The Drum Podcast

For our out-of-home (OOH) deep dive, we're taking a look beyond the exciting developments of 2022 to where this exciting discipline is headed next. What can brands expect to see over the next couple of years - and where should they be investing their time and money to stay ahead of the curve?

The Drum's senior tech reporter Chris Sutcliffe is joined by panellists Caspar Thykier, co-founder and CEO at Zappar, and Alex Caldwell, senior OOH specialist at Known, to discuss:

• What role is OOH playing in a brand's wider marketing strategy?
• Which verticals and sectors are - and aren't yet - making the most out of the OOH format?
• What new tech is underpinning OOH in 2022 - and how much more sophisticated will it get in the near future?
• OOH has some inherent strengths that no other marketing medium can emulate. What are some of its current weaknesses relative to other marketing mediums - and how close are we to fixing them?
• What are you most excited about when it comes to OOH in the next few years?

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'Artificial intelligence' has come to mean a lot of things to a lot of people: some picture androids; others will think of the algorithms already powering Google and even smaller tech initiatives.

In this episode we'll take stock of where the progress has reached so far, what it's enabled in the world of marketing, and what on the horizon has the power to change the marketer's toolkit even more radically. Senior tech reporter Chris Sutcliffe is joined by Pascal Coggia, CEO, Artefact UK; Patrick Furse, digital director, Bray Leino; and Maria Bain, head of audience intelligence , iCrossing, to discuss:

1. What are the most relevant applications of AI for marketers?
2. Which AI tools for creativity are you most excited about?
3. Where do you think we've seen AI being misused, or not used to its utmost efficacy?
4. Does the emergence of AI as a tool require the development of a new role within agencies?
5. Finally, what are you most excited about around the future of AI in marketing?

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We're told that people shopping (and just existing) online want two things: privacy and personalization. In recent history, we haven't all done a great job of marrying up those two values - even leaving aside major scandals like Cambridge Analytica, most of us now don't trust big platforms and advertisers to use our data responsibly, while personalization efforts continue to misfire. 

We'll ask data and privacy experts: what are brands and platforms doing to tackle this battery of problems, and what should they be doing better?

Senior tech reporter Chris Sutcliffe is joined by Russell Nuzzo, Managing Partner, Gain Theory; George Gangar, head of strategy and solutions, Impression; Mark Byrne, head of paid search and social, Brave Bison; and Anita Klinkosz, Digital Strategist, Search Laboratory; to discuss:

• To what extent is the public well enough informed to make the judgement about the trade off between privacy and personalisation?
• Has the industry got the balance right in terms of opt-ins, or are we erring on the side of caution?
• What developments can we expect to see in terms of how we as an industry choose to engage with privacy discussions?
• What are the biggest opportunities for us with regards to personalisation? Are we making the most of the tools to which we have access?

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On this week's episode of The Drum Network Podcast, we take a step back and examine everything about the state of programmatic in 2022. Gathering a few programmatic experts, we'll get the rest of the industry up to speed on the programmatic essentials and what's going on in this space that they should be keeping an eye on.

The Drum's senior tech reporter Chris Sutcliffe is joined by: Liz Salway, principal, business consulting, EMEA, EPAM; Eliette Cremer, programmatic lead, Space & Time; and Louis Schermuly, programmatic lead, Anything is Possible. The panel discusses:

• How has programmatic changed over the past few years - both from demand and supply sides?
• How broad has programmatic buying become, and which mediums should we expect to see take advantage of it in the near future?
• Is programmatic delivering as much value as it can - and if not, what issues are still to be solved?
• What are the biggest developments coming down the pipe for programmatic?
• Which verticals and sectors should be making more of programmatic?

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With the talent crisis still biting, employer branding is an undeniable growth area in the industry. The dream is that it can overhaul talent attraction, retention, and even productivity. In this episode, we gather top-level practitioners to ask: is it really possible to change these things quickly? And how will smart employers start to improve their work in this space? Senior reporter Chris Sutcliffe speaks to Catherine Fallon, partner & head of engagement and change at Emperor, and Emma Tolhurst, executive director of brand-led employee experience at Landor & Fitch.

The panel discusses:

1. What do we mean when we talk about 'employer branding', and how does it differ from simple reputation?
2. Does a good employer brand transcend age groups and demographics? How do you tailor an employee brand to younger people, for instance?
3. What are the best methods you've found to establish an employer brand - and to maintain it once it's established?
4. How do you measure the effectiveness of an employer brand?
5. Finally, is creating an employer brand a collaborative process between C-suite and employees, a top-down decision, or a mix of the two?

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For globalization month we want to consider the modern rule book for rapid, global brand expansion. Which brands can marketers look to for smart, sustainable international growth? Which channels and strategies should they prioritize? And what are the still under-used tricks and levers to pull? Senior tech reporter Chris Sutcliffe is joined by Alessandra Pinho, brand strategy director, Jellyfish; Claudia Stephenson, managing director, EMEA, INVNT; Keith Taylor, head of brand & partner, Emperor; and Max Dawes, COO of Zappar.

