Podcast: Jack Myers and Ed Erhardt on Data, Diversity and More

This wideranging discussion delved into everything from how data is changing the way brands build consumer relationships to how quotdata poetsquot are more important than quotdata scientistsquotamp160 This topline transcript was edited for clarity as a preview of the full conversationamp160 For all their insights fromamp160Myers39 and Erhardt39s takes on brand purpose to how legalized gambling could impact the industry amp160as well as their banter hey they areamp160both sports fans amp160listen here or anywhere you download your favorite podcasts amp160Spotifyamp160iHeartRadioamp160GooglePodcastsamp160Appleamp160Stitcher andamp160TuneIn Jack Myersamp160 Ed your background from print publishing and ad sales into televisionamp160led to a really innovative approach to generating ad revenue seeing it in a broader context of marketing beyond just the quantitative Nielsenamp160ratings but partnerships and collaboration amp8211 which is so prominent in sportsamp160 Where are your greatest disappointments in terms of your own personal career andamp160more importantly in terms of the industryEd Erhardtamp160 It39s always nice to start with a question about your greatest disappointment amp160Whether I was involved in the ad business or politics and government when I worked in Washington or clearly with ESPN and Disney they are all industries of persuasion and can have a very positive impact on culture on society and on peopleamp160 So having those platforms to work with you always wonder quotCould I have had a bigger impact on things in a positive way than what I didquotamp160 The advertisingamp160business is still to this dayamp160struggling to a degree with diversity and multiculturalism relative to how brands market and provide valueMyersamp160 You grew up I would think as a New York Giants fan since your dad Ron won two Super Bowls with the Giants as an offensive coach with Bill Parcellsamp160 So who are your teams that you can root for now in your postESPN eraErhardtamp160 When you grow up as a coach39s son you care a lot about Saturdays Sundays and Mondays because those are the days that you either win or lose and it isn39t really pleasure it39s businessamp160 My dad won a heck of a lot more than he lostamp160 However those days were always better when he wonamp160 Three months after he retired from the NFL I get this job at ESPN and what do I have to care about but Saturdays Sundays and Mondays although then the team I got was called Nielsen in the respect of that number I generally rooted foramp160Myersamp160 So much of our industry has gone to decisions being made by the keepers of the data on the Nielsen side or ComScore and buyers and sellers are coming together over a negotiationamp160 It seems to me that we39ve been moving away from the value of brand equity true differentiation built on cultural relevance the affinity of audiences and the kind of passions you have in sportsamp160 My sense is that it39s been going in the other directionamp160 Do you agreeErhardtamp160 Mostly except I think this is a time when there39s an opportunity for a renaissance in brands and they39re going to matter more than ever because there39s little room for multiple algorithms if they don39t matter to you in today39s consumer39s mindsetamp160 But in the end what is a brandamp160 It39s a relationship and it allows you to charge a premium on all sides of the coin whether that brand is from Procter and Gamble on the high end of a men39s grooming product or something from General Motors or a media companyamp160 I think that notion of brand relationship conversation and most importantly dignity and value provides an opportunity now to resetamp160 It39s excitingMyersamp160 If you take that opportunity you have to change the data sources from a currency that measures impressions and cost of impressions with procurement being the operative word in driving cost efficiencyamp160 So is it realistic to think the industry can shift to value resultsErhardtamp160 I think you39ll see a beginning attempt at that this year actually in the Upfrontamp160 but I think the media that get in front of outcomes and are willing to hang it out there will be rewardedamp160 And I think to a large degree the Facebooks and the Googles and the Amazons when they did Upfronts which were generally done in Cannes in June after the traditional folks did theirs in May most of what they did was about outcomesamp160 That39s why they shifted so much money their wayListen to the full conversation as Myers and Erhardt weigh in onWhat are as Erhardt calls them quotdata poetsquot and why do media companies need to recruit and nurture more of them versus just those thatamp160crunch informationHow those quotpoetsquot will begin to influence messaging and utilize the troves of data to have conversations with consumersErhardt39s advice for young professionals trying to break into media amp8211 and what specifically makes a great business athleteShould we can we disrupt the reach frequency curves that date back to the 1950samp160 Hint quotWhy can39t there be one pod available to find out whether addressability works or notquot Erhardt asksAnd finally who doesamp160Erhardt root for now in his postESPN seasonClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Podcast: Jack Myers and Ed Erhardt on Data, Diversity and More

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Podcast: Jack Myers and Ed Erhardt on Data, Diversity and More

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