Jason Fournier

Content services everywhere are ramping up their offerings as competition shifts models. The “streaming wars” that dominated industry headlines in 2022 have evolved into a new landscape, one where FAST offering and ad-powered services now compete for audience attention using TV models. It will be interesting to see where things go from here. #AdTech #AdPublishing #PFASTTV

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Announcing Aperiam's Latest Investment: Gigi! 🍒 Aperiam continues to make strategic bets in commerce media and CTV, the fastest-growing segments of digital advertising. With Amazon Ads being the largest commerce media channel AND the fastest-growing Streaming TV ad platform, we are excited to introduce our latest investment: Gigi. Why Gigi? 1) The product. Gigi’s unique ability to integrate a brand's first-party commerce data with Amazon's data for audience enrichment and deterministic omnichannel measurement sets it apart. This powerful combination enables brands and agencies to buy and measure Amazon Streaming TV ads more effectively. 2) The team. The founders behind Gigi consists of experienced commerce media executives - led by cofounder and CEO, Adam Epstein - who have a bold vision for the future of Streaming TV, commerce media, and data collaboration and a history of success in commerce media. Their expertise ensures that Gigi is at the forefront of innovation in this space. We believe Gigi’s capabilities and the vision of its team will drive significant advancements in how brands leverage data to enhance their advertising strategies on Amazon’s platform. Check out Gigi here: https://gigico.tv/ cc: James Borow Joe Zawadzki Danilo Tauro, PhD

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While technology will cocoon consumers’ lives in years to come, nature will constrain them as societal conventions around growth and prosperity will be further unseated. This will create a landscape where assumptions that previously perpetuated culture and business are re-examined. At #dentsu, we are driven to innovate. Leveraging insights from 30,000 global consumers and 20 experts, our #ConsumerVision2035 report outlines the forces and trends that will reshape technology, culture, consumers, and brands over the next decade. Read the full report to unlock the perspectives needed to future-proof your business, create differentiation, and make an impact for your communities. #InnovatingToImpact

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As mentioned in a previous post, Chipotle's sales have been increasing as steadily as its prices. McD's? Not so much. The reason is simple: BRANDING. Chipotle's brand is built on fresh, quality ingredients. That's their value proposition. McDonald's value proposition is...well, the price/value of their fast food. It's a good place to take your kids & fam when you want a fast, cheap meal. But when input costs start inflating...and those costs are passed along to McD's customers...look out below!

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Folks, we have an exciting webinar TODAY on the hottest topic in the media industry right now: Retail Media or Commerce Media. We have an outstanding panelist lined up, and you definitely don't want to miss it. If you're a CPG marketer, this topic is a must for you. I assure you that you'll walk away with actionable insights to bring back to your organization. Click the link below to register. Looking forward to seeing you there!

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For the last 50 years CPG and retail brand building has been focused on chasing awareness. The theory that top-of-funnel recognition will lead to consideration. Now a distinctive new path to brand building has emerged and we will unpack it here. https://lnkd.in/eyrDFG7w #purchasefunnel #consumerinsight #brandstrategy #marketingplanning

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This is a must-read for CMOs! Mars United Commerce recently spoke with CMOs at leading retailers to hear what business challenges they are currently facing. Michele Roney outlines three key capabilities retailer CMOs must build within their marketing organizations to help tackle these challenges. Link to read it in the comments 👇

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Is CostCo the new Walmart…or is it just Hotdogs and Loo roll? Walmart struck gold with its retail media business, raking in a whopping $3.4 billion last year from its e-comm platform alone. Now, all eyes are on Costco to see if they can replicate that success as they launch their beta. With over 73 million paid members - that's more people than the entire population of France! - Ohh la la! Costco has a massive captive audience that brands would kill to reach and let's not forget their rapidly growing e-commerce sales, which could be a goldmine for advertising spend. But is it all hot dog combos and huge TV’s…..there are a few hurdles Costco needs to clear first: 🤺 Competition: Walmart and other retail giants are already dominating this space, so Costco needs to bring something unique or drive more value to stand out. 🏗️ Infrastructure: Building a robust retail media platform isn’t cheap or easy. Costco might need to invest in some serious tech and data analytics firepower (but I know they already have an awesome base with Circana) 🔒 Privacy Concerns: Customers value their privacy like they value those giant tubs of peanut butter. Costco needs to tread carefully to maintain trust whilst proving a credible value exchange 🤼‍♂️ Supplier Tensions: Introducing advertising could ruffle some feathers with existing suppliers, especially if certain brands get preferential treatment. Despite these challenges, the potential rewards could be juicier than pallet of strawberries for Costco to ignore. If they can crack the retail media code, they could be swimming in those pools they sell. What do you think? Did you spot all the CostCo shopping references? Comment below and give your view. #retailmedia #retailmedianetworks #advertising #Media #costco

