'We're watching the war': Tubi hits growth spurt, but isn't part of the streaming wars, CMO Nicole Parlapiano says

The retail media network space is shaping up to be a competitive one. With countless retailers vying for ad dollars, which retailer gets the bulk of said dollars depends on size and scale. With an expansive brick-and-mortar footprint in the U.S., size and scale are what Sam’s Club Member Access Platform (MAP), the company’s retail access and ad platform, is banking on to draw in advertisers. In this episode of the Digiday Podcast, Ryan Burns, head of strategy at Sam's Club Member Access Platform, talks about Sam’s Club’s pitch to advertisers, standing out in a crowded retail media landscape and plans to continue growth.

Even billionaire-backed media companies are not immune to the challenges facing the media and digital advertising industries.Last week, 22 staffers were laid off from Time — which is owned by Salesforce founder and CEO Marc Benioff and his wife and philanthropist Lynne Benioff — as part of a larger reduction of operational costs amid ad revenue declines. Cuts were made to the editorial, sales, marketing, technology and TIME Studios teams, according to a memo from CEO Jessica Sibley sent to Time staffers last week that was shared with Digiday. And more cost cutting measures are coming down the pike, including limiting contractors and downsizing its New York headquarters.At the center of these changes is focusing the company’s editorial and business strategy on its “most commercially successful work” and the “biggest opportunities for growth” at Time, which is its coverage of leadership – particularly in the categories of AI, climate and health — Sibley wrote. That, in part, has played a big role in the transition to the sales team’s B2B revenue strategy.On the latest episode of the Digiday Podcast (which was recorded on July 22, prior to the layoff announcement), Sibley discusses why she views Time’s B2B revenue strategy as the best path forward for growth, as well as other areas of revenue opportunity, including partnerships with AI technology companies like OpenAI and Perplexity.

Big changes came for the media industry in 2024. Between generative AI technology companies spending millions of dollars to license their content and Google flip-flopping on third-party cookie deprecation plans, publishers have had a lot to sort through. When asked which has been the bigger concern to him, Future plc’s CEO Jon Steinberg said, “The cookie thing keeps me up at night more than the AI thing. The AI thing used to keep me up more at night, but [now] … I have more optimism … The cookie thing — every cookie conversation begins and ends with, ‘Well, there's so much uncertainty.’” On the latest episode of the Digiday Podcast, Steinberg discusses both these topics, as well as why Future hasn’t inked a content licensing deal with an AI tech company … yet.

With so many changes happening across the digital marketing landscape, sometimes the best strategy is to have no strategy at all — at least when it comes to social media, according Melissa Ben-Ishay, co-founder and CEO of dessert company Baked By Melissa. Instead, Ben-Ishay props her phone up on her kitchen counter at least once a week, where she walks her TikTok followers through everything from how to make crispy rice to gnocchi, and, of course, a catalog of desserts. Ben-Ishay is one of many founders-turned-influencers who are navigating the booming influencer marketing space and putting a face to their brands to more authentically connect with followers. The founder-influencer pipeline is standard at this point, and perhaps the trend is most commonplace in the small- to medium-sized business and direct-to-consumer brand spaces, where founders are cranking out content to keep up with the likes of influencers who are launching their own brands. In this episode of the Digiday Podcast, Ben-Ishay talks about being a founder-influencer, and shares her thoughts on the ever-looming TikTok ban and why Baked by Melissa’s social strategy is no strategy at all.

In the midst of a booming creator economy, where U.S. marketers are expected to shell out $7.14 billion on influencer marketing by the end of this year, according to Goldman Sachs Research, livestreaming platform Twitch is making a play for creator and advertiser attention, competing against other big tech platforms. Last year, the company was reported to have lost its way with the streaming community, which could be seen as its most valuable asset. At the same time, culture is changing, becoming more fragmented in a way where fewer monocultural moments exist. All said, it’s harder than ever to keep people’s attention, said Rachel Delphin, CMO at Twitch. “Attention feels so divided and it also feels really short as a person, but also as a professional,” she said on the most recent episode of the Digiday Podcast. “Creating content and programs that really capture attention to the point where people want to engage with it, share it, comment on it, that’s a really high bar.” On this week’s Digiday Podcast, Delphin talks about Twitch’s plans to stay in the cultural zeitgeist all while keeping attention from creators and advertisers in a fragmented digital marketplace.

