Tag Archives: audio

Westwood One’s Pierre Bouvard on Making Good Audio Impressions

advertising, business, Episodes, marketing, , , , , , , , , , , , , , , , , , , , , , , , ,

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Pierre Bouvard has some words of wisdom for media buyers out there…if you’re not buying audio (yes, all audio), you’re leaving reach and engagement on the table. As Chief Insights Officer at Cumulus Media/Westwood One, Pierre has seen the proof and has busted the myths surrounding audio advertising—and particularly the misconceptions about AM/FM radio.

“Radio is perceived as much smaller than it really is. But the data tells us that ad-supported AM-FM streaming is actually bigger than ad-supported Pandora and Spotify combined. That blows people away.”

After stints at Coleman Insights and TiVo, he has become the audio industry’s most revered evangelist and research mind. Now leading Westwood One’s full-service advisory—the Audio Active Group—he provides advertisers with media planning recommendations, creative best practices, and measurement services.

This episode will certainly delight the research aficionados—and may just convince the audio skeptics. We also dig into:

  • What we mean when we say ‘audio.’ Pierre breaks down the composition of the entire audio universe.
  • Tactical scoop about media planning tactics and why an omnichannel approach works best.
  • What the heck is ‘eyes on glass’ and what does it tell us about the effectiveness of TV?
  • Pierre’s pragmatic POV on brand purpose reminds brands to go back to basics.
  • While he does a lot of work recommending media, he drops some facts on why creative trumps everything.
  • Why it’s time for advertisers to stop testing and start committing budgets to podcast advertising. (Learn about the “5% rule”!)

Plus, hear the story of how Pierre ‘broke the internet’ and E.B.’s voice impression of Bette Midler… Just sayin’.

This was a fun (and extremely informative) conversation. I hope this inspires you to learn more about the power of audio advertising.

Mentioned in this episode:

Dig into these findings on sonic branding

Check out the Audio Active blog from Westwood One

Learn more about Edison’s Share of Ear. 

Find Pierre on LinkedIn and on Twitter

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Hat tip to Annie Hunt for great show notes and social media support!
And, please support this free podcast Insider Interviews at buymeacoffee.com/mossappeal
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Linda Bethea Danone Cover Image

Danone’s Linda Bethea, The Conscious Consumer Marketer

advertising, business, diversity, Episodes, marketing, Uncategorized, , , , , , , , , , , , , , , , , , , ,

Podcast: Play in new window | Download (Duration: 34:46 — 48.2MB) | Embed

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Did you know there’s a lot more to Danone than Dannon? Do you know the definition of a B Corp? Oat or Soy… or a new low-sugar non-dairy milk?

Linda Bethea, Head of Marketing for Danone North America—a top 15 Food and Beverage company in the US—gives us the insider’s scoop on all of the above and how she markets all TWENTY of Danone’s brands. She is shaping the marketing strategy for some of the most loved CPG products in the country—from Danimals to Evian Water and (my personal favorite) Stok Coffee.

Since Danone is the country’s LARGEST B Corp (listen and learn!), we explore the role of brand purpose in marketing today. Something that runs deep at Danone, going back half a century when the CEO started the concept of a “Dual Project” where companies care about societal value as much as shareholder value.

Consumers want brands that take a stand and have a strong point of view. Building brands with purpose that positively impact the world is core to everything we do at Danone.

Linda has enjoyed an impressive marketing career across CPG categories, from potato chips to liquor, and now leads a massive team that’s moving the Danone name into the future. That means pushing the envelope on product development, navigating the ever-changing marketing landscape, and finding unique brand partnerships that align with the corporate mission… all while continuing to “delight” consumers.

Heads up, there will be a lot of (brand)name-dropping in this episode!

Linda and I get into:
  • How consumer tastes and trends drive innovation and marketing creativity
  • Linda’s path from soda to spirits to spirited field work that that supercharged her path to leadership and taught her how to negotiate and get things done
  • Cool ways Danone is raising the sustainability bar, like rescuing fruit and repurposing bottles into shoes…and how those efforts influenced her home life
  • Her definition of brand purpose and how proper marketing of it impacts consumer choice and company values
  • What’ my on my plate as an ova-lacto-pesce-vegetarian, and is the demand for plant-based foods today just a trend or…?
  • Why she’s bullish on audio when it comes to winning the consumer attention game (this will really resonate when you catch my NEXT podcast interview — with Pierre Bouvard, Head of Research for Cumulus Westwood One!)
  • How she earned the nickname of The Velvet Hammer…
  • And…what Linda reads and watches with her 13-year-old daughter that makes her a better parent.

