Why 2025 Might be an Addressable TV "Tipping Point"

Next in Media spoke with Larry Allen, VP & GM Data & Addressable Enablement at Comcast about the challenge in getting everyone in media to speak the same language when it comes to targeted TV ads. Allen also talked about why he think the TV business needs to ditch identifiers for old school household data, and why he thinks that media companies are ready to work together to broaden the TV ad pie.Takeaways:Addressable TV is Evolving – It’s no longer just about traditional cable ad slots. Today, addressable TV spans streaming, connected devices, and multi-screen environments 📱📺.The Power of First-Party Data – Comcast leverages its data for better audience targeting 🔍, enabling both internal and external partners like NBC to optimize ad reach 🎯.Challenges in Ad Buying – TV and digital ad teams still operate separately 🏢↔️💻, leading to inefficiencies in multi-screen targeting. There’s a push to unify these approaches 🔄.Programmatic ≠ Addressable – While programmatic is growing 📈, it’s not always true addressability. The challenge is making linear TV available programmatically without losing precision 🎚️.Live TV is Here to Stay – Despite streaming’s rise, live sports 🏈, news 📰, and appointment-based viewing keep linear TV relevant and valuable for advertisers 📆.Measurement is Still Messy – Cross-platform measurement is a work in progress 🧩. More platforms are sharing ad exposure data, but gaps remain in reach and frequency tracking 📊.Identity Matters More Than Cookies – Relying on email or IP-based identifiers can be inaccurate ⚠️. Physical home addresses provide better targeting and measurement accuracy 📍.🎙 Guest: Larry Allen🎤 Host: Mike Shields📺 Sponsor: ElementalTV🎬 Producer: FEL Creative

Next in Media spoke with Simulmedia CEO Dave Morgan, about the new Secretary of Health's plan to ban pharma ads on TV, the many potential obstacles, and what such a move would do to the TV ad market.🎙️ Top Takeaways:RFK Jr.’s Pharma Ad Ban Proposal: A Legal & Media Storm 🌪️The proposed ban on pharmaceutical ads faces constitutional and regulatory challenges, colliding with FDA, FCC, and First Amendment protections.TV vs. Digital: Who Controls Health Advertising? 📺➡️📱While TV ads are heavily regulated, streaming and digital advertising remain the "Wild West," making enforcement complex.Pharma Ads: Public Health Benefit or Hype Machine? 🏥💊Studies show pharma ads lead to better-informed patients and improved health outcomes, raising legal challenges against an outright ban.TV Industry Impact: A $10+ Billion Shift 💰📉Pharma accounts for a significant chunk of TV ad revenue. If banned, networks, especially local broadcasters, could face devastating financial consequences.History Lesson: Why This Isn’t Like the Cigarette Ad Ban 🚬❌Unlike tobacco, which was universally deemed harmful, pharmaceuticals are FDA-approved as beneficial—making restrictions harder to justify.Regulatory Bottleneck: Can RFK Jr. Even Enforce This? ⚖️🚧The FDA is understaffed, making large-scale regulatory action nearly impossible without significant expansion.Shifting Budgets: Where Would Pharma Dollars Go? 📊🔄Expect a massive migration to social media, search, direct mail, and streaming, targeting more affluent audiences over TV’s broad reach.Who Wins & Who Loses? The Media Power Shift 🏆📢Digital giants (Google, Meta) may benefit from reallocated pharma budgets, while traditional TV networks and local stations could struggle.Could a Ban Disadvantage Marginalized Communities? 🤔👥TV is a crucial source of health info for lower-income and minority populations. A ban could reduce awareness and access to vital treatment options.🎙 Guest: Dave Morgan🎤 Host: Mike Shields📺 Sponsor: ElementalTV🎬 Producer: FEL Creative

