The ForeCast

In this episode of The Forecast, host Morgan Willis speaks with our Director of Paid Search + YouTube, Stasia Fulginiti, and Director of Integrated Media Investment, @Sheila Clough, on the late-night lessons advertisers can take away from the suspension and return of Jimmy Kimmel Live! They also discuss strategies for advertisers during viral moments for linear TV and YouTube.

The ForeCast is a podcast by Rain the Growth Agency, hosted by Morgan Willis. In each episode, we speak with industry experts about advertising, media, and the latest marketing trends, and sometimes we have a bit of fun, too! We close out each episode with our guest’s forecast for the future of their area of expertise.

Timestamps:

Intro (0:00)

The Suspension and Return of Jimmy Kimmel Live! (1:10)

Strategies for Advertisers During Viral Moments (3:41)

Reactive Advertising in Linear TV vs. YouTube (5:38)

Navigating Brand Safety in Controversial Topics (11:34)

Stasia and Sheila’s Forecast (14:27)

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Our website: https://www.rainforgrowth.com/

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YouTube: https://www.youtube.com/channel/UC7LlxqQWvCl5nPIJctIuisw

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In this episode of The Forecast, host Morgan Willis speaks with @Will Parker, Chief Strategy Officer of @Leavened, about the intricacies of marketing measurement, particularly focusing on Marketing Mix Modeling (MMM). They discuss the differences between MMM and deterministic attribution, the challenges of real-time MMM, and the importance of integrating various measurement strategies. Will emphasizes the need for brands to hold all media accountable and the critical role of AI in enhancing marketing measurement. The conversation also touches on the importance of marketing expertise and the future of marketing measurement in a rapidly changing landscape.

The ForeCast is a podcast by Rain the Growth Agency, hosted by Morgan Willis. In each episode, we speak with industry experts about advertising, media, and the latest marketing trends, and sometimes we have a bit of fun, too! We close out each episode with our guest’s forecast for the future of their area of expertise.

Timestamps:

00:00 Intro

00:48 Understanding Marketing Mix Models (MMM)

03:34 Real-Time Marketing Mix Modeling Challenges

07:45 Integrating MMM with Deterministic Attribution

10:55 The Importance of Marketing During Economic Downturns

14:08 The Role of Upper Funnel Media

17:12 Leveraging AI in Marketing Measurement

19:59 The Need for Marketing Expertise

23:18 Will’s Forecast

Please follow our podcast and leave a review!

Our website: https://www.rainforgrowth.com/

Follow us on social media!

LinkedIn: https://www.linkedin.com/company/rainthegrowthagency/?viewAsMember=true

Facebook: https://www.facebook.com/RainTheGrowthAgency

Instagram: https://www.instagram.com/rainthegrowthagency/

X: https://x.com/rainforgrowth

YouTube: https://www.youtube.com/channel/UC7LlxqQWvCl5nPIJctIuisw

TikTok: https://www.tiktok.com/@rainthegrowthagency

In this episode of The Forecast, host Morgan Willis speaks with @Will Parker, Chief Strategy Officer of @Leavened, about the intricacies of marketing measurement, particularly focusing on Marketing Mix Modeling (MMM). They discuss the differences between MMM and deterministic attribution, the challenges of real-time MMM, and the importance of integrating various measurement strategies. Will emphasizes the need for brands to hold all media accountable and the critical role of AI in enhancing marketing measurement. The conversation also touches on the importance of marketing expertise and the future of marketing measurement in a rapidly changing landscape.

The ForeCast is a podcast by Rain the Growth Agency, hosted by Morgan Willis. In each episode, we speak with industry experts about advertising, media, and the latest marketing trends, and sometimes we have a bit of fun, too! We close out each episode with our guest’s forecast for the future of their area of expertise.

Timestamps:

00:00 Intro

00:48 Understanding Marketing Mix Models (MMM)

03:34 Real-Time Marketing Mix Modeling Challenges

07:45 Integrating MMM with Deterministic Attribution

10:55 The Importance of Marketing During Economic Downturns

14:08 The Role of Upper Funnel Media

17:12 Leveraging AI in Marketing Measurement

19:59 The Need for Marketing Expertise

23:18 Will’s Forecast

Please follow our podcast and leave a review!

Our website: https://www.rainforgrowth.com/

Follow us on social media!

