In this episode of The Sleeping Barber Podcast, hosts Marc Binkley and Vassilis Douros sit down with Ben Allison, EVP of Media at VaynerMedia, to unpack the fast-changing media landscape. From “TikTokification” and consumer fragmentation to the new media “food pyramid,” they explore how attention, creativity, and creators are reshaping modern marketing. The conversation also tackles Q4 advertising pressures, evolving search strategies, and the ongoing challenge of balancing performance with brand building.

Enjoy the show!

Our Guest:

Ben Allison - EVP Media @ VaynerMedia

https://www.linkedin.com/in/benjamin-allison-7331a646/

https://vaynermedia.com/

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LinkedIn: https://www.linkedin.com/company/sleeping-barber/

https://www.sleepingbarber.ca

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/

Chapters:

00:00 - Introduction

01:03 - The Evolution of Media and Consumer Fragmentation

04:04 - Surprises in the Media Landscape

05:56 - The Intersection of Media and Creative

10:55 - Attention Metrics and Their Importance

12:05 - The Modern Media Diet Explained

15:39 - The Role of Creators in the Media Pyramid

18:16 - Visualizing the Media Pyramid

21:34 - Flexibility vs. Rigidity in Media Buying

22:55 - The Dynamics of Advertising Decisions

27:10 - Navigating Q4 Advertising Challenges

30:26 - The Evolution of Search and Brand Strategy

34:57 - Balancing Performance and Brand Marketing

39:35 - Organizational Silos and Marketing Effectiveness

46:06 - Harnessing Attention Through Organic Creative