Next in Media spoke with Jeff Matisoff, Partner at Jellyfish, about how his company is trying to embrace AI-driven media buying, without giving up on branding or control. Jeff also discussed the current MMM renaissance and what's holding back some marketers from pushing out Gen AI creative faster.🎙️ Top Takeaways:Jellyfish’s Superpower: Global, Yet Nimble 🌍Jellyfish operates in 50+ countries with 1,800 experts, combining enterprise-scale digital marketing with customized, agile solutions for brands.Brand vs. Demand: Striking the Right Balance 🎯With a shift toward performance-driven marketing, brands are asking, "How do we reintegrate brand building with direct response?" The answer? Full-funnel strategies.MMM is Back—With AI 🔄Marketing Mix Modeling (MMM) is making a huge comeback thanks to AI-powered analytics, offering faster, more accurate insights without reliance on cookies.Retail Media & Walled Gardens: Friend or Foe? 🛒Retail giants like Amazon, Walmart, and Target dominate ad spend, but brands must connect insights across Google, Meta, and beyond to avoid fragmentation.AI-Powered Media Buying: The Rise of PMAX & A+ 🤖Google’s Performance Max and Meta’s Advantage+ automate media buying, but human oversight is key. Marketers must balance automation with strategic control.Creative AI: Pencil & The Future of Ad Testing ✍️Jellyfish’s Pencil AI tool generates ads 66% faster, 53% cheaper, and 44% more effective, linking directly to ad accounts for pre-launch performance predictions.CTV is Finally Killing Linear TV 📺Streaming giants, live sports, and big cultural moments (Super Bowl, Oscars, etc.) are accelerating the shift to Connected TV (CTV), making it a must-buy for advertisers.🎙 Guest: Jeff Matisoff🎤 Host: Mike Shields📺 Sponsor: ElementalTV🎬 Producer: FEL Creative 

Next in Media spoke with Andrew Rosen, an analyst and author of the newsletter Medium Shift, about the struggles traditional media companies are having in catering to younger sports fans.Rosen also talked about the various attempts at recreating sports bundles, and whether we're headed toward a world where all sports are available via streaming, yet fans are more confused and overwhelmed than ever.Takeaways:The Shift from Streaming Wars to RebundlingThe streaming industry is moving past the "streaming wars" phase into a period of rebundling. Companies are seeking ways to package content more efficiently while keeping consumers engaged.The Role of Fandom in Media StrategySuccessful media companies hyper-serve niche fandoms, as seen with the New York Times acquiring The Athletic and Crunchyroll’s anime dominance.Legacy Media vs. Digital Native PlatformsTraditional media companies struggle with direct-to-consumer (DTC) strategies, while platforms like YouTube, Netflix, and Tubi personalize user experiences for higher engagement.The Future of Sports StreamingESPN faces challenges in making sports content discoverable. Apple is already outperforming ESPN in driving sports engagement through push notifications.AI’s Role in Content CreationGenerative AI isn’t replacing creators—it’s giving them superpowers. Those with storytelling skills will thrive, while others may struggle.Many decision-makers in legacy media lack a deep understanding of DTC logic. A younger generation, raised in the digital age, will likely reshape the future.The Long-Term Future of Sports RightsWhile sports streaming is growing, broadcast TV is still dominant. The real battle is understanding how sports fans engage and what they’ll pay for.Guest: Andrew RosenHost: Mike ShieldsSponsor: ElementalTVProducer: FEL Creative 

Next in Creator Media talked with Business Insider media correspondent Lucia Moses about why Netflix is suddenly paying more attention to creators and YouTube, and what this might mean for the future of talent deals and distribution.Moses also weighed in on Amazon's Beast Games, Netflix's ad business and the state of Hollywood.Takeaways:Netflix’s Creator Strategy EvolutionNetflix is shifting its approach, recognizing YouTube as both a competitor and a source of creator talent. They aim to bring podcasters onto the platform to revamp talk show content.YouTube’s Dominance on TV ScreensYouTube now leads in TV viewing time, surpassing traditional networks. This shift signals a transformation in how audiences consume video content, influencing ad spend and media strategy.The Role of Authenticity in Creator-Led ContentAudiences prefer unpolished, authentic content over heavily produced talk shows. Netflix and others are learning that overproduction can diminish engagement with creator-led shows.Amazon’s Aggressive Creator InvestmentsAmazon is pushing creator-led content aggressively, with deals like MrBeast’s Beast Games. Legacy studios remain hesitant due to past failed investments in creators.The Rise of Video Podcasting on YouTubeYouTube is actively positioning itself as a home for video podcasts, appealing to Gen Z and advertisers who see potential in habitual, TV-like viewing patterns.Netflix’s Ad Tier ExpansionNetflix’s ad-supported tier is growing, with over 45–50 million U.S. users. However, it lags behind Disney and Amazon, which have twice the ad-tier audience.Brand Safety Perceptions Are ChangingThe shift in advertiser sentiment suggests that concerns over brand safety on platforms like YouTube are diminishing, making it easier for YouTube to compete for TV ad dollars.Sports Streaming Is Fragmenting the MarketSports fans now face a complex streaming landscape with multiple providers like Disney, Amazon, YouTube, and cable alternatives. Consolidation may be inevitable.Media Industry Mergers & UncertaintyMajor mergers loom in the media and ad industries, with legacy networks being spun off. The uncertain political climate may delay some deals but will likely reshape the industry.Guest: Lucia MosesHost: Mike ShieldsSponsor: VuePlannerProducer: FEL Creative

