A Top Digital Talent Manager Talks About the Creator Brand Bubble, and Where to Find the Next 'Mormon Wives'

Next in Media spoke with Jason Horowitz SVP US Marketing, Global Head of Media & Digital at Mattel about his long career at the brand, where his purview includes everything from Barbie and Hot Wheels.  Jason talked about how much kids media has changed over the past decade, and how the company navigates media planning, creators, and privacy rules.  Jason also talked about Mattel's unique Fast strategy, and why he's both a marketer and a media planner himself.Takeaways:Content is King 👑, Especially for Kids: Mattel focuses on creating engaging content on YouTube to build brand affinity. Think shows, not just ads. YouTube is a Powerhouse 💪: YouTube is the #1 streaming service for kids. Mattel invests heavily in its own content creation, from strategy to production, to connect with this audience. 📺Brand Affinity is Key🔑: Mattel uses YouTube to create content that fosters an emotional connection with their brands, driving long-term engagement. 🫶Balance Paid and Organic ⚖️: Mattel combines paid advertising with organic content on YouTube to maximize reach and effectiveness. Social Media for Shoppers & Fans 🛒: Mattel uses social platforms to target shoppers and fans, not kids. They focus on authentic content and influencer partnerships to drive engagement and sales. 📣Influencers are Gold ✨: Partnering with creators for authentic content on social media is a powerful strategy. Mattel collaborates with influencers to create resonant messaging and even boosts their content with paid promotion. 🤝🎙 Guest: Jason Horowitz🎤 Host: Mike Shields📺 Sponsor: ElementalTV🎬 Producer: FEL Creative 

As part of an ongoing series focused on the YouTube Ecosystem (sponsored by VuePlanner) Next in Media spoke with Josh Stanley and Myra Dallas, founders of the startup Coaxial Collective and Adam Van Der Grift, better known on YouTube as the home improvement guru Haxman.  The group talked about the need in the YouTube ad market for specialty firms focused on genres like home improvement, and how mid level creators can execute brand deals without alienating their users.Takeaways:Bridging the Creator-Brand Gap – Many brands still don’t fully understand creators, and vice versa. Coaxial Collective aims to fix that by helping brands and YouTube creators connect more effectively.YouTube’s Unique Space – Unlike Instagram and TikTok, YouTube is centered on long-form content, allowing for deeper relationships with audiences rather than just quick-hit influencer marketing.The Shift to TV Screens 📺 – More than half of some creators’ audiences watch on connected TVs, changing how they approach thumbnails, editing, and storytelling.Authenticity is Everything – Successful brand partnerships allow creators to integrate products naturally rather than reading a script like a TV commercial.Creators Are Often Underpaid 💰 – Many YouTubers don’t know their worth when starting out and get lowball offers, often leading to bad deals or even harming their channels.Home Improvement & DIY is a Hot Space 🔨 – The category has strong audience engagement and is a natural fit for endemic brand partnerships (e.g., tool companies sponsoring creators).Long-Term Brand Deals Are the Future – One-off sponsorships aren’t as effective as sustained partnerships that integrate products into content over time.🎙 Guests: Josh Stanley, Myra Dallas & Adam Van Der Grift (Haxman)🎤 Host: Mike Shields📺 Sponsor: ElementalTV🎬 Producer: FEL Creative 

Next in Media spoke with Matt Edelman, Chief Commercial Officer, Super League Gaming, about whether Fortnite still has a grip on gamers - and how brands can get involved.  Edelman also talked about Roblox's growing ad ambitions, the overall gaming ad market, and why he thinks we need to ditch the word "gamer".Takeaways:The Evolution of Gaming and Advertising – Gaming has become an undeniable force in media, with 3.3 billion gamers worldwide. Generational Shift in Media Buying – Many CMOs and CEOs are Gen Xers who didn’t grow up with video games as a central part of their lives.The Concept of “Making Brands Playable” – Super League focuses on interactive advertising rather than just passive exposure. Fortnite's Two Worlds: Battle Royale vs. Creative Mode – Fortnite has both its first-party Battle Royale mode and a user-generated content (UGC) Creative mode where brands can build their own islands (maps). Roblox as an Expanding Advertising Platform – Roblox is scaling its ad solutions with programmatic ad products but still lags behind mobile gaming in measurement, attribution, and targeting. Playable Ads in Mobile Gaming Are the Future – Mobile gaming has a mature advertising ecosystem, but Super League is innovating by turning traditional video ads into interactive experiences that match gameplay styles, dramatically increasing engagement and click-through rates.Breaking Down the “Gamer” Stereotype – Marketers need to stop thinking of "gamers" as a niche audience and recognize that their existing target demographics are already playing games. 🎙 Guest: Matt Edelman🎤 Host: Mike Shields📺 Sponsor: ElementalTV🎬 Producer: FEL Creative 

