Why fandom is the new premium in advertising

The full 32-slide keynote I delivered at the egta CEO Summit last week.

Fans are the most under-priced asset in ad-funded media right now. If you're selling audiences to advertisers and not fans, you're leaving money on the table.

Last week in Vienna, I gave a keynote during egta's CEO Summit making exactly that case to Europe's top ad sales executives.

The data is pretty stark:

→ Fans spend 27% more on subscriptions than non-fans.

→ They give 16% more time per day to entertainment.

→ 49% sustain engagement for life.

→ 79% of UK podcast listeners recall an ad from the past week

→ 4 in 5 will consider a brand promoted by their favourite host.

And yet most ad sales houses are still organised around formats and channels, packaging reach instead of signal quality, host trust and community data.

The keynote walks through what needs to change fast in our organisations, why fandom matters, what is happening right now (no we’re not standing still) and what is expected of us next.

Here’s the link to access the keynote: