Why Traditional Media Companies are Stuck Watching Creators Surge

Next in Creator Media spoke with Aditi Rajvanshi, Head of Strategy - Portal A, about what mistakes brands continue to make when working with creators, why YouTube is quietly pushing for content that scores well on 'viewer satisfaction' and the idea that some brands may want to move away from contributing to 'brain rot.'Takeaways:Portal A's Niche in Content CreationPortal A specializes in premium, elevated storytelling for brands, creating marquee brand properties that focus on long-term growth and brand engagement rather than mass-scale advertising.Shift in Brand-Creator DynamicsBrands now view creators as essential marketing channels rather than transactional tools, fostering deeper, long-term partnerships that emphasize authentic collaboration.The Power of Content MarketingSuccessful branded content focuses on storytelling and providing value to audiences, distinguishing itself from traditional promotional ads. Multi-Platform StrategiesDiversification across platforms like YouTube, TikTok, and Instagram ensures resilience against changes in platform performance or regulations. Mid-Tier Creator GrowthSupporting emerging and mid-tier creators represents a significant untapped opportunity, as this group can uniquely connect with niche audiences and drive authentic engagement.Evolving Creator RolesCreators no longer rely solely on single platforms. Instead, they tailor content for multiple platforms, balancing experimentation, scalability, and community building to enhance their careers and partnerships.Guest: Aditi RajvanshiHost: Mike ShieldsSponsor: VuePlannerProducer: FEL Creative 

Next in Media spoke with Regine Fung - Sr. Director, US & Global Paid Media at ELF Beauty, about how the brand's media strategy has evolved from a pure DTC player to one that is embracing live sports, CTV, and out-of-home. In addition, Fung talked about Elf's huge TikTok presence, and why she think social commerce is finally breaking out in the US.Takeaways:Leverage Social Media Platforms for Community Building e.l.f. effectively uses platforms like TikTok, Twitch, and Pinterest to connect with their audience, emphasizing authentic engagement and understanding platform-specific nuances.Expand Beyond Social MediaWhile rooted in social-first strategies, e.l.f. successfully diversified into TV, out-of-home, and radio channels, enhancing mass reach and brand awareness.Creator Partnerships with Clear KPIsThey segment creators based on goals such as driving traffic or sales, integrating creators authentically into their campaigns while tracking ROI effectively through tools like affiliate links.Focus on Cultural Relevancee.l.f. prioritizes understanding its community's interests and cultural trends, ensuring campaigns resonate on an emotional and practical level.Measurement Tailored to ChannelsMetrics and KPIs are customized per platform, recognizing the distinct roles and limitations of mediums like TV, social, and digital ads. Guest: Regine FungHost: Mike ShieldsSponsor: Epsilon Producer: FEL Creative 

Next in Creator Media spoke with analyst Doug Shapiro, author of The Mediator, about how fundamentally the growth of creators is shifting consumption habits and media economics, and what Hollywood and Madison Avenue should do about it.Takeaways:Shift in Media Consumption HabitsTraditional media is facing stagnation due to a fixed amount of consumer attention, while creator media is rapidly growing, now contributing to roughly half of media industry growth globally.Dominance of Creator MediaThe creator economy, including YouTube, TikTok, and other platforms, produces content at an unprecedented scale, significantly outpacing traditional media in volume and engagement.Changing Definition of QualityYounger audiences prioritize authenticity, relatability, and quick gratification in their media consumption, reshaping traditional definitions of quality content.Inevitability of the Creator EconomyThe shift towards creator-led platforms is described as "relentless and inevitable," with traditional media unable to reverse this trend entirely.Challenges for Traditional MediaInstitutional media companies struggle to adapt to the democratization of content creation and distribution, hampered by their entrenched focus on high production values and limited competitor sets.Generational Shift and SustainabilityThe shift toward creator media is not a passing trend but represents a deeper generational shift, emphasizing consumer preferences for user-generated content.Guest: Doug ShapiroHost: Mike ShieldsSponsor: VuePlannerProducer: FEL Creative