The panel discusses:

• What trends have been underlying global brand expansion over the past few years? Tech and collaboration, more established marketing industries in different countries, more mobile talent etc.?
• Which brands would you hold up as being successful recent examples of brand expansion? Why?
• Is it possible to do global brand expansion while keeping marketing locally relevant? How do we avoid making global messaging anodyne and unfocused?
• What marketing channels are the most important for aiding global expansion?
• Finally, when it comes to global brand expansion, do you think there are any best practice rules or guidelines?

Find out more about The Drum Network here: https://product.thedrum.com/the-drum-network/

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For this month's deep dive we're looking at all things e-commerce, from commerce within the Metaverse to the collision of brick and mortar and sales sits. For our deep dive podcast we're zeroing in on the new and developing relationships between bricks-and-mortar and digital sales. How are physical stores making the most of developments from the world of e-commerce - and what can digital sales journeys still learn from IRL? What are the smart ways of merging the two?

The Drum's senior tech reporter Chris Sutcliffe is joined by George Gossland, social content producer, Favoured; Barry Fiske, SVP, global experience & innovation, Merkle; and Grace Vassallo, senior marketing manager at Zappar, to discuss:

• What are the most important ecommerce tools available to brands?
• How are the smartest brands opening the purchase funnel for consumers - and tracking their progress to purchase?
• What are you most excited about when it comes to social ecommerce?
• How should small- and mid-size brands think about entering the ecommerce space in light of its dominance by giants like Amazon?
• Finally, what are you most excited about for the future of ecommerce and marketing?

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Live streaming took off in the pandemic - for influencers, for media organisations, for events, and for businesses. What platforms are a sure bet, and which new players are worth a look? What are the opportunities on streaming? In this episode of The Drum Network Podcast, host Chris Sutcliffe is joined by three expert guests to discuss everything from ad-supported streaming to whether we'll ever see the Xenomorph from Alien 3 drinking a Pepsi again.

This week Sutcliffe is joined by Tom Jarvis, founder & CEO at Wilderness; Alex Wilson, executive creative director at Amplify, and Harry Evans, account director at VCCP Media, to discuss:

• Many of the biggest names in streaming TV are underperforming according to their latest results. What is causing those streaming jitters?
• Is advertising-supported streaming going to be part of the mix for the near future?
• Is exclusive content still the biggest draw for audiences, and if so how is that changing television in general?
• What part does livestreaming play in the wider mix of what audiences watch? What about social video?
• Finally, what predictions do the panel have about how streaming TV will evolve over the next few years? 

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On this week's episode, our senior reporter Chris Sutcliffe hears from three web3 experts about the opportunities for brands from the next iteration of the internet. From a shift of power from platform to user, or the ability to create communities, to the lessons we can learn from gaming communities that have pioneered web3 techniques, this podcast gives a comprehensive overview of web3 for brands.

Sutcliffe is joined by McDonald Predelus, VP creative director of Web3 at VMLY&R Commerce; Tom Holt, lead technology strategist for UNRVLD; and Margaret Manning, non-exec board director at Reading Room.

Like 'metaverse', 'web3' is a box of dreams into which we throw all sorts of ambitions for where the internet might be heading next. Those dreams cluster around ideas of decentralization, enabled by the blockchain and associated technologies. Are we getting close to that reality, or does it remain a dream? We'll look at where we are now, and - cutting through the hype - what might actually be next:

• What do we mean when we talk about 'web3' for marketers? Which of the underlying tech is most relevant to marketers?
• Is it beholden on marketers to educate brand partners about what is - and isn't - possible for web3?
• Which verticals and sectors are best placed to take advantage of the move to web3 marketing?
• Should we be sceptical about claims of web3 being transformational?
• What are you most excited about when it comes to web3 for marketers?

 Find out more about The Drum Network here: https://product.thedrum.com/the-drum-network/

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In line with our ongoing Audio Deep Dive on thedrum.com, this week we hear from three experts all about the marketing opportunities in audio content. Audiences spend a third of their total time with media with audio content, and the vast majority of growth of audio listenership is coming from mobile devices. That’s created a huge opportunity for brands to speak directly to consumers, on the platforms where they’re most engaged.

Chris Sutcliffe, senior reporter at The Drum, is joined by Gabriella Cox, Key Account Director, Acast; Ian Schofield, Head of Podcast Production, APS Group; and Marta Vercesi, Influence Account Manager, Disrupt, to discuss:

• What have been some of the ongoing trends around audiences’ audio consumption over the past few years?
• How are brands using audio in new and interesting ways, based on those habits?
• What are the best ways of monetising audio content, and how are brands deciding which to use? Sponsorships? Programmatic audio?
• What does the panel believe is the next frontier for audio content? Podcasts being turned into TV, audio dramas making a comeback etc.
• How does the panel expect audio will change over the next few years, and who will be the biggest drivers of it?

The Drum Network helps agencies grow their profile and develop their teams, find out more here: https://product.thedrum.com/the-drum-network/

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