How to Turn Music Artists into YouTubers

I had the incredible opportunity to bring together some of the brightest minds in the creator economy for an evening of candid conversation about where this industry is headed. From ad tech innovations to creator authenticity, we covered the full spectrum of what it takes to turn creator content into scalable, revenue-generating partnerships. Conor McKenna from Luma and Zoe Soon from the IAB kicked things off with a macro view of the space, discussing how fragmented media is creating massive opportunities for technology to step in. We explored why brands are shifting budgets at unprecedented rates, with Unilever committing 50% of marketing spend to creator-related initiatives.The evening featured deep dives into brand integration strategies with Ali Parish from Blue Hour Studios and Jeremy Stewart from VuePlanner, followed by an eye-opening discussion with Arthur Leopolod from Agentio about how AI and automation are revolutionizing creator advertising. Perhaps most compelling was hearing directly from Sydney Jo, the creator behind the viral Group Chat series, and her manager Haley Friedman from Made By All about the reality of building a creator business. From navigating brand negotiations to maintaining creative authenticity, this conversation revealed both the opportunities and challenges facing the next generation of digital storytellers._______________________________________________Key Highlights🚀 The Walled Garden Shift: Meta and Google are evolving from social platforms to entertainment platforms, opening up competitive dynamics that allow ad tech to capture margin in the previously closed creator ecosystem.📈 Explosive Growth Trajectory: The creator economy is projected to reach $37 billion this year, growing 400% faster than average digital media, with Agentio raising $40 million to help brands scale from $50K to over $1 million in creator spend without additional bandwidth.🎯 The Authenticity Challenge: Brands are treating creators like Hollywood storytellers but expecting them to perform like programmatic ad units, creating a disconnect that requires better infrastructure, measurement, and understanding of the creator-first approach.🤖 AI as the Creative Multiplier: While AI enables scalability and reduces production costs to zero, the real winners will be creators with established trust and parasocial relationships, as audiences increasingly seek authentic voices in a sea of AI-generated content.💡 Partnership Over Performance: Long-term brand relationships like Sydney's multi-season deal with Hilton outperform transactional campaigns, with brands that engage in comments and understand social media culture seeing significantly better integration and results.📊 The Measurement Gap: Over 50% of US buyers consider creators a must-buy (second only to search and social), yet the industry lacks standardized metrics beyond engagement and reach, requiring brands to rely heavily on first-party data and brand-specific goals.🎬 Platform Dynamics: YouTube and Meta provide strong creator support with dedicated reps, while TikTok remains uniquely difficult to work with despite its massive scale, and creators intentionally maintain cross-platform presence to avoid giving control to any single platform.⚡ From Viral to Viable: Sydney's journey from 250K to 1.7 million followers in one week (and a Today Show appearance) reveals both the opportunity and challenge of monetizing virality, highlighting the critical importance of having the right management team to navigate brand negotiations and maintain creative control._______________________________________________Resources & Next Steps🌐 Learn more about VuePlanner🌐 Learn more about Agentio🎧 Subscribe to Next in Media on Apple Podcasts_______________________________________________YouTube Chapter Timestamps00:00 Opening remarks and industry momentum01:10 Introducing Connor McKenney and Zoe Soon03:00 The ad tech opportunity in creator economy05:40 Walled gardens becoming distribution platforms07:00 Why brands are shifting to creators08:30 The infrastructure and measurement challenge12:00 AI and algorithm control concerns13:00 Standardization vs. authenticity debate17:10 Ali Perish and Jeremy Stewart on brand integration18:40 Evolution of Blue Hour Studios20:40 View Planner's role in creator measurement24:00 YouTube Creator Partnerships Hub26:00 The lifetime value of creators28:00 Arthur Leopold introduces Agentio30:00 The $10 billion to $800 billion opportunity32:00 How Agentio automates creator advertising35:30 Bidding model and AI strategy creation37:40 Creators as micro creative agencies40:00 The Cambrian explosion of AI creativity42:40 Sydney and Hailey from Made By All44:00 Sydney's viral Group Chat origin story46:30 Navigating early brand deals49:00 The importance of saying no51:40 Long-term brand relationships54:00 When brands don't understand social media56:00 Working with platform partners58:30 Advice for brands and creators01:00:00 Closing thoughts and thank you

