{"id":488,"date":"2023-11-10T14:12:16","date_gmt":"2023-11-10T08:42:16","guid":{"rendered":"https:\/\/www.paytunes.in\/blog\/?p=488"},"modified":"2023-11-10T14:12:16","modified_gmt":"2023-11-10T08:42:16","slug":"iheartmedia-and-pushkin-challenge-ad-spending-norms-are-marketers-out-of-sync-with-consumer-desires","status":"publish","type":"post","link":"https:\/\/www.paytunes.in\/blog\/iheartmedia-and-pushkin-challenge-ad-spending-norms-are-marketers-out-of-sync-with-consumer-desires\/","title":{"rendered":"iHeartMedia and Pushkin Challenge Ad Spending Norms: Are Marketers Out of Sync with Consumer Desires?"},"content":{"rendered":"

\"Audio<\/h2>\n

iHeartMedia, Pushkin Pitch for Audio Ad Dollars, By Suggesting Marketers Aren\u2019t Spending in Tune With Consumers<\/h2>\n

As Madison Avenue seems focused on flashy new technology, iHeartMedia is encouraging advertisers to return to the basics.<\/span><\/p>\n

Studies done by Morning Consult and Advertiser Perceptions on behalf of the audio media giant as well as the audio-media company Pushkin Media found a growing gap between what marketers believe their top consumer priorities are as well as the areas that consumers are following. In contrast, Madison Avenue seems to think people want to devour charcuterie or watch “Succession,” consumers are more inclined to U.S. travel and go to barbecues. The difference suggests that advertisers are trying to reach an audience that is interested in wealth and luxury while ignoring the wants of the majority of their potential customers.<\/span><\/p>\n

“We are seeing a lot of human bias creeping into marketing decisions,” says Gayle Troberman, who is chief marketing officer for iHeartMedia when she speaks to. Recent studies, she says, show a vast difference “between what American consumers post-Covid feel, believe, value and joy and what marketers post-Covid think is of value and are enjoying and prioritizing.”<\/span><\/p>\n

The study shows, for example, that marketers are captivated by NFTs and pickleball as sources of consumer interest; however, the results also suggest that a significant proportion of their likely customer base has yet to have the opportunity to hear about these types of things.<\/span><\/p>\n

The executives suggest that advertisers apply the research findings to their budgets for <\/span>audio ads<\/span><\/a> as a large number of people are continuing to tune in to terrestrial radio, as well as podcasts. “The average brand spends about 9% of their marketing budget on audio,” claims Troberman, and he adds that consumers consume 31% of their time listening to audio, whether when driving or by using mobile-connected headphones or speakers.<\/span><\/p>\n

The responses from the consumer were gathered via a poll through Morning Consult between August 8 to 10, 2023, from 2206 adults. The surveys were conducted online, and the responses were weighted to represent a representative sample of adult respondents according to gender, age and race, education achievement, location gender, age by gender, and race based on educational attainment. The entire survey results are based on an error margin of minus or plus two percentage points.<\/span><\/p>\n

Also Read:- <\/span>What exactly is Spotify Showcase, and what\u2019s its functionality?<\/span><\/a><\/p>\n

The responses of the marketer were gathered via a poll conducted by Advertiser Perceptions between August 14 and 21, 2023, among 200 marketers and agency contacts who are part of The Advertiser Perceptions Ad Pros Community and trusted third-party partners when required. “The “Ad Pros Community” represents the brands spending the most on marketing and advertising within the U.S.<\/span><\/p>\n

Marketing professionals can make use of audio to increase the impact of campaigns already scheduled for social and video, according to Conal Byrne, who is the CEO of the company’s digital audio division, during an interview. “You will gain reach in audio, and it will make your other campaigns in TV and social media perform better,” Byrne says.<\/span><\/p>\n

