Author Archives: Matt Collins

The Pre-Made Podcast, Episode 3: Filmmaker Helps The Video Game Industry Find Its Voice

The video game business yields billions of dollars annually, but generally it has lacked the mainstream acceptance and respect that film, television, and theater command. Entrepreneur and filmmaker Jeremy Snead is out to change that. He has directed and produced both an original documentary and television series that reveal how video games have shaped American […]

The Pre-Made Podcast, Episode 2: Meet The Man Who Rescued 400 People Following Hurricane Katrina

Following the 14th anniversary of Hurricane Katrina, and as we anxiously watch Hurricane Dorian looming off the southeastern coast of the United States, I speak to Kenny Bellau, who has an inspiring story to share. That’s because he rescued over 400 people in New Orleans in the chaotic aftermath of Katrina. It’s a portrait in […]

The Pre-Made Podcast, Episode 1: An Innovator and Survivor Helps Teens Tame Anxiety

I’m changing things up a bit. Instead of just writing about marketing and the technologies that enable it, I’m occasionally going to host interviews. It’s a podcast I’m calling “Pre-Made” because these people aren’t “made” just yet, though they’re doing the sorts of extraordinary things that warrant our attention. In my first-ever interview, I speak […]

How to Use Audience Data Like Today’s Masters of TV Advertising

It’s a lot more complicated to be a marketer today than it was 25 years ago. Not surprisingly, I occasionally encounter marketers who feel dizzy at times by the overwhelming amount of tactical choices they have available. My reminder to them goes something like this: sometimes, the best way to cope with complexity is simply […]

My Interview with Radha Subramanyam, Chief Analytics and Research Officer of CBS

In the earlier stages of my career, I like to tell people that I literally played games for a living. That was just one of my responsibilities as a marketer in the video game industry, though. I also budgeted for and planned TV advertising campaigns. On more than one occasion, I remember asking my media […]

In-House Or Agency?

When it comes to whether a brand should hire an agency or bring the work in-house, ask yourself this: is the activity in question revenue generating?

The Future of TV Ad Planning: Audience or Index-Based?

For decades, advertisers have relied on an index-based approach to determine audience concentration. This way, they can size up who’s consuming what content and figure out if it makes sense to advertise there. No one uses this method more than TV advertising planners. An index worked pretty effectively when we had fewer choices of what […]