I sat down with Tusar Barik, the SVP of Marketing at the New York Times, who's just past his first year in this newly created role. We explored how the Times has transformed from a traditional newspaper into a multifaceted media company spanning news, games, podcasts, cooking, sports, and more. Tusar leads a comprehensive team managing everything from measurement and data insights to product marketing, editorial advertising opportunities, and traditional communications. What struck me most was learning that the Times now reaches over 150 million registered users with 50 to 100 million weekly engagers, seeing the highest growth among Gen Z adults and audiences in the Midwest and South. The digital advertising business delivered over 20% year-over-year growth, proving that quality journalism and a direct relationship with readers creates a powerhouse advertising platform.We dove deep into how the Times is meeting consumers where they are through video-forward strategies, producing over 75 hours of professional video monthly and transforming podcasts into multimodal shows available as both audio and video. Tusar shared insights on their Brand Match generative AI product that delivers 30% improvements in both click-through rates and brand lift by intelligently matching advertiser briefs with the right content. We explored how games like Wordle have been part of the Times' DNA since the 1940s crossword, how The Daily creates deeply personal connections with millions, and why the Times sees itself as a solar system with news at the center. The conversation revealed a company that's successfully balanced subscription-first strategy with a thriving advertising business by staying true to its mission while innovating how it reaches and serves audiences._______________________________________________Key Highlights📈 Unprecedented Scale & Growth: The Times now has over 12 million subscribers, 150 million registered users, and 50-100 million weekly engagers, with the highest growth coming from Gen Z adults and the Midwest/South, driving 20% digital advertising growth year-over-year.🤖 AI-Powered Brand Match: Tusar revealed their generative AI product that ingests advertiser RFPs and dynamically matches campaigns with the right content as it's produced, delivering 30%+ improvements in both click-through rates and brand lift.🎥 Video-First Evolution: The Times produces over 75 hours of professional video content monthly and has transformed audio podcasts into multimodal shows, recently launching a Watch tab in the app that creates new premium advertising inventory.🎮 Games as Core DNA: Gaming has been part of the Times since the 1940s crossword during World War II. Today, over 2,000 people per minute share their Wordle scores, and games advertising drives 21% awareness lift and 30%+ brand consideration growth when combined with news.🎙️ The Daily's Emotional Connection: Tusar shared a touching story about how Michael Barbaro's voice became a source of comfort for a reader who listened every morning while visiting her ailing father in the hospital for months, illustrating the deep personal relationships the Times builds.📊 Measurement Playbook Approach: The Times developed a comprehensive measurement strategy offering everything from MMM models for large advertisers to trending metrics for smaller campaigns, with solutions packages that span audio, video, and display inventory.🌐 Portfolio Beyond News: The Times has evolved into a solar system with news at the center, expanding into The Athletic (largest sports newsroom globally), Cooking, Games, Wirecutter, and more, each creating unique advertising entry points and audience segments.💼 Programmatic Done Right: The Times views programmatic as workflow pipes to reduce friction, not as a race to the bottom on CPMs. They've invested significantly in the past 18 months while maintaining quality standards and brand safety for advertisers._______________________________________________Resources & Next Steps🔗 Follow Tusar Barrick on LinkedIn🎧 Subscribe to Next in Media on Apple Podcasts_______________________________________________YouTube Chapter Timestamps00:00 Elemental TV ad00:48 Introduction and guest overview01:50 Welcome to Next in Media02:03 Tor's role and first year at the Times04:19 The Times' evolution beyond news05:07 Core mission and solar system approach06:25 Audience scale: 150M registered users07:39 20% digital ad growth and earnings08:58 AI and Brand Match product10:46 Brand Match performance results11:31 Podcasting and The Daily's impact13:06 Michael Barbaro's emotional connection story14:02 Audio and video evolution15:31 Video production stats and strategy16:14 Navigating agency relationships17:44 Solutions-based approach to advertising18:01 Measurement playbook and strategies19:47 Outcome-based measurement approach20:59 Sabio ad21:05 Talent and newsletter strategy23:48 Gaming portfolio and DNA since 1940s26:03 The Athletic and portfolio expansion27:04 Games advertising opportunities28:28 Programmatic strategy and philosophy30:29 Video strategy and Watch tab launch33:49 Video advertising opportunities34:12 Closing thoughts and wrap-up34:24 Outro and thanks

