iHeartMedia pitches the "audio gap"

Image Source:- Gayle Troberman, CMO of iHeartMedia, and Conal Byrne, CEO of the iHeartMedia Digital Audio Group. Photo: Kerry Flynn/Axios

Audio huge iHeartMedia was in front of NewFronts week by holding an event on Wednesday in its office. It was an opportunity to pitch the media buyer (and Axios, the sole news outlet in the room) on the benefits of audio.

What is it: Digital audio platforms such as iHeartMedia’s Podcast network have been looking to increase their ad dollars since the competition between digital video and digital audio is growing.

Information: The basis of the pitch for 10 minutes at IHeartMedia’s AudioCon: Influencer Summit was CMO Gayle Troberman’s “favourite audio fact” that “31% of media time is spent listening … but 9% of media spend today is audio,” she claimed.

  • “If you do nothing else, begin to think about the gap. The gap is a chance. If you can be more proactive and discover consumers where they are engaged and paying attention, you can outmanoeuvre your rivals,” she said.
  • An audience of four creators followed the presentation. Then, two breakouts lasting 30 minutes. Axios attended one of them with Charlamagne the God along with Dollie S. Bishop, who is the president of creative and production for The Black Effect, and the other with Malcolm Gladwell.
  • Buyers’ concerns revolved around the best way to design successful campaigns, safety and understanding of the target audience.

They’re telling us: “This event was really about establishing a dialogue between the creators of the podcast and the marketers directly in response to the creators’ requests. I hope it leads to more effective advertisements,” Troberman told Axios as the evening’s cocktail hour started.

  • “Marketers are way underinvested in audio,” she stated on forthcoming NewFronts and Upfronts. “It’s got more attention, engagement, lower ad-skipping, and better authenticity. “

Source:- https://www.axios.com/pro/media-deals/2023/04/27/iheartmedia-audio-gap-pitch


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