This week on The Media Odyssey Podcast, Evan Shapiro and Marion Ranchet reunite to tackle one of the hottest debates in advertising: Which ads actually work—and why? Joined by Dan Callahan, GVP of National Advertising Sales at Spectrum Reach, they dive deep into the evolving world of addressable advertising, the rise of zero-party data, and why transparency and performance now rule the media landscape. From the addressable table of elements, to the return of the bundle, and the future of targeting, this episode is a must-listen for folks looking to understand today's must-have strategy in ad sales.
Thank you Dan for joining the pod!
Dan Callahan: LinkedIn
Key Takeaways:
- Not all data is created equal:
Deterministic, "zero-party" data from providers like Spectrum Reach (collected directly from subscribers) is proving more accurate and valuable than probabilistic sources like IP addresses or outdated email data. - Addressable is how, not what:
Addressable advertising is evolving from a niche tactic to a foundational strategy, defined by how data and targeting are applied across both linear and streaming environments. To explore the Addressability Periodic Table, visit: https://eshap.substack.com/p/addressabletable - Collaboration beats competition:
Initiatives like Go Addressable, where rivals join forces to standardize and promote addressable advertising, highlight how cooperation is key to scaling and educating the market. - The return of the bundle:
As fragmentation and churn plague streaming, cable and MVPDs are regaining appeal by offering aggregated access, greater convenience, and robust data-backed advertising options.
Visit https://goaddressable.com/report/addressable-tv-advertisings-growing-role-in-the-upfronts/ for more info on their recent event, "Go Addressable."
Interested in sponsorship? https://forms.gle/2LCWfX2HBNT8mtpx8
Connect with us on Linkedin:
Evan Shapiro - https://www.linkedin.com/in/eshap-media-cartographer/
Marion Ranchet - https://www.linkedin.com/in/marionranchet/
Newsletters:
Marion Ranchet - https://marionranchet.substack.com/
Evan Shapiro - https://eshap.substack.com/
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