Summary:This week on Next in Media, Mike Shields talks with Erick Opeka, President & Chief Strategy Officer at Cineverse and board member at the startup Micro Co. Opeka breaks down how short-form “micro-dramas”—already attracting hundreds of millions of daily viewers in China—are taking shape in the U.S. and why they could become a $20 billion category.He explains how Cineverse’s 22 streaming services, proprietary Matchpoint technology, and deep ad-tech stack position it to lead this wave. From Quibi’s missteps to AI-driven efficiencies, Opeka shares how the next generation of vertical video could transform storytelling, advertising, and the very idea of television.⭐ Key Highlights🎥 Cineverse 101: Operates a full-service film & TV studio plus 22 streaming platforms with under 200 employees—powered by its Matchpoint operating system.💡 Tech meets storytelling: Built its own ad-tech stack (C360) and data tools to monetize efficiently while controlling creative output.📱 Rise of micro-dramas: Already a $1 billion U.S. market and mainstream in China, drawing 600 million daily viewers.🧠 Why it works: Each 3-minute story triggers anticipation loops in the brain—more rewarding than endless scrolling.🌍 Cultural crossover: Format expected to reach 13–15% of all video consumption at maturity—larger than the entire U.S. theatrical market.🧩 Creative power team: Lloyd Braun, Susan Rovner, and Jana Winograde join Opeka to build a U.S.-based micro-drama studio.📺 Beyond romance: Expanding from steamy love stories to game shows, thrillers, and reality formats.💰 Business model: Starts with premium and pay-per-view, evolves toward ad-supported models—echoing the broader streaming trend.🤝 Brand opportunity: Advertisers aren’t yet in but white-space potential mirrors early anime and TikTok stages.🔮 Looking ahead: Launch slated for Spring 2026, combining platform tech + top-tier creatives to redefine mobile storytelling. 🔗 Resources & Next StepsFollow Erick Opeka on LinkedIn 🔗 Learn more about Cineverse → cineverse.com⭐ Rate & Review to help more listeners discover the show🎧Subscribe to Next in Media on Apple Podcasts ⏱️ YouTube Chapters00:00 – Intro and Erick Opeka’s role at Cineverse01:00 – How Cineverse runs 22 streaming services with Matchpoint04:00 – Ad-tech integration and C360 audience platform05:00 – The micro-drama trend and China’s 600 million viewers07:30 – Why micro-dramas hook audiences psychologically09:30 – U.S. market potential and viewer behavior11:00 – Genres evolving beyond romance13:00 – Demographics and comparison to K-drama boom14:30 – Business models: subscription vs ad-supported17:00 – Early lessons from China and U.S. adoption curve18:00 – Formation of Micro Co and the creative team21:00 – Building a U.S. platform with better UX and production quality26:00 – Quibi comparisons and why this time is different29:00 – Timeline for launch and platform strategy32:00 – Brand building and sustainable growth vs CAC race34:00 – CTV integration and cross-screen potential35:40 – Advertising ecosystem and brand interest37:40 – TERRIFIER franchise and Cineverse’s studio approach40:00 – Final thoughts on innovation and industry future

Why Brands Should Stop Avoiding News with Jack MarshallBrands have long shied away from advertising in news, fearing controversy or association with “negative” stories; but that hesitation is costing them results. This week, Mike Shields talks with Jack Marshall, Head of News at DoubleVerify, about why avoiding news is a missed opportunity and how advertisers can take a smarter, more nuanced approach to brand safety and suitability.Jack shares insights from DV’s research, which shows that news content drives 16% more engagement than non-news media, and explains how AI-driven tools are helping advertisers target responsibly while supporting trusted journalism. The conversation covers the shifting perceptions of news advertising, AI’s role in brand safety, and why authentic reporting may soon stand out as the antidote to AI-generated “slop.” Highlights:📰 The News Opportunity – DV data shows that news content generates 16% more engagement than non-news, yet many advertisers still block it.