affect NFL and NBA deals. "This adds complexity to how any streaming merger would be structured," Greenfield says. Peacock and Paramount+ both have access to the NFL. Warner Bros. Discovery does not have the NFL for any of its platforms, but wants to find a way to renew a long-term NBA deal.” ⬇️ #streaming #ctv #ott #avod #svod #livesports #fast https://lnkd.in/eh5RFGUX

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To build a brand and establish yourself as a #thoughtleader, utilizing #PR to create a strong and positive public image is paramount. There’s a certain magic to it. The right story, told to the right media outlet, at the right time, can shape mainstream conversation and shift public perception on almost any topic. The right way to make that magic for maximum exposure? A combination of proactive media and reactive media. Read more in my piece for Advantage Media a part of the Forbes Books Authority Network. https://lnkd.in/dhxErTgH

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Earlier this week, The Wall Street Journal wrote about how Television Advertising has lost its relevance - but I think they're misreading signals. Television advertising remains incredibly powerful - 60% of consumers in our most recent AD.VANTAGE study told us TV ads helped them make purchase decisions - outpacing all other forms of advertising. The problem? Brands and marketers have stopped knocking each other over to BUY television ads - we need to SELL them again - and most sales teams aren't set up to, you know..... sell. More details and some proposed solutions in our blog at Magid.com - or shoot me a note and let's chat about how to accelerate demand for your sales teams. #broadcastsales #salesstrategy #GTM #leadgen #aitools #aisalestools #aimarketing

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✅🖥️ The Hollywood Reporter (6/26): “By now everyone in Hollywood seems to accept that streaming is a cutthroat business. It may not be zero sum (most studies suggest that consumers will pay for about four streaming services at a time), but it is mighty close to it. And with Netflix holding a secure lock on one of those subscriptions for most consumers, there is increasingly little room for error. But the streaming wars between giant services like Netflix, Prime Video, Disney, Max, Peacock, Paramount+ and others also obscure an entire ecosystem of streaming offerings that are trying to carve out their own niches in an increasingly difficult environment. For all the press that the big streaming platforms get, there is a surprisingly vibrant world of boutique and specialty streamers chasing loyal and engaged fans at a much smaller scale. And new players continue to enter the space. In the world of comedy, there is Dropout, born out of the comedy website College Humor. And BuzzFeed veterans-turned YouTubers The Try Guys and Watcher have launched dedicated subscription streaming offerings of their own in recent weeks in an effort to more effectively monetize the sometimes fleeting audience that YouTube or social platforms deliver. Sony offers CrunchyRoll, an anime-focused service, which boasts 13MM subscribers; AMC Networks operates services like the horror-centric Shudder and the British-focused Acorn TV; and Cineverse operates the horror service Screambox and independent film service Fandor.” ⬇️ #streamingtv #ctvadvertising #avod #svod #fast #ott https://lnkd.in/eyBBAdWE

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✅🖥️ Nielsen Gauge (9/17): “On the streaming CTV side, Peacock offered broad Olympics coverage to complement linear offerings, the success of which was demonstrated by a monthly viewership increase of 39% for the streaming service overall, and nearly double the amount of viewers aged 35-49. These factors helped lift Peacock from a 1.5% share of TV in July to a new platform-best 2.1% share in August (+0.6 pts.). It also makes Peacock only the third streaming platform this year to record a 0.5 point share increase or more on a monthly basis, in addition to YouTube (Feb. and July) and Netflix (June). Olympics programming on NBC drew millions of viewers in both primetime and daytime windows. Across all of NBC’s Olympics telecasts that aired during the August interval, 32 of them totaled more than 5MM viewers, and 17 garnered more than 10MM viewers. Moreover, Olympics telecasts on NBC notched the top 19 broadcast telecasts of the month, with the primetime presentation of the Women’s Gymnastics Team Final topping the charts with 17.9MM viewers. From a total television usage perspective, August levels were even with July. However, a year-over-year comparison revealed a larger imbalance, as usage this month was up 3.5% versus August 2023. A notable year-over-year difference was also evident among broadcast program genres, with broadcast sports program viewership up 239% over August 2023, further illustrating the impact of the Games on the overall TV landscape. Like the broadcast category, cable also exhibited a peak viewing week that coincided with a major TV event.” ⬇️ #streamingtv #olympics #ctv #ott #avod #livesports https://lnkd.in/efnSWkfV

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This is absolutely worth a read for any brand looking to explore the RMN space and any advertiser assessing where to invest their dollars for the greatest impact in 2025.