She’s smart, and inspiring and mission-driven. Don’t miss this conversation with a conscientious consumer marketer and leader.

NOTE: If you’ll be at SXSW in March ’22, you can find her speaking with me more about the power of audio, thanks to Sounds Profitable. Ask me for deets. podcasts@mossappeal.com

Big scoop!

Read about the impact of dairy and what Danone is doing to reduce methane. And see their new campaign for Silk “NextMilk”, designed to inspire the next generation of milk drinkers, but made from plants and with 75% less sugar.

The #whosnext campaign features plant-based enthusiasts such as Brooklyn Beckham, Sailor Brinkley-Cook, and Myles O’Neal donning their best Silk ‘stache and inviting others to join them.

Watch the hit Super Bowl spot from Oikos

Listen to the Insider Interviews episode about Sustainable Brands, with founder KoAnn Skrzyniarz

Learn about B corp certification

Check out The Female Quotient — and get your OWN velvet hammer or mini microphone charm: https://www.thefemalequotient.com/

Social:
Connect with Linda on LinkedIn: https://www.linkedin.com/in/linda-bethea-12b7a1
Follow Danone: https://www.instagram.com/danonenorthamerica/

Follow Insider Interviews and E.B. Moss:

Twitter: @insiderintervws and @mossappeal 

IG: @insiderinterviews and @mossappeal  

FB:  InsiderInterviewsPodcast
and

PINTEREST because, yes, it’s a thing 

LinkedIn: https://linkedin.com/in/mossappeal  

And, you can support this podcast here:

support insider interviews - donation
Support Insider Interviews at www.buymeacoffee.com/mossappeal

Innovations in Leveraging Audio

advertising, business, Episodes, marketing, , , , , , , , , , , , , , , , ,

Podcast: Play in new window | Download (Duration: 36:12 — 49.7MB) | Embed

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Bart Roselli of Veritone One has seen the audio space grow exponentially in his over 15 years of media, marketing strategy, and account management experience. Now, as SVP Growth, he leverages his breadth of knowledge to enhance agency-media vendor relationships and help ensure client goals are set smartly for the space, and fulfilled across multiple channels of audio opportunities…including having an eye towards integrating Veritone AI technology to enhance performance.

After comparing notes on our common ground of NJ to CA lives, in Episode 41 Bart explains the evolution of audio ad tech to how audio is also bought, sold and marketed differently these days.

“It’s not a one size fits all media world anymore. It used to be radio, print, and tv. Then digital started to evolve and now you have different tracking elements as we’re moving towards a cookieless space. So marketing has evolved.”

Hear how to keep up with all the changes as Bart and I also discuss:
  • How audio marketing has completely evolved in via multi-touchpoints
  • Following the dollars via advances in digital tracking
  • From compliance to engineering, how the backend of Veritone’s digital infrastructure “takes a village”
  • The changes in how people consume media – including the impact of the pandemic on podcasts – and how brands need to fit into lives and attention spans differently
  • Embracing change (a la 37 with Joe Jackman) but why Bart says, “If you’re reading about it in the trades you’re behind”
  • Utilizing artificial intelligence and synthetic voice to super-serve clients (while avoiding “deep fakes!”)

  • Bart’s stance on the brand and demand continuum
  • Tapping data as the modern version of a crystal ball to navigate millions of shows to pick up and coming winners and properly message in the right podcasts
  • The difference between embedded and digital ad insertion – and use cases for each (You can take a deeper dive into ad sales from Bart on the Podcast Advertising Playbook episode with Heather Osgood.)
  • The reality of CPM pricing and measurement
And overall remembering:

“If you’re not thinking of channels – plural, you’re thinking of audio and your marketing incorrectly and you’re missing a big chunk of audience.”

And big news! You can watch the unedited version of this episode now as video on YouTube!
(Don’t judge my kitchen.)

From video version of Epi 41 Insider Interviews, available on YouTube

Resources Mentioned:

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