Should Brands Care More about Sports, Creators, or Creators Who Care About Sports?

Canvas CEO Paul Woolmington on why everyone needs the NFL, and why brands need to weigh the value of running ads in live games vs. becoming part of the religion of sports fandom - with creators' help.

💡Takeaways:

• Sports Dominance & Cultural Anchor: Sports have become a dominant force in media, serving as a critical aspect of live content and a shared cultural experience that transcends demographics and connects communities. 🏈
• Rise of the Creator Economy: The upfronts are increasingly focused on the creator economy, highlighting the significance of authentic voices and emergent stars on platforms like YouTube, which is a top viewing platform across all video. 🌟
• The "Anthropologist in Media": The current media landscape is at a fascinating "inflection point" with the maturation of new platforms and the pivots of incumbent players, making it an interesting time for media "anthropologists" to study evolving trends. 🧐
• Shift to Outcome-Based Planning: There's a strong industry shift towards outcome-based planning and focusing on outcomes across the entire marketing funnel, moving beyond just bottom-of-the-funnel metrics. 🎯
• Importance of the "Data Storyteller": A new and vital discipline is emerging: the "data storyteller," who can connect disparate data points, explain complex algorithms to C-suite executives, and facilitate holistic integration across various media disciplines. 📊

🎙 Guest: Paul Woolmington

🎤 Host: Mike Shields

📺 Sponsor: Rembrand

🎬 Producer: FEL Creative