Next in Media spoke with David Kostman, CEO of Teads (formerly Outbrain) about the company's plans to bring together performance advertising, web video and TV, and move beyond its reputation as haven for 'cheap' ads.  Kostman also talked about how publishers are preparing for more AI-driven search and content discovery, and whether brands are as invested as they should be in news and the open web.Takeaways:Outbrain & Teads: A Game-Changing Merger for the Open InternetThe Outbrain-Teads merger creates a $1.7 billion ad powerhouse, merging native performance and premium video advertising to serve brands across the entire marketing funnel.The Power of Controlled Real Estate & First-Party DataUnlike traditional ad networks, Teeds secures exclusive publisher inventory, ensuring premium ad placement without competing in an auction model.AI & The Future of Digital Advertising OptimizationTeeds is integrating AI-driven predictive analytics for automated media buying and ad optimization, enhancing real-time targeting.CTV Advertising & The Evolution of Small Business ReachTeeds is making a strong push into Connected TV (CTV), with exclusive placements on OEM home screens like LG and Hisense.AI, Content Discovery & The Fight for Quality JournalismWith the rise of AI-generated content, premium publishers are at risk. Teeds is doubling down on supporting quality journalism, ensuring trusted news sites get premium monetization opportunities.📢 Final Thought:Teeds is reshaping the future of digital advertising, combining premium video, performance-driven targeting, and AI-powered optimization to create a brand-safe, full-funnel solution that rivals the biggest players in the industry.Guest: David KostmanHost: Mike ShieldsSponsor: ElementalTVProducer: FEL Creative 

Next in Creator Media spoke with Paul Greenberg, CEO of Butter Works, on how his company uses AI to help brands make more successful social video content, and why so far, the technology has been a net positive.  Still, Greenberg talked about the dangers of the proliferation of AI slop and why it's going to become challenging for consumers and brands to sort through what's real, what's not, and what kind of attention is most valuable.🎙 Episode Highlights: Next in Creator Media🔥 Featuring Paul Greenberg, CEO of ButterworksAI in Content Strategy: How Butter Works Uses AI to Power SuccessButterworks has been leveraging AI since 2018, using natural language processing and computer vision to predict video performance.The Evolution of Creator Media & The Rise of Long-Form ContentShort-form video isn’t dead—but TikTok, YouTube Shorts, and Reels are now embracing long-form.Viewers crave deeper connections with creators (e.g., MrBeast, Kai Cenat), making longer videos more engaging and monetizable.The Changing Landscape of Social Algorithms & The YouTube ShiftYouTube’s algorithm is now personalized per user, making it harder for creators to game the system.Thumbnail and title optimization still matter, but authenticity and audience loyalty are key.AI-Generated Influencers & The Limits of Digital PersonasAI-driven influencers (e.g., Lil Miquela) are gaining traction, but lack deep engagement compared to human creators.The Coming AI Flood: Should Brands Worry?Platforms like Google and Meta struggle to filter out AI-generated content, leading to potential content overload.The shift toward AI-curated search results (e.g., Google’s Gemini) makes SEO and brand visibility more challenging.AI’s Role in Brand Marketing & Media StrategyAI is not about replacing humans, but rather enhancing creativity and efficiency.🎧 Listen to the full episode for more expert insights on AI, creators, and the future of media marketing!Guest: Paul GreenbergHost: Mike ShieldsSponsor: VuePlannerProducer: FEL Creative 

