The Media Leader Podcast
Is there a more important relationship in our industry than that between the CMO and the CFO?
Given the macroeconomic environment – war, inflation, AI threatening to upend entire industries – how are the the interests of financial leaders changing as they relate to marketing?
Nimmi Shah is a consultant finance director for the media, marketing and PR industries and has worked with major agency groups.
Sameer Modha is the outcome measurement innovation lead at ITV, and one of the individuals spearheading the broadcasters’ in-development outcome measurement solution, Lantern.
The duo join host Jack Benjamin to discuss how financial pressures are having downstream effects on media investment, why outcomes-driven measurement has emerged as the way forward in the boardroom, and how AI is creating new opportunities and conundrums for marketers.
Is media still being spent on eyeballs? Or is it being spent on, as Modha puts it, “a receipt that says I got something that I can take to the CFO, which will continue to justify my budget”.
Listen now by hitting the play button or use the appropriate entry point into Spotify, Apple or Google Podcasts:
Thanks to our production partners, Trisonic, for editing this episode. Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audience.
Highlights
1:34: How CFOs are navigating volatile macro pressures, and where the CMO fits
9:24: The move to outcomes measurement as a “recepit”, and how it’s benefitted tech platforms
23:58: Lantern, making TV show up in the nearer term, and the power of platform models
36:37: Are platforms marking their own outcomes homework? How auctions work, and why “the machine knows better than you”.
46:48: Implications of the AI cost push: Is AI generating value? Will OpenAI compete with Google?
1:05:19: What happens if finance and media decisions become automated?
Related articles
How Lantern will bring outcome measurement to TV — with Sameer Modha and Matt Hill
How to make marketing indispensable to the CFO? Focus on incrementality
Marketers must take an ‘investor mindset’ to bridge the CEO-CMO gap, McKinsey advises
Ian Whittaker: How brands can truly ensure their CEO, CFO and CMO work together
Latest episodes
Can retail media be a brand channel? With Tesco’s Tash Whitmey
What next after the social media addiction trial? With ScrollAware’s Jess Butcher
What does it mean to create ‘thumb-stopping’ content? With LadBible’s LA Ronayne
