Peter Hammer is in fact The Marketing Scientist. In a genius move while working at the Ehrenberg-Bass Institute for Marketing Science he claimed the domin and now he consults brands across the globe. In this episode of 'That's What I Call Marketing,' host Conor Byrne meets Peter Hammer and they delve into the evolving landscape of video content and advertising, sharing insights from Peter's experience with prominent brands like Paramount, Sony, and Discovery. From analysing the significant changes in video consumption over the past five years to stressing the importance of evidence-based decision-making, Peter's knowledge offers a comprehensive view of the media industry. He also discusses the critical role of effective sponsorships and how independent measurement can build trust between media owners and brands. Tune in to understand the complexities and opportunities within today's media landscape, supported by robust research. Don't miss out on Peter & Conor's valuable advice for marketers looking to navigate this dynamic field. 00:45 The Evolution of Video and Clientele 03:08 Transition to Client-Side Roles 07:14 Global Market Dynamics 13:26 Importance of Media and Commercial Strategy 16:43 The Science of Sponsorship 22:39 Introduction to the Total Video Report 23:03 Origins and Evolution of the Total Video Project 25:47 Understanding Viewing Patterns Across Age Groups 29:03 Changes in Content Consumption and Market Dynamics 30:50 The Importance of Live and Non-Scripted Content 37:49 Challenges and Learnings in Media Research 41:02 The Role of Marketers in Media Measurement Connect with host Conor Byrne on LinkedIn https://www.linkedin.com/in/conorbyrne/ Thanks to today's show sponsor Diplomat, the global brand agency  Get in touch email  Instagram X YoutubeListen to all episodes here  Hosted on Acast. See acast.com/privacy for more information.