Next in Media: Medialink's Mark Wagman Breaks Down CES and the Year of "Aggressive" Brand Energy

Host: Mike Shields
Guest: Mark Wagman, Partner at UTA and Managing Director for MediaLink's Data and Tech Practice
Release Date: January 14, 2025

1. CES 2024 Highlights

Mark Wagman provided an insightful post-mortem of the Consumer Electronics Show (CES) 2024, highlighting the persistent challenges within the media and advertising industry.

“Most of my time was spent talking about the same problems that have plagued this industry for quite some time. Right. Measurement, the idea that we have too many things and making sense of what makes them unique.”
— Mark Wagman [01:42]

Wagman noted that despite expectations of agency-driven conversations, the focus remained on enduring issues like measurement complexities, the intersection of media, ad tech, Martech, and the future of identity and AI. He emphasized that while marketers demand more capabilities, they also seek to simplify their operations by reducing complexity and resource allocation.

2. Rethinking AI in Marketing

A significant portion of the discussion centered around the evolving perception of Artificial Intelligence (AI) in marketing. Initially viewed predominantly as a tool for cost reduction and headcount optimization, Wagman advocated for a paradigm shift.

“What if we kept our teams the same and empowered them with AI? Could we work 20 or 30% better? Could we have 40 or 50% better results in ROI?”
— Mark Wagman [03:06]

He suggested leveraging AI to enhance team performance and drive superior return on investment (ROI), rather than merely using it as a means to cut costs. This optimistic approach contrasts with the prevalent narrative of AI-induced job displacement, proposing instead that AI can be a catalyst for growth and efficiency.

3. Identity and Targeting Post-Signal

The conversation delved into the ongoing challenges of identity and targeting in the wake of evolving privacy standards like Apple's Signal framework. Wagman highlighted the industry's struggle to reconcile disparate identity graphs and the lack of interoperability among streamers and networks.

“If you peel those things apart a little bit, Disney's conversations were around live and making the live experience more attractive for a marketer...”
— Mark Wagman [05:27]

He emphasized the need for seamless integration and standardization to enable effective cross-platform targeting and measurement. Wagman pointed out that without unified identity solutions, marketers face significant hurdles in attributing and measuring campaign effectiveness across diverse platforms.

4. Retail Media Networks and Industry Consolidation

Wagman discussed the burgeoning landscape of retail media networks, using Amazon's recent offerings as a case study. He observed that while retail giants are packaging media capabilities into accessible toolkits, the real value lies in strategic human integration rather than mere technological deployment.

“Retail media is nascent enough, and that value proposition does need to be articulated by a human in a kind of one-to-one fashion...”
— Mark Wagman [13:19]

He cautioned against the commoditization of media tech, asserting that successful retail media requires more than just data and platforms—it demands a nuanced understanding of brand objectives and consumer behavior, underscoring the importance of personalized strategy and execution.

5. The Martech and Ad Tech Collision

Exploring the convergence of Martech and Ad Tech, Wagman reminisced about the early days of programmatic advertising and highlighted how data collaboration tools like clean rooms have revitalized the integration between these domains.

“The organizational design within these marketing teams is frankly the biggest hurdle in a lot of these cases.”
— Mark Wagman [17:39]

He argued that the structural alignment of marketing teams is crucial for the seamless integration of Martech and Ad Tech, enabling unified workflows and enhanced campaign effectiveness. Wagman emphasized that overcoming organizational silos is essential to fully harness the potential of integrated marketing technologies.

6. Impact of Meta's Content Moderation Policies

The discussion addressed the repercussions of Meta's (formerly Facebook) pullback on content moderation, exploring how brands are navigating the resulting landscape.

“Brands are tired frankly of having this conversation in debate. It's like everything in life, this will come down to how this plays out.”
— Mark Wagman [20:51]

Wagman observed a dichotomy among marketers: some prioritize brand safety and align with platforms that mirror their values, while others focus solely on ROI, leveraging platforms like Meta for their unparalleled advertising capabilities. He predicted that brands would adopt a selective approach, balancing ethical considerations with business objectives based on the evolving dynamics of platform governance.

7. The Year of "Aggressive" Brand Energy in 2025

Mark Wagman positioned 2025 as a pivotal year for aggressive marketing strategies, driven by a collective urgency among brands to deliver tangible results amidst economic uncertainties.

“A lot of brands this year are tired of waiting. Right. Let's go for it. Let's get like let's do something now.”
— Mark Wagman [23:05]

He highlighted major industry moves, such as T-Mobile's acquisition of Vistar, as examples of strategic aggressiveness aimed at solving longstanding challenges like measurement in digital out-of-home advertising. Wagman foresaw a trend where brands would pursue bold acquisitions and innovations to gain competitive advantages, emphasizing the integration of data-driven technologies and programmatic capabilities to enhance marketing efficacy.

8. Micro-Influencers and Technological Integration

The conversation concluded with insights into the rising significance of micro-influencers and the necessity of integrating performance data with influencer strategies.

“Find me a group of diverse set of creators that can do that at scale.”
— Mark Wagman [26:15]

Wagman advocated for leveraging AI and data analytics to identify and collaborate with micro-influencers who possess niche, engaged audiences. This approach allows brands to execute highly targeted campaigns with measurable outcomes, moving beyond traditional influencer marketing paradigms. He emphasized the importance of scalability and performance measurement in optimizing influencer partnerships.

Conclusion

Mark Wagman's discussion with Mike Shields encapsulated the dynamic and challenging landscape of media, marketing, and advertising. From reimagining AI's role to embracing aggressive strategies for 2025, Wagman provided a roadmap for brands navigating rapid technological advancements and shifting market conditions. His insights underscore the necessity of strategic agility, data-driven decision-making, and human-centric integration in achieving sustained growth and competitive differentiation in the evolving media ecosystem.

Notable Quotes:

• “What if we kept our teams the same and empowered them with AI? Could we work 20 or 30% better? Could we have 40 or 50% better results in ROI?”
  — Mark Wagman [03:06]

• “Retail media is nascent enough, and that value proposition does need to be articulated by a human in a kind of one-to-one fashion...”
  — Mark Wagman [13:19]

• “A lot of brands this year are tired of waiting. Right. Let's go for it. Let's get like let's do something now.”
  — Mark Wagman [23:05]

This episode of Next in Media offers a comprehensive analysis of current trends and future directions in the media and advertising industry, providing valuable perspectives for marketers and industry leaders aiming to thrive in a rapidly evolving landscape.