Furthermore, they argue that audio listeners have an emotional connection to the media they’ve chosen. “I can use the listeners for forty-five minutes uninterrupted. I’m telling them a story, and people aren’t letting go of the show,” says Malcolm Gladwell, a writer and author who is the co-founder of Pushkin Industries and hosts”Revisionist Histories,” the show’s podcast “Revisionist Historical.” “I believe this would be a more effective way to connect with someone rather than traditional media like commercials on TV.”<\/span><\/p>\n

Also Read:- <\/span>Why It\u2019s Crucial for Brands to Prioritize Digital Audio Advertising at this Moment<\/span><\/a><\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

iHeartMedia, Pushkin Pitch for Audio Ad Dollars, By Suggesting Marketers […]<\/p>\n","protected":false},"author":1,"featured_media":489,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17],"tags":[11,110,10],"ppma_author":[321],"class_list":["post-488","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-audio-ads","tag-audio-ads","tag-iheartmedia","tag-paytunes","author-user"],"yoast_head":"\niHeartMedia and Pushkin Challenge Ad Spending Norms: Are Marketers Out of Sync with Consumer Desires? - Blog - Paytunes<\/title>\n<meta name=\"description\" content=\"Discover how iHeartMedia and Pushkin Media are urging a return to consumer-centric ad strategies, pointing out a misalignment between marketers' priorities and what consumers truly value.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.paytunes.in\/blog\/iheartmedia-and-pushkin-challenge-ad-spending-norms-are-marketers-out-of-sync-with-consumer-desires\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"iHeartMedia and Pushkin Challenge Ad Spending Norms: Are Marketers Out of Sync with Consumer Desires? 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With over 8 years of experience specializing in Google Ads, Meta Ads, SEO, and web design, Nikhil plays a pivotal role in driving the digital marketing strategies that power Paytunes\u2019 growth in the audio advertising space.<\/span>\r\n\r\n<span style=\"font-weight: 400\">He has played a key role in driving Paytunes\u2019 digital marketing initiatives, including the development of a weather-triggered audio campaign for TATA AIG General Insurance, which was shortlisted for the \u2018Best Regional Campaign \u2013 APAC\u2019 award.<\/span>\r\n\r\n<span style=\"font-weight: 400\">He has a strong background in search engine optimization with 7 years of dedicated experience optimizing content and campaigns for maximum online visibility and performance. Nikhil worked across various digital marketing positions, steadily advancing his expertise from Digital Marketing Associate to Senior Digital Marketing Executive. Before joining PayTunes, Nikhil worked in digital marketing and SEO roles at UA Consultants, Aile Medicare, Webtech Solution, and Instate Media.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Nikhil holds a Certification Course in Digital Marketing from the Indian Institute of Management Visakhapatnam. Outside of work, he pursues his passion as a part-time musician, blending creativity with analytics to deliver impactful marketing solutions.<\/span>"}],"_links":{"self":[{"href":"https:\/\/www.paytunes.in\/blog\/wp-json\/wp\/v2\/posts\/488","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.paytunes.in\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.paytunes.in\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.paytunes.in\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.paytunes.in\/blog\/wp-json\/wp\/v2\/comments?post=488"}],"version-history":[{"count":1,"href":"https:\/\/www.paytunes.in\/blog\/wp-json\/wp\/v2\/posts\/488\/revisions"}],"predecessor-version":[{"id":490,"href":"https:\/\/www.paytunes.in\/blog\/wp-json\/wp\/v2\/posts\/488\/revisions\/490"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.paytunes.in\/blog\/wp-json\/wp\/v2\/media\/489"}],"wp:attachment":[{"href":"https:\/\/www.paytunes.in\/blog\/wp-json\/wp\/v2\/media?parent=488"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.paytunes.in\/blog\/wp-json\/wp\/v2\/categories?post=488"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.paytunes.in\/blog\/wp-json\/wp\/v2\/tags?post=488"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.paytunes.in\/blog\/wp-json\/wp\/v2\/ppma_author?post=488"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}