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Insightful commentary on the impact of political ad spend on local advertisers from Clelia Zattoni "Political ad spend drives saturation and inflates CPMs, particularly for local and regional businesses caught in political hotbeds. For example, we had to guide a furniture advertiser to reallocate their budget away from [specific] ZIP codes and congressional districts to avoid the rising CPM costs driven by political ad buys." AdExchanger

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The media world is shrinking. IPG and OMG's recent merger is just the latest example of a trend towards consolidation. While this might seem like good news for large corporations, it raises an important question for medium-sized businesses: 𝗗𝗼 𝘆𝗼𝘂 𝘄𝗮𝗻𝘁 𝘁𝗼 𝗯𝗲 𝗮 𝘀𝗺𝗮𝗹𝗹 𝗳𝗶𝘀𝗵 𝗶𝗻 𝗮 𝗯𝗶𝗴 𝗽𝗼𝗻𝗱, 𝗼𝗿 𝗮 𝗯𝗶𝗴 𝗳𝗶𝘀𝗵 𝗶𝗻 𝗮 𝘀𝗺𝗮𝗹𝗹 𝗽𝗼𝗻𝗱? At Onist Media, we understand that your business is unique, and you deserve an agency that treats you as a priority, not just a number. At Onist, we believe in the power of true partnership. 𝗪𝗵𝘆 𝗰𝗵𝗼𝗼𝘀𝗲 𝗮𝗻 𝗜𝗻𝗱𝗲𝗽𝗲𝗻𝗱𝗲𝗻𝘁 𝗮𝗴𝗲𝗻𝗰𝘆 𝗳𝘂𝗹𝗹 𝗼𝗳 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲𝗱 𝗲𝗻𝘁𝗿𝗲𝗽𝗿𝗲𝗻𝗲𝘂𝗿𝘀? 1. 𝗔𝗰𝗰𝗼𝘂𝗻𝘁𝗮𝗯𝗶𝗹𝗶𝘁𝘆 𝗮𝗻𝗱 𝗧𝗿𝗮𝗻𝘀𝗽𝗮𝗿𝗲𝗻𝗰𝘆: With a focused team, you’ll always know who’s behind your campaign. We take pride in delivering real results with full accountability and clear communication 2. 𝗗𝗶𝗿𝗲𝗰𝘁 𝗘𝘅𝗽𝗲𝗿𝘁𝗶𝘀𝗲: At Onist Media, you work with senior strategists who bring decades of experience and a hands-on approach to every campaign. 3. 𝗔𝗴𝗶𝗹𝗶𝘁𝘆 𝗮𝗻𝗱 𝗜𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝗼𝗻: We're nimble and responsive, able to adapt to your needs and market changes quickly. 4. 𝗦𝗵𝗮𝗿𝗲𝗱 𝗜𝗻𝘃𝗲𝘀𝘁𝗺𝗲𝗻𝘁: Your success is our success. We're fully invested in achieving your goals. If you're looking for an agency that values your business, fosters loyalty, and delivers real results, let's connect. We're ready to redefine what's possible in 2025! https://lnkd.in/gTiZ9nx7 #OnistMedia #MediaInCanada #Partnership #Agility #Impact #Results #Advertising #CanadianMarketing #AdAgency

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My 2025 predictions, part 1: - Comcast and Warner license their cable networks to Netflix and Amazon, driving up their ad-tier pricing and challenging YouTube TV. The definition of a cable provider blurs further. - The WNBA explodes and implodes: soaring ratings surpass the NBA, but player tension and the 2024 botched rights deal triggers a player revolt and a 2026 strike. - Home Depot becomes retail media’s biggest buzz. As the fourth-largest retailer by market cap, its ad network thrives on home renovation and repair trends. - McDonald’s and QSRs join the retail media craze, adding ads to drive-thrus, apps, and #sponsored Happy Meals. FanDuel and DraftKings also grow ad networks to offset betting losses. - A Reddit competitor emerges, paying users for comments and reselling them to AI companies. Reddit’s stock plummets as users flee. - Amazon spins off Twitch, as it’s not worth the headache. They use the funds to acquire Pinterest or Snap - To appease RFK, major social platforms follow Meta’s lead and roll out health and wellness brand bans and rule changes. - Meta introduces top-of-feed ad takeovers, mimicking TikTok. These 24-hour in-feed ads become essential for media buyers. Meta also pivots to and becomes a leader in contextual over audience-based ad buying to satisfy privacy advocates. - Amazon builds a news vertical with ex-TV anchors getting cut by legacy channels. Anderson Cooper becomes their centerpiece. And the Macy’s Day Parade becomes the Amazon Day Parade as Macy’s drops sponsorship due to revenue struggles. - Podcasts disappoint in 2025: rising ad loads hurt effectiveness, leaving brands paying $50 CPMs for lackluster returns. Ad-supported CTV also continues to sour “brand media’s” reputation. - Streamers ditch monthly subscriptions to fight churn, but inadvertently drive users toward YouTube TV or cable-like bundles. The future of streaming consolidates into “channels” on YouTube TV and cable providers rather than standalone services. - Spotify launches ad-supported concerts as a revenue stream, with live-stream and in-stadium branding opportunities. Subscription prices also climb to $20/month in 2025. - The UFC exceeds expectations with its 2025 rights deal, cementing its status as the manosphere’s crown jewel.

