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
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How Paramount is building simplicity and scale — with Lee Sears
There is a lot going on at Paramount. There's a proposed merger with Skydance on the horizon, a sudden change in its media agency, strong growth for Paramount+, managing a rebrand with 5 – and it’s all happening against a challenging TV ad market.Amid the state of play, Paramount president of international ad sales Lee Sears joins Jack Benjamin to unpack how he and his team are working to drive revenue growth across the recently rebranded 5, streaming service Paramount+ and FAST service Pluto TV.The pair also speak about the state of the streaming market, how Paramount is looking to simplify TV buying for advertisers – including increasingly SMEs – and what clients are saying about the ongoing Skydance merger.Highlights:7:02: Paramount's opportunity in the long tail18:18: Managing 5's rebrand22:40: Growing audiences and reducing churn for Paramount+33:00: Has the potential Skydance merger impacted commercial conversations?35:12: Consolidating Paramount's portfolio for brandsRelated articles:Paramount+ sees double-digit user growth amid flat Q1 for SVODParamount to handle sponsorship on 5 as it offers brand partnerships exclusivelyParamount+ launches cheaper ad tier in the UKChannel 5 to become just ‘5’: UK PSB’s first ‘unified’ rebrandThe Fishbowl: Lee Sears, Paramount---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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Is the ad industry ageist? With Anna Sampson
We all get older and with age comes wisdom and, especially today, a whole lot of purchasing power.But the ad industry is appearing to suffer from a severe bout of ageism. According to the latest IPA Agency Census, just 8% of people working in agencies in the UK are over the age of 51. Meanwhile, over-51s account for over 33% of the overall UK workforce and 22% of the information and communication sector.To consider the issue in more detail, the IPA released a report in April titled Time for Some New "Age Thinking". Its author, Anna Sampson, is an industry consultant, former agency research lead and has previously written extensively for The Media Leader.Sampson sits down with Jack Benjamin to unpack why media is skewing so heavily towards younger employees, what it risks losing without more experienced people and how leaders can develop strategies for supporting age inclusion even amid lay-offs at major agencies.Highlights:1:50: Age demographics in the UK ad industry6:40: Navigating change amid agency lay-offs and AI efficiencies13:12: What do you lose by not having enough staff who are over 51?18:06: Strategies for age inclusion22:51: Advice for those facing redundancyRelated articles:Jan Gooding: The one unavoidable discrimination we’re guilty ofNicola Kemp: The future of media is not Group MenAlly Owen: You peak in media at 34... by 45 you're invisible---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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