Sound Bites from Advertising Week 2022
We were so excited to be at Advertising Week 2022! It promised to celebrate “the confluence of culture, commerce, and creativity” – and while we didn’t listen to all 800 speakers, we tuned in to quite a few, and we were inspired by them all!
1. Audience First. Always.
In 2022, consumers were exposed to up to 10,000 ads per day. In a world where consumer preferences and privacy regulations are constantly shifting, how do advertisers capture attention? Experts from Vayner Media, Carat, Fandom, Ogury, and Baron Davis Enterprises talked about how it’s time to get back to the basics…audiences. They advise advertisers to focus on audience attention and experiences. Consumers know that if they want great content for free, they’ll see ads, but those ads should enrich their experience, not interrupt it. Carat has taken valuing attention so far that they have a new CPM model based on it.
2. Gen Z has Arrived.
Whether they’re known as Gen Z, Zoomers, or digital natives, these 16- to 25-year-olds stay front and center for brands for one tremendous reason: their trillions of dollars in spending power. And today’s retail marketers are keenly working to understand their passions and their platforms – and how to find ways to reach them with a twist to add appealing experiences and drive engagement and purchase for brands. One twist that seems to be working – engaging Gen Z through augmented reality (AR). Take American Eagle’s summer collection partnership with Snapchat. Shoppers used Snapchat lenses to “try on,” share with friends, and definitely purchase. For so many of these teens and young adults, it’s all about engagement and experiences, and AR serves as a growing space for retail brands ready to reach these consumers where they already enjoy spending time.
3. Dive into Podcasts.
Podcasting is hot, with no signs of slowing down. Some of the industry’s brightest creators sat down at Advertising Week to weigh in on the buzz for brands around limited series shows. Our own Jenna Weiss-Berman of Pineapple Street Studios and Josh Dean, co-founder of Campside Media, highlighted the unique opportunities in limited-run series for brands to embrace product placements, documentary-style ads, and, of course, branded podcasts of their own. The growth in podcast advertising over the past few years, has sparked a greater interest in brands beefing up investment in the audio space overall. Advertising Week saw a number of key brands sharing their perspective on the excitement of podcasts.
In audio, and podcasts especially, you’re dealing with a very engaged audience — talk about that magic of the right message, at the right time. If you’re reaching them in podcasts, there’s very good chance that they’re listening.
It’s a really great space to find engaged, tuned-in listeners, who don’t mind hearing an ad, as long as it’s relevant to them. It’s also a really great space for advertisers to experiment with new audience types.
4. Keep it Real in the Metaverse.
5. Flexing in the Future.
Creative thinking about marketing and Audio isn’t just for up-and-coming brands. Established leaders such as Frito-Lay and PepsiCo are delicious proof of that. Frito-Lay brand Tostitos showcased its lessons learned while creating a new, inviting sonic signature:
- Sound is a Cultural Must: Ipsos tells us that ads with sonic branding cues see an impressive 8.5X uplift in branded attention. What consumer-focused brand doesn’t want that?
- Goals First: Sonic logos are key to increasing top-of-mind brand awareness and emotional resonance
- Build with Platform in Mind: Sonic identities should flexibly fit across media platforms, from TV commercials to social, Audio and beyond.
PepsiCo CMO Todd Kaplan is thinking outside the brand. He shared two trends he’s keeping an eye on in today’s fragmented media landscape: