YouSaid · the spoken record

Kristin Lemkau

lines on the record: 76
first: 2025-09-15
most recent: 2025-09-15
sittings or episodes: 1
sources: podcast

Every line below is reproduced as it was said and linked to the record it came from. Nothing here is summarised or generated. Directory · Search · Corrections

“Yes, it is a threat, or it's how do you compare that to someone that is watching a more traditional Experience and they have their other phone in front of them. And so they're passively. That suggests, so that so, in one way, you're actually legitimately measuring did someone skip or not, if you think about it, versus if your, if you're like my mother's phrase, I live my TV on for company. That's also a whole other thing that I don't think we talked about.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“For sure. Yeah. Well, that's, I mean, that is a real mess. The sort of like, how do you measure an impression and like the sort of, to me, I mean, maybe we should get into this for a second, but like, how do you think of a platform where Everybody can skip the ad, instantaneously and have been trained by the platform to skip the ad. So like with all these swipable platforms, there's no like ad that you hit that you can't swipe away from. Does that pose even some kind of threat to you? It's wild. And what you see is then on those platforms what you get is just a preponderance of ads for things that you can really tightly measure how much you spend versus how much you make. And so it's a very sort of home shopping network kind of experience.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“Because they're not exactly all the same, but there is some companies use certain analytic modeling that is also favorable for certain channels. So it's not as simple as it seems in terms of how you can really. Put money in the calculate, put it in like it's a calculator, and wow, this is what happens. That's not how it works because they're all not the same. Some are brand new. Like TikTok is relatively new versus some of these other partners you're talking about. And so they're all not exactly the same. Every impression is the same, I guess, is the way to think of it. And they're all not measured the same.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“I think it's just a different, like, so that's what I mean by engagement model. So the model is different in terms of how we are able to buy things from different partners. Just like it's different when you buy something at Walmart versus somewhere else. And so that's why I'm saying the engagement model is different. And so biddable spaces are different. There's so much more dynamic activity that's happening on digitally native platforms versus some of the other ones, although they are starting to converge with the rise of CTV. So you are seeing these worlds more blurred. But that doesn't mean the commercial models have converged. models and measurement for each of these are different. So there's a little bit of on how you are making all of those things work together.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“You, the advertising industry, I would assume it's worth more to you to advertise on TV than it is to advertise on YouTube per 15 seconds spot. I know that because you pay more for it. Why is it worth more to be on TV? Do you think that the people in television are just better at selling you stuff? They work with you more. It's not an auction.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“Yeah, potentially. So it's, and you're leveraging your position to be able to then create an special integration for the brand that you're representing. That's one way to do it. That's a different pricing mechanism. Then I go into a creator platform, which is, you know, like for us, we have influential and I want to find someone that is very into someone like you.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“So let's say I want to do something on one of those major cable networks. I might go in because I'm going through the media partner that represents those assets that are on that cable network. And I'm going to do a media deal that also enables me to have access to one of their stars.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“I think this is where you get into the definition of, first of all, the way in. Did I find you on a creator platform or did I find you because I went through and did a deal with one of these previously known as broadcast networks or whatever? So now the entry point is much more around a media. Approach versus I really want to find people that are in to Hank.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“So imagine that there are two ways to advertise to 15 second spot. And one of those ways lets you target people with a ton of specificity. There are relatively fewer ads per minute of content. It's newer. It's a Has really good analytics for you. And then another place, you have no idea whether the people are watching the ads, the targeting is really broad. You're often only able to meet, hit people over 65 years old. Your ad's going to be sandwiched between like five other ads. Which one of those would you think would have higher CPMs? Which one of those would you think I would be getting paid more as a creator on that platform?”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“That's the 25 people. To be able to say, like, okay, how do I do a better job with first time expectant moms? How do I become the brand of choice for first time expectant parents? And that's the way to think about it. And there's a lot of people that, and we think about ages and stages, are in similar spots to create like these big frameworks so then you can start using the power of all the data and technology that's in the market to be able to fine-tune those messages, to feel relevant to you.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“Well, you know, there are cohorts that exist. That then enable us to do this in a scaled manner. It's a very good question. That's where the magic of media and creative come together. So I can start to understand, okay, there's a group that's a sizable group. I'm not going to be weird. And I also no one can afford to go.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“This sounds extremely personalized. Like, you're going for me specifically. You're talking about my story and how you connect with Hank Green, which is wild. Of course, you're like, not. Theoretically, marketing to any individual, though with certain products, it feels like maybe you're aiming for a total of 25 people who make decisions, but whatever.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“In terms of distribution, when you think about where you and DLA speak, this is really about understanding how to make meaning around the machines. This is what has become very hard so that if you are constantly just trying to win that algorithm, that gets hard unless you really stand for something in the world of AI. So you need to actually sort of make them market for yourself before you're just trying to bid through terms to be able to beat the algorithm. It's very difficult to do that. So you have to really break through with real stories. But then you also have to be very smart about being in tune and picking up those signals to then say, okay, I see you. I see that you're interested in something and now I'm going to stay with you along that path to purchase or path to loyalty or whatever the job to be done is from the client.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“Because the job is really building out a capability versus just the wallpaper you see so that I can figure out how I know much more about you through data and I can magically surprise and delight Hank by understanding I think I can get Hank to do the one more thing, whether it's by a confectionery brand, book a trip to wherever, because I know a little bit about you because I'm picking up on the signals that you're putting out there. And then I'm able to create one, create a relationship with you, but two, get you to do the thing that I think will make you better, faster, stronger. That's how it works. In a previous, so 100 years ago, right, it was much more static, right? You had a story, you saw a thing, and most people did that thing. Now everyone is so distributed. You talk a lot about this.