Mike Shields on Muck Rack

Mike Shields

New York, Vienna, Zürich
As seen in: Next in Media, Apple Podcasts, CNN, IMDb, Medium, MSN, MSN Australia, MSN Canada, O Globo, Business Insider, Color Research & Application and
Founder of Shields Strategic Consulting. Host of Next in Media spoti.fi/3nc1wOs co-founder Marketecture.tv, former @BusinessInsider, @WSJ, @Digiday, @Adweek
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Articles

DIRECTV on Why CTV Ad Creative Still Has a Ways to Go

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By Mike Shields
| Substack
As part of a special series leading up to Cannes with my partners at DirecTV, I sat down with the company’s Senior Vice President of Product, Ad Ops, and Business Development Matthew Van Houten to talk about addressable TV advertising, the state of streaming ad creative, and why CTV and out-of-home are close cousins. Next in Media: If you had to grade the industry’s progress on native CTV advertising, what grade would you give it? Van Houten: I’d give it a B-minus moving toward a B.
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FAST Has a Credibility Problem. Who's to Blame is Up for Debate

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By Mike Shields
| Substack
During a presentation at this week’s StreamTV show in Denver, Co, an executive from Luminate research laid out a list of the top streaming shows of 2026 thus far, which including HBO Max’s “The Pitt,” Netflix’s “The Night Manager” and multiple Paramount+ shows from the Taylor Sheridan Universe. Left off the list was “Nash Bridges,” which has its very own channel on the LG FAST lineup - number 374.
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Lots of Burning Questions For the Fox-Roku Deal

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By Mike Shields
| Substack
Last year, Roku turned a lot of heads at Cannes with its seemingly game-changing ad deal with Amazon. This year, it one-upped itself by finally selling - to Fox. While Roku had been a real and rumored acquisition target for years - the speed of this deal, and the fact that it was Fox, definitely caused a few eyeballs to pop as the industry preps for its annual pilgrimage to the South of France.
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