🔒 Brand Safety vs. Suitability – Safety covers truly unsafe content (malware, spam, copyright infringement); suitability is where nuanced strategy is needed.🧠 Educating the Industry – Jack’s role includes helping advertisers, agencies, and publishers understand how to unlock news environments safely.🛠️ Smarter Tools, Less Risk – DV’s AI-driven keyword optimization helps reduce false blocks and allows brands to use a scalpel instead of a sledgehammer.⚙️ Product Innovation – DV’s News Accelerator initiative and contextual categories like News+ and News+ Light make it easier to advertise in quality news at scale.📉 Myth-busting Fear – Consumers can separate ads from content; most don’t associate a brand with a nearby tough headline.🤖 AI & Trust – As AI-generated misinformation spreads, real journalism becomes more valuable — “the real connections stand out among the weirdness.”💬 Shift in Attitude – Advertisers are realizing they’ve been too conservative and are reopening budgets for trusted news environments.🪶 Publishers Adapting – From the New York Times’ strong ad growth to the rise of news creators, publishers are learning to leverage trust, voice, and engagement.🌍 Future Outlook – Expect closer ties between news brands and influencers, merging authenticity with scale in ad models. Resources and links:🔗 Follow Jack Marshall on LinkedIn → https://www.linkedin.com/in/jackmarshall/🌐 Learn more about DoubleVerify’s News Accelerator → doubleverify.comExplore Sabio’s platform: sabioctv.com ⭐ Rate & Review to help more listeners discover the show🎧Subscribe to Next in Media on Apple Podcasts Chapters:00:00 Research shows advertisers miss out by avoiding news00:40 Introducing Jack Marshall, Head of News at DoubleVerify02:00 Why DV created a Head of News role03:20 Educating advertisers and publishers on news investment04:50 The CMO vs. junior buyer disconnect06:00 Brand safety vs. brand suitability explained07:30 When it’s reasonable to exclude content — and when it’s not08:20 Modern tools vs. blunt keyword blocking09:20 Overgeneralizations and nuanced strategies10:00 The myth of “negative adjacency”11:10 How consumers actually perceive ads near news12:10 DV research: news drives 16% higher engagement13:30 Why advertisers should rethink “news avoidance”15:40 The DV News Accelerator and new AI keyword tools17:10 Cutting bloated keyword lists with automation18:30 Helping brands use a scalpel instead of a sledgehammer19:30 Making nuance easy for media buyers20:20 Is the pendulum swinging back toward openness?21:30 AI slop and why real news stands out23:00 Publishers finding optimism amid change24:20 Diversifying revenue and growing brand trust25:20 The rise of news creators and influencer-style partnerships26:00 Closing thoughts — supporting real journalism and connection

In this special episode recorded live at Amazon UnBox in Nashville, I sit down with Charlotte Maines, Head of Device Advertising for Fire TV at Amazon. We dive into the massive reach of Fire TV—over 300 million devices sold globally—and what that means for brands aiming to connect with high-value, logged-in Amazon customers.Charlotte shares how Amazon is evolving the ad experience from simple tune-in campaigns to interactive, full-funnel marketing opportunities. We unpack the growing role of Alexa Plus, Amazon’s new LLM-powered assistant, and how it’s revolutionizing personalized, voice-driven engagement across devices. From shoppable connected TV to dynamic creative powered by GenAI, this episode is packed with insights for any brand looking to harness the next wave of CTV innovation.Timeline Summary:[0:38] - Why Fire TV’s 300M device footprint is a game-changer for advertisers[2:40] - The “six-minute window”: How brands can show up during viewer decision time[4:22] - Evolution of Fire TV advertising—from HBO tune-ins to full-funnel brand engagement[6:12] - Inside Alexa Plus: How LLMs are powering Amazon’s new conversational AI[8:10] - Shopping with your voice: Fire TV and Alexa’s seamless commerce experiences[10:00] - The future rotator: Amazon’s prime CTV ad real estate explained[12:45] - Full-funnel advertising: How Amazon connects the dots across devices and media[15:15] - GenAI in action: How brands are creating audio ads in seconds using Amazon tools[18:12] - What brands—big and small—are learning from Amazon’s self-service creative tools[20:33] - Why devices are key to Amazon’s dominance in full-funnel marketingLinks & Resources:Learn more about Alexa Plus: Amazon AlexaExplore Sabio’s platform: sabioctv.com🎧Subscribe to Next in Media on Apple PodcastsClosing Remarks:If you found this episode insightful, I’d love it if you’d take a moment to rate, follow, and share the show. And don’t forget to leave a review—your support helps more people discover Next in Media. See you next time!

