In a recent episode of the CES Tech Talk podcast, Gayle Troberman, Chief Marketing Officer of iHeartMedia, underscored the pivotal role of radio in combating marketer bias amidst the evolving media landscape. Troberman's insights shed light on the imperative for advertisers to bridge the gap between their industry-centric knowledge and the preferences of the average US consumer.
Troberman's remarks stem from iHeartMedia's collaborative study with Malcolm Gladwell's Pushkin Industries, revealing a concerning trend of heightened marketer bias in an era inundated with consumer data. Despite widespread familiarity with concepts like NFTs within advertising circles, a staggering 40% of Americans remain unaware of them. Furthermore, Troberman highlighted disparities in brand awareness, with only half of U.S. audiences recognizing products like Aperol Spritz compared to near-universal awareness among advertising professionals.
The iHeartMedia executive's observations align with broader industry trends highlighted in a 2023 MARU/Matchbox study, indicating that while 82% of marketing professionals have resumed commuting to work, they remain below the national average of 94%. This discrepancy underscores the importance of leveraging mediums like radio, which reaches 91% of all US adults monthly, to bridge the divide between marketers and the broader populace.
Troberman emphasized the dual growth trajectory of broadcast radio, encompassing both traditional formats and digital platforms. With radio serving as a ubiquitous medium, it presents an unparalleled opportunity for brands to connect with diverse audiences, including those underserved by other advertising channels.
Moreover, Troberman discussed iHeartMedia's strategic approach to artificial intelligence (AI), highlighting its potential to streamline audio ad production and enhance targeting capabilities. Leveraging AI tools, brands can tailor their messaging to suit different formats and audience segments, maximizing relevance and impact.
Troberman's illustrious career trajectory underscores her deep-rooted expertise in marketing and media. With prior roles at esteemed organizations like Manning Selvage and Lee, Microsoft, and IPG Mediabrands, she brings a wealth of experience and strategic acumen to her current position at iHeartMedia.
Troberman's advocacy for radio as a catalyst for combating marketer bias underscores iHeartMedia's commitment to driving innovation and inclusivity in advertising. As the media landscape continues to evolve, embracing mediums like radio and harnessing the power of AI will be paramount in fostering meaningful connections between brands and consumers.