In this episode of CI Conversations, Brian Hughes, EVP, Managing Director, Audience Intelligence & Strategy at MAGNA, and Lisa Vu, Vice President, Entertainment Partnerships, Brand Integration, Influencer & Creator Marketing, Sponsorships at Rogers & Cowan PMK, speak with Collective Intelligence’s Jennifer Sain about Upfronts 2022, which presented a media landscape in flux. The group discusses new models of viewer measurement, along with experimentation in ad-supported content and evolving media consumption.
This year was always going to be a learning year, as consumer habits, content models, and measurement remain in an evolutionary phase. Hughes highlights MAGNA’s Media Trials Program, which enables clients to test different types of ads, allowing for a lot more possibilities in terms of what an ad experience could look like. Vu talks about UpstreamPop, Rogers & Cowan PMK’s new end-to-end technology platform in conjunction with Mediabrands, which addresses what the future of partnerships and branding integrations will look like.
The conversation also covers which genres thrive in both broadcast and cable (hint: sports), how broadcast numbers continue to take a backseat, and predictions for next year’s Upfronts and media, in general.