This week on Next in Media, I sat down with Nielsen CEO Karthik Rao to get an inside look at the company’s transformation in a fast-evolving media landscape. From the explosive rise of YouTube on connected TVs to tackling fragmentation across platforms, Karthik breaks down how Nielsen is reinventing itself with big data, AI, and a mission to future-proof measurement.We talked about the company’s response to public challenges, its roadmap for creator measurement, and why the shift to big data plus panel is more than just a tech upgrade—it’s a foundational change in how the industry understands audiences. Whether you're curious about the "currency wars," the power of creators, or the role AI could play in stitching together digital and linear, this episode delivers some fascinating insight straight from the top.Timestamps:[0:00] - Karthik Rao on AI’s role in unifying disparate parts of the media world[1:07] - From CEO of Nielsen Global Media to CEO of Nielsen: Karthik’s journey[2:36] - Why Nielsen’s transformation was necessary to keep up with fragmentation and streaming[3:39] - The company’s shift from panel-only to big data plus panel—what that means and why it matters[5:45] - Balancing innovation, trust, and marketplace readiness[8:28] - What really happened with the NFL and how Nielsen navigated public scrutiny[13:16] - Media negotiations in the press and why everyone keeps coming back to Nielsen[15:01] - The underestimated breadth of Nielsen’s business beyond just ratings[17:04] - AI’s game-changing potential in media buying and data integration[20:01] - YouTube’s dominance on CTVs and why creator content is more serious than many assume[22:57] - How Nielsen plans to help creators scale across media ecosystems[25:56] - The current state of "currency wars" and why standardizing to human truths matters[27:21] - Nielsen’s plan to measure podcasting’s evolving video/audio landscapeLinks & ResourcesLearn more about Nielsen’s work at nielsen.comExplore Sabio’s platform: sabioctv.com🎧Subscribe to Next in Media on Apple PodcastsEnjoyed the episode?Please consider rating, reviewing, and sharing Next in Media. And don’t forget to hit that follow button so you never miss what’s next in the world of media.

Robert Wheeler — longtime communications leader at WarnerMedia, AT&T/Xandr, and GroupM — shares why he left the corporate world to build At the Moment Media (ATM), a people-first, video-led publication spotlighting personalities across advertising, technology, and media.He walks through how the brand came to life — from the black-and-white design and animated “M” mascot to its 5–6 minute storytelling format and short-form social clips. Robert also opens up about startup lessons, the state of modern comms, and how ATM plans to cover cultural business moments like the Latin GRAMMYs and BravoCon. Key Highlights🚀 Why he jumped – Robert left senior comms roles at WarnerMedia, AT&T/Xandr, and GroupM to launch At the Moment Media (ATM), aiming to humanize B2B storytelling.🎥 Format that works – Core videos run 5–6 minutes each, repurposed into 15–30-second social cuts designed for engagement and discoverability.🎨 Brand design – A black-and-white aesthetic lets guests provide the color; the animated “M” mascot adds warmth and identity to the platform.🗣️ Rethinking B2B – Robert urges the industry to drop jargon and speak like humans, applying the same clarity and creativity used in consumer ads.📣 The PR truth – “Your comms team can’t fix a bad story.” Great coverage comes from authentic ideas and honest narratives, not spin.🌎 Culture meets commerce – ATM spotlights the business side of cultural events like the Latin GRAMMYs and BravoCon — moments that blend fandom, influence, and brand dollars.⚠️ Crisis lessons – From 2020’s triple-whammy week (CEO exit, major deal, COVID shutdown) to WarnerMedia’s Project Popcorn, Robert shares how to stay steady under fire.