Reggie Panaligan

AI Video will change the way brands approach video marketing. My thoughts in the article below.

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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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If you're looking for help understanding the impact of your marketing, especially brand marketing, check out Recast. At Thumbtack, I experienced these problems firsthand. How do you untangle the value of all your TV ads, billboards, social media posts, paid ads, etc.? You need to have an amazing Bayesian inference model running behind the scenes. That's what Thomas and Michael have built at Recast. They already power many of the brands you know and love: Daily Harvest, Harry's, Masterclass, Rocket Money and many others. If you want to supercharge your marketing efforts, let me know and I'd be happy to make an introduction.

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ZI Labs is headed to Seattle and Chicago this week—are you around? Join us this week for two amazing events: 1) Seattle: GTM Plays Cooking Class Wednesday Oct 16th, 6 pm PT Millie Beetham and I believe in the power of signals and storytelling in GTM, much like a classic recipe. Just as cooking requires the right ingredients, timing, and techniques to create a memorable dish, a successful go-to-market strategy demands the same attention to detail.  Join us for an amazing evening of cooking, dinner and learning. We’ve got 12 amazing GTM Leaders signed up from Stripe, Outreach, Highspot, Airtable, Salesforce and more!  Have one more spot. Who is in Seattle we should know about? 2) Chicago: AI + GTM Masterclass (and then dinner), Thursday Oct 17th, 3:30 pm CT Join us this Thursday for an AI + GTM Masterclass, where we’ll explore how to blend AI into your strategy. We’ll create a recipe for success that fosters innovation and connection, moving beyond just AI copywriting. Discover how AI can save time for your sellers, brainstorm opportunities within your territory, and streamline your team’s GTM efforts. What You’ll Learn: 🔍 AI’s Impact: Discover how AI is reshaping the B2B arena and how you can leverage its power. 🛠️ Blueprint for Success: Develop a comprehensive AI readiness framework to assess your capabilities, identify gaps, and implement effective strategies. 🤝 Network & Collaborate: Connect with like-minded leaders from the Chicago area, sharing experiences and insights in a dynamic environment. 2 spots left, so don’t miss out! DM me or tag someone in Seattle or Chicago if they should join us. Let’s unlock the potential of AI together! #AIMasterclass #GTM #AI

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It’s upfronts week, with many of the big TV networks, from NBCUniversal, to Fox to Disney, and Warner Bros. Discovery hosting their annual presentations. Streaming giants Netflix and Amazon are also joining the festivities.   Measurement is emerging as an important part of this upfronts season, as advertisers are searching for more than just scale — they want to tie measurement and attribution data back to business results — meaning there is a bigger focus on the full loop from reach to conversion. Add in all the jockeying to be the dominant measurement currency and there’s a lot to talk about - with perhaps nothing more foundational than #identityresolution (especially for the connected household). It was a pleasure to join Chris Brooklier from The Trade Desk to talk about all of these things--and how Blockgraph is playing the important role of "data draino" unclogging the pipes of addressable television (credit Jonathan Heller). #householdidentity #measurement #attribution #signalloss #connectedTV #privacy

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Back in 1997, The New York Times highlighted a “Roundtable in Multimedia” attended by senior media executives. They lamented that apart from a few exceptions like pornography websites and Amazon, no one had cracked the code for a viable 'interactive' media business model. Fast forward to 2024, and Fable has launched Showrunner, a revolutionary platform known as the “Netflix of AI" , which allows users to create their own TV shows with just a few prompts. 📺✨ The way we create and consume content has evolved dramatically. But what does "interactive media" really mean today? We break it down, exploring how it intersects with massive shifts in technology, culture, and new media. And how with a growing "Swipe before Type" generation, there is now an ingrained expectation of interactivity in all digital experiences. We dive into the future of interactive media and gaming and see where we're headed next! Link in comments. #InteractiveMedia #Gaming #AI #TechRevolution #ContentCreation #NewMedia

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Brands are demanding “more efficient programmatic supply paths with fewer tech partners between buyers and sellers” ahead of upfronts in the CTV space. Supply path optimization is on their brain and they’re going to do their best to receive the most bang for their buck. This strategy has grown more trendy and the evidence provided by Catherine Perloff in this source shows that. #Brands #CTV #AdTech #Programmatic

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What are the world’s top consumer marketplace companies by revenue? At the AIM Group (Marketplaces / Classifieds), we get that question often. Here’s a peek at the Top 10 on that list, though you may not be totally surprised. These rankings are based on 2023 revenue, in U.S. dollars, using the closest financial year if calendar year information was unavailable. Want to see the rest of the list? The 2024 Global Marketplaces annual report is on sale now, or download a free preview: https://hubs.la/Q02WW9bh0 Adevinta Zillow Mercari, Inc. Axel Springer Авито 汽车之家 / Autohome Inc （NYSE: ATHM) News Corp LinkedIn 58.com #globalmarketplaces #onlinemarketplaces #onlineclassifieds #marketplaces

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I do inherently have bias here, but this is our best industry report yet. Give it a download and let me know what you think!

