AdTechGod Pod Episode 60: Navigating the Future of Advertising with Sam Bloom from PMG

In Episode 60 of the AdTechGod Pod, host AdTechGod engages in a comprehensive discussion with Sam Bloom, Head of Partnerships at PMG. The episode delves into Sam's extensive background in the advertising industry, his strategic insights on emerging technologies, and his perspectives on the evolving landscape of digital advertising. Below is a detailed summary capturing the key points, discussions, insights, and conclusions from their conversation.

1. Introduction of Sam Bloom and His Role at PMG

The episode kicks off with AdTechGod introducing Sam Bloom, highlighting his role at PMG and his impressive portfolio, which includes partnerships with major brands like Nike, Whole Foods, Intuit, Experian, and Ralph Lauren. Sam’s prior experience as CEO of Camelot Strategic Marketing and Media, leading to its acquisition by PMG in October 2023, sets the stage for an in-depth exploration of his journey and expertise.

Notable Quote:

Sam Bloom [02:00]: "Super happy to be here at G."

2. Sam Bloom’s Heritage and Entry into Advertising

Sam shares his unique position as a third-generation advertiser, detailing how his family's deep roots in the advertising business influenced his career path. Despite his initial reluctance to enter the field, Sam’s upbringing immersed him in the industry, providing a solid foundation that later propelled his professional endeavors.

Notable Quote:

Sam Bloom [02:34]: "I'm a third generation advertiser. My grandfather had started an agency, which my father ran..."

3. Building Camelot and Transition to PMG

Sam recounts his journey from consulting at Anderson Consulting during the dot-com boom to co-founding startups like Audionet (now Broadcast.com) and Blockbuster’s online business. His transition to Camelot Strategic Marketing and Media involved strategic investments and collaborations, notably with venture capitalists who would later impact the adtech landscape.

Notable Quote:

Sam Bloom [05:00]: "Our business model is such that we don't mark up media or take a principled interest. Our interest is very pure."

4. Emphasizing Transparency and Client-Centric Strategies

A significant portion of the conversation centers on the importance of transparency and honesty in agency-client relationships. Sam emphasizes that understanding and clearly communicating where every dollar is spent is crucial for delivering value and fostering trust.

Notable Quote:

AdTechGod [06:19]: "...being able to deliver value to your clients and at the same time help them understand where every dollar is going is really a winning strategy."

5. Early Adoption and Innovation in AdTech

Sam highlights Camelot’s pioneering efforts in connected TV (CTV) and programmatic advertising. By being early adopters of technologies like Roku and Facebook, Camelot positioned itself at the forefront of digital advertising innovations, demonstrating the importance of timing and the willingness to embrace new tools to solve client challenges.

Notable Quote:

Sam Bloom [13:12]: "Connected TV has been the most exciting one for me. We were the first to ride refusal on Super Bowl on Roku..."

6. The Evolution and Future of Connected TV

Discussing the trajectory of CTV, Sam elaborates on its increasing importance in digital advertising. He anticipates advancements in intraday and intra-hour bidding, enhanced targeting capabilities, and the integration of storytelling elements akin to those in traditional media like WWE.

Notable Quote:

Sam Bloom [16:19]: "Connected TV is only speeding up. We're spending a lot of energy on that because it’s a massive calling card for us."

7. Navigating Privacy and Regulation in Digital Advertising

Sam addresses the growing concerns around privacy and regulation, predicting a fragmented regulatory landscape with varying state and national laws. He underscores the necessity for robust technologies to manage privacy effectively and emphasizes building durable consumer relationships as a path to overcoming the limitations imposed by privacy measures.

Notable Quote:

Sam Bloom [23:44]: "The winners will be those folks that have a relationship with the consumer at the end of the day."

8. The Resurgence of Creative in Advertising

Reflecting on the impact of privacy changes, Sam expresses optimism about a renewed focus on creative excellence. He envisions a future where compelling, emotion-driven creativity becomes paramount as targeting capabilities evolve, advocating for a blend of creative ingenuity and strategic media planning.

Notable Quote:

Sam Bloom [26:37]: "Creative is definitely going to make a comeback for certain. It’s going to be far more integrated to the media than it’s ever been."

9. Embracing the Creator Economy

The conversation shifts to the burgeoning creator economy, with Sam acknowledging its influence on advertising. He highlights how brands are increasingly personifying their identities, leveraging authentic voices and storytelling to resonate with diverse audiences. This trend aligns with his belief in the importance of genuine connections over traditional targeting methods.

Notable Quote:

Sam Bloom [31:04]: "A creator is a brand that has personification and that's what you are... Everything that you do comes authentically."

10. Conclusion and Final Thoughts

As the discussion winds down, both Sam and AdTechGod reflect on the dynamic nature of the advertising industry. Sam emphasizes the continuous evolution and the necessity for agility and creativity to stay relevant. The episode concludes with mutual appreciation and well-wishes, underscoring the collaborative spirit that drives the adtech community forward.

Notable Quote:

Sam Bloom [31:39]: "Keep doing what you're doing. You're like the coffee for our industry. You keep us caffeinated."

Key Takeaways

• Heritage and Innovation: Sam’s multi-generational background in advertising provided a strong foundation, enabling him to lead innovative initiatives at Camelot and PMG.

• Transparency: Clear communication and honesty with clients are essential for building trust and delivering effective advertising strategies.

• Connected TV: Early adoption and continuous investment in CTV are crucial as it becomes a dominant medium in digital advertising.

• Privacy Management: Navigating the complex privacy landscape requires robust technologies and a focus on building direct consumer relationships.

• Creative Excellence: As targeting becomes more restricted, the emphasis on creative, emotion-driven advertising will intensify, fostering deeper audience engagement.

• Creator Economy: Authentic branding and storytelling, inspired by the creator economy, are becoming vital for resonating with modern audiences.

Conclusion

Episode 60 of the AdTechGod Pod offers valuable insights into the future of advertising through the lens of Sam Bloom's extensive experience. From embracing new technologies like CTV to prioritizing transparency and creativity, the discussion underscores the critical factors that will shape the adtech industry's evolution. For professionals and enthusiasts alike, this episode serves as a comprehensive guide to understanding and navigating the complexities of modern advertising.