The Current Podcast: Episode Summary Title: Reuters and SAS on Trusting the Brand and Publisher Relationship
Release Date: October 2, 2024
Host: Ailee Slifring
Guests:

• Joseph Najim, Director of Programmatic and Partnerships at Reuters
• Mivi Plouvier, Head of Programmatic at SAS

1. Introduction

In this episode of The Current Podcast, host Ailee Slifring engages in a comprehensive discussion with Joseph Najim of Reuters and Mivi Plouvier from SAS. The conversation centers around the evolving dynamics between publishers and advertisers, especially in an era where brand safety and effective ad placement are paramount concerns.

2. Evolution of the Reuters-SAS Partnership

Meeting and Early Collaboration

• Joseph Najim (00:01-02:04): Describes meeting Mivi five years prior when he transitioned to Reuters from Diageo. Their initial connection was both professional and personal, leveraging their shared backgrounds and interests.

• Mivi Plouvier (02:04-02:29): Recalls the friendly and resilient nature of the partnership, emphasizing trust as the cornerstone for their successful collaboration.

Quote:
Mivi Plouvier (02:29): "We've been able to do some really great things together."

3. Brand Safety Concerns in Advertising

Challenges Faced by Publishers

• Ailee Slifring (02:36-03:09): Introduces the issue of advertisers avoiding news platforms due to brand safety concerns, especially amidst sensitive news topics.

• Joseph Najim (03:09-05:19): Highlights the surge in brand safety measures post-2020 pandemic, including the use of keyword blocking and ad tech tools. He references studies, such as Stagwell's May study and IAB's Trust Halo report, which demonstrate that ads adjacent to trusted journalism perform effectively.

Quote:
Joseph Najim (04:45): "Gen Z cares about the facts, they care about trust."

4. Rethinking Keyword Blocking

Limitations of Traditional Blocking Methods

• Ailee Slifring (05:19-05:53): Points out the ongoing fear among brands regarding advertising alongside bad news.

• Mivi Plouvier (05:53-09:32): Discusses the drawbacks of indiscriminate keyword blocking, citing examples like blocking "Paris" during the Notre Dame fire which inadvertently excluded positive events like the Olympics. Advocates for curated partnerships over exhaustive blocking lists.

Quote:
Mivi Plouvier (09:32): "You lose a lot of context when you block keywords."

5. Leveraging AI in Programmatic Advertising

Enhancing Efficiency and Accuracy with AI

• Ailee Slifring (10:28-10:52): Suggests AI could streamline keyword management and keep them updated.

• Mivi Plouvier (10:52-11:12): Agrees, emphasizing that AI accelerates processes and benefits the programmatic landscape.

• Joseph Najim (11:12-12:24): Differentiates between generative AI and traditional AI, noting their applications in programmatic advertising. Stresses the importance of aligning AI usage with both commercial and editorial policies to foster innovation without compromising trust.

Quote:
Joseph Najim (11:30): "AI is unique because there's generative AI and then there's AI."

6. Successful Campaigns and Innovations

Case Studies of Effective Advertising

• Mivi Plouvier (12:24-13:51): Details successful campaigns with Reuters, including:
  • World Series Coverage: Ensured consistent brand presence throughout the event.
  • LinkedIn Collaborations: Contextual videos on AI led to increased click-through rates and view completions.
  • YouTube Channel Ads: Maintained brand safety by advertising on Reuters' controlled YouTube environment.
  • Audio Ads: Leveraged platforms like Alexa and Google Home for increased brand awareness.

Quote:
Mivi Plouvier (12:45): "We've seen massive increase in our click through rate, exceeding benchmarks."

• Joseph Najim (13:51-15:06): Discusses the integration of editorial content with programmatic advertising, citing high engagement despite higher CPMs. Emphasizes the value of omnichannel approaches and innovative partnerships.

Quote:
Joseph Najim (14:30): "It's been really great partnering with SAS to really test these different things and be innovative."

7. Sustainability and Future of News Funding

Optimism Amidst Challenges

• Joseph Najim (15:06-16:53): Expresses cautious optimism about the sustainability of news funding. Highlights the importance of diversified revenue streams, including subscriptions, gamification, and integrating new technologies. Points out the vulnerability of local news publishers and the need for ad tech companies to support them.

Quote:
Joseph Najim (15:35): "It's important that we keep innovating and finding brand partners like SAS to come to the table."

8. Engaging Gen Z and Modern Advertising Strategies

Reaching Younger Audiences

• Ailee Slifring (16:53-17:18): Raises the point that brands perceive Gen Z as primarily consuming news via platforms like TikTok, questioning the efficacy of traditional advertising channels.

• Joseph Najim (17:18-19:14): Argues that while Gen Z does use platforms like TikTok, they still rely on trusted news sources. Advocates for more consultative and innovative advertising approaches to engage Gen Z effectively.

Quote:
Joseph Najim (18:05): "If you ask any brand like no, we support news. So how do we get them from saying yes we support news to yes, we support news and then?"

9. B2B vs. B2C Advertising Approaches

Tailoring Strategies to Business Models

• Mivi Plouvier (19:26-20:22): Contrasts B2B advertising (SaaS) with B2C, emphasizing the need for premium, consistent placements due to longer sales cycles. Highlights the importance of maintaining brand integrity and message consistency over chasing cheap clicks.

Quote:
Mivi Plouvier (19:45): "We pay a little more just to get that consistency, to get that frequency."

10. Conclusion and Final Thoughts

As the episode wraps up, both Joseph and Mivi reiterate the importance of trust and innovation in the publisher-advertiser relationship. They emphasize the need for continuous adaptation and collaboration to sustain and grow the funding for quality journalism.

Closing Quote:
Joseph Najim (20:33): "And we'll see you next time. And if you like what you hear, please subscribe and leave us a review."

Key Takeaways

• Trust is Fundamental: Building and maintaining trust between publishers and advertisers is crucial for effective and safe ad placements.

• Curated Partnerships Over Blocking: Instead of relying on extensive keyword blocking, forming strategic partnerships with trusted publishers ensures brand safety and contextual relevance.

• AI as an Enabler: Leveraging AI can enhance the efficiency and accuracy of programmatic advertising, keeping campaigns relevant and responsive to real-time changes.

• Innovative Campaigns Drive Success: Creative and well-integrated campaigns, such as those run by SAS with Reuters, demonstrate higher engagement and better performance metrics.

• Diverse Revenue Streams are Essential: To sustain journalism, it's vital to diversify revenue sources and support both large and local news publishers through innovative advertising solutions.

• Engaging Gen Z Requires Innovation: Brands need to adopt more consultative and inventive advertising strategies to effectively reach and engage younger audiences who utilize multiple platforms for news consumption.

This episode provides valuable insights into the symbiotic relationship between publishers and advertisers, highlighting the strategies and collaborations necessary to navigate the challenges of modern advertising while supporting the vital ecosystem of quality journalism.