Author Archives: Matt Collins

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 […]

[Webinar] How Legacy Brands Can Compete in a Direct-To-Consumer Economy – My Conversation With LUMA Partners CEO Terry Kawaja

Last week, I hosted an ANA webinar with LUMA Partners CEO and Founder Terry Kawaja to talk about the rise of the direct brand economy and what traditional advertisers can do to compete. Many of you may know LUMA Partners for its LUMAscapes visualizations of various ecosystems – here’s the one they created for ad […]

How Direct-to-Consumer Brands Succeed — and Why It’s Not Too Late for Incumbents [paywall]

A few years ago, I started noticing several former colleagues taking jobs at direct-to-consumer (D2C) brands, including pet food provider Ollie and Bombfell, a seller of men’s clothing. At first, I thought of these companies as experiments in a new business model, one that bypassed traditional retail and forged relationships directly with the end consumer. […]

Audience-Based Planning: Advanced TV’s Most Critical Component Explained

Like so many other innovations that have come before it, advanced TV has become a crowded, noisy field. It can mean very different things, depending on who you ask. There is one aspect of advanced TV that is consistent, however: using richer data than a blunt age-gender demographic to define and plan to reach an […]

[Published in MKTGInsights]: The New CMO Data Mandate

Having a data strategy is as important to the modern enterprise as a product road map and a sales plan. In this article in MKTGInsights, I explain why marketing’s shift from “Madmen” to “Mathmen” mandates a proactive approach to acquiring, synthesizing, reporting, monetizing and protecting customer data. To read the full article, click here.