Google may have changed course on its approach to third-party cookie deprecation on Chrome, but that doesn’t mean brand marketers should take their foot off the pedal when it comes to testing cookie-less targeting solutions. At least that’s what Rachel Cascisa, vp of platform adoption at Publicis’ marketing tech company, Epsilon, believes. As it is, recent studies from Adobe and Epsilon have found that marketers are “considerably less ready” for third-party cookies to disappear from the advertising ecosystem in 2024 than they were in 2022. And while Chrome may not experience total deprecation after all, by and large industry executives are estimating a steep drop off, upwards of 70% to 80%. “I think that you can liken it to procrastinating to study for an exam,” said Cascisa. But instead of waiting to study, she said Google’s announcement “gives opportunities for [marketers] to focus on things that are third-party cookie deprecation adjacent. Things like first-party data strategy. That is just a good strategy for marketing, regardless of whether cookies will be deprecated or not.” On the latest episode of the Digiday Podcast, Cascisa discusses the different strategies that brand marketers should be putting to the test now, prior to Google firming up its proposed cookie deprecation plan, including clean rooms, data collaboration and ID bridging. She also discusses why or why not these solutions are working for marketers right now, and where cookie-less targeting is still lacking.

GoDaddy has been known for its irreverent and racy spots with models — perhaps, most notably, its Super Bowl ads featuring former professional race car driver and model, Danica Patrick, back in 2010. It could be fair to say the web hosting and domain registration company knew how to make waves in the sports marketing space. But the company has sat out the Big Game for the last few years. It’s also moved away from its cheeky, sports-related spots to focus on small businesses and entrepreneurs, said GoDaddy CMO Fara Howard. “I could answer this question in a lot of different ways,” Howard said on the latest episode of the Digiday Podcast when asked about the shift in marketing strategy, “but I believe that we need to tell that story by showcasing actual customers using our products and having success.” On this episode of the Digiday Podcast, Howard talks about the push to boost product awareness, focusing on customers instead of celebrities, how it’s incorporating AI into its products, and the roadmap ahead.

Tubi is having a good run. As of May, the free, ad-supported streaming service was taking 1.8% of monthly television viewing across streaming platforms, tying with Disney+ and beating Max, Paramount+ and Peacock, according to Nielsen. It could be considered a win in the streaming wars. Tubi, though, doesn’t consider itself to be part of said wars, according to ​​Tubi CMO Nicole Parlapiano. “I feel like we’re watching the war,” she said. “The relationship in entertainment [between streaming platforms], which took me a lot to understand was, we're not all at war because we all need each other in a way.” On the latest episode of the Digiday Podcast, Parlapiano shares her perspective on the so-called streaming wars, pitching Tubi’s multicultural viewers and the streaming platform’s growth track.

It’s been a busy summer for Bon Appétit and Epicurious’ editor-in-chief Jamila Robinson, who stepped into the top editor role last September. Amid changing algorithms and impacts to search traffic, Robinson is prioritizing relationship building between audiences and Condé Nast’s cooking brands by expanding the coverage of food to include categories like sports and relationships, challenging the idea of “traditional” cooking and building new subscriber products. Bon Appétit took a page from its sibling brand Allure to create a subscription business similar to Allure’s Beauty Box, but with a cooking twist. This month, the Cook with Bon Appétit monthly subscription box launched, priced at $34 per month, $96 per quarter or $336 per year, providing subscribers with five editorially selected ingredients, five recipes using each ingredient, video instructions and a digital subscription to Bon Appétit and Epicurious. On the latest episode of the Digiday Podcast, Robinson talks about the new Sports issue of Bon Appétit, hitting newsstands today, as well as widening the aperture of cooking culture and lifestyle that the magazine covers to appeal to a modern audience.

As the creator economy grows, the very definition of what makes a creator or influencer changes. It has expanded to be inclusive of everything from college athletes under the name, image and likeness (NIL) policy change in 2021 to the latest crop of virtual influencers, springing up alongside generative AI advancements. For Nicole Dye Anderson, svp, head of media relations and influencer strategy at Wells Fargo, influencers can extend to anything from celebrities to media personalities. “[Traditional influencers] might have a strong social following and that's extremely important, to have that strong social following as well,” she said. “But then again, as the newsrooms are shrinking, [shoppers] are looking to these [media influencers] as the experts.” In this week’s episode, Anderson shares more about Wells Fargo’s influencer marketing strategy, how the financial institution mitigates backlash and defines authenticity.