Next in Media spoke with David Levy, CEO of OpenAP, about some of the misconceptions in the market when it comes to data-driven TV advertising, and how TV networks can balance collaboration and competition in the face of the growth of Big Tech in TV.Takeaways:The Evolution of OpenAP: Standardizing TV AdvertisingOpenAP was founded to unify ad innovations across TV networks, creating scalable, standardized solutions for advertisers.Bridging Linear TV and Streaming for AdvertisersWhile linear TV dominated ad spending, OpenAP has expanded its infrastructure to solve audience fragmentation in Connected TV (CTV).The Role of First-Party Data in TV AdvertisingBrands investing in first-party data need standardized methods to target consumers consistently across multiple media platforms.The Transparency Challenge in CTV Ad TargetingUnlike digital, CTV ad targeting lacks transparency due to multiple data transformations from audience lists to device-level identifiers.Solving Audience Measurement DiscrepanciesDifferences in identity-matching methods among media companies create inconsistencies in audience targeting and measurement.The Push for a Unified Ad Planning InfrastructureOpenAP aims to establish a seamless way for advertisers to plan and execute campaigns across different streaming services and TV networks.The Need for Scalable TV Advertising for Small BusinessesUnlike Google and Meta, TV lacks an easy-to-use, cost-effective ad buying platform for small advertisers—a gap the industry must address.Guest: David LevyHost: Mike ShieldsSponsor: EpsilonProducer: FEL Creative 

Next in Creator Media spoke with Cristina Lawrence, EVP of Consumer & Content Experience at Razorfish about the march toward more TV-like seasons for many top creators, and whether this is making it easier to move ad dollars over from TV. Lawrence also talked about TikTok's future, who might grab the social commerce mantle, and whether Joe Rogan is a podcaster or a YouTuber.Takeaways:Long-Form Content is Winning the Creator EconomyPlatforms like YouTube are shifting towards structured, episodic content (e.g., video podcasts, multi-part series).Creators are becoming media networks, with brands integrating organically into their content strategies.Creators Are the New Media NetworksInfluencers now function as full-scale media companies, reaching highly engaged audiences.Brands must approach them as partners, not just ad placements.The Rise of Creator-Led Brand PartnershipsMega-creators like MrBeast, Hailey Bieber, and Charli D’Amelio are launching their own DTC (direct-to-consumer) brands.These businesses succeed when they align authentically with the creator’s identity.Social Commerce is Gaining Traction, but Still EvolvingPlatforms like TikTok Shops and Amazon Live are making inroads in live shopping.However, U.S. adoption lags behind Asia, where live shopping is deeply integrated into culture.Micro-Influencers & Niche Creators Are EssentialBrands are shifting to micro-influencers for more targeted, authentic engagement.Agencies use AI-powered discovery tools (e.g., Publicis' Influential) to identify high-performing niche creators.The TikTok Uncertainty & the Future of Short-Form VideoIf TikTok were to disappear, YouTube Shorts and Instagram Reels could fill the gap.However, each platform serves distinct user behaviors, with YouTube favored for long-form content. Guest: Cristina LawrenceHost: Mike ShieldsSponsor: VuePlannerProducer: FEL Creative  

Next in Media spoke with Jamie Power, Disney's SVP, Addressable Sales, about ongoing measurement challenges in streaming, what happened with the so-called currency wars, and why it's a big deal that ESPN and Disney are now on the same ad server.Takeaways:The Rise of Actionable Tech at CES 2025Jamie Power highlighted that CES 2025 felt more actionable than ever, with tools and technologies ready to be leveraged immediately, marking a shift from futuristic concepts to practical implementation.Disney's Transparent Data StrategyDisney introduced ad-supported Monthly Active Users (MAU) metrics across platforms like Hulu, ESPN, and Disney+, emphasizing transparency in streaming data to aid better planning for advertisers and agencies.The Role of Disney Compass in Data IntegrationDisney Compass enables seamless integration of data into agency tools, empowering advertisers to deduplicate reach and enhance campaign planning. AI's Transformative Impact on Media PlanningDisney Select AI and partnerships like Publicis Core AI were showcased as tools to generate audience insights, driving strategic decisions and elevating media planning to predictive precision.Balancing Automation with Human ExpertiseJamie addressed concerns about AI replacing jobs, emphasizing its role in streamlining tasks and allowing professionals to focus on impactful, thoughtful strategies.Live Sports on CTV: Game-Changing AdvertisingDisney's advancements in dynamic ad insertion during live sports events ensure scalability and seamless viewer experiences, reshaping how advertisers engage with audiences in real time.Self-Serve Advertising Platforms for SMBsDisney's self-service platform has empowered thousands of small advertisers to access measurable, localized campaigns, from florists targeting specific zip codes to brands leveraging audience-specific tools.Guest: Jamie PowerHost: Mike ShieldsSponsor: ElementalTVProducer: FEL Creative