Next in Media & Vueplanner
Exploring the YouTube Ecosystem
hosted by mike shields
All about the podcast
“Exploring the YouTube Ecosystem” was created in collaboration with Mike Shields, a leading expert in our industry. Mike’s extensive knowledge and experience bring a wealth of insights into the powerful platform that is YouTube. Each episode will feature engaging discussions with prominent figures in the digital media space, shedding light on various aspects of YouTube, from content creation and monetization to community building and platform evolution.
Greg Johns – Chief Product Officer – Canvas Worldwide
Next in Media recently sat down with Greg Johns, Chief Product Officer at Canvas Worldwide, during our special YouTube series in Cannes. We dove into the evolving landscape of YouTube and its position within the TV advertising ecosystem. Greg shared his perspective on how YouTube has made significant inroads and why it’s essential to consider it alongside traditional linear TV. We also touched on the debate of YouTube’s content quality, comparing it to traditional TV shows and dramas, and discussed the role of influencers in creating premium automotive content. Greg provided insights into the growing relevance of TikTok and the implications of algorithm-driven content consumption.
Cat Chappell – Head of Platforms and Investments – MediaHub
Next in Media sat down with Cat Chappell, Head of Platforms and Investment at Mediahub at Cannes 2024. I chat with Cat about the latest strategies for maximizing YouTube’s potential, the intricacies of media activation, and the nuances of commercial investment and trading roles in the UK. Cat shares her unique insights and experiences, offering valuable perspectives on navigating the ever-evolving digital landscape.
Josh Campo – CEO – Razorfish
Next in Media sat down with Josh Campo, the CEO of Razorfish, at Cannes 2024 to chat about what’s new and exciting in the media world. In this episode, we dive into the buzz around AI, discussing its real-world applications and separating the hype from reality. Josh also shares his thoughts on the latest media strategies, the importance of authentic storytelling, and how brands can navigate the digital landscape.
Ryan Stern – CEO and Co-Founder – Collectively
Cannes 2024 – Ryan Stern – CEO / Co-Founder, Collectively
John Terrana – CMO – Vaynermedia
Cannes 2024 – John Terrana, Chief Media Officer, Vaynermedia
Kevin Blazaitis – President, Creo – Omnicom Media Group
Next in Media spoke with Kevin Blazaitis, President, Creo at Omnicom Media Group about the challenge brands face in trying to find the right creator partners, and how to measure their impact in relation to the rest of their media plans.
Rebecca Sykes – Partner – The Brandtech Group
Next in Media spoke with Brandtech partners Rebecca Sykes about why the company is investing so much in artificial intelligence, and she helps sort out what’s hype and what’s going to really change how the ad business operates.
Shannon Pruitt – Global Chief Marketing Officer – Stagwell
Shannon Pruitt, Global Chief Marketing Officer at Stagwell Brand Performance Network, talked to Next in Media on the inevitability of branding and performance tactics coming together – particularly on YouTube. Pruitt also talked about how brands are looking to build out networks of creators rather than chasing viral hits, and why shoppable TV isn’t going to happen overnight.
JiYoung Kim – Chief Operating Officer – GroupM
JiYoung Kim talked to Next in Media about why she thinks brands haven’t fully tapped into the power of YouTube, partially because it’s not easy to measure its full impact across numerous use cases. Kim also touted the value of brands connecting with micro creators, and what she needs from Google to make the most out of the YouTube platform.
CANNES 2024 – HIGHLIGHTS
Next in media talks to experts across the industry at Cannes, including Janet Balis, JiYoung Kim, Joe Marchese, and more, about the YouTube ad ecosystem, the state of digital advertising and the second half of 2024.
Wendy Aldrich & Joshua Palau – Pfizer
Cannes 2024 – Next in Media talked with the two pharma marketing experts at Cannes about how they’ve grappling with trying to reach their targeted audiences on YouTube via all the different paths available. – and how the platforms CTV growth is reshaping their overall media spending.
Joe Marchese – Built Partner, Human Ventures
Next in Media caught up with Human Ventures founder on why he doesn’t think younger generations will fully turn away from traditional TVs for phone and algorithmic centric media diets. Plus the irony of what’s old is new again during the TV upfronts.
Janet Balis – CXO Advisor
“Existential Questions” – Next in Media caught up with the veteran industry analyst at Cannes on how top marketers are wrestling with how to drive growth as consumer habit shift and the old media and marketing org structures models no longer make sense.
Brad Feinberg – VP of Media and Digital for Molson Coors
Next in Media talks to Brad Feinberg, VP of Media and Digital for Molson Coors, about the YouTube ad ecosystem. They discuss the impact of YouTube’s growth in the TV market, the role of live sports viewing, and the importance of building audiences across multiple platforms. They also touch on brand safety measures implemented by YouTube and the complexity of buying ads on the platform.
Tara Walpert Levy, VP of Americas at YouTube & Nikky Retake, VP Product Management at YouTube
YouTube has experienced significant growth as a TV player, driven by shifts in user behavior and content consumption. The platform offers a diverse array of content, from long-form to shorts, live streams, music, and podcasts. YouTube has adapted its ad experience for the living room, focusing on making ads less interruptive and more engaging. The platform has also introduced non-interruptive ad formats and new types of interactivity, such as pause ads. YouTube TV has seen impressive growth, with over 8 million subscribers, and offers a range of ad formats similar to traditional TV.
