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Insider Interviews with E.B. Moss

Insider Interviews with E.B. Moss

Auteur(s): E.B. Moss
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 Media, Marketing, Advertising and Entertainment executives give an insider’s view of the business of the industry. Compelling conversations on creating TV, advertising, audio, research and more, with host, E.B. Moss.© 2019-2024 E.B. Moss and Moss Appeal Marketing Marketing et ventes Réussite personnelle Sciences sociales Économie
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  • How Local Advertisers Win With CTV, Sports & Smart Curation – ft. Premion’s Peter Jones

    How Local Advertisers Win With CTV, Sports & Smart Curation – ft. Premion’s Peter Jones
    Dec 3 2025
    Peter Jones, who heads up Revenue at Premion, returns to Insider Interviews (see Ep 38) to educate us on the shifts in local TV advertising in a streaming-first world -- and how small businesses can compete with national brands, with greater access to sports inventory, and why measurement actually matters! Learn what "context" really means for advertisers (spoiler: consumers don't experience media in silos), how the collapse of some Regional Sports Networks has created opportunities for local advertisers, and why "smart curation" is more than an industry buzzword. But it’s not just the small business that needs to adapt: it’s agencies and brands, too. Peter breaks down what full-funnel capabilities now available to SMBs—from maxing out brand awareness across Premion's 210 DMAs, to measurable sales transactions, tapping 1st and 3rd party data. And, as we gear up for playoff sports, he reminds us how technology has leveled the playing field and that local advertisers can get in the game, too! So, sports puns are pervasive in Episode 44 since part of our conversation is about Premion’s new(ish) programmatic options to enable more inventory for all in live sports. Talk about a “game changer...!” Understand how local car dealerships and furniture stores can now leverage the same targeting, data, and attribution tools that Fortune 500 companies use, all while reaching their specific communities with precision. But for everyone, it's key to understand the importance of creative in driving outcomes, and omnichannel strategies (because yes, we're all scrolling during halftime), and why advertisers need to embrace data-driven decisions over personal platform preferences. "The first thing to realize is that big tech has leveled the playing field for local advertisers..." Whether you're a media buyer, agency leader, or local business owner trying to navigate the CTV landscape, this conversation delivers practical guidance on inventory, data, and measurement—the three pillars every advertiser should evaluate when choosing a CTV partner. Bottom line? The local advertising opportunity in streaming TV has never been bigger—but only for those willing to adapt, measure outcomes over impressions, and follow consumers wherever they are. Key Highlights [01:15] CTV’s double-digit growth, challenges and opportunities for advertisers [02:14] What Premion does – Nine years of helping local advertisers navigate CTV [03:33] Leveling the playing field – Educating SMBs on using the same tools as national brands [05:25] Challenges and Strategies for Outcomes in Omnichannel Advertising [08:26] Tools and tactics – First-party data, pixels, attribution, and what SMBs need to track [10:48] The role of creative – Sequential messaging, AI tools, and "message to market match" [12:52] How Premion’s programmatic access to sports inventory is opening doors for local advertisers [15:39] Smart Curation Explained and Full Funnel Options in 200+ markets [20:22] The dynamic nature of live sports – Why planning can be tricky but opportunity is massive [21:45] What to look for in a CTV partner – Hint: Inventory, data, measurement (plus the TAG seal of approval!) [23:41] Emerging Trends and AI in Advertising Connect with Peter Jones and Premion Connect with E.B. Moss and Insider Interviews: With Media & Marketing Experts LinkedIn: https://www.linkedin.com/in/mossappeal Instagram: https://www.instagram.com/insiderinterviews Facebook: https://www.facebook.com/InsiderInterviewsPodcast/ Threads: https://www.threads.net/@insiderinterviews If you enjoyed this episode, follow Insider Interviews, share with another smart business leader, and leave a comment on @Apple or @Spotify… or a tip in my jar!: https://buymeacoffee.com/mossappeal!
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    14 min
  • How CEO Neil Vogel Powers Up People Inc

