TVREV

Does today's Feudal Media landscape serve you well? That question came into sharp focus when The Rebooting’s Brian Morrissey joined me on stage at the Jupiter Festival in Miami to discuss some key takeaways from my new book, Welcome To The Age Of Feudal Media: What Happens Once The Monoculture Collapses. Morrissey argued that his own media diet was much fuller and richer than it ever had been and that for a well-educated savvy consumer, it was actually the best of times.

Tim Hanlon: Welcome. You are In the Vicinity. My name is Tim Hanlon, the founder and CEO of the Vertere Group here in Chicago, where we consultatively advise and help out various companies in and around the media and technology spaces, and I welcome you to the proceedings. The shenanigans this week, it's our little weekly sojourn into all things local media. Thanks for finding us.

Sunday morning thought: what big transformations are we all missing here? It’s easy to overlook some macro trends because it’s so hard to keep up in a fragmented world. Sometimes the play by play of the horse race for media attention that we fail to talk about the horses or the gambling infrastructure that sits on top of this. Until one moment, BAM!, gambling is a runaway train.

I recently joined John Bishop of Advertiser Perceptions and TVREV’s Alan Wolk for a webinar about where live sports streaming is headed and what advertisers want next. We explored findings from our new survey with Advertiser Perceptions, which found that 73% of advertisers plan to invest in live sports streaming and CTV over the next six to 12 months, rising to 79% among agencies. But the bigger theme went beyond any single data point.

Sometimes the universe aligns in your favor. Last Thursday, I published my new book, Welcome To The Age Of Feudal Media: What Happens When The Monoculture Collapses. So far, response has been quite favorable, as evidenced by this Tweet storm from Mediaocean CMO Aaron Goldman.

CBS now shares a corporate home with HBO, CNN and Warner Bros., along with roughly $80 billion in net debt. With the Warner Bros. Discovery acquisition complete, Skydance is targeting at least $6 billion in annualized savings within three years. Its local stations offer something valuable to a company under that financial pressure: businesses that generate cash, and assets that can be sold to raise it. Expect Skydance to emerge as a net seller of stations.

For years, CTV and commerce media operated in separate lanes. CTV was upper-funnel and hard to measure. Commerce media lived on-site, proving itself in real time. That's changing. Retailers are bringing their first-party data such as purchase history and customer lifetime value, directly to CTV. The infrastructure making this work is made up of secure data clean rooms that let both sides match records without exposing raw data.

The territory fragmented. The advertising never did. Alan Wolk called it feudal media: the monoculture collapsed into a thousand disconnected bubbles, each with its own rulers, its own borders, its own rules of entry. The diagnosis was accepted almost immediately, because everyone in the industry could feel it was true. What nobody looked at is what happened to the advertising travelling across that map. The territory broke into duchies.

Tim Hanlon: Hey there, what's going on? You're In the Vicinity. Welcome to the proceedings. My name is Tim Hanlon, and this is our little weekly sojourn into all things local media. Thank you for finding us once again. Hopefully, you've been enjoying our previous episodes and telling your friends and having them tell two friends and so on. My name is Tim Hanlon.

“The future of successful media businesses starts with understanding why people choose you and then serving that need exceptionally well.” - John Saroff, CEO, Chartbeat Remember when everyone at work and school had the same set of cultural references? Shaped by the same TV shows, news broadcasts, books and movies? American culture looked at the same media and reflected on what it meant about life and society. That doesn't happen so much any more.