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Rick Robinson
Brit Morin, Jessica E. Lessin, Sam Lessin and Dave Morin had a really interesting conversation on a podcast this week about media businesses, the tribulations of the The Washington Post and how it's losing piles of money and subs. The discussion dipped into something Chris Anderson coined 20 years ago, perhaps before their time, called "long tail" content. Essentially his thesis called on creators to hyper-focus only on their niche, becoming the expert in hacking heat pumps or the best practices of dog grooming. Now, I'm one of those always looking to appeal to the broadest audience possible so naturally I've pushed against this framework, considering it too limiting. Then I met and worked under Robert Allbritton at POLITICO, where in spite of many in the company not on board with the philosophy, he talked about starting the company to deliver value to a sliver of the audience: those most powerful in the halls of government and soup of politics (and charge significant money for it). Needless to say it was a winning approach, because it's unlikely Axel Springer paid a billion dollars a few years ago for the ad-supported general news side of the house - as terrific as that content is. It was the subscription "Pro" product that overdelivered to that wonky sliver. And while the chatters on the pod did not say so, a similar strategy could well work for the Post: Turn 80% of the operation toward finding a little white space in the "political and policy makers" space, and become an absolute authority there ... and then, of course, license all that to the LLMs ;-) (But that's a story for another post.)
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Kate Bernyk
Little scheduling hot tip for my fellow indie consultants and friends who might be juggling multiple calendars! When I started consulting on my own, it was mostly NBD, I did everything from my personal gmail account. Then, things picked up and I realized I needed a separate calendar and inbox for my different projects that didn't get swallowed up by spam and newsletters and personal reminders. AND THEN, I took on my work as interim president at Rewire, and things got even more complicated calendar-wise. I used Calendly for a while, but the free version is only good for one calendar and one kind of scheduling link, and here I was managing three calendars and desperate for more options. The idea of creating duplicate appointments across all three calendars made me want to walk into the sea, so I started doing some research. That's when I found Reclaim.ai. And no, this is not a paid post, however if they are looking for influencers I AM AVAILABLE. This tool has changed my calendaring life, and that means a lot coming from a double Gemini/Cap rising. Not only has it helped me sync all three calendars, it also has three different types of meetings you can choose from when you send a scheduling link. The free version for individuals and sole-proprietors like me is so much more functional. And that's your Monday hot tip ;) https://reclaim.ai/
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dave payne
The Neighborhood Studios team spent the last few days thinking about our new idea pipeline and its output. Tons of thoughts on this after being in a venture studio for 2 years. Here are some summary stats... - 1,750 new (raw) ideas considered per year. - 110 of those are given a second glance. - 66 of those are seriously considered. - 10 of those become experiments...real products in the hands of customers. - 2 of those are spun-out into studio companies. What the studio team has been discussing over the past few days is that 66 number. That's the number of ideas that 3 people on the team can dig into every year. Venture studios can be perceived as a "startup factory"...an engine to launch startups. The reality is that venture studios are a machine to invalidate ideas. We invalidate many more ideas than we validate. We touch 1,750 ideas per year, seriously dive into 66 of them, build experiments for 10 of them and only launch 2 of them. All that work turns into 2 studio companies per year that have a way higher success rate than the average startup in the wild. Said another way...startups are hard. Talk with Tapan Patel Gabe Hart Whit Anderson IV Jonathan Brinson if you wanna talk about this. They are world class.
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30 Comments -
Charles Lozner
The media measurement landscape is as complicated as it's ever been... but it doesn't have to be. Backbone Media's Data and Analytics team is launching a new series, Measure What Matters. In it, we will break down the challenges and the opportunities for brands. For far too long, we've all relied on clicks and pixels and ROAS... it's time to open up the aperture and look at how media can drive business goals and results.