📈 Startup execution – Early success driven by global editors, social-first distribution, and sponsor partnerships proving the model works. Resources & Next Steps🔗 Follow Robert Wheeler on LinkedIn🌐 Explore ATM Media🎧Subscribe to Next in Media on Apple Podcasts YouTube Chapter Timestamps00:00 Why leave big media to start ATM01:02 Episode setup and who Robert is01:32 Meet Robert Wheeler and ATM’s mission02:26 From WPP/Warner to taking the plunge05:30 Press pressure and changing journalism07:06 What is ATM and what it’s becoming10:14 Naming ATM and the brand spark11:18 Black-and-white look and the “M” mascot13:31 People-first POV vs old trade vibes15:27 Comfort unlocks better on-camera stories16:26 How to launch a media brand in 202517:33 Format: 5–6 minute features plus social cuts18:56 B2B that talks like B2C22:40 Covering culture: Latin GRAMMYs and BravoCon25:05 What comms can and cannot fix27:14 Managing teams and why he still loves comms28:05 Crisis week 2020: CEO exit, mega deal, COVID30:04 Project Popcorn and more war stories31:35 Wrap-up and calls to action

Google Ads just turned 25, and it’s entering a new era—one driven by AI, conversations, and context. In this episode, Dan Taylor, VP of Global Ads at Google, joins Mike Shields to unpack how the search giant is transforming its ads business for the age of AI Overviews, Performance Max, and long-form conversational queries. He explains why this shift feels bigger than mobile, how advertisers are adopting AI faster than ever, and why trust and accuracy remain Google’s north stars.Dan also reveals how AI is expanding the search funnel, creating new commercial moments that brands never could have targeted before. From tools like AI Max to agent-powered shopping, the future of advertising is about reducing friction, improving relevance, and meeting consumers wherever their curiosity starts. It’s a rare inside look at how Google plans to keep Search indispensable for the next 25 years.Key Highlights🔍 Google Ads at 25: Why AI is the next great shift in how people find and act on information.🤖 AI Overviews & Ads: What Google has learned about where ads fit into AI-powered experiences.📊 Performance Max & AI Max: How AI expands discovery beyond keyword targeting.🧠 Smart Bidding & Measurement: Google’s decade-long head start in predictive AI.🛍️ Retail Media Meets Agents: New tools like Agentic Checkout and visual search that cut friction in shopping.💬 Trust, Quality & Competition: Why Google believes this isn’t a zero-sum game—it’s an expanding marketplace.Resources & Next Steps🌐 Explore Google Ads AI Tools🔗Follow Dan Taylor on Linkedin🎧Subscribe to Next in Media on Apple PodcastsYouTube Chapters00:00 Cold open — AI shift and trust in information  00:55 Setting the stage — Google Search at 25  01:24 Mike introduces guest Dan Taylor (VP, Global Ads at Google)  01:49 Dan’s early career and move from broadcast to digital  03:11 Early experiments — Google TV and Audio Ads  03:49 Conversational search and AI-driven behavior change  06:32 Comparing AI to the mobile shift  08:18 How advertisers are adopting AI tools faster  09:27 Did Google move too slow? Inside its AI journey  12:16 Ads in AI Overviews — finding the right moment  13:40 Marathon example — how intent shapes relevance  15:48 AI expands search — new commercial moments emerge  16:32 Dorm room case study — Gemini and query fan-out  19:03 Performance Max and AI Max monetization insights  21:06 Generative creative tools and advertiser experiments  22:58 Retail and agentic experiences in shopping  24:59 Reducing friction — price tracking and visual search  26:08 Competition across AI, retail, and social platforms  27:10 Wrap-up — the future of AI-powered search  

In this episode of Next in Media, Mike Shields speaks with Peter Hamilton, Head of Ad Innovation at Roku, about the rapid evolution of connected TV (CTV) advertising and how Roku is bridging the gap between big-brand budgets and small-business accessibility.Peter shares what’s really happening behind the scenes as digital-first advertisers and DTC brands move into television, the challenges of onboarding thousands of SMBs, and how Roku’s self-serve ad tools and shoppable innovations are reshaping the CTV landscape. He also explains Roku’s partnership with Amazon, the growth of shoppable TV, and why “press OK to text” could redefine viewer engagement.With clarity and insider perspective, Peter outlines what’s next for CTV—from AI-driven creative experimentation to real-time data loops that empower advertisers of all sizes. Key Highlights📈 CTV’s Fastest-Growing Segment: How performance-driven advertisers, not traditional TV buyers, are fueling Roku’s rapid growth.