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Make your media network a front-runner!🏃 LiveRamp's eBook is like a playbook for winning the race. Discover 20 ways to outpace the competition with smarter targeting, better measurement, and next-level innovation.

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Seeing that NBCUniversal is offering Deal ID access to live coverage of the Macy's Thanksgiving Day Parade on Peacock feels like a real turning point for programmatic media. It’s a PMP (private marketplace) deal and non-guaranteed inventory, which always comes with delivery risks—especially for a placement that’s only live for a few hours and competing with direct buys that lock in guaranteed impressions. But if this goes well, it’s easy to see how this could reshape access to tentpole events for programmatic buyers. Imagine the possibilities for 2025: Oscars, Grammys, Emmys, the Super Bowl, and even events like the Met Gala. These are the cultural moments where brands want to be seen, but they’ve historically been locked behind sky-high budgets and direct relationships that cater to household names with national reach. Opening these placements to regional brands through PMP deals gives those with more limited footprints a chance to stand alongside iconic moments, leveling the playing field in a way that hasn’t been done before. Of course, the key will be execution. Can a programmatic placement deliver the scale, reach, and alignment necessary to make it worthwhile in such a compressed timeframe? I’ll be watching this one closely because if NBCU nails it, the ripple effects could be huge. Would love to hear from other buyers! What would it take for you to trust PMP inventory for an event like this? Which events would you most like to see get the same treatment?

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✅🖥️ The Hollywood Reporter (10/30): “Roku beat Wall Street expectations for its third quarter and said it will stop giving quarterly updates on the number of streaming households, and average revenue per user, starting in the first quarter of 2025. This moves follows in the footsteps of Netflix, which set the same timeline. The number of streaming households using Roku reached 85.5MM, an increase of 2MM from the prior quarter. Streaming hours were up 20% y/y to reach 32B. In the third quarter, platform revenue, which comes from advertising as well as streaming services distribution, grew to $908 million, up 15 percent year-over-year. Revenue from streaming services distribution, which includes subs, grew faster than platform revenue overall, primarily due to price increases for sub-based services on the platform, the company said. The overall growth in platform revenue was attributed to home screen improvements, growing ad demand thanks to deeper 3P integrations and more Roku-billed subscriptions . Execs added that Roku Channel continues to be the 3rd most popular app on the platform by reach and devices.” ⬇️ #streaming #ctv #ott #tvos #smarttv #cordcutting https://lnkd.in/gb4s_iB8

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✅🖥️ Nielsen Gauge (8/20): “July also ushered in the beginning of the Summer Olympics in Paris, and despite only three days of coverage included in the July Gauge report, the impact the Games had on TV viewing was evident. Total TV usage was up 2.3% in July compared to the previous month, and up 3.5% compared to July 2023. Broadcast viewing increased slightly this month to 20.3% of TV, but was up 5% compared to a year ago. The category also finished 0.3 points higher than July 2023 when it recorded its lowest share ever (20.0% of TV). When TV usage is isolated by week, the start of Olympics coverage in the final week of July pushed the broadcast average up to over 22% of total TV. This is further emphasized by the fact that the NBCU Olympics coverage accounted for the top five, and seven of the top 10, broadcast telecasts in the July report, with the largest audience averaging 19MM viewers on NBC on Sunday, July 28. Peacock’s coverage of the Olympics vaulted the streamer to 1.5% of TV (+0.3 pt.) and its second best share of TV ever (behind 1.6% in Jan. 2024). Also boosted by viewing to Love Island USA, Peacock’s 33% monthly usage increase in July was the largest for any streaming platform in The Gauge. It was followed by two more streamers with double-digit monthly increases: Amazon Prime Video viewing was up 12% from June to notch 3.4% of TV (+0.3 pt.), its best since November 2023. The Roku Channel was up 10% and added 0.1 point to achieve a platform best 1.6% of TV.” ⬇️ #streamingtv #olympics #ctv #ott #fast #avod #svod https://lnkd.in/gcaKjZeZ

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