Next in Media: Creators, Campaigns, and Cannes – Navigating the Evolving Media Ecosystem

Release Date: July 24, 2025

In this episode of Next in Media, host Mike Shields delves deep into the rapidly transforming landscape of media, marketing, and advertising, driven by cutting-edge technology and data. Recorded live at the prestigious Cannes Lions International Festival of Creativity, this episode features insightful conversations with two industry leaders: Jessica Brown, Managing Director of Digital Investment at WPP Media, and Kelly Metz, Chief Investment Officer at Spark Foundry Worldwide. Together, they explore the burgeoning YouTube ecosystem, the integration of television and digital platforms, the pivotal role of creators, and the challenges of measurement and attribution in an increasingly fragmented media environment.

Section 1: The YouTube Ecosystem and Its Integration with Traditional Media

Jessica Brown begins the discussion by addressing the significant growth of YouTube within the broader video consumption landscape. She challenges the traditional notion of categorizing YouTube strictly as "television," advocating for a more holistic view of video platforms.

Jessica Brown [01:22]: "We're trying to think about it more holistically in terms of video... you are trying to reach consumers when it comes to video."

Brown cites recent statistics indicating that YouTube accounts for over 12% of TV consumption, underscoring its vital role in reaching modern audiences. She emphasizes that successful media strategies should focus on the audience and platform suitability rather than confining YouTube to the TV marketplace.

Section 2: Organizational Shifts and the Embrace of AI in Media Buying

The conversation transitions to WPP Media's recent organizational changes aimed at streamlining their approach to the market. Jessica Brown highlights the development of Open Media Studio, a platform designed for end-to-end planning, activation, and measurement.

Jessica Brown [02:14]: "We're building out open media studio... a much more streamlined, much more cohesive approach to the market, to planning and to buying."

She underscores the critical role of Artificial Intelligence (AI) in enhancing media buying processes, blending technological advancements with human insights to optimize campaigns.

Jessica Brown [02:46]: "AI is very important to us, important to our future, important to the way we're buying media. But also the humans that are thinking about the tech are important."

Section 3: Simplifying YouTube Advertising and Managing Diverse KPIs

Addressing the complexities of YouTube advertising, Brown discusses the various channels available for brands to engage on YouTube, including programmatic options and direct collaborations with creators. She commends Google for simplifying the purchasing process while maintaining a strategic focus based on campaign KPIs.

Jessica Brown [03:34]: "Google's done a great job of simplifying the way that we buy YouTube... informed by what we're trying to achieve."

She identifies a pressing need for holistic and consistent measurement across different media platforms to enable accurate comparisons and effective campaign strategies.

Jessica Brown [04:09]: "We definitely need more holistic and consistent measurement... compare apples to apples across the ecosystem."

Section 4: The Future of Attribution and Shoppable TV

The discussion shifts to the challenges of attribution in both traditional TV and digital platforms like YouTube. Brown points out the advantages of digital platforms in providing more granular data and signals, which enhance understanding of consumer behavior.

Jessica Brown [04:55]: "Digital gives you so many more signals and you can understand so much more... adding interactivity to TV allows for consistent data points."

She expresses optimism about the emergence of shoppable TV, anticipating a shift in consumer behavior where audiences engage interactively with television content.

Jessica Brown [05:28]: "I think it's going to be [shoppable TV]. We always assume that CTV and video was sort of this lean-back experience, but consumers are willing to lean forward and take action."

Section 5: YouTube's Position in the TV Market and the Rise of Short-Form Content

Transitioning to the conversation with Kelly Metz, Mike Shields explores YouTube’s efforts to position itself within the traditional TV market. Metz affirms that YouTube is increasingly viewed as part of the connected television (CTV) landscape, especially with investments in platforms like YouTube TV and high-profile events like the NFL games.

Kelly Metz [06:18]: "Clients are not opposed to thinking of YouTube as TV. I think it's part of what they have to buy and how they buy."

The discussion also touches on the impact of short-form content pioneered by platforms like TikTok and YouTube Shorts. Metz emphasizes that short-form content should be integrated into the overall video strategy based on the brand's audience and messaging goals.

Kelly Metz [06:56]: "It shouldn't be a different conversation... some brands really should start social first, some should start with long form."

Section 6: Navigating the Creator Economy and Enhancing Measurement Tools

Metz addresses the complexities brands face in partnering with creators, highlighting the significant effort required to identify and collaborate with the right influencers. Despite these challenges, she underscores the high ROI from effective creator partnerships.

Kelly Metz [07:38]: "It's hard... but there's 100% ROI absolutely."

She acknowledges the ongoing need for advanced measurement tools to better assess campaign effectiveness across diverse platforms and creator partnerships.

Kelly Metz [09:12]: "I always want better measurement for my clients... platforms are starting to develop tools that are really going to help us service our clients much better."

Section 7: Overcoming Attribution Challenges in a Fragmented Media Landscape

The episode concludes with a candid discussion on the challenges of attribution within the creator economy and across various media platforms. Metz notes that while platforms operate as walled gardens, there's an emerging opportunity to develop effective Cost Per Mille (CPM) models based on data from creator collaborations.

Kelly Metz [09:58]: "We can't pretend like it's here already. We need to keep putting pressure on the partners."

She emphasizes the necessity of continuous innovation and collaboration with platform partners to enhance measurement capabilities and provide comprehensive insights for clients.

Key Takeaways:

1. Holistic Approach to Video Consumption: Both guests advocate for viewing YouTube and other video platforms beyond traditional TV categorizations, focusing instead on audience engagement and platform suitability.

2. Integration of AI and Human Insight: The successful future of media buying lies in the synergy between advanced AI technologies and human strategic thinking.

3. Simplification and Measurement: Simplifying the advertising process on platforms like YouTube is crucial, alongside developing consistent and holistic measurement tools to evaluate campaign effectiveness across diverse media ecosystems.

4. Shoppable TV and Interactive Media: The potential for interactive television presents new avenues for consumer engagement and data collection, bridging the gap between traditional TV and digital interactivity.

5. Navigating the Creator Economy: Effective collaboration with creators is essential for brand growth, necessitating strategic partnerships and advanced measurement solutions to maximize ROI.

6. Overcoming Attribution Challenges: Continuous pressure and collaboration with platform partners are required to enhance attribution models and provide comprehensive insights in a fragmented media landscape.

This episode provides a comprehensive exploration of the current trends and future directions in the media ecosystem, offering valuable insights for marketers and advertisers seeking to navigate the complexities of modern digital platforms and creator partnerships.