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1 Comment -
James Deaker
Sometimes I get the question from clients and partners “It’s great that you specialize in Yield Management for Digital Media”, but do I even need a Yield Team? Many major companies might not have a dedicated Yield or Revenue Management team, but they often have similar key functions under different names. This week, I dive into this topic and address these common questions in a short video. https://lnkd.in/gneVrQFQ Check it out to learn more about the importance of Yield Management and how it can drive success for your business! #YieldManagement #DigitalMedia #RevenueOptimization #BusinessStrategy
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Annie Mosbacher
Fully behind banishing the "double-click." Was incredible to be interviewed by The Wall Street Journal for Te-Ping Chen's recent piece. Buzz words are always going to have a place in the business world. And I don't have an inherent issue with the words themselves. I have an issue with how words can be wielded. So often, buzzwords and trendy terms can be used to intimidate, condescend and even bully. Is "double-click" an offensive term? No, it's totally innocuous. But as soon as business leaders start to throw out terms, acronyms and buzz words simply to sound smart or profound... that's where I have a problem. Words have power. So it's important to be mindful of how we communicate. Inclusive communication is that which invites and educates people into vocabulary that moves us all forward. Not stops people in their tracks to think... wait, what did they just say? What am I missing? What does this mean?! The number of syllables isn't what makes a word or term great. It's how well it can drive forward communication. Which is all about the right intentions and the right actions. https://lnkd.in/gRtj8UWg
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45 Comments -
Steve Zenofsky, APR, Fellow PRSA
Is this the tipping point for online news outlets? Google's evolving #generativeAI tools that can summarize stories published by the news media are creating increased anxiety for the Fourth Estate. It will be interesting to see whether such technological advances reduce or increase traffic to news sites and whether such algorithms violate the rights of news publishers and copyright law.
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Hugh Forrest
The learning, discovery, inspiration, innovation and creativity that makes the in-person SXSW experience so much fun has come and gone for 2024. But the many many many great ideas put forward by so many thought leaders who come to Austin each March are still available via the extensive content on the SXSW YouTube channel. For today's edition of this ongoing SXSW-focused LinkedIn series, we highlight the video for "Masterclass: Storytelling for Social Impact." This session features Amber Payne (publisher and general manager of the Emancipator) and Ibram X Kendi (author nine books, including "How to Be an Antiracist"). These two discus how to take a single, powerful idea and reimagine it to reach entirely new audiences. Their session from SXSW offers practical insights on how you can unleash the power of storytelling to create transformative change. Click here to watch the complete 60-minute video of "Masterclass: Storytelling for Social Impact" https://lnkd.in/gDd5FnYP Or visit the SXSW YouTube page to gain access to hundreds of other informative and entertaining video clips from the 2024 event. https://lnkd.in/dFivB6RN Got a great idea for a session at next year's SXSW? Then be sure to enter your speaking proposal via the SXSW PanelPicker. Speaker proposals accepted via this interface from Tuesday, June 25 until the end of the day on Sunday, July 21. panelpicker.sxsw.com/about #sxsw, #sxsw2024, #sxsw2025, #innovation, #creativity, #inspiration, #storytelling, #movementbuilding, Amber Payne, Ibram X. Kendi, #leadership, #leaders, #masterclass, #socialimpact, #impact #Austin, #ATX, #video, #youtube
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1 Comment -
David Kohl
Practices like these do so much more harm to the open-web ecosystem than they do good for the few bad actors who, for a quick buck, poison their brands, blow years of hard-earned trust with their audience, and give "premium" a bad name. This is a tough time for open-web publishers. Search and social referrals are in the toilet and media buyers are moving spend to data-rich walled gardens. Adding subpar inventory exacerbates the problem, eroding trust and driving away both audiences and advertisers. After a quick cash injection, the temporary high will fade quickly. For what its worth, at TRUSTX, we've dedicated the last seven years (Happy Anniversary this Saturday!) to building a safe haven for high-performant premium programmatic inventory. Case study after case study proves that our publishers make more when they deliver brands the quality inventory and engaged audiences they want. Our job is to make it easy for brands to buy what they want to buy. My colleagues and I are doing everything we can to keep this crap out of our market. But even we don't know how we'd find this garbage if one of our publishers decided to give it a whirl. We're doing the best we can. If anyone sees MFA coming through TRUSTX, please reach out to us. We'll drop it in a heartbeat. Revenue or not, here we come.
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9 Comments -
Jason Manningham
Sometimes, it takes a while to fully grasp what something truly is. Blockgraph is a bit like that. From the start, we understood why Blockgraph was created. It was designed to unify fragmented data within an increasingly complex #convergedTV marketplace (a critical need should TV advertising continue to thrive), all while ensuring necessary privacy and security protections (a must-have for any company involved in today's advertising industry). However, articulating exactly what Blockgraph is has often been a challenge. • Customers frequently ask, "Are you another clean room?" Well, sort of. • "Are you an ID?" That's part of it, but it doesn’t capture why we’re unique. • "Are you a TV data consortium?" Yes, but not quite in the way you might think. In reality, Blockgraph is all of these things and more. Yet, I recognize that no business, especially a four-year-old startup, can be everything to everyone. Much like in life, there are moments that bring clarity. Blockgraph’s fourth anniversary and several key partnerships provided our team with just such a moment. Blockgraph is exactly three things: 1) A Privacy-Centric Household Identifier: Derived from authenticated data, this identifier forms the foundation for unifying the connected TV industry’s data. 2) A Data Collaboration Platform: Our software offers data owners flexible, secure, and efficient technology to manage first-party data, facilitate peer-to-peer data matching, and enable more fluid planning, targeting, and ad measurement. 3) A Purpose-Built Ecosystem: Comprising internet operators, publishers, distributors, marketers, adtech platforms, data and measurement partners, all of whom have a vested interest in facilitating converged TV ad campaigns. That leaves, the “how” we do all of this better than alternatives. We’d be happy to answer that. Just let us know when you’re free :)
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Zach Ferraro
Twins Michael and Cary Huang might be the most underrated creators on YouTube. Surface level numbers often don’t tell the whole story in this industry, and it seems like few people have looked deeper at their impact. Cary alone has 6 other channels, but their main channel, jacknjellify, at first seems to be moderately sized at 2.4 million subscribers after 16 years of posting. One layer deeper you can see incredible video engagement. The average of the last 10 videos is 2.5 million views. Averaging more views than your total subscribers is great, but those aren’t even the crazy numbers. When fan voting was by comment, videos would routinely get over 100,000 comments - right on par with 100m+ Mr. Beast videos. And still, this isn’t the story. There are two sets of data that underpin just how impressive jacknjellify (also known as “Battle For Dream Island)” is: 1️⃣ BFDI is an animated channel in the genre known as “Object Shows,” (or OSCs) which are everyday objects animated with voices and personalities and storylines and lore. There are upward of a thousand channels in this format now - you can see the top 500 here: https://lnkd.in/gMqi4UnY This genre was created by jacknjellify on January 1, 2010. For a year, there was only one channel in this style, made by 12 year olds Michael and Cary Huang. In 2011, a handful of creators made shows in the same style, and “object shows” became a thing. There is a lot of talk about “Beastification” and copying on YouTube, but these other channels are often unidentifiable between each other to someone not in the fandom. And what’s extraordinary is that Cary and Michael have literally incorporated these other channels into the world that they built. The amount of collaboration and co-promotion between them is beyond what I see in other content niches. So they really created an entire genre and community more than just a channel. 2️⃣ But the number that really drives home the power of their channel is 15,000, which less than the number of $35-$75 tickets that were sold to their meetups across the country this summer. And it’s only just 15k because they didn’t choose larger venues. They sold out all shows in every city except 1. Here are the meetups: ▪️New York: 6/28 - 6/30 - 4500 ✅ SOLD OUT ▪️Houston, TX: 7/6 - 2300 ✅ SOLD OUT ▪️Seattle, WA: 7/13 - 7/14 - 2400 ▪️Los Angeles, CA: 7/20 - 7/21 - 2300 ✅ SOLD OUT ▪️Chicago, IL: 7/27 - 2800 - ✅ SOLD OUT ▪️Fort Lauderdale, FL: 8/3-8/4 - 2000 ✅ SOLD OUT They screen the next episodes of their channel along with one of the other OSC shows, chat with the crowd, and sell a lot of plushies of favorite characters like “Tennis Ball,” or “Evil Leafy.” As someone who nerds out about data in this business, I have long felt like I have special knowledge of the power of this YouTube niche, but it’s nice to share it because Cary and Michael deserve the recognition.
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Brian Danzis
How can brands connect with their audiences interests across #CTV screens? 🔒 ‘Get to Know’ Contextual TV. This series breaks down the next-level technologies and unique capabilities that have helped position Seedtag as the leading global #contextual partner. 🚀 First up, in part one of a two-part episode, Mike Villalobos, VP of Strategy & Planning at Seedtag, will take us through the basics of Contextual TV and how it can help address advertisers’ challenges in the CTV landscape. Press play for Contextual TV: https://lnkd.in/ezC4ryc8 #GetToKnow #ContextualTV #Seedtag #ContextualAdvertising
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Marshall Self
This week we hosted YouTube Brandcast to highlight the power of YouTube for brands and creators. YouTube has been the #1 most watched streaming platform on TV, according to Nielsen. For brands, YouTube and Google AI have turned meaningful connections into meaningful results. In a custom MMM meta-analysis commissioned with Nielsen, we found that YouTube drives higher long-term return on ad spend than TV, other online video, and paid social. At Brandcast, Pepsi shared how their culture-first approach to brand building has led to 21 consecutive quarters of growth, and strong brand equity - YouTube is consistently a top ROI driver for Pepsi https://lnkd.in/gUraH74m
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