Katherine Bowe Fumia

Feeling nostalgic today as I reflect on one of the very first brand partnerships I ever did! 🎮✨ Back in the day, while working for Pax Prime/Reedpop, I had the incredible opportunity to help put together a memorable partnership with a few ReedPoppers Kyle Marsden-Kish Larry Settembrini, Lance Fensterman, Lauren DeMaio and Ryan Hartman between Microsoft, Doritos, and Mountain Dew. Our goal was to add value to the Pax Fan, and we did just that with an exciting live scavenger hunt at PAX Prime. Participants collected points for the chance to win several Xbox Ones at a live auction. Specially marked Mountain Dew and Doritos packages contained codes, and attendees scanned hidden QR codes throughout the convention center. The excitement was palpable as fans competed to gather as many points as possible for the live auction held on Sunday night. It was a brilliant blend of digital engagement and physical activity, creating an unforgettable experience for the gaming community. This partnership highlighted the power of collaboration and innovative marketing strategies to drive engagement and brand loyalty. Looking back, this experience taught me so much about the potential of creative marketing and the impact of seamless collaboration. As I continue to explore new avenues in brand partnerships, I often reflect on this iconic moment that brought us together and pushed the boundaries of what’s possible. Here’s to more creative and impactful collaborations in the future! 🚀🙌 Today, I'm leveraging those early lessons in exciting new ways with brands on Roblox. Imagine sports fans signing up for rewards from their favorite sports teams by participating in virtual events and challenges. Or album releases transformed into immersive worlds where artists can measure Roblox integrations through API integrations with DSPs like Spotify, allowing fans to earn tickets to real-life concerts and exclusive merch. One of my favorite recent projects is the Zenni Optical integration in Watermelon GO on Roblox. Players can unlock custom in-game Zenni skins and exclusive items, merging digital fun with real-world rewards. Another groundbreaking initiative is Ikea's "Careers Done Different" campaign on Roblox. Ikea is revolutionizing recruitment marketing by creating a virtual store and inviting players to apply for real positions. These innovative strategies are reshaping the way we think about brand engagement. How are you leveraging digital platforms to innovate your strategy? Let’s connect and share ideas! 🚀🎮 #TBT #Nostalgia #BrandPartnerships #Gaming #MarketingInnovation #Microsoft #Doritos #MountainDew #XboxOne #PAXPrime #ReedPOP #GamingCommunity #Roblox #DigitalInnovation #FutureOfMarketing #Ikea #ZenniOptical https://lnkd.in/epcUh5nu

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So Yahoo CEO Jim Lanzone is set to join Snap Inc.'s board. Probably no big deal. But, FWIW, in 2014, Yahoo considered (and maybe did?) investing in Snap at a $10B value. Marisa Mayer was then CEO. https://lnkd.in/eFV94yYc After soaring to ridiculous heights in 2021 (~ $85B), Snap now trades at $15B. Yahoo was taken private by Apollo Global Management, Inc. along with AOL for $5B. It was then generating $8B in revenues and profitable. A profitable, growing Yahoo would in normal times be well received by Wall Street. Assuming it's grown since, and commanding a 2X P/S ratio, in theory it's could be a $15-20B business in terms of market value (if not more). But are times normal? I don't know, so unsure of any public market window. Right now, a tie up with an already publicly-traded Snap is an interesting option.

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✅🖥️ DIGIDAY (9/20): “The NFL overhauled its app ahead of the season’s kickoff last week, placing its ad-free RedZone streaming service at the center of its NFL+ premium customer offering. At the same time, European soccer leagues including France’s Ligue 1 and Italy’s Serie A have pushed forward with their streaming efforts, with the former’s games now shown online only in the crucial U.K. and Ireland market. Sports organizations know that demand for these services stems, in part, from the complexity (and cost) consumers face when trying to view every televised match their team takes part in. NBA games, for example, are set to be split across four different media providers, while English Premier League fans would have to subscribe to Sky Sports, TNT Sport and Amazon Prime Video to follow their club’s season in its entirety. RedZone is priced lower than cable or streaming packages — $35.99 a year, compared to $59.99 for CBS and Peacock, for example — and has been available through the NFL+ subscription package as a standalone streaming service since 2023. It’s now the centerpiece of the NFL’s digital app, and a major component of the NFL’s attempt to answer that consumer demand for simplicity. The service itself is simple enough — a subscription simulcast that pulls from CBS and Fox’s live Sunday coverage, bouncing between games with no breaks and no ads (though, there is room for advertisers around the edges — DraftKings, for example, currently sponsors RedZone). The result, said Lauren Manning, the NFL’s head of product design, UX and research, is “one of the best kind of lean-back ways to watch football of any variety, on any device.” ⬇️🏈⚽️ #streaming #ctv #ott #avod #svod #tvos #cordcutting