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In today's competitive landscape, where brands are making substantial investments in #livesports, understanding the impact of those dollars on outcomes is crucial. At EDO, Inc., our historical and real-time TV outcome data empowers brands to not only benchmark their performance against competitors but also optimize their strategies for maximum impact. Whether you're preparing for the season kickoff or fine-tuning in-season creative rotations, our insights ensure every marketing dollar counts. Reach out today for a personalized look at your NFL performance data. Pizza Hut, Taco Bell, KFC, Chick-fil-A Restaurants, Arby's, Wingstop Restaurants Inc., McDonald's, Molson Coors Beverage Company, FanDuel, Pfizer, AbbVie, Farmers Insurance, Allstate, Verizon, Meta, Signet Jewelers, Southwest Airlines, Mondelēz International, Lowe's Companies, Inc.

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I’m honored to have Growth By Science included in AdExchanger’s James Hercher’s roundup on media and adtech consultancies. Our growing client roster is evidence that the consulting business model works for this space. As ad tech booms amidst a backdrop of chaos in measurement and data, new ad platforms/marketers/measurement platforms/agencies are realizing that to go fast, you must go together. Specialized ads expertise is concentrated with a group of individuals who forged their careers at platforms like Meta, Google, Shopify, Netflix, Snap Inc. and many of their partners as the first wave of ad tech took off years ago. Today, it is far more cost effective to bring such folks in as consulting partners to up-level monetization or marketing efforts than to rediscover solutions to solved problems, or to hire full-time—particularly for companies who are taking their first steps into ads or 1P buying… and who may not have pockets as deep as Big Tech. https://lnkd.in/eKSkmR6X

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📺 📺 📺 75% of in-store retail media will be deployed in the next 18 months!!!! This Grocery Doppio research paper is a wake up call to grocery, big box and large #retail chains. The time is now to get to moving or be left behind on one of the greatest profit drivers for brick-and-mortar retail. Some takeaways: --- Retail media is good for shoppers, brands and retailers --- 🛍 There is a 38% increase in shopper engagement with in-store media with 61% of shoppers saying the media content was useful! 💚 27% increase in impulse buys at grocers who enable in-store media 🛒 97% of grocers intend to adopt white-label or thirds party rather than build 📊 93% of #CPG brands want to to tie digital and in-store engagement. 📈 The number of #retailmedia networks will double in next 18 months --- Challenges to scale --- 👩‍💼 79% of retailers say they don't have the talent to scale their #retailmedia biz 💰 Only 3% of CPGs have significant additional budget for grocery media in 2024, and 89% want greater data accuracy for that market spend. Download the report here --> https://lnkd.in/ejJQmeSu Thanks for sending my way Lisa Goller, MBA

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Google 🍪 announcement + Oracle 💰 settlement signal a shift to Consumer-centric advertising. The recent #adtech developments at #Google and #Oracle may seem disconnected at first, but they signify a significant shift towards consumer-centric advertising. Alongside Apple, these tech giants are embracing privacy concerns and strategically repositioning themselves by prioritizing consumers. This move aims to reduce risks and drive growth by empowering consumers, advocates, and next-gen companies to innovate new approaches in place of legacy adtech. The ripple effect is evident, with companies like Amazon and Meta expected to follow suit to mitigate the legal and financial risks highlighted in the coverage of Oracle's recent settlement. I transitioned from retail and ecommerce to adtech two decades ago with a vision to revolutionize advertising by attacking the inefficiencies of offline methods adopted in the digital realm. Seemed like an easy fix but it turned out to be a long slog. I also saw the inherent risk from cookies that hold adtech together to this day. Now it seems the consumer is finally getting a seat at the advertising table, and they don't like cookies or spam. For advertising and publishing businesses, the time is ripe to pivot towards alternative strategies in alignment with this evolving landscape. Seeking expert guidance to navigate these transformations could be the key to staying ahead in this dynamic environment. DM me for a chat or simply to chew the fat :) Google announcement - https://lnkd.in/gu9a-wba Oracle coverage- https://lnkd.in/gA9H-Fey My take from 2013 - https://lnkd.in/gB8QCjF

