Audacy Is Evolving Along with Consumers - Watch It On Demand Here

The next of these webinars took place on August 12 at 1 pm ET with Suchman and McCloud talking with WarnerMedia Chief Strategy Officer Josh Walker and Macy39s Director of Audio Strategy and Planning Kristy Carruba They spoke about the evolving consumer omnichannel approaches to advertising and the many opportunities for brand integrations and influencer marketing presented by audio WATCH IT ONDEMAND ABOVEquotAudio is a unique mediumquot says Suchman quotYou can be doing something else and audio can be part of that experience but at the same time it39s also very activequot Audio therefore slots nicely into the attention economy that has sprung up over the last decade and became a particularly important concept during the pandemicMacy39s and HBO Max McCloud says are both examples of brands that have had to embrace very quick very big changes in consumer behavior HBO Max with the demand for content from viewers stuck at home and the inability to release movies into theaters and Macy39s with the demands of consumers who could no longer go into their brickandmortar shopsAnd though the two brands may not have much in common at a first glance Suchman says they are both competing for consumers39 attention The attention economy doesn39t care so much about medium as well the attention they can grab from the consumerCOVID19 has accelerated this shift toward thinking about the attention economy quotProfessional and personal lines have been blurredquot Suchman explains The word quotschedulequot took on an amorphous quality during the pandemic particularly among consumers who used to commute so the Audacy team began to think of their listeners differentlyquotThere39s this concept we talk about now of personal prime timequot McCloud adds quotTheir timequotReaching these listeners in their own personal prime times is the goal While there are plenty of opportunities in radio podcasts provide a huge opportunity for marketers looking to connect with deeply engaged audiences McCloud says Audacy is ready to meet that need Audacy had leaned into podcasting with the aforementioned podcast studios through which they can distribute ads and create branded content and their recent acquisition of Podcorn an influencer marketing firm that connects brands with niche podcast talentquotOur ability to bring a brand message to life not only through podcasting but through our entire audio ecosystem is keyquot McCloud notes quotThe power of our platform from a pure scale standpoint really separates us from some of our competitors or even a standalone podcastquotScale is important for marketers but so of course is authenticity The wrong ad read from a host can leave listeners feeling disconnected The influencers Audacy provides access to like Emma Chamberlain with her quotAnything Goesquot podcast can lend an authenticity to ad reads a trusted voice reading an ad for a trusted brand and even just regular adsWhile Suchman is allin on the importance of authenticity in the audio space there are two other words that perk up his ears even more quotBeyond 39authenticity39 is 39trust39 and 39love39quot Suchman asserts quotTrustquot and quotlovequot are two words that he adds Audacy listeners bring up over and over again when talking about the content they listen toSimilar to the trust and love listeners have for Audacy content Suchman and McCloud believe these industry conversations are engendering similar feelings in the marketplace quotWe see a role for ourselves as being champions of the industryquot Suchman addsClick the social buttons to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Audacy Is Evolving Along with Consumers - Watch It On Demand Here

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Oriana Schwindt

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Audacy Is Evolving Along with Consumers - Watch It On Demand Here

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Oriana Schwindt

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