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🚨 NFL Ads Outperform Primetime TV 🚨 Ads during the NFL’s 2024 Week 1 games saw 48x more consumer engagement than the average primetime ad on broadcast and cable TV. 🏈📺 But are you getting the most out of your NFL investment? The key isn’t just in placing ads but in analyzing how and why they drive action. EDO provides critical data on which spots resonate, so you can optimize future placements and make smarter media investments. If you’re investing in live sports, make sure you’re measuring its true impact. EDO can help you maximize every dollar spent on the NFL season. 📊 #MarketingAnalytics #EDO #NFL2024 #ConsumerEngagement #AdPerformance #MarketingExecutives #SportsAdvertising #ROI

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✅🖥️ Fast Company (4/21): “Tom Ryan, CEO of Paramount Streaming, was one of the first pioneers in FAST when he cofounded Pluto TV back in April of 2014. Ten years later, Pluto TV—which Ryan sold to Paramount (then ViacomCBS) in 2019—has become a billion-dollar business. It has 425 global media partners and has expanded into an international brand that spans four continents and more than 35 markets. *FC: Why do you think FAST is really taking off now? *TR: “I think it’s a universally and globally appealing product. Free television, who doesn’t want that? Sure, you pay with a little bit of your time for watching advertising, but even in paid streaming for most services, there’s an ad-supported tier of paid streaming. But here, you get a product that feels familiar, is easy to use, if not better, frankly, than traditional TV in terms of its UX and its usability. You get to dive right into great well-known content all for free, so it’s just a highly appealing product. And it’s complementary to paid services. We’ve seen that the average Pluto TV user has several paid services based on our research, so this is not substitutional; this is complementary. They go to their paid services for certain content, and Pluto TV is a complementary product that they use for their overall entertainment usage; and the same is true with cable TV. About half of our Pluto TV users have a cable TV subscription, but they find interesting channels and lots of great content that is easy to access all for free. So why wouldn’t you add that to your streaming diet? It’s a great way to enhance your entertainment offering at home and . . . at no incremental cost.” ⬇️ #fast #streamingtv #ctvadvertising #newfronts #iabnewfronts https://lnkd.in/eTTtBB_P

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✅🖥️ 🛒 The Hollywood Reporter (10/23): “In a bid to expand their user base and to reduce churn, a slew of streamers have cut deals with companies in the grocery business, betting that aligning entertainment with those selling a necessity like food can bolster both sides of the equation. On Oct. 8, Disney and Kroger announced a deal that will give Boost With Kroger Plus members ($99 a year) a subscription of their choice to ad-supported Disney+, Hulu or ESPN+ at no extra charge; this summer, WBD pacted with grocery and food delivery service DoorDash, giving DashPass members ($96 a year) free access to the ad-supported tier of Max; in November, NBCU teamed with the similar service Instacart to give Instacart+ members ($99 a year) free subscriptions to Peacock; and Walmart continues to offer comp Paramount+ to its Walmart+ ($98 a year) subscribers. The streaming partnerships follow, of course, the original bundle of video and vittles: Amazon Prime. A Prime membership for $139 a year gets users Fallout, Thursday Night Football on Prime Video and a discount on focaccia (and other products) in Whole Foods stores. (Netflix, meanwhile, has dismissed the idea of bundling.) Times are tough, budgets are tight from a household perspective, and so there are trade-offs that consumers are being forced to make,” says Deloitte. “And that’s why we think it is a really interesting proposition for streamers to be partnering with these grocers or delivery subscriptions, because those things are, for all intents and purposes, non-negotiables.”Entertainment subscriptions are seen as disposable, Arbanas says, with consumers being picky about what they keep and what they cancel. And surveys suggest that consumers also feel like they aren’t getting great value from them.” ⬇️ #ecomm #shoppable #streaming #ctv #ott #avod https://lnkd.in/eqyJxbHc

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We’re not there yet in the sports world but we could reach that point soon. Where “artificial intelligence could become a meaningful sponsorship category.” Just looking at this year’s MLB Playoffs, AI advertising is on full display. Terry Lefton argues that this is only the beginning and that sooner or later, AI could emerge as its own category. I’d have to agree and seeing AI’s impact all over, there’s no sign of this movement slowing down. #Advertising #Technology #AI #BusinessTransformation

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Disney’s Q4 2024 results, highlighted gains in streaming profitability. Our boy, Skip @ The Streaming Wars unpacks the hits... 𝐒𝐭𝐫𝐞𝐚𝐦𝐢𝐧𝐠 𝐆𝐫𝐨𝐰𝐭𝐡 & 𝐏𝐫𝐨𝐟𝐢𝐭 Disney+ reaches 158.6M subs globally Hulu hits 52M; ESPN+ at 28M subs 60% of new Disney+ users choose ad-supported tier 𝐁𝐨𝐱 𝐎𝐟𝐟𝐢𝐜𝐞 𝐖𝐢𝐧𝐬 Inside Out 2, Deadpool & Wolverine lead First studio to cross $4B globally in 2024 𝐅𝐢𝐧𝐚𝐧𝐜𝐢𝐚𝐥 𝐇𝐢𝐠𝐡𝐥𝐢𝐠𝐡𝐭𝐬 Streaming income jumps to $321M Revenue up 6% to $22.6B; net income at $460M 𝟐𝟎𝟐𝟓 𝐎𝐮𝐭𝐥𝐨𝐨𝐤 Content spending steady at $24B EPS growth projected for 2026 & 2027

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Excited to share our CEO Jason Fairchild's latest insights on what we’re calling TV 2.0 – a transformation that’s changing how brands approach TV advertising! With TV 2.0, advertisers can truly have it all: they can target traditional TV reach and frequency, or leverage CTV to drive advanced outcomes like store visits, online searches, and even conversions. Check out Jason’s article on TV 2.0 below, and feel free to reach out if you’d like to explore what this new era of TV can mean for your brand.

