How to hack the attention economy — with VCCP Media's Will Parrish
Everyone is fighting over slivers of attention.In an era marked by the massive popularity of short-form video, changes in behaviour around second-screening and increased but fractured media consumption, getting an edge over the competition could be the difference between someone spending three seconds looking at your ad as opposed to 1.5 seconds.Will Parrish is chief strategy officer at VCCP Media. Earlier this year, the agency, alongside attention expert Karen Nelson-Field and her team at Amplified, conducted a study into how having distinctive brand assets can be a game-changer for advertisers competing for those split seconds of attention on social platforms.Parrish joins Jack Benjamin to unpack key findings from the study, how they impact his understanding of the media mix, how brands should consider attention within their wider measurement toolkit and why there is no longer, to borrow from Lord of the Rings, “one asset to rule them all”.Highlights:5:12: Taking the temperature of the ad industry10:43: Findings from VCCP Media and Amplified's Hacking the Attention Economy research23:13: How attention measurement impacts consideration of the media mix27:19: Working with creative teams to understand the strengths and weaknesses of media environments38:41: Does attention have a perception issue with marketers?Related articles:Just 1.5 seconds is enough for ad recall, new attention study revealsEverything you wanted to know about attention but were too afraid to askPrincipal media in the age of attention metrics‘Fit for TV’ YouTube channels drive higher ad attention than non-premium video---Thanks to our production partners Trisonic for editing this episode.--> Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audienceVisit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader
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How Tottenham Hotspur FC is integrating AI — with Rob Pickering and Salesforce's Felicity Starr
This episode was produced in partnership with Salesforce.AI is changing the world of media and marketing at a rapid pace. But how are brands using the technology to drive better business outcomes and efficiencies?In part one of a series of two special episodes, Rob Pickering, chief technology officer for Tottenham FC, and Felicity Starr, regional VP at Salesforce (and a Spurs fan), join host Jack Benjamin to discuss how AI is enhancing the club's customer services and creating personalised experiences for fans.The trio also discussed the importance of sport for brands' media investments and what the future of fandom looks like in a rapidly changing media consumption environment.Highlights:4:25: Where are we in the AI revolution? Early use cases10:12: Tips for embracing agentic and the importance of data governance19:40: How to get started: 'If you can write it, you can do it'25:10: What next in the digital transformation journey?29:17: The future of sport business and fandomRelated articles:Women’s sports are reshaping the future of adspendBehave: Significant gaps exist between C-suite and employees over AI implementationCannes reflections: AI took centre stage, but didn’t address our industry’s profound questions---Thanks to our production partners Trisonic for editing this episode.--> Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audienceVisit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader
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Addressing the 'hot potato' of child safety online — with SuperAwesome CEO Kate O'Loughlin
One of the great laws of advertising is that everyone wants to reach and understand young consumers.Earlier this month on the podcast, host Jack Benjamin spoke with Hasbro’s global heads of media to get the perspective of one brand with a vested interest in speaking to younger cohorts. And last week, he also prodded Channel 4 about its own research into Gen Z. But there's more to unpack, particularly around issues of child safety online and how gaming is becoming increasingly impossible for media planners to ignore. So, consider this sort of like an informal summer series.Kate O’Loughlin is CEO of SuperAwesome, a company that offers ad and gaming products, audience insights and compliance capabilities for marketers wanting to reach the next generation of consumers. Formerly owned by Epic Games, SuperAwesome was acquired by its own leadership at the beginning of last year.O’Loughin and spoke with Benjamin about what sets younger consumers apart, how to reach them in gaming environments and on social platforms, and – importantly – how to do so in a way that is respectful of their privacy and user safety.Highlights:6:58: Mistakes brands make when targeting young consumers9:42: Addressing user safety concerns: data privacy, age verification and harmful content20:27: Fragmented fandoms amid the growth of the creator economy27:22: Making gaming a consistent investment: know your role as a brandRelated articles:Twitch CEO Dan Clancy: Why brands should reach ‘entertainers who happen to game’Gen Z aren’t just teens — they’re customers and big gamersTwitch streamer’s message to brands: ‘Trust us’Forget the ‘good old days’: What Gen Z’s financial outlook means for brandsChannel 4 commercial chief: Advertisers chase ‘cheap reach’ at Gen Z’s peril-----> Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audienceVisit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader
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Channel 4 at Cannes: A new SME marketplace and the 'superpower' of friction
This episode was produced in partnership with Channel 4Channel 4's chief commercial officer Rak Patel and head of sales strategy Sam Hicks join Jack Benjamin for a conversation in the south of France during the Cannes Lions International Festival of Creativity.UK broadcasters stole the show this week, with Channel 4, ITV and Sky announcing a pioneering collaboration with Comcast Advertising to provide a self-serve TV ad marketplace aimed at making TV more accessible for small and medium-sized businesses.The pair speak about why the collaboration is a gamechanger for the TV market, how Channel 4 is reaching Gen Z viewers across a variety of platforms and what sets the broadcaster apart from its competitors.Highlights:3:56: A new marketplace for SMEs to buy TV7:33: Reaching Gen Z with trusted content12:50: Investing in nations and regions15:16: The uniqueness of Channel 4's inclusive mission and business model18:17: Cutting through the digital noiseRelated articles:Channel 4, ITV and Sky roll out ad marketplace to attract new advertisersShared garden trumps walled garden: UK broadcasters join forces to tell TV storyChannel 4 moves into in-house production amid flat revenue growthChannel 4 commercial chief: Advertisers chase ‘cheap reach’ at Gen Z’s peril---Thanks to our production partners Trisonic for editing this episode.--> Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audienceVisit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader
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Hasbro navigates a changed toy market and macro uncertainty — with Jennifer Burch and Kristina Fields
Brands are navigating choppy waters this year amid macoreconomic uncertainty, meaning media strategies are having to remain nimble and adaptable.One brand that has an especially interesting challenge is Hasbro. The toy company owns a huge swathe of major brands and intellectual property – much of it primarily consumed by children – and managing the portfolio and the different media tactics needed across those brands presents unique obstacles and considerations.Jennifer Burch and Kristina Fields are both senior directors of global media at Hasbro. They join Jack Benjamin to discuss how they are currently working to balance investment across brand and performance media throughout their portfolio to appeal to kids through various media channels without explicitly targeting them.The duo also speak about how they’ve been responding to the unpredictability of US president Donald Trump's tariff plans, how their relationship with agencies has changed over time and the importance of brand safety.Highlights:4:29: Managing different brands in Hasbro's portfolio across brand and performance12:04: How Hasbro's relationship with agencies has changed over time19:00: Considering brand safety as well as reaching kids and their parents across different media channels41:28: How tariff uncertainty is impacting media strategy and investmentRelated articles:WPP Media downgrades ad growth forecast amid macro chaosChannel 4 commercial chief: Advertisers chase ‘cheap reach’ at Gen Z’s perilForget the ‘good old days’: What Gen Z’s financial outlook means for brandsBrands must understand the ‘interesting disparity’ of Gen Alpha---Thanks to our production partners Trisonic for editing this episode.--> Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audienceVisit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader
The Media Leader is the leading source of analysis, data, opinion and trends in commercial media and advertising.Hosted by senior reporter Jack Benjamin, we speak to senior industry leaders and rising stars about the key challenges media faces as part of our mission to stand up for courage, inclusion and excellence in media.Find out more at uk.themedialeader.com and subscribe to our daily newsletter.
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