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“Yes. A couple things. First, I would say there's a bit of a reframe from advertising, like the Madmen days where you were in a room and you made a thing and then you watched ABC, NBC, or CBS and you saw this or you saw a bus like in New York it's great to go see like the out a home that was on a inside of a bus. And those are the only things we lived in a very static world.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“Yes. My God. So I have to say I don't understand advertising. And I know that you also don't all the way because what a mystery at all is to try and change people's behavior with messages that are paid for. But I want to explain something else that I have never understood and I really want to know. So you've told me about how overbooked flights work. So help me with this. I've been part of the advertising industry for 20 years now because I make stuff and then I sell ads on that stuff. It feels like magic, though, like how any of this works. I guess how does it work? Like what it are you doing?”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“Yes, well, I did. So American was great about this. They had us go work at an airport. So I worked in Miami, which then all of a sudden you're like, hi, Hank. I see you're a super whiz bang traveler and you're oversold. And I'm not going to get you on this flight. And then you're calling the people. You're like, do me a solid. I got to get them on the flight. So yeah, it was great. It's like, it was a reminder of customer service. Everything matters. Decisions you make in one place have a real impact on other people, even if they are invisible to you in the moment. It was a fantastic experience.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“What was great about that job also was read out of college, it was non revenue travel, so you could fly for free. In the places that were a low load factor. So if you could just basically pay for the taxes on it. So we would play Gate Roulette and we would pick places that we could all go to. And for the weekend, we went to like Des Moines, all kinds of weird places you wouldn't plan.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“I miss that people were traveling and planning to go from Dallas to Albuquerque to make the flight and they weren't going to risk it like you and I might risk it if we were going for a business meeting or whatever it is. And so then you get into that oversold situation and then you're the one that's figuring out how you were basically burning the profitability of this flight because you're prompting people to get off a plane for a planned trip, which is very different if you're getting off for a business trip, for example.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“Yes, so as a kid, I really didn't pick up some of those consumer triggers as we would today. I was assigned Dallas to Albuquerque. I didn't really think much about it, but that was also when it was the hot air balloon festival. I did not calibrate. And we had a gigantic oversold problem because everyone showed up because this is a big sojourn for many.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“Yeah, you'd get assigned different routes, so I'll give you two points here. The first was LaGuardia to Dallas. And so you assume a lot of business travel. Someone may like you or myself now. Okay, I'm on the 6 a.m. I'm maybe on the 7 a.m. or my meeting's running late, so I'll get on a later flight. So therefore, you get to make some assumptions on how many how much you can overbook this flight.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“It was at a time when it was really all human, which is interesting. We did have models. It was my first job after college. I went to SMU and I was a yield management analyst at American Airlines. And basically that job is how do you extract the most yield out of each flight? And the assumption is all seats are sold at the same price as well as you can only sell the number of seats that exist. But have you ever missed a flight? That's why there's this whole team called Yield Management. And so you essentially look at the patterns of a flight. So I was assigned to Dallas to Lagordia.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“Neil, I can't stop talking about it on decoder. So I also had Amy walk me through what a modern digital marketing company really does, how different kinds of ads operate in this ecosystem, and how she sees all this changing in the future. Also, one of the things I've noticed about Amy is that she very rarely uses the word influencer, so I got to pick her brain about that and the difference between an influencer and a creator, because I don't think that debate's dying anytime soon. Okay, Digitas CEO Amy Lanzy. Here we go. Amy Lanza, you are the CEO of Digitas. Welcome back to Decoder.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“Advertising is really a relic of the past. Today, marketing and advertising is increasingly digital and diversified, spread out across a lot of different channels and coming in all shapes and sizes. The ads you see are different from the ones I see, and the ways brands market themselves online can involve everything from brand deals with creators like me, big TV and movie promotion tie-ins, and then really analytic-driven algorithmic tech stuff that can feel almost impenetrable to the average person. And yet, as you'll hear Amy lay out, there's still a huge expensive draw for what you might call a collective shared experience, something that resonates with a lot of different people all at once. Like, say, a Super Bowl commercial that plays on TV, even if more people might watch it after the fact on YouTube. There's also the AI of it all, which really seems like it's on a collision course with both the creator economy and the entire economic structure of the open web. I know this because”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“My big online educational brand complexity. So one might think that I'm a marketing and advertising expert, but this stuff is really, really complicated, almost like they're trying to make it that way. And frankly, there's a whole lot of it I still don't understand. For a lot of us, I suspect the world of digital marketing is a bit of a mystery, so I was happy to have Amy really break down how some of this works and why her industry feels like it sits at the center of almost everything that happens on the internet today. On the surface, this all sounds pretty simple. You build a brand, you try to create a story around your brand so people associate ideas and loyalties and all sorts of other warm fuzzy feelings with the brand. And then you show them some ads to sell products or experiences or subscriptions or whatever it is you sell. But I know from my own experience that that is far from the whole story. And as you'll hear Amy say, that old school madman style of”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“Hello and welcome to Decoder. This is Hank Green, the co-founder of Complexley, where we make SciShow and Crash Corus and a bunch of other educational YouTube channels. I'm back in the Dakota guest host chair for another couple of episodes while Neil is out on paternal leave. Today, I'm talking with Digitas CEO Amy Lanzy, who runs a major marketing and ad agency. You might remember, Amy, Neil I interviewed her for Decoder live at an event in New York City almost a year ago, but Nehi, who runs what might be called the last website on Earth, has a very different perspective on the world of digital marketing than I do. So as a career YouTuber, I had a lot of questions for someone in a position like Amy's. I've been making videos on the internet for close to two decades now, and all the while I've relied on advertising for a healthy chunk of the revenue my channels take in. I also run an e-commerce site, good.store.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT