Schiller's Showtime: A Media Maverick's Insights Unveiled
Where the landscape can shift with the wind, one name stands out as a beacon of wisdom and innovation: Scott Schiller. As a seasoned veteran of the media industry, Schiller has been a driving force behind the growth of several prominent media
brands. As Executive Vice President at NBCUniversal and Executive Vice President at Glam Media, where I personally first met him, he demonstrated a flair for strategic thinking and operational execution that left an indelible mark on the industry. But Scott Schiller's story does
not stop there. He is a man of many talents, but don’t take my word. He has taken on the role of Adjunct Associate Professor at NYU Stern School of Business, where he delves into the profound impact of technology on the entertainment and media business. As if that weren't enough, he also serves as an Executive-in-Residence at Progress Partners, a technology-focused investment bank, advising companies on how to thrive in the ever-evolving digital landscape. As a senior media advisor, he works
closely with companies to drive growth through well-articulated go-to-market business strategies and operational execution. As we sat down with the media maverick himself, it quickly became evident that Schiller's sharp wit and encyclopedic knowledge of the industry were a match made in heaven. We had wanted this interview for a while. Why? He can effortlessly traverse the complexities of
digital media, technology, data, and monetization while vividly portraying the future of advertising and media consumption. I only wish I had asked more and better questions. In our first tête-à-tête, we explored Schiller's insights into the evolution of technology and its impact on the media industry. "Technological innovation is the catalyst for change," Schiller remarked with a knowing smile. "In the entertainment and media business, we've witnessed how technology has consistently unlocked new consumer behaviors since the dawn of media. The problem, however, is that our industry often moves at the speed of a snail on vacation. We saw it with the advent of streaming, from the Napster days to YouTube. Ever tried doing something different, and people around
you are like, 'Wow, why are you doing that? Can you say 'streaming video'?" When it comes to pivoting and transforming business models, Schiller is no stranger to the challenges that lie ahead. He pointed out that business model innovation is often hindered by the tug-of-war between current models and future growth scenarios. He has suggested pacing the rollout of new ideas
and growth plans as demand scales, using the examples of traditional TV media companies grappling with declining linear viewership, while successful streaming entities strike a delicate balance between subscriptions and advertising. Schiller's insight into the pace of innovation within the media industry is a testament to his keen observation and experience. It is a landscape where the
struggle between tradition and progress often determines the trajectory of success. "Business model innovation is a delicate dance," Schiller quipped. "Companies find themselves torn between clinging to current models, even if they're on the decline, and envisioning ambitious growth scenarios. It's like walking on a tightrope without a safety net!" As one of the co-founders of the
Interactive Advertising Bureau (IAB), Schiller shared the motivation behind establishing this crucial initiative and the impact it has had on the industry. "The IAB was born out of a vision shared by a group of industry colleagues who foresaw the future business opportunities at the intersection of content, technology, and data," he recounted. "We provided a solid foundation of common nomenclature, standards, and third-party validation of digital media's value. Today, the IAB is a
powerhouse representing the breadth and depth of the digital ecosystem." With the rise of Connected TV (CTV) and the increasing number of cord-cutters, we couldn't resist delving into Schiller's profound insights. "When someone says 'CTV,' I envision digitally delivered video compared to linear," he shared. "Consumers now have the freedom to pick content and watch it at their convenience.
Linear TV is becoming as antiquated as a telegram in the digital age!" Consumers pick content and watch it most conveniently. They don't say, 'Hey, I want to watch some linear TV!'" Offering advice to brands hesitant about embracing CTV, Schiller's words carried the weight of a seasoned sage. "Digitally delivered television opens doors to younger, more affluent audiences,"
he affirmed. "Flexibility is key. Embrace the opportunities and realize that measurement and currency models may have their pros and cons. Schiller's expertise in CTV advertising technology emerged like a magician revealing a well-guarded secret. "The growing importance of first-party data and identity in transforming the TV advertising business is a game-changer," he explained with
enthusiasm. "Marketers now have the power to optimize their media spend with precision and measurability. Networks can secure premium rates for more targeted inventory. It's a feast of opportunity!" As our conversation delved deeper into the world of Connected TV (CTV), Scott Schiller's enthusiasm for the topic was contagious. With a spark in his eye, he elaborated on how CTV can be a
results-based option with conversion marketing, redefining the traditional metrics of audience reach. "The TV advertising ecosystem is undergoing a profound transformation," Schiller asserted, leaning in with fervor. "Gone are the days of one annual 'upfront discussion' where holding companies drove price and volume negotiations. We're now moving towards year-round, flexible
marketer-driven solutions and programs that measure tangible business outcomes in-store and online." In the ever-evolving media landscape, Schiller highlighted that the key to success lies in embracing innovation and quantifiable results. "Every day brings innovations and opportunities to reach and measure consumer engagement and purchase in video across multiple platforms," he exclaimed.
"From TikTok, Snap, to YouTube, the possibilities are boundless!" However, one aspect that truly captured Schiller's excitement was the emergence of Shoppable TV - a game-changer that could potentially explode in the years ahead. His eyes lit up as he continued, "Shoppable TV is like a revelation! Companies such as Kerv are paving the way for mainstream media to enable shopping during your favorite TV shows. Just imagine, Black Friday
2023's NFL live football game with the Miami Dolphins versus the NY Jets, live on Amazon Prime, transforming into a consumer's (and the entertainment industry's) wake-up call to a broader opportunity." Schiller's forward-thinking approach shone through as he emphasized that Shoppable TV opens new avenues for marketers to drive meaningful customer actions. The seamless integration of
e-commerce into digital video is a game-changer for brands seeking to connect with consumers on a deeper level. With this technological leap, the lines between content and commerce are blurring, and marketers can leverage this convergence to create engaging, interactive experiences that drive immediate actions. As he leaned back in his chair, the room buzzing with excitement, Schiller summed
it up succinctly, "The marriage of CTV and conversion marketing is a match made in media heaven! We now have the tools to quantify results for marketers and measure outcomes like never before. It's no longer just about reaching an audience but about connecting with them in ways that lead to tangible business impact." Tommorow we will have Part 2 of our in-depth profile on Scott
Schiller, where we discuss the convergence of digital and linear TV, the challenges faced by media companies in the current landscape, and the secrets to his enduring success as a media and technology industry leader. From co-founding the Interactive Advertising Bureau to mentoring and developing the next generation of talent, Schiller's journey is one of passion, innovation, and unyielding dedication to the ever-evolving world of media and
technology.
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All the news you need today, in a format that isn't TL:DR, summarized for the busy executive.
InMobi, the genius behind content, monetization, and marketing tech, unveiled spicy insights from their 2023 survey on streaming subscriptions. Brace yourselves, folks! Gen Z is all about user-generated content (UGC), with 61% passionately picking it as their top choice, leaving Music/Podcasts and Gaming
trailing behind like poor runners-up. Millennials, on the other hand, can't quite agree amongst themselves. Younger ones juggle UGC, Gaming, and TV like a game of spin the bottle, while the older Millennials go full-on Netflix and chill with TV reigning supreme, beating UGC by a landslide! Ah, the generation gap at its finest! According to the sassy Justin Sparks, UGC is the magic potion to win over Gen Z's hearts, minds, and wallets. Even the NFL's getting flirty with YouTube, tossing Dish TV
aside for a date with Gen Z fans. Oh, and by the way, InMobi Insights is the cool cat conducting this survey-based research for brand and agency peeps. Are you ready to ride the content rollercoaster? Hop on and join the Gen Z revolution, folks! Catch more action at https://www.inmobi.com/pulse. Let's keep the content party going! InMobi: Igniting growth, one bold move at a time!
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UK-based esbconnect, the mastermind of customer acquisition, is soaring high after a successful management buyout. Suzanna Chaplin, the fearless CEO and co-founder, now takes the wheel and navigates the company's first-party services into the cookieless era, where email reigns as a glorious ID solution. With over nine years of expertise, esbconnect is ready to unleash a suite of products, including Data-Driven Email and First-Party Data
Builds, designed to hit brands' KPIs in the social and programmatic playgrounds. As the demand for first-party data solutions skyrockets, email steals the spotlight as the knight in shining armor, and esbconnect has the right armor to offer. Their vast email database, packed with targeting variables, has paved the way for over 600 brands, and their customer acquisition platform casts a wide net over 17 million UK consumers. And that's not all - they're tracking opens and clicks like email
superheroes, crunching data, and revealing golden insights for brands. With a stellar advisory board on board, esbconnect is ready to scale up and conquer the marketing landscape, turning challenges into opportunities, and shining brightly despite the demise of the cookie. Hello Fresh, Clarks, and Ted Baker are already on board the esbconnect train, and with their multi-dimensional marketing magic, the future looks oh-so-bright!
