Why marketers are wasting their media budgets - Evan Shapiro

The media landscape has changed faster than most marketing plans have. Evan Shapiro, known as the Media Cartographer for his widely used maps of the media ecosystem, joins Uncensored CMO to explain where attention is really going, which channels marketers are overvaluing, and where the best opportunities may now lie.

They assess the relative value of TV, YouTube, podcasts, TikTok, Instagram, LinkedIn and creators, asking a deceptively simple question: are marketers spending in line with how people actually consume media?

Evan also explores the shift of power towards consumers, why employee-generated content could become a major force, and where job losses are likely to hit the media industry next. They discuss the rise of founder-led media, the opaque problem of ad fraud, and what Evan has learned from building his own podcast.

Timestamps

00:00 - Start

00:42 - Intro to Evan Shapiro

01:43 - Evan’s path into media

03:38 - How to entertain people with keynote speeches

06:37 - The biggest changes in the media universe: the shift to the consumer

10:44 - Where is attention being placed in 2026?

14:20 - The data on attention

17:22 - Overvalued vs Undervalued media