Jamie Credland’s Post

Entries are open for Digiday's Media Awards, recognizing the companies working to modernize digital media. Learn more and submit by January 5 to secure the best rate on entries. #media #awards #digitalmedia

I can't wait for the ANA Media Conference. Topics will include: AI, cookie deprecation, CTV, diverse media, experiential marketing, local television, the media pitch process, media measurement, principal media buying, privacy and ad taxes, programmatic, retail media networks, and sustainability. Hope to see you there! Association of National Advertisers

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The findings of this recent report about what younger audiences think of public media are sobering. Public media's future is as a community service. What would it look like to implement that future right now?

Here we are, focusing on the tool and functions without any questions about the nature of a human being. What strikes me is that strategy originates from understanding human nature and directing perception and action deliberately towords a long-term goal. However, this has been totally forgotten as the word strategy is used as an indicator for technical implementation to fulfilling a short-term tactical goal while having no interest in the human nature. #increasingtimesvalue #behavioralscience #behavioraldesign

Great insight: the value that comes from “who to talk to and what to say”. I think this is important not only in advertising communication but biz communication in general. Sth disrupted when starting from scratch in a new country.

https://lnkd.in/gmif6RcH (By Mike McVay) We found 2023 to be a mixed bag of a year. National and Network sales looked strong through Q1 and Q2. Then we hit what has been referred to as an #advertisingrecession which lasted through Q3 and Q4. Local seemed to hold its own through the year. Quarterly reports were presented to stockholders with a promise for a better 2024 ahead based on it being an election year. Crossing fingers isn’t a strategy. Companies focusing on political #advertising as a specialty worthy of a unique sales approach will see the most growth in that category. How #radio will be sold in the near future is another conversation taking place behind closed doors. Radio needs to take a print and/or a digital media type approach to measuring one’s audience. The comparison of those two entities is extreme from one another. You have “old media” which is print. You have “new media” which is digital. They are both measured by circulation/impressions. What will be the radio version of click-throughs? Radio needs to move to an impressions model akin to how SiriusXM sells advertising or sponsorships. They never share their ratings. Only overall subscriptions. To that end, the past year saw more debate on how radio should be measured as Nielsen changed ownership. We saw a rating rebound in 2023 with cume reaching pre-pandemic levels. Although, arguably, all radio listening is being captured fully by the rating and research companies. Radio is heard on multiple platforms. All platforms are not measured in the same fashion. If you’re in a diary market, you’re dependent on a #2 lead pencil and memory. If you’re in a metered market, you’re dependent on being encoded on all platforms.  Artificial Intelligence became the angel on one shoulder and the devil on the other. AI and compensation were a part of the foundation of the SAG/AFTRA strike. Outside of Hollywood, the letters A and I struck fear in the heart of air talent, voice-over, and commercial VO talent as well. As a talent, what you should want to do is be unique and engaging to a point where you’re not copyable. If you’re a talent who sells their voice, then own it. Change NIL (Name, Image, Likeness) to NILV with the V being Voice. Don’t be afraid of Artificial Intelligence. Figure out how to use it to your advantage. Finally, Radio seems to have moved on from trying to eliminate the word “Radio” in favor of “Audio.” It made sense to me initially that Audio is bigger & broader than Radio. Then I saw research that showed listeners referring to most of the audio they hear as Radio. Apple named their audio product Apple Radio. Same with Spotify Radio and Amazon Stations. It’s “Radio.” I hear it on my phone, my laptop, my smart speaker, and all my devices. It’s Radio. And Radio has much bigger challenges than what it’s called. 

According to RAB, 89% of radio listeners believe that its ability to resonate with local communities is one of radio’s strongest advantages. Additionally, Horizon Media has found that 72% of adults favor brands that engage with their local culture and community. With less than 30% of businesses still not fully recovered from the pandemic (according to a recent report from the GMO Council), small businesses are under more pressure than ever to drive revenue with smaller marketing budgets. No other form of media supports local businesses and resonates with local communities like radio. Engaging with their local community is one of the best ways for small businesses to boost their revenue. For quality, creative advertising that engages local listeners there is no better choice than radio.

I am honored to be a keynote speaker at this year's Circom Regional 24 event. I will present insights from Yle's foresight and future vision project, "Towards 2030". How will Generation Alpha, born between 2010 and 2024, differ in their media consumption habits and motivations from previous generations? What are Skibidi Toilet, Sephora Kids, and Fanum Tax? Why should we focus on target individuals instead of target audiences? Can traditional media still create shared experiences for future audiences? https://lnkd.in/ecxb-fAN #yleinnovations Yle

Interesting to see the strength of Audio in a marketing mix….