SeenThis,
the eco-conscious wizard of adaptive streaming technology, is joining forces with Carbon1 in South Africa to unleash a sustainable digital advertising revolution. Together, they'll save the day by delivering faster, high-quality ads while slashing carbon emissions like true superheroes. SeenThis's innovative streaming tech lets advertisers dazzle users with high-resolution videos without the energy-guzzling side effects of traditional ad methods. Less data usage, smaller carbon
footprint, and happier advertisers - it's a triple win! This dynamic duo also tackles South Africa's energy crisis head-on, delivering rapid data loading even during 'load shedding' blackouts. Nick Titmus, GM UK at SeenThis, and Joe Steyn-Begley, MD of Carbon1, are excitedly holding hands, championing creativity, performance, and digital sustainability. The future's looking bright as SeenThis reshapes the internet for good, one carbon-efficient stream at a time. Who said advertising couldn't
save the planet? 🌎💡
Playground xyz, the masters of consumer attention, are teaming up with PubMatic to revolutionize the world of digital advertising. Their Attention Intelligence Platform (AIP) combines eye-tracking data and advanced AI to measure and optimize Attention Time - the actual seconds an ad captures a viewer's gaze - in real-time. Move over viewability, this revolutionary metric allows advertisers using PubMatic to focus their
campaigns on high-attention inventory, boosting campaign effectiveness like never before. Playground xyz's AIP empowers advertisers by providing actionable insights, enabling them to optimize campaigns for attention on the fly. Peter Barry, from PubMatic, is thrilled to give big brands the power to act on attention, while Rob Hall, CEO of Playground xyz, sees this partnership as a game-changer in the ad tech world. From Australia to the UK and beyond, Playground xyz's high-attention marketplaces
are now accessible to global PubMatic customers, creating a new era in the world of digital advertising. It's time to capture attention and take digital marketing to new heights! 💡🚀
Tucker Carlson and Neil Patel are teaming up to create a new media company that aims to make a splash using Twitter as its primary platform. They plan to raise "hundreds of millions of dollars" to produce free video content, with the hope of eventually transitioning to a paid subscription
model. While this partnership could serve as a test for Twitter's video ambitions under Elon Musk, it may also present challenges, as some advertisers are not keen on Carlson's controversial history. Despite this, Musk has expressed interest in having Carlson, along with other creators, on the platform. Twitter recently launched an ad-revenue-sharing program to expand its offerings and compete with platforms like YouTube. As Twitter focuses on video and creator partnerships, Carlson's new
venture could play a significant role in shaping the future of media content on the platform. 🎥🐦
Semrush analyzed over 5,000 ChatGPT conversations, revealing users' craftiness in extracting info, from short and sassy to long and elaborate prompts. While the average convo keeps it snappy with eight messages, some opt for essay-length discussions—talk about commitment! Requests span coding to social media,
proving ChatGPT's a Jack-of-all-trades. When users get fancy, assigning roles like "lead" or "expert," they unlock AI magic, making interactions smoother than silk. Oh, and word on the street is, ChatGPT Plus gets you top-notch plugins—gotta love those perks! So, from data junkies to code wizards, ChatGPT's the chatbot of choice—writing, creating, and dazzling the crowd, one prompt at a time! 🎩✨
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THE RIGHT WAY TO MEASURE MEDIA “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
The quote, from retail magnate and marketing pioneer John Wanamaker, is over 100 years old. Despite digital media’s promise of accountability, many retailers still struggle with this attribution conundrum. We’ve written this paper because we’ve witnessed first-hand the misleading results of ham-fisted and sometimes lazy models. At Undertone, we offer unique High Impact digital circulars,
recipe ads, and more, all personalized through a slew of AI- driven selected variables that drive sales lifts leading to 15x to 19x ROAS. These state-of-the-art products can stymie old and tired media models. This is because, in some retailer attribution models, high-impact display is treated with the same modeling considerations as boring, small, and entirely missable standard display ads. READ MORE OF THIS WONDERFUL ARTICLE
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turmoil faced by MediaMath, the extent of its creditor obligations, and the far-reaching effects of its bankruptcy on the advertising ecosystem. READ THIS IN-DEPTH STORY
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THE FUTURE OF PROGRAMMATIC: MATT BARASH DEFENDS THE SSP. In an exclusive interview with VideoWeek, Matt Barash, Vice President at IndexExchange, provides valuable insights into the ever-evolving programmatic advertising landscape. With over 20 years of experience, IndexExchange has transformed from an ad network into a formidable exchange model, helping publishers monetize their assets. Barash highlights the seismic shifts witnessed in the industry, emphasizing the rise
of quality and video as paramount factors driving change. READ THE INTERVIEW
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explanation for this colossal punishment. READ MORE NOW
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advertising, the allure of maximizing ad impressions and clicks can lead advertisers down a treacherous path. Enter the realm of Made-for-Advertising (MFA) websites – a breeding ground for spam, click-bait, and low-quality content. These sites have been quietly siphoning billions of dollars from unsuspecting advertisers, while tarnishing their brands in the process. A recent study by the Association of National Advertisers (ANA) reveals the alarming extent of the MFA problem, urging advertisers
to take immediate action. READ MORE NOW
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