💡 SMBs Meet Streaming: Why onboarding small advertisers takes time—and how Roku’s self-serve tools are solving it.📺 Amazon Partnership Explained: Why Roku isn’t competing with Amazon but collaborating to improve advertiser reach and data performance.📱 Shoppable TV & “OK to Text”: How one button on the Roku remote is changing interactive ad engagement forever.🧠 AI in Creative Production: The rise of self-serve advertisers testing dozens of AI-generated ads and what’s working so far.⚙️ The Open Platform Approach: Roku’s strategy to stay partner-first while integrating performance data and real-time conversions. Resources & Next Steps 📊 Learn about Roku’s performance tools and integrations🎧Subscribe to Next in Media on Apple Podcasts YouTube Chapter Timestamps00:00 Setting the stage – CTV’s transformation  00:53 Introducing Peter Hamilton of Roku  02:00 Why new advertisers are coming to TV  03:31 The challenge of onboarding SMBs  05:01 How performance marketers are driving CTV growth  06:07 Roku Ads Manager and self-serve evolution  07:32 Moving beyond search and social saturation  09:12 Why analysts underestimate CTV’s growth  10:02 Fundamentals of marketing still apply  11:18 Building new DR paths for DTC brands  12:28 How Roku attracts small businesses  13:59 Success stories: Shopify and Fatty 15  15:15 What’s holding CTV adoption back?  16:00 Inside Roku’s partnership with Amazon  17:51 The open-platform strategy  18:52 Acquiring Friendly and launching Howdy  20:25 Experimenting with subscription bundles  21:15 The rise of shoppable TV and “OK to Text”  22:51 How interactivity and texting are becoming normalized  24:18 Building habitual shoppable behavior  25:43 Why creative clarity drives conversions  26:54 The future of AI-generated ads on CTV  27:46 Data loops, APIs, and intelligent optimization  28:04 Closing thoughts – what’s next for CTV advertising 

In this episode of Next in Media, Mike Shields sits down with Jordan Matter, the YouTuber, photographer, and entrepreneur behind one of the most surprising creator success stories of the year. What started as a simple series of dance photography videos turned into a global family brand with more than 300 million monthly views—and now, a Sephora skincare line that drew an unbelievable 87,000 fans to its launch.Jordan opens up about his journey from photographing dancers in New York to building a thriving father-daughter YouTube channel with his daughter Salish, how they created an authentic bond with Gen Alpha viewers, and the lessons learned from turning that trust into a real-world business. He also reflects on the emotional chaos of their record-breaking Sephora event, balancing parenthood with content creation, and why he believes authenticity—not virality—is the real currency of influence. Key Highlights📸 From Photographer to Creator: How Jordan’s 10-Minute Photo Challenge videos transformed a niche dance-photography channel into a viral YouTube phenomenon.👨‍👧 The Power of Relationship: Why shifting focus to his daughter Salish created a stronger emotional bond with viewers—and opened up an untapped “father–daughter” niche on YouTube.💡 Avoiding Creator Pitfalls: Jordan’s take on why so many influencers burn out chasing money—and why his team refuses to flood their audience with endless brand deals.🧴 Skincare Meets Storytelling: How Salish’s new “Sincerely Yours” line with Sephora became the Gen Alpha skincare brand—selling out instantly and drawing *twice the crowd of MrBeast’s burger launch.😱 87,000 Fans, One Mall: Behind the scenes of the record-breaking American Dream launch event that shut down highways and had teens camping overnight.❤️ Authenticity Over Hype: Why Jordan believes creators should focus on connection, care, and consistency instead of algorithms and short-term trends.🎬 Beyond YouTube: His future plans for animation, apparel, and storytelling beyond the camera—while still keeping Salish’s childhood sacred. Resources & Next Steps📺 Watch Jordan Matter’s videos on YouTube🧴 Explore Sincerely Yours skincare at Sephora.com📲 Follow @JordanMatter and @saysaymatter on Instagram🎧Subscribe to Next in Media on Apple Podcasts