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Research, data and facts are imperative to invent transformative ideas. The unmet need is met when data shows gaps. Additionally, the environment in which one innovates can foster more creativity and growth. Each year Edelman, a world class Chicago Public Relations firm conducts their annual Trust Barometer Report. This outstanding body of work is global. Each year the report focuses on diverse topics related to trust; an asset broken in our society. Over 32,000 people responded global across 28 counties. There is proof an innovative idea, well developed can be adopted fast! In the first two months of launching the new AI boom, Chat GPT experienced over 100M people logging in to pilot the tool and fueled the AI boom. (That is 1/3 of the US Population.) Headlines on Innovation from this year’s report: ·       Fear of Innovation Becomes Political ·       Family-owned businesses are more trusted over publicly traded firms, private firms and NGO’s ·       In 2024 countries led the world on trust scores like China, India, Thailand, USE and Nigeria ( high 70’s) where the US fell again below the norm on trust to 46. ·       Over 60 % of people say Establishment Leaders cannot be trusted to Tell Us the Truth: Journalists, Government leaders and business leaders. ·       Near 40 % of all countries surveyed Believe Innovation is Mismanaged Rather Than Well Managed (probably due to the unknown outcomes of innovation and sloppy early stage processes) ·       In Western Democracies, Resistance to Innovation Is Political. Far greater resistance to all aspects of innovation from the right than the left, politically. Over a 20-point gap in respondents who reject innovation, based on their individual average acceptance rating across green energy, AI, gene-based medicine, and GMO foods ·       Demand for enhanced Business-Government Partnership on Innovation Surges, up 15 points from last survey. To overcome global skepticism, innovators need to take more predictive insights/data into consideration to build innovative ideas. This can help mitigate the associated perceived risks for investors and observers. I spend a lot of time with early-stage dreamers and founders. Caution to founders: Mismanaged innovation processes will ignite more backlash in support of innovation. Collaboration with governments, thought leaders can help. Take more time telling your venture story with proof and facts on customer acceptance to gain adoption of your idea and reduce cynicism. Thank you, Edelman for another momentous year of insights! Sign up to get your report. https://lnkd.in/eJ-uG-yi @KatieSpring 1909 FAU Tech Runway DePaul University @ColemanEntreprenuerCenter Polsky Center at the University of Chicago

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If every company in the mid-2010s was a “data-first organization” and every company in the mid-2000s was going through a “digital transformation,” the mid-2020s will be a consolidated “AI transformation” to become “AI-first.” That said, this is a very straightforward article on the practical application of AI in a very “not AI” industry.

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📹 Amazon is Shaking Up the Streaming Advertising Market! 📺 In January, Amazon made a bold move by making all Prime Video subscriptions ad-supported by default. Just six months in, the impact is clear and brands need to pay close attention to how this will further change the advertising landscape: 🔸 Subscription Changes: Prime Video now defaults to ad-supported at $14.99/month for Prime members and $8.99/month for non-Prime members. Want ad-free? It’s an extra $3/month. 🔸 Market Impact: Amazon joins Netflix and Disney in offering ad-supported tiers, leading to an oversupply in the ad marketplace and therefore companies like Disney are now working harder to attract advertisers. 🔸 Ad Market Dynamics: Prime Video could add over 50 billion impressions to the connected TV (CTV) market this year. Amazon's aggressive pricing strategy is pushing down ad costs, with CPM rates between $30 and $35 which is causing competitors, like Netflix, to lower their CPM rates to stay competitive. 🔸 Competitive Edge: Amazon’s extensive audience reach and customer data from Prime gives it a significant advantage! They can integrate their search advertising with Prime Video, enhancing content monetization and lowering ad prices. 🔸 Market Trends: More consumers are opting for cheaper ad-supported streaming plans. MoffettNathanson predicts a 33% growth in advertising video on demand this year. 🔸 Industry Adaptation: Amazon's approach is pushing the industry to focuse more on market share over high ad prices. SO... What are some things you should be thinking about for YOUR brand? 🔹 Commitment to a proper investment and appropriate flight length 🔹 Plan for ample amounts of video development and to A/B test 🔹 Leverage your data to create tailored targeting 🔹 Take advantage of competitive pricing NOW - test early & often 🔹 Look for the halo effect and take advantage of retargeting 🔹 Up your influencer marketing game - it can boost your credibility, especially with young shoppers 🚀 Exciting times ahead for streaming and advertising! We're following them closely here at The Topo Agency, so if you looking to learn more follow along, reach out to me or someone from my team and as always head over to our website at www.thetopoagency.com to learn more about service offerings! #Streaming #Advertising #Amazon #PrimeVideo #Marketing #TechTrends