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Anyone selling adtech/martech/data needs to remember: your prospects already have more of all that stuff than they can possibly manage. From the article: "AB InBev collects data from across more than 1,000 sources, including ecommerce, social and branded websites. It owns over 500 brands in 42 countries." AB InBev is a slightly extreme case, owning many of the world's largest consumer brands, but every company (at least the ones with any real budget to spend) has its own microcosm of this. The point is: the standalone value of your solution is not nearly as relevant as you might like, because no matter how performant it is, it's competing for finite mindshare and resources with literally thousands of other data sources, campaigns, channels, and technologies your client is already juggling. A few percentage points performance increase in one small corner of a client's digital marketing/advertising footprint often just doesn't matter very much. This is where it becomes CRITICALLY important to be able to zoom out on a client's business and understand all the ways your solution can add value and all the trade-offs and dependencies you need to help your client navigate. Every trade-off needs a rationale, and if you don't proactively help clients develop those rationales, they will just keep things status quo because it's a lot less work and a lot less risk. Great 1P data case study from Allison Schiff at AdExchanger. https://lnkd.in/gERHC3Rg

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Big shout out to our partners at Google, especially Tom Stern, Chris Marino, and Rodrigo De Moraes for hosting Bill Nance, Jason Pfaff, and I for an excellent Brandformance LA event in the architecturally-gorgeous Spruce Goose hanger. 🛩 Here were my takeaways: 💡 1. Blurring the Lines Between Brand and Performance The old silos between brand media and performance media are disappearing. Consumers don’t see "brand ads" vs. "performance ads"—they see your story. As Google's Aprajita Jain put it: “Every touchpoint is a chance to express who you are.” It’s time to adopt a unified, performance-driven branding mindset that aligns both creative and financial objectives. And with 70% of campaign success being attributed to creative- it's critical to invest in video. 🤖 2. AI-Driven Creative: 2025 and Beyond By 2025, Google plans to use AI to auto-generate video ads for advertisers based on identified themes and audience insights. This signals a big shift towards personalized creative at scale. Exciting times ahead as we watch this tech evolve, with huge potential for more tailored, adaptive content that resonates with users across formats. 🎥 3. YouTube's Unique Consumer Reach YouTube’s audience is vast: 237M unique monthly US viewers, with 40% of Shorts users not active on IG Reels or TikTok. The platform’s multi-format approach (Shorts, long-form, TV screens) offers a rare chance to meet consumers wherever they are. For marketers, this is a call to rethink video strategy, emphasizing a fluid mix of content that captures attention across formats. 🔍 4. Rethink Measurement and Avoid “Short-Termitis” The challenge for many CMOs is aligning brand investment with CFO expectations. The advice from Google: prioritize long-term value and interconnected measurement strategies. Incrementality is key—don’t just look at immediate ROI; focus on sustainable growth and business outcomes. The key to bridging the gap between marketing and finance? Incrementality testing. By focusing on brand incrementality, you’re not just proving short-term lifts—you’re speaking the language of the CFO, showcasing the long-term value of your brand investments. This is about creating a shared narrative where marketing efforts are seen as strategic growth drivers, not just line items. Also: Google’s new Meridian Marketing Mix Modeling (MMM) solution is showing strong potential in Alpha. 🌐 5. Community-Centric and Experimental Content Shorts is becoming a hub for creative experimentation, with 70 billion daily views globally. Instead of repurposing content, brands should lean into new ideas and test what resonates with emerging communities. It’s a playground for capturing authentic engagement, especially as younger demographics flock to the format. 🚀 6. AI as a Strategic Multiplier In a dynamic, high-energy session on applied AI, Google’s Gopi Kallayil emphasized Google's goal to be "your most strategic partner," (not just media partner) through AI. Level Agency YouTube

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I think adtech is having the wrong debate (open web vs walled gardens). Programmatic can live on with proper curation and specifically more engagement between players on the buy side (beyond DSPs) and sell side. https://lnkd.in/gnjynVmd

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Is your media measurement all grown up? 🌱 Take LiveRamp's quick 5-minute assessment to find out where your strategy stands—and unlock tips that’ll help you boost ROAS, engage your audience, and fill in the gaps.https://https://lnkd.in/gafZavdi

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Consumer behavior has changed in 2024. YouTube is leading the way in streaming, even surpassing streaming giants like Netflix. Despite lowering inflation and somewhat stable employment, consumers feel the impact of a 19% price increase since January 2021, yet the travel industry rebounded with 3.01 million passengers in July 2024. Businesses must stay up to date on consumer sentiment to maximize business decisions. #ConsumerTrends

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Contextual Moments = Reaching viewers when content has conditioned the optimal mindset. It is where art and science can drive outcomes for advertisers and a delightful viewing experience for users.

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