    How CEO Neil Vogel Powers Up People Inc
    Oct 14 2025
    Neil Vogel, CEO of People Inc., has done something remarkable in an industry that's been writing its own eulogy for years. He's made legacy media look relevant and publishing thrive. As the head of America's largest magazine publisher—home to People, Travel & Leisure, Better Homes & Gardens and more—he's navigated one of the most turbulent periods in magazine, let alone media, history with a perspective that's refreshingly unsentimental and, frankly, bullish on publishing. The Mindset That Matters What becomes clear quickly is that Neil operates from a different premise than a lot of industry vets. Neil Vogel, CEO, People Inc. He doesn't see change as something to fear or fight. Instead, he sees it as the operating environment: "We're going to happen to things. Things are not going to happen to us." It's a subtle shift, but it changes everything about how you approach strategy. He also refuses to accept the tired narrative that media is dying. "Media is a fantastic business," he told me. "People are on media more now than ever before, and there's more money being spent against media in various ways." The problem isn't media; it's when companies cling to old business models instead of adapting the execution while keeping the core mission intact. The Search Reality Check One of the sharpest insights from our conversation centered on the collapse of search dominance. When Dotdash was independent, 70 percent of traffic came from search. That was their "mall." But the mall blew up. Search traffic dropped to 30 percent of total traffic over time. The expected outcome? Disaster. What actually happened, thanks to Neil's approach? Total traffic grew. They built. They diversified into direct traffic, email, social platforms, Apple News, and owned properties like recipe lockers. The key lesson: "We're not entitled to search traffic, just like we're not entitled to Facebook traffic. You have to earn it." The People Magazine Blueprint The restructuring of People, Inc. offers a masterclass in letting go of control. Before, one print editor-in-chief made every decision across every platform. But these days he wondered how a print editor could understand everything and all platforms, like TikTok. They couldn't. So they decentralized. Execs like Charlotte Triggs now set the brand direction—the ethos that drives all teams—and then fully independent editorial teams handle the magazine, website, Apple News, the app, and yes, Instagram and TikTok. There's no forced repurposing. Each platform team creates natively for their audience. The result: People grew from six or seven million daily visitors to ten million, with explosive growth on social. The Data-Driven Philosophy Neil's Wall Street background shaped how People Inc. approaches analytics, but he's careful not to let math override instinct, noting: "If you don't make stuff people love, it doesn't matter what your math says." The real insight is this: strategic ad placement and clean design mean you can generate more revenue with fewer intrusions on the audience. Better experience. Better margins. That's the math he wants to do. The Bigger Picture What makes this conversation valuable is that Neil isn't selling a complicated theory. He's demonstrating a mindset: stay forward-looking, embrace change, remain unsentimental, and never stop making things people genuinely want. Key Moments and Highlights 00:38 From Dotdash to acquiring Meredith: becoming America's largest publisher 01:25 Why media remains a fantastic business despite industry pessimism 04:15 The search shift: 70% dependence became 30%, yet total traffic grew 06:29 Restructuring People magazine with independent platform teams and no forced repurposing 09:41 Data and creative working together: how math serves, not dictates, content decisions Connect with E.B. Moss and Insider Interviews: With Media & Marketing Experts LinkedIn: https://www.
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    13 min
  • Bonus: Enabling an AI Future: The Bleeding Edge of AI and Creativity from Freepik & Edelman

    Bonus: Enabling an AI Future: The Bleeding Edge of AI and Creativity from Freepik & Edelman
    Sep 30 2025
    What’s the potential and current impact of AI for the creative industries? I spoke with Joaquin Cuenca, co-founder and CEO of Freepik, about their suite of AI tools and their role in enhancing human creativity. And, Alexia Adana, Creative Director at Edelman, who elaborates on how she combines AI with human creativity for clients and her own artistic endeavors. Enjoy, and please share this episode - out just in time for #InternationalPodcastDay! Joaquin emphasizes that AI should be seen as a supportive tool to elevate creative processes, rather than a replacement for human creators. He argues, 'We are the sum of our experiences. And that makes us unique.' He explains the benefits of Freepik's tools for reducing the time needed to execute creative ideas... but stresses the irreplicability of humans based on our individuality, even as AI continues to advance. Basically, AI is a tool for creators, not a replacement, because AI cannot replicate unique human experiences. Following this, Alexia highlights the significance of human artistry and personal storytelling in using AI tools to generate immersive and engaging experiences. She points out  “in the world of copyright with AI you have to show human authorship. So if you're creating a story or a film that's a hundred percent generated by AI, you can't copyright or trademark that. So, I'm documenting my whole process – showing where it's from my vision, it's from my sketches.” The conversation concludes with the vision of a synergistic future where AI tools enhance creative processes without devaluing the human touch. Key Moments: 02:11 The Role of AI in Creativity 03:19 Human Uniqueness vs. AI 04:47 FreePik's AI Tools and Their Impact 08:56 Copyright and Legalities in AI 14:31 Future of Jobs...and Creativity in the AI Era 15:38 Voiceover Job Reclaimed from AI 16:21 Regionalizing Ads with AI 17:16 Alexia Adana journey from Footlocker to Edelman 20:51 Microsoft sAI Project at Edelman 27:08 BloomChild: An Artist's AI Journey 30:16 The Future of Human-Generated Art Links: Freepik Alexia Adana Connect with E.B. Moss and Insider Interviews: With Media & Marketing Experts LinkedIn: https://www.linkedin.com/in/mossappeal Instagram: https://www.instagram.com/insiderinterviews Facebook: https://www.facebook.com/InsiderInterviewsPodcast/ Threads: https://www.threads.net/@insiderinterviews If you enjoyed this episode, follow Insider Interviews, share with another smart business leader, and leave a comment on @Apple or @Spotify… or a tip in my jar to help me tip my producer, Jim Mullen!: https://buymeacoffee.com/mossappeal!
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    16 min
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