Next in Media spoke with Mike Romoff, Reddit's newly installed Chief Revenue Officer, about how the company has thrived amidst so many changes in consumer's social and digital habits, and why he thinks the company is 'having a moment' that brands are looking to capitalize.Takeaways:• Cultural Moment and Growth: Reddit is undergoing significant growth, transitioning from niche to mainstream as more users realize its utility for finding reliable, community-driven answers.• Search Integration: A recent partnership with Google has boosted Reddit's traffic by making its vast user-generated content more accessible through search engines.• Rich Data Asset: Reddit boasts an unmatched repository of historical and real-time user insights, making it a goldmine for advertisers looking for authentic audience engagement.• Unique Value Proposition: Reddit is an antidote to AI-generated or paid-influencer content, offering authentic, community-driven discussions.• Advertising Sweet Spot: Reddit effectively caters to brands seeking mid-funnel engagement—helping users move from general interest to purchase consideration through organic and intentional interactions.• Community Power in Advertising: Communities serve as hubs of influence where brands can engage authentically. For example, initiatives like Samsung's custom content and AMA sessions showcase how advertisers can resonate with Reddit's ethos.Guest: Mike RomoffHost: Mike ShieldsSponsor: Epsilon & VuePlannerProducer: FEL Creative  

Next in Creator Media spoke with Ashley Rudder, Chief Creator Officer, DNY, about how brands need to not just let go of their creative control when working with creators on YouTube and TikTok, but may need to bring this talent in much earlier in the development process to best take advantage of their cultural connections.Takeaways:• The Evolution of Creative Leadership: Ashley Rudder's role as Chief Creator Officer highlights a modern, multidisciplinary approach to creative leadership, integrating brand marketing, social adaptability, and production expertise.• Importance of Authentic Partnerships: Successful creator collaborations move beyond transactional relationships. • Platform-Specific Expertise: Each social platform requires tailored strategies. Brands benefit from working with creators adept at navigating platform nuances to deliver culturally relevant content.• Metrics Beyond Vanity: Meaningful success metrics include post shares, bookmarks, and community engagement, rather than superficial vanity metrics like impressions or EMVs.• Integration into Product Development: Creators' real-time audience insights make them invaluable contributors to product development and go-to-market strategies. • Sustained Creator Relationships: Long-term partnerships with creators foster authenticity and loyalty among their audiences, enhancing the brand's credibility and influence.Guest: Ashley RudderHost: Mike ShieldsSponsor: VuePlannerProducer: FEL Creative

Next in Media spoke with Kepler's head of retail media Zach Ricchiuti about the state of eCommerce 2024, whether Cyber Monday still matters, and why Amazon is changing its story as it plays the long game.Takeaways:• Retail Media Trends: The shift in retail media is moving beyond Black Friday and Cyber Monday into a two-week "Cyber Week marathon," transforming the way brands approach seasonal e-commerce strategies​.• Evolving Media Investments: Retailers are extending ad spend into "off-site" platforms, leveraging programmatic web, social media, and connected TV to expand their advertising reach beyond owned properties​.• Amazon Dominance: Amazon leads the retail media space by offering robust ad tech and measurement tools that enable brands to evaluate campaign success and connect upper and lower funnel strategies​.• Importance of Off-Platform Advertising: Off-platform solutions are growing as retailers partner with platforms like Roku and TikTok, ensuring their ads align with changing consumer habits and media landscapes​.• Holiday Shopping Dynamics: Retailers like Amazon and Walmart capitalize on late-shipping capabilities and post-holiday "fifth quarter" shopping trends, maximizing revenue opportunities through last-minute gifting and gift card redemptions​.• Future of Retail Media: Social media emerges as a key opportunity for retail media growth, with platforms facilitating direct connections to retail networks and enabling marketers to optimize campaigns seamless.Guest: Zach RicchiutiHost: Mike ShieldsSponsor: EpsilonProducer: FEL Creative

Next in Creator Media spoke with Arthur Leopold, co-founder and CEO of Agentio, on how the startup promises to bring some order to creator and brand matchmaking. Leopold also talked about why other tech startups have failed in this realm, and why AI will help brands feel more safe about which creators they hand the keys to.Takeaways:• Agentio is an ad platform automating creator content buying, bridging brands and creators for frictionless collaboration. Its innovative approach targets inefficiencies in traditional influencer marketing.• By shifting focus from small influencer budgets ($10-$15 billion) to the massive $600 billion paid media market, Agentio enables brands to scale creator partnerships with unprecedented efficiency.• Unlike fragmented tools, Agentio offers end-to-end automation—covering creator matching, contracting, brand safety, and performance optimization—all in a unified platform.• Leveraging AI and large language models, Agenteo streamlines complex processes like campaign optimization and brand safety checks, reducing manual effort by over 113 human years in certain tasks.• Many leading YouTubers, even giants like Rhett and Link, struggle to fully sell their inventory. Agenteo aggregates demand, ensuring creators monetize effectively while brands access highly engaged audiences.• Agentio positions itself at the forefront of the creator economy, championing personalized storytelling as the most effective advertising strategy, outperforming traditional banner ads and skippable video ads.• With YouTube as the starting platform, Agentio taps into the world’s largest streaming audience, combining high engagement with scalable advertising. Future expansions include TikTok and Instagram.Guest: Arthur LeopoldHost: Mike ShieldsSponsor: VuePlannerProducer: FEL Creative 

