I’m Mike Nicholson, CEO at Six Sells and host of The Six Sells Podcast.
In this episode, I spoke with Bill Swanson - an experienced sales leader who’s worked across some of the biggest names in digital, video, and ad tech.
We talked about the rise of video, why contextual targeting is back in fashion, how to scale businesses sensibly, and why managing talent is never one-size-fits-all.
Video growth follows the eyeballs
“The money comes from brands, and the money follows eyeballs,” Bill said. Simple but true.
Audiences are consuming more video than ever:
- CTV and FAST channels are rising.
- Mobile and short-form keep exploding.
- Out-of-home and audio streaming now integrate video too.
Video is engaging, easier than text, and increasingly the battleground for attention. Brands want in – and that means publishers, platforms, and tech players need to get video right.
Why contextual is making a comeback
Early digital advertising was contextual by design: sports ads in sports pages, food ads in food sections. It worked.
Programmatic shifted the focus to the right person and forgot about the right context. That created brand safety nightmares – like CCTV attack footage showing up mid-sports article.
Bill’s take: contextual targeting is due a renaissance.
- It keeps ads relevant.
- It helps with brand safety.
- It simplifies overly complex targeting stacks.
Put simply: “If you’re reading about golf, a golf ad works better than a banking ad.”
Measurement is still a mess
Another challenge is measurement. Broadcast TV has one system, digital another, CTV yet another. Brands want convergence, but we’re not there yet.
For Bill, the question isn’t “how do we line up the metrics?” but:
- Is the ad relevant?
- Is the experience positive?
- Is the brand in the right environment?
That’s what matters more than dashboard perfection.
Scaling businesses: no crystal balls, no straight lines
Bill has helped US companies expand into EMEA and seen plenty of growth journeys. His first question before taking on any role: show me the numbers.
Too many businesses pitch growth stories without revealing the reality underneath. Forecasts are rarely linear – they should be stepped, realistic, and resourced properly.
Private equity often demands hockey-stick growth, but Bill warns that setting those expectations too high is a recipe for disappointment.
Hiring and talent: pay fairly, manage differently
“Everyone turns up to get paid,” Bill said – but how you pay, hire, and manage makes the difference.
His approach:
- Exceed salary expectations if you can – goodwill before day one.
- Look beyond the CV – hunger, teamwork, and character can matter more than titles.
- Career growth and flexibility keep people motivated.
- Manage individuals differently – some need freedom, others structure. Bill uses the Eric Cantona example: Alex Ferguson let Cantona be himself, because that’s how you got the best out of him.
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