PREDICTING THE UPFRONTS The Media Odyssey podcast

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The Media Odyssey, Evan Shapiro, and Marion Ranchet에서 제공하는 콘텐츠입니다. 에피소드, 그래픽, 팟캐스트 설명을 포함한 모든 팟캐스트 콘텐츠는 The Media Odyssey, Evan Shapiro, and Marion Ranchet 또는 해당 팟캐스트 플랫폼 파트너가 직접 업로드하고 제공합니다. 누군가가 귀하의 허락 없이 귀하의 저작물을 사용하고 있다고 생각되는 경우 여기에 설명된 절차를 따르실 수 있습니다 https://ko.player.fm/legal.

Is Digital Still A Safe Bet?
From economic uncertainty to the rise of connected TV, Evan Shapiro and Marion Ranchet predict a more cautious, data-driven Upfronts season where flexibility trumps tradition. With brands holding back big commitments, digital giants like YouTube, Meta, and Amazon stand to gain as safer, more measurable bets.Evan forecasts a continued move away from chunky upfront deals in favor of platforms that offer agility and proven ROAS. The Media Odyssey welcomes Ioanna Protogiannis (Sr. Director, Measurement and Reporting Solutions at LG Ad Solutions) who highlights the growing importance of first-party data, smart segments, and real-time measurement in campaign planning.

Thank you Ioanna Protogiannis for joining this week's pod!
https://www.linkedin.com/in/ioanna-protogiannis/

Interested in sponsorship? https://forms.gle/2LCWfX2HBNT8mtpx8

Connect with us on Linkedin:
Evan Shapiro - https://www.linkedin.com/in/eshap-media-cartographer/
Marion Ranchet - https://www.linkedin.com/in/marionranchet/

Newsletters:
Marion Ranchet - https://marionranchet.substack.com/
Evan Shapiro - https://eshap.substack.com/

(00:00) - Introduction and Debate Teaser
(00:28) - Welcome to The Media Odyssey
(00:36) - Discussing the Upfront Season
(01:33) - Spotter's Unique Approach
(02:09) - Spotter's Focus on Creators
(02:48) - YouTube as the New TV
(05:13) - Advertising Trends and Strategies
(10:54) - The Role of Big Tech in Advertising
(15:32) - The Upfront Buying Process
(18:49) - Locking in Prices and Tent Pole Programming
(20:06) - The Historical Context of Upfronts
(21:17) - Predictions for the Ad Economy
(25:13) - Interview with Ayana Proteges
(25:39) - The Role of Data in CTV Advertising
(28:34) - The Importance of Third-Party Partnerships
(37:10) - The Future of Measurement and AI in Advertising
(39:33) - Conclusion and Final Thoughts