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.
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.)
You can also reach out to be considered for an episode — or suggest questions or a guest — or to have your own bespoke podcast series produced and/or hosted by E.B. Moss. Email us at email@example.com.
A milestone! It’s Episode 40 of Insider Interviews! And for that, who better to interview than Cadillac’s Global Chief Marketing Officer, Melissa Grady Dias, who is, herself, marketing a milestone: the launch of what will be the first all electric line of luxury brand vehicles (EVs), starting with the Lyriq!
This episode was recorded in September, and since then the new Lyriq has sold out of pre-sale reservations. So how did it get so popular? Why is Cadillac “the maverick” of the GM brands, and how does its marketing deliver on its corporate parent’s promise to be the most inclusive company in the world?
For the past two years, Melissa Grady Dias has held the key. She is a marketer’s marketer, a master of math and of insight-driven creative. With a heart. That “brand and demand” combo (as I’ll write more about in The Continuum) is what’s helped infuse those corporate cause-oriented values into everything from gaming tie-ins to 6-second ads, to experiential marketing with Michelin-rated chefs. To hear Melissa be moved by the definition of equity and inclusion is to understand what “drives” (sorry) much of the brand messaging, but messaging that is always backed by data.
As she explains:
“I try to understand how and where my audience is consuming media, and how they’re entertaining themselves. Then I try to be in those places, but to do it in a different way, so that it really breaks through.”
While always in pursuit of an advertising career, (“I used to watch Who’s the Boss and I loved Angela and I wanted to be like her,” she confesses) Melissa almost took a wrong turn. But discovering Database, Direct, and e-Commerce studies in a Masters program led her to expertise in performance marketing and technology. Her passion for good creative added the rest of the fuel.
After discussing how she “followed her career north star to OnStar” we took some deep dives into how she is marketing the 125-year old brand, including:
What it means to “show up differently” and how the Cadillac marketing team approaches the funnel differently, too (hint: upside down!)
With GM looking to go all EV and towards a 0, 0, 0 world (zero emissions, zero crashes, and zero congestion) how Cadillac, historically an innovator brand, is at the forefront of that effort:
Just why Cadillac overall — from the Escalade to the XT6 — is like the maverick of GM brands, while still infused with corporate cause-oriented values.
“Cadillac is also a bit of a maverick and we’ve always stood for those people who really have big dreams and bold ambitions, but really they’re the change-makers.”
Melissa’s reaction to CEO Mary Barra’s statement on making GM one of the most inclusive companies in the world, and how they’re doing that — on social, in a campaign or in how they’re spending money;
“Equity is treating everyone the same and fairly. So if there’s a dance everyone’s invited to the dance. Inclusion is being asked to dance.”
“When Regina King heard the brand manifesto, she could relate it to her story. And …it inspires me to be a better person, too. That’s how the “Never Stop Arriving” campaign was born: it’s about hitting a moment, celebrating yourself and then thinking ‘Now, how do I keep making the world better? How am I going to keep moving forward?’”
How they identify prospects and find them, starting with addressable and digital then filling in as they go up the funnel, right to tentpole events like their Oscars™ or PGA sponsorships;
Melissa’s perspective on audience demographics “I’m never saying, ‘where are the 25-54 year olds with a certain income’” and feelings about linear TV to podcasts…even their innovative use of gaming and AR and VR as part of the sales process;
(Note – Take a look at Cadillac Live for a unique view of how vehicles can be experienced in our showroom and supply-chain challenged times! And fun fact: More test drives happen on YouTube than in a car dealership! So hear how Cadillac Live deployed a takeover with a “first” on the video site!)
Hear how data is handled and respected and leveraged;
How experiential comes to life in unexpected ways, like finding inspiration in the Lyriq grill for food recipes!;
How future CMOs can follow a similar path to success? Melissa shares a three-point plan of action which, of course, starts with follow your passion.
Finally, hear why my heart was pounding – as with most people who experience Super Cruise for the first time – but in my case just from watching their effective long-form celebrity videos about the hands-free driving option! Melissa has described this as the “let go” moment.
As voiced by Tiffany Haddish in the video, “Sometimes you gotta grab the wheel and sometimes you just have to let it go.” It’s trust that you’ll get where you need to be. Melissa, who makes it a point to meditate daily, thinks her personal mantra – ‘I’m exactly where I’m supposed to be’ – “ties into that idea pretty well.”
Easter Egg Moment: Insider Interviews aims to give you the “insider scoop” on media, marketing and advertising, along with the personal side of execs. And you’ll catch a very human moment around 20 minutes in…. But do enjoy all 40 minutes of this informative and jam packed conversation!
If you found this helpful, feel free to help support ANOTHER 40 episodes of Insider Interviews and add to my virtual tip jar to “buy me a coffee“: https://buymeacoffee.com/mossappeal
And please support us with a review wherever you listen, share this episode. Or allow me to help you get started with a podcast or content marketing strategy: firstname.lastname@example.org.
Connect with E.B. Moss and Insider Interviews at Moss Appeal and on:
Bryan Barletta of Sounds Profitable is known for being a guy that explains complicated podcasting ad-tech in a helpful, generous way. Ryan Rose of JoneKiri is an up-and-comer in the industry who has already made a mark by helping talent communicate across multiple platforms. Both started in podcasting. Both quit their day-jobs in podcasting mid-pandemic (!) to launch their own businesses. And both are succeeding wildly.
In this conversation they discuss with host E.B. Moss everything from how advertisers can go beyond traditional podcast ad exposure and pricing, to the implications of a “cookie-less world” to the better mousetrap of content marketing cross screen*. These are smart young turks who share a lot of wisdom.
How Bryan went from McDonalds to History Major to a major force in the developer space before landing in podcasting…and starting Sounds Profitable
Why this quote from his recent newsletter post sums up Bryan’s mission…and value:
When buyers have a hard time translating tools, metrics, and services between advertising channels we get friction, and friction prohibits more buyers from choosing podcast advertising as a viable channel. But that friction can be soothed with education.
How slowing down to focus on that education in the business can help speed up revenue
The imperative for diverse podcasters and the effort to support them by, e.g., former Insider Interviews guest, Juleyka Lantigua-Williams
Our “surprise mystery guest”, Ryan Rose makes his entrance and explains the what (and pronunciation!) of JoneKiri (hint: discipline and passion…)
The opportunity for talent to help offer presence across podcasting + + +…all screens!
Why a “cookie-less world” is not such a bad thing…especially in the podcasting world. (Guess who answered THAT one?!)
Why Bryan thinks Ryan “fits into a category of people that I think are going to be the next and hottest things in the next two years in podcasting” and why Ryan thinks beyond the pre- or mid-roll, and in fact staked his current career on it
The world beyond the CPM or CPA
Why they think I’m great. (Kind of love that.)
There’s a lot more. These are smart guys. You’ll want to listen. Again. And maybe again.
You can find Bryan on Twitter and https://soundsprofitable.com/
If you found THESE tips valuable from Bryan and Ryan, I don’t mind if you virtually tip ME, and “buy me a coffee“! ( https://www.buymeacoffee.com/mossappeal ).
Please let me know if you have a topic or suggestion for a future episode on the business of media, marketing and advertising — or need help creating or marketing your own B2B podcast! *Stay tuned for big news — or ping me — about an upcoming conference I’m coordinating on the intersection of podcasting and all OTHER content screens! Podcasts@mossappeal.com
KoAnn Skrzyniarz has been making a strong case for building Sustainable Brands in global conversations with some of the world’s biggest advertisers. It’s all about the business value of environmental and social purpose. And the data is on her side.
In time for Earth Month, or any time, in Epi 28 KoAnn (frequently known by just her first name) shares not just the “whys”, but some recent “hows”: how sustainability has moved the needle for leading brands and how to be resilient in a “VUCA” world. A what?
Listen; she’ll explain, and we also discuss:
The impetus for creating Sustainable Brands – and if its mission has changed more than 15 years later?
What kind of changes has she seen in the brand and media marketplace in terms of embracing brand purpose
“Twenty years ago it was not recognized that companies that understood how to innovate for environmental and social benefit were going to be the companies that survived and thrived in the 21st century.”
Is Corporate Social Responsibility (CSR) a good description? (Hint: KoAnn explains why it’s more a “business opportunity” and why the ANA [Association of National Advertisers] uses he notion of ‘good growth’. )
How companies should integrate their brand marketers and strategists, the product and service positioning teams AND the sustainability/procurement/diversity teams
Is our current focus on brand purpose just another trend? How does it compare to the green rush of the 2007 timeframe or rallying around Hurricane Katrina? Have companies evolved in their mission-driven work?
The data supportive of sales driven by environmental and social value propositions; What kinds of brand transformation are happening — and at which companies?
How have companies like Clorox and P&G navigated the road to sustainability? And what is a Brand Transformation Roadmap?
How has Sustainable Brands itself pivoted during the pandemic to salvage — and even grow — their world-class conferences in a VUCA world! (There it is again!)
In interviewing the Radio Ad Bureau’s CEO, Erica Farber, my worlds collided: it’s a podcast, but about radio, the medium I grew up in and started my career in. Certainly radio IS about community, but it was still surprising to discover zero degrees of separation with Erica and two important people from my past: my dad and my first female boss, Joan Gerberding as well as a recent Insider Interviews guest and radio aficionado, Carl Fremont!
Erica and I took the conversation from the evolution of radio to the present, to how it’s defined today – audio? is digital radio still radio? – to its challenges, success stories, and current career opportunities.
What is radio today?
It’s broadcasting, but Radio is also available on any platform: If you want to hear it on your smart speaker…If you’re sitting in front of your computer or in your automobile. It’s multi-platform and available in any form and full of diverse content. It is a companion. It is a trusted source of information, news and entertainment. It’s available 24 seven. And there’s no cost to access it.
The ways everything is audio-focused today – with sound and voice;
The power of personalities;
Why Theater of the Mind is still key to listener engagement/conversion;
How radio served — and recovered from — the Pandemic;
I’ve never been so proud to say I work in radio as I have since March 2020. No one knew what to do…But radio rose to the occasion and stations did what they do best: they put their arms around their communities, consoled listeners and brought some humor and information. …They said to businesses that were open, ‘let us help you communicate to the market your protocols’. How can we raise money to feed or clothe people, to help people keep their homes? We have example after example of retailers who said that if it wasn’t for local radio they would have lost their business.
The role of the RAB as a nonprofit trade association;
Overcoming the digital divide and big brand success stories; (Reference: P&G and Radio)