LinkedIn: https://www.linkedin.com/company/rainthegrowthagency/?viewAsMember=true

Facebook: https://www.facebook.com/RainTheGrowthAgency

Instagram: https://www.instagram.com/rainthegrowthagency/

X: https://x.com/rainforgrowth

YouTube: https://www.youtube.com/channel/UC7LlxqQWvCl5nPIJctIuisw

TikTok: https://www.tiktok.com/@rainthegrowthagency

In this episode of The Forecast, host Morgan Willis speaks with Kaila Vallee, Executive Vice President of Rainstorm Direct, about the agency's recent rebranding, the evolution of linear TV and CTV, and the future of advertising. Kaila discusses the importance of performance guarantees, advancements in measurement and attribution, and the role of AI in media buying. She also shares her insights on the future of video and the impact of consumer behavior on advertising strategies.

The ForeCast is a podcast by Rain the Growth Agency, hosted by Morgan Willis. In each episode, we speak with industry experts about advertising, media, and the latest marketing trends, and sometimes we have a bit of fun, too! We close out each episode with our guest’s forecast for the future of their area of expertise.

Timestamps:

Intro (0:00)

The Need for a Rebrand (0:50)

Performance Guarantees in Advertising (2:52)

The Evolution of Linear and CTV Media (5:59)

Advancements in Measurement and Attribution (11:46)

Future Predictions for Linear TV and CTV (14:42)

Kaila’s Forecast (15:15)

Outro (17:56)

Please follow our podcast and leave a review!

Our website: https://www.rainforgrowth.com/

Follow us on social media!

LinkedIn: https://www.linkedin.com/company/rainthegrowthagency/?viewAsMember=true

Facebook: https://www.facebook.com/RainTheGrowthAgency

Instagram: https://www.instagram.com/rainthegrowthagency/

X: https://x.com/rainforgrowth

YouTube: https://www.youtube.com/channel/UC7LlxqQWvCl5nPIJctIuisw

TikTok: https://www.tiktok.com/@rainthegrowthagency

In this episode, Morgan speaks with Rain the Growth Agency’s summer interns (Leticia Milesi-Halle, Tevon Phomphakdy, and Siobhan Nolan), as they wrap up their internships with the marketing, media planning, and project management departments, respectively. They provide their personal perspectives on the Gen Z audience, the role that influencers play in advertising, media consumption habits of Gen Z, and much more. The interns conclude by sharing their forecasts for their future careers. Do they plan to work in the advertising industry in a couple years? Find out by giving this episode a listen!

The ForeCast is a podcast by Rain the Growth Agency, hosted by Morgan Willis. In each episode, we speak with industry experts about advertising, media, and the latest marketing trends, and sometimes we have a bit of fun, too! We close out each episode with our guest’s forecast for the future of their area of expertise.

Timestamps:

Intro (0:00)

Understanding Gen Z’s Brand Engagement (1:02)

The Role of Influencers in Marketing (4:02)

Preferred Platforms for Gen Z (6:22)

Brands Failing to Connect with Gen Z (10:20)

Gen Z’s Purchasing Behavior (13:57)

Interns’ Perspectives on Advertising Careers (16:01)

Interns’ Forecast (18:26)

Outro (20:20)

Please follow our podcast and leave a review!

Our website: https://www.rainforgrowth.com/

Follow us on social media!

LinkedIn: https://www.linkedin.com/company/rainthegrowthagency/?viewAsMember=true

Facebook: https://www.facebook.com/RainTheGrowthAgency

Instagram: https://www.instagram.com/rainthegrowthagency/

X: https://x.com/rainforgrowth

YouTube: https://www.youtube.com/channel/UC7LlxqQWvCl5nPIJctIuisw

TikTok: https://www.tiktok.com/@rainthegrowthagency

In this episode, Morgan speaks with Stasia Fulginiti, Director of Paid Search and YouTube at Rain the Growth Agency. They discuss the transformative impact of AI on search, the rise of social search among younger generations, and how brands can adapt to these changes. Stasia shares insights on the importance of content strategy, localization for small businesses, and her journey in digital marketing and fitness. The conversation concludes with predictions for the future of search and the role of AI in this field.

The ForeCast is a podcast by Rain the Growth Agency, hosted by Morgan Willis. In each episode, we speak with industry experts about advertising, media, and the latest marketing trends, and sometimes we have a bit of fun, too! We close out each episode with our guest’s forecast for the future of their area of expertise.

Timestamps:

Intro (0:00)

The Impact of AI on Search (2:33)

Adapting to Social Search Trends (5:39)

The Intersection of Search and Social Media (8:32)

Local Business Adaptations in a Changing Landscape (11:32)

Personal Journey in Digital Marketing and Fitness (14:38)

Future Predictions for Search and AI (16:50)

Outro (17:47)

Please follow our podcast and leave a review!

Our website: https://www.rainforgrowth.com/

Follow us on social media!