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Streaming shatters record - Streaming dominated TV in July, accounting for 41.4% of TV viewing, a record-breaking performance. - The Summer Olympics boosted total TV usage by 2.3% in July, with broadcast viewing rising to 20.3% of TV, driven by Olympics coverage. - YouTube became the first streamer to exceed 10% of total TV usage, while Peacock saw a 33% usage increase, and Max and Disney+ also gained share. 📖 research by Nielsen : https://lnkd.in/eTdMpB9q 🌎To learn more join the AdTechGod Slack Community: https://lnkd.in/g-XzVDkX ✉️Sign up for the Marketecture Media newsletter: https://lnkd.in/gm85yuaf

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In this new CTV explainer, I take a closer look at SPO. As streaming audiences continue to lean into AVOD and FAST services, the volume of addressable CTV inventory will continue to grow. This growth takes place at a time when SSPs are looking to build buy side capabilities, and DSPs sell side offerings. This means those on the buy side will be able to buy CTV through a number of programmatic routes offered by DSPs, SSPs and Ad Servers, making it much easier for ad buyers to get their ads onto the biggest screen in the household, but first, they need to understand their buying paths. #CTV #Streaming #AVOD #FAST #Programmatic #AdTech

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Our Leaders in Live Q&A series explores the unique challenges and opportunities of live sports advertising. This episode covers the exciting growth of sports streaming audiences in Australia, and how Foxtel Media are optimizing the ad break for viewers and advertisers alike.

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The National Basketball Association (NBA) and Prime Video & Amazon Studios are reportedly finalizing a deal that could change the game for sports media, and putting pressure on Warner Bros. Discovery and NBCUniversal According to executives with direct knowledge of the talks, the streaming service is set to become a major home for the league’s games. Prime Video's package is expected to include significant regular season and postseason games, and possibly even some conference finals. The contract is anticipated to be for at least a decade and slated to begin during the 2025-2026 season. Article via The Athletic #NBA #AmazonPrimeVideo #SportsMedia #sportsbiz #sportbusiness #sportsmarketing #streaming #marketing #media #sponsorships #sportssponsorships #ai #mensio #hive

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Can We Ditch the "Basement Dweller" Narrative? I attended a gaming forum recently and was surprised to still hear this outdated narrative, "Gamers aren't just kids in their parents' basement anymore" to describe the evolution of gamers to agencies and brands in 2024… Why? Because its old, like the gamer they’re describing. Don’t get me wrong, I’ve said that exact phrase 14+ years ago to talk about the shift in gamers and gaming perspective, but I was describing a different generation. And to bolster that argument, I’d show this image:  https://lnkd.in/e_K_ZFm8 Funny Right! Well, this episode of South Park ran in 2006 and that Basement Gamer I loved to bring up doesn’t represent the gamers today. From Stereotype to Stadium: Now, with esports tournaments filling arenas and millions tuning in to watch pros compete, it’s clear gaming is a mainstream force. It's entertainment, competition, and even a potential career path – a far cry from a solo basement activity. But the story goes deeper than just competitive gaming. Sure, esports has been a massive phenomenon (kinda), but there's a whole other side to the gaming world that's exploded in popularity: entertainment. We're not just talking about watching other people play anymore. Gaming content creators – streamers, YouTubers, and more – have built massive followings by turning gameplay into captivating content. They're not just showing off their skills; they're comedians, storytellers, and community leaders all rolled into one. Gen Z and Alpha gets this – for them, watching a gaming channel is like watching their favorite TV show, with the added bonus of feeling connected to the creator. This New Generation Gets It: For Gen Z and Alpha, growing up with smartphones and tablets, gaming is just another part of their world. They're not afraid of the "gamer" label; it's just one description of who they are. They're the generation that understands the social aspects of gaming, the creativity it fosters, and the community it can provide. Let's Ditch the Dusty Stereotypes: This ‘Basement Dweller’ that continues to be brought up in discussions needs to be retired. Even though this statement is supposed to move the narrative forward, I feel it does the exact opposite. It allows us to breath life back into a stereotype- for a generation that no longer fits the mold. #gamers #gamingcommunity #esports #gaminglife #gamerlifestyle #gamingentertainment #gamingcontentcreators #gamingyoutubers #gamestreamers #bentpixels

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IYKYK. Spectrum Reach is helping "harness the chaos" of the media ecosystem on both the linear AND streaming front. That's why we are the #1 multiscreen video partner in our markets. Combine that with 30MM+ addressable households...and you can see how we help our partners spend more time optimizing outcomes and less time aggregating audience.

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