Next in Media spoke with Scott Fisher, founder of Select Management Group and creator economy veteran, about whether top creators still want to seek out big streaming deals, given the success they can have on YouTube, and what happens next if TikTok Shop goes away.Takeaways:The Evolution of Digital Talent Management🌟 Select Management Group grew from managing early YouTubers to 450+ top creators across multiple platforms, shaping the modern creator economy. #TalentManagement #InfluencerGrowthYouTube’s Power Over Traditional Media📺 Early influencers wanted TV deals, but YouTube became the dominant platform—offering monetization, creative control, and massive reach. #YouTubeDominance #CreatorControlWhy Talent Managers Are Still Essential📞 Unlike agencies or tech platforms, managers offer career strategy, negotiate deals, and think 5-10 years ahead. They’re the ones handling midnight crisis calls! #TalentStrategy #InfluencerSuccessThe Creator Brand Boom & Bust💄 Between 2021-2023, influencer-led brands exploded. Now, only strategic, retail-backed brands succeed. #RetailFirst #SocialCommerceReality TV x Influencers = The Next Big Thing📡 The Secret Lives of Mormon Wives proved TikTok stars can thrive in reality TV, bringing authentic storytelling to mainstream entertainment. #RealityTV #TikTokStarsYouTube = The New Prime Time TV📊 YouTube now outperforms Netflix in TV viewership. Creators are pivoting to longer content, high-quality production, and deep audience engagement. #YouTubeGrowth #LongFormContentTikTok Shop is Changing Social Commerce🛍️ TikTok nailed live shopping, influencer-led sales, and viral product trends—a model Instagram and YouTube are still chasing. #SocialSelling #EcommerceTrends🎙 Guest: Scott Fisher🎤 Host: Mike Shields📺 Sponsor: ElementalTV🎬 Producer: FEL Creative 

Next in Media spoke with Malik Ducard, the company's content lead, about how the platform has evolved its relationship with creators, while trying to help users find the right products and deals, even if they are off Pinterest.Ducard also talked about how Pinterest is taking more of an active role of connecting creators with brands, while using machine learning to help figure out if users are browsing or ready to buy now.Takeaways:Pinterest’s Unique Positioning 🎯Unlike other platforms focused on passive engagement, Pinterest users arrive with intent—to create, plan, or purchase. This lean-in behavior makes it a goldmine for brands and creators.Content with Personality, Not Just Personalities with Content ✍️On Pinterest, content quality trumps personality. A great recipe or DIY tutorial wins, even if it’s not from an influencer. Expertise and authenticity matter most.The Power of Curation 🗂️With over 10 billion boards created, curation is a form of creation. Pinterest is the only true curation platform, where users mix and match content for personal inspiration.Visual Search Meets Commerce 🛍️Pinterest sits at the crossroads of search, social, and commerce. Unlike traditional e-commerce, 96% of product searches are unbranded, making it a discovery-first platform for brands.Data-Driven Trend Forecasting 🔮With 1.5 billion saves per week, Pinterest isn’t just tracking trends—it’s predicting them. The platform’s "Pinterest Predicts" report uses user behavior signals to forecast what’s next.A New Era of Social Commerce 💳Pinterest has shifted from window-shopping to action. Instead of just inspiring purchases, it now actively connects users to brands and retailers, making the buying process smoother.The Inclusion Fund & Emerging Creators 🌍Since 2021, Pinterest’s Inclusion Fund has helped over 200 emerging creators and merchants grow their businesses through funding, education, and platform insights.🎙 Guest: Malik Ducard🎤 Host: Mike Shields📺 Sponsor: ElementalTV🎬 Producer: FEL Creative

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