LinkedIn: https://www.linkedin.com/company/rainthegrowthagency/?viewAsMember=true

Facebook: https://www.facebook.com/RainTheGrowthAgency

Instagram: https://www.instagram.com/rainthegrowthagency/

X: https://x.com/rainforgrowth

YouTube: https://www.youtube.com/channel/UC7LlxqQWvCl5nPIJctIuisw

TikTok: https://www.tiktok.com/@rainthegrowthagency

In this episode of The ForeCast, Morgan speaks with Drew Pedersen, Senior Account Executive of The Trade Desk, a technology company specializing in real-time programmatic marketing automation technologies, products, and services, designed to personalize digital content delivery to users. Drew discusses the rise of audio streaming and its impact, programmatic advertising, his career journey with audio, and more!

The ForeCast is a podcast by Rain the Growth Agency, hosted by Morgan Willis. In each episode, we speak with industry experts about advertising, media, and the latest marketing trends, and sometimes we have a bit of fun, too! We close out each episode with our guest’s forecast for the future of their area of expertise.

Timestamps:

Intro (0:00)

Audio Advertising Trends (1:07)

The Rise of Audio Streaming and Its Impact (4:15)

Understanding Programmatic Advertising (10:28)

The Shift of Video Podcasts (12:01)

Drew’s Journey and Passion for Audio (14:23)

His Forecast (20:00)

Outro (21:32)

Please follow our podcast and leave a review!

Our website: https://www.rainforgrowth.com/

Follow us on social media!

LinkedIn: https://www.linkedin.com/company/rainthegrowthagency/?viewAsMember=true

Facebook: https://www.facebook.com/RainTheGrowthAgency

Instagram: https://www.instagram.com/rainthegrowthagency/

X: https://x.com/rainforgrowth

YouTube: https://www.youtube.com/channel/UC7LlxqQWvCl5nPIJctIuisw

TikTok: https://www.tiktok.com/@rainthegrowthagency

In this episode of The ForeCast, Morgan speaks with Pilaar Terry, Managing Partner and COO of POV Agency, a boutique strategic communications agency that reimagines how PR and communications are done and who it’s done by. Pilaar discusses media narratives around diversity, equity, and inclusion, why brands should focus on authenticity, what led her to found her own boutique PR and communications agency and more!

The ForeCast is a podcast by Rain the Growth Agency, hosted by Morgan Willis. In each episode, we speak with industry experts about advertising, media, and the latest marketing trends, and sometimes we have a bit of fun, too! We close out each episode with our guest’s forecast for the future of their area of expertise.

Timestamps:

Intro (0:00)

Current Trends in DEI Efforts (1:03)

The Evolution of AI in Advertising (3:07)

The Importance of Authenticity in DEI (4:09)

Personal Perspectives in DEI (5:41)

Founding POV Agency: A Personal Journey (9:00)

Advice for Those Feeling Undervalued (11:42)

Integrating Spirituality into Business (15:24)

Her Forecast (17:11)

Outro (18:47)

Please follow our podcast and leave a review!

Our website: https://www.rainforgrowth.com/

Follow us on social media!

LinkedIn: https://www.linkedin.com/company/rainthegrowthagency/?viewAsMember=true

Facebook: https://www.facebook.com/RainTheGrowthAgency

Instagram: https://www.instagram.com/rainthegrowthagency/

X: https://x.com/rainforgrowth

YouTube: https://www.youtube.com/channel/UC7LlxqQWvCl5nPIJctIuisw

TikTok: https://www.tiktok.com/@rainthegrowthagency

In this episode of The ForeCast, Morgan speaks with Adam Heimlich, co-founder and CEO of Chalice Custom Algorithms, a technology startup providing custom AI-driven advertising and marketing solutions. Adam talks about how custom algorithms are driving outcomes for brands like Hershey, elaborates on building his company from the ground up, his journey from news journalism to ad tech, and what he thinks the future of AI in advertising will look like.

The ForeCast is a podcast by Rain the Growth Agency, hosted by Morgan Willis. In each episode, we speak with industry experts about advertising, media, and the latest marketing trends, and sometimes we have a bit of fun, too! We close out each episode with our guests' forecast for the future of their area of expertise.

In this episode of The ForeCast, Morgan speaks with Dr. LaTeasha Gaither-Davis, founder and CEO of Therapeutic Focus, a therapy practice specializing in pediatric occupational, physical, and speech therapy that serves rural Arkansas and surrounding communities. LaTeasha elaborates on overcoming a speech delay as a child, how that ultimately led her to study behavioral science and open her therapy practice, and talks through her journey as an entrepreneur so far.

The ForeCast is a podcast by Rain the Growth Agency, hosted by Morgan Willis. In each episode, we speak with industry experts about advertising, media, and the latest marketing trends, and sometimes we have a bit of fun, too! We close out each episode with our guest’s forecast for the future of their area of expertise.