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This is the definition of clever co-branding collaboration. Instead of reinventing the wheel, McDonald's is smart to connect consumers with an established fan favorite. Looking forward to seeing fresh ads for these sweet 6-packs of sugar soon. #CoBranding #BusinessCollaboration McDonald's Krispy Kreme TheStreet Veronika Bondarenko

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Coachella: a cautionary tale for brands. Despite its star-studded lineups and passionate attendees (we see you, Taylor Swift!), the festival recently hit a sour note with a record-breaking lack of interest. Over the years, Coachella went from music fest to brand extravaganza. Brands, eager to be 'cool,' splurged on everything from art installations to VIP parties, reaping short-term benefits and boosting Coachella's visibility as a marketing benchmark. But nothing lasts forever, and now they're facing the music. What does Coachella stand for today? What legacy has it created? Without clear guidelines for partnerships, space usage, and participation - letting people use it the way they saw fit - Coachella's brand has been diluted away. Brands, take note: protecting your equity goes beyond logos. Comprehensive guidelines should cover employee conduct, decor, and partnership strategies, ensuring a cohesive brand experience. Coachella can bounce back, but it will take deep reflection before next year's lineup announcement to reclaim the essence that made it special to begin with. #Coachella #Brand #BrandExperience

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Recently, CEO Sundar Pichai of Google shared that while YouTube and Cloud are growing rapidly, Google Search remains the top revenue driver. Google Search is evolving with generative AI, reflecting Alphabet’s long-term vision for monetization. Despite these successes, Google’s ad network business saw revenue decline, but overall, Alphabet’s Q1 earnings reached a staggering $80.5 billion, up 15% from last year. With Q1 profits surpassing $23.6 billion, investors were thrilled, leading to a significant increase in Alphabet’s market cap, now exceeding $2 trillion for the first time. Read on for more: https://bit.ly/3xOSC43 #Google #TechGiant #BusinessGrowth #GoogleAds #AdTech

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#MonetizationMonday: Understanding the Evolving Purchase Funnel for Gen Z 🛒 The purchase funnel is not linear and much more fragmented than most CMOs believe. Recently, I had the pleasure of listening to Ben Harms on how the funnel is actually f*****d, especially for Gen Z. 🤷‍♀️ Why is it f'd? -> younger people search via TikTok and Instagram -> Influencers/creators continue to create more demand -> brands can't impose their will and traditional advertising methods are not persuading anyone -> there is no specific brand vs dr and social isn't a side team, it all needs to operate together -> Charlie XCX is getting it right by bringing her fans into her brand/album release in a way that feels authentic https://lnkd.in/gqVbJT8s Original Vogue Business article -> https://lnkd.in/gFs7hawR Insights on Gen Z and search -> https://lnkd.in/g7UtpYgm #monetizationmonday #marketing #creatoreconomy

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Fail to prepare? Prepare to fail. Planning a media strategy for 2025 that focuses only on Addressable Audiences is half the battle. In the coming months more and more supply will be non-addressable, and, similarly, the majority of identity solutions available today won’t solve for that. In the 2nd of our Blog series Kurt Anderson spotlights how advertisers are investing in identityless audiences and testing. #nextgen #identityless #cookieless #yahoo

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While I can’t speak to the legitimacy of the accusations herein, this is still a worrying situation for advertisers everywhere. Publications whose reputations are staked on their image of legitimate business are not what many may expect to be perpetrators of MFA Ad fraud. That being said, we can better understand ad fraud by looking at the incentive changes on the supply side of these AdTech deals. Ad fraud particularly harms multicultural publishers, as their reach and impact receive decreased impact when improperly assigned to Ad spaces. #AdFraud #AdTech #ProgramaticSupplyChain

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Is your first-party data missing important insights? An IDC Spotlight revealed that companies believe value will shift from first-party data to external data over the next 18 months. Download the full IDC Spotlight, Data Collaboration Is the Future, and the Future Starts Now, to learn why data collaboration is the future, and how clean room technology securely combines data from trusted partners to help companies better understand their audiences.

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