Next in Media
Mike ShieldsBig and small questions about media, advertising and marketing
| Platform |  | Pricing | Only free issues | Publishes | Twice weekly |
|---|---|---|---|---|---|
| Issues | 349 | Founded | 6 years ago | Last Issue | 21 hours ago |
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mikeshields.substack.comLatest Issues
YouTube Wants to Take on an Even Larger Role in the Brand Creator Marketplace
First - a quick note - an Advertising Week Mixer
I am partnering up with Max Power Gaming’s Stephen Dypiangco - one of my go-to analysts if I want to understand what is going on in the gaming world, particularly Roblox - for a fun drinks...
Advertising is Going AI. TV Isn’t.
I wanted to highlight a few numbers and trends that I think may not have gotten enough attention of late:
- 27%. That’s how much of advertising revenue Madison and Wall predicts will flow through automated AI-powered systems like Google’...
Creator Advertising Spending May Never Get Organized
Attention! In-game advertising is hot once again. I am co-hosting a drinks mixer with gaming industry analyst Stephen Dypiangco of Max Power Gaming on the Monday of Advertising Week, where we hope to bring together a cross-section of execut...
How Betches Used Its Own Creators to Launch a Social-First Sitcom
Web publishers are hurting. Search referrals are drying up, social media traffic is unreliable and revenue sharing models are unpredictable. Plus, there is more professionally-produced and creator-driven content available to stream than eve...
The Trade Desk’s Ongoing Follies
There is a great song in the hit musical “The Book of Mormon” in which the singer goes through a list of Mormon beliefs, which increasingly sound more outlandish as he goes on (such as, “In 1978, God changed his mind about Black people.”)...
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Authors
The writers behind this newsletter.
Founder of Shields Strategic Consulting. Host of Next in Marketing podcast https://t.co/JXgrW9qmZ0 Former @BusinessInsider, @WSJ, @Digiday, @Adweek
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