In this episode of [radically candid], Matt Wilson, Vice President of Digital at SilverBack Advertising, discusses his non-linear career path and the power of listening to your market with Tim Rowe.

Who's This Conversation For?

This conversation is for anyone looking to redefine their career path or stand out in a crowded marketplace...of any sort - whether its as a career, as an agency, or within the programmatic or streaming media space. 🚀

What You'll Learn By Listening

1) Why Audience Matters More Than Your Ego

Matt’s first radio show originally covered both baseball and NASCAR. But when he and his co-host realized the audience only wanted to hear about NASCAR, they pivoted to an all-NASCAR format.

And the payoff?

By putting the audience first, the show was picked up by an ESPN affiliate station. Proof that true success comes from listening to your audience.

2) How to Design Your Dream Job (even when it doesn’t exist…yet)

Don’t wait for the opportunity, create it.

Matt shares his story of inventing roles for himself that didn't exist yet, the importance of working hard to build a reputation, and why "everyone is in sales"- especially when you are the product.

💡Key Career Takeaway: Show your strengths, be enthusiastic about the work you want, and back it with hard work (“just get it done mentality”).

3) No one-size-fits-all strategy

Every client is unique. Different goals, different problems, different definitions of success.

The right approach isn't, "Here's our playbook."

It's, "Let's talk about your goals and how to achieve them."

4) Streaming TV is powerful, but education & proof matter most

Matt explains that the key is to educate clients and prove value from the start. SilverBack Advertising's highest-performing campaigns use tools like retargeting and smart identity solutions to provide undeniable proof that the ads are working on a smaller scale.

The job to be done is creating "investment confidence," and that comes from education.

See also: #3 No one-size-fits-all strategy, be consultative and prescriptive.

5) Being “Seen” vs “Effective”

Seeing is believing, but this game is about dollars and cents.

"Why haven't I seen my own ad?" is the most common question Matt hears when talking about Streaming TV advertising.

And the answer?

You are not your target audience.

So if you don't see your own hyper-targeted streaming ad...that might be a good thing. It means your system is working and is optimizing for impact (vs vanity metrics).

Ready to get all of the lessons?

Listen to the Full Episode Now!

The trend lines show that AI is only getting smarter and more complex, so how do you ride the wave without getting crushed by it?

We are given three options:

• Be in denial
• Run for the hills when change occurs
• See it on the horizon and plan ahead

In this episode of [radically candid], Whitfield Athey, Chief Operations Officer at [cognition], discusses these changes and how to plan for the disruptions AI will cause in the next 2-3 years with Tim Rowe.

Who's This Conversation For

This is an important conversation that businesses (and families alike) should be having and taking into account during decision-making. AI has become the sharpest knife in the drawer and is evolving both entry-level and senior positions in a business. Given the magnitude of complexity this technology will have, it's more important now than ever to understand it quickly and get ahead.

Why?

The way you can get ahead with your team is by accepting that "the only constant is change" and putting a focus on how you can help your clients successfully navigate it themselves.

Want to connect with Whitfield? Find him on LinkedIn (https://www.linkedin.com/in/whitfieldathey/).

🎧 Episode Highlights

This week on [radically candid], Tim Rowe sits down with [cognition]'s Chief Revenue Officer, Amber Daniel, to break down the massive shifts rocking the advertising world—from the streaming takeover to the rise of AI search.

⏱️ Quick Takeaways:

• Streaming Drives Search: Did you know? As much as 30% of all website traffic originates from someone seeing a Streaming TV ad.
• AI is Changing Search: According the Pew Research Center, 26% of all searches end after being presented an AI summary.
• Creative is the New Targeting: In a world of data, an emotional connection is what wins. Pro-Tip: Dynamic, personalized creative that resonates is more powerful than targeting alone 💡

Want to connect with Amber? Find her on LinkedIn (www.linkedin.com/in/amberdaniel/) or email her at amber@cognitionads.com.