Next in Media spoke with Fuse Media's chief business officer Patrick Courtney about what advertisers get wrong about multicultural audiences media habits, the challenges in programming in the FAST space, and why cable TV still makes sense for some media companies.Takeways:• Inclusive Entertainment Leadership: Fuse Media is a Latino-owned, diverse entertainment company targeting a multicultural audience. • Young Multicultural Audience: The primary demographic is 18-34-year-olds, though the audience varies by platform. • Platform-Specific Programming Strategies: Fuse tailors content strategies differently for pay TV, FAST, and subscriptions, reflecting the unique demands and user behaviors of each medium.• Evolution of FAST Channels: Initially a repository for legacy content, Fuse has applied structured programming techniques to FAST channels, seeing exponential audience growth by leveraging day-parting and scheduling.• Challenges in FAST: Discovery, lack of standardization across platforms, limited data analytics, and inconsistent measurement pose significant hurdles in FAST. • Subscription Services Strategy: Unlike many subscription services struggling with high churn, Fuse leans into partnerships and reseller marketplaces over direct-to-consumer strategies. • Adapting to Industry Changes: Fuse has successfully integrated traditional linear and newer FAST/CTV ad sales models, capitalizing on its historical experience while navigating shifts like increasing automation and programmatic buying.Guest: Patrick CourtneyHost: Mike ShieldsSponsor: EpsilonProducer: FEL Creative

Next in Creator Media spoke with Ian Schafer, co-founder and president of Ensemble, on how he's trying to help brands connect with the top 1% of creators, while helping those folks build out full fledged media businesses.Takeaways:• Unique Positioning of Ensemble: Ensemble differentiates itself in the creator economy by focusing on a curatorial approach to creators, similar to a studio, instead of a marketplace model.• Equity in the Creator Economy: Schafer highlights a systemic inequality in brand partnerships, with creators from underrepresented communities getting fewer deals. • 0.1% of Creators: In the creator economy, only about 0.1% of creators achieve significant success. • Shift to Long-Term Brand Integrations: Schafer observes a shift from treating creators as media inventory to viewing them as collaborative partners. • The Importance of Infrastructure for Creators: Schafer notes that while creators have management, they often lack a structured infrastructure to help them scale. • Potential for Original Programming: Ensemble is developing episodic series and original shows that incorporate brand sponsorships. • Demand for Audience-First Content: Schafer emphasizes the need for content that resonates with audiences before brands. • Future of Creator Partnerships in Advertising: Ensemble and Schafer envision a future where brands can lock in annual or seasonal "slates" of creator-led series, similar to TV upfronts. Guest: Ian SchaferHost: Mike ShieldsSponsor: VuePlannerProducer: FEL Creative  

Next in media spoke with Megan Jones, Chief Digital Officer at Digitas, about what she tells clients about a possible Google break up, and the never ending cookies saga. Jones also talked about why it's so hard to bake creators into traditional media planning, and what's really going on with sustainability.Takeaways:• Post-Cookie Environment: Despite long discussions around a "post-cookie world," urgency has waned due to delays. • Challenges in Connected TV: The fragmented CTV landscape lacks unified audience targeting and measurement standards. • TikTok's Growing Influence: As TikTok remains a cultural hub, Digitas advises clients to use it actively and authentically. • Creator Economy and Social Strategy: Digitas leverages creators through its S.W.A.T. (Share worthy and Trending) program, which identifies trends and pairs creators with brands to produce authentic, real-time content, with a focus on diversity and cultural relevance.• Integrating Media and CRM: There’s a significant, underutilized potential in linking CRM with media for seamless customer engagement.• Sustainability in Digital Advertising: Though it’s not a top priority for clients, sustainability is expected to become essential within the next five years, similar to brand safety. Guest: Megan JonesHost: Mike ShieldsSponsor: EpsilonProducer: FEL Creative