SBP 028: The Evolution of Traditional Advertising, with Pierre Bouvard

Have we come full circle?

The evolution of traditional media has been significant over recent years, driven by changes in consumer behaviour, technology, and emerging media platforms. In our latest episode, Pierre Bouvard, Chief Insights Officer at Cumulus Media/Westwood One, shares his valuable insights on the evolution of traditional advertising and its role in modern marketing. We cover many topics, including media planning, building a sonic brand, and the benefits of media diversity in increasing marketing effectiveness. And don't forget, Stay tuned until the end for our post-pod discussion.

We hope you enjoy this episode!

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Our Guest:

Follow Pierre Bouvard: https://www.linkedin.com/in/pierrebouvard/

Follow Westwood One: https://www.linkedin.com/company/westwoodone/

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Literature:

• https://www.linkedin.com/in/pierrebouvard/
• https://www.prnewswire.com/news-releases/nielsen-audiences-extend-viewing-momentum-into-december-according-to-the-gauge-301725563.html
• https://www.westwoodone.com/blog/2023/03/27/two-slides-every-marketer-needs-to-have-audio-streaming-and-podcast-audiences-from-edison-researchs-infinite-dial-2023/ 
• https://www.insiderintelligence.com/content/audio-advertising-spotify-grows-podcasts-go-global-radio-safe-bet 
• https://www.statista.com/statistics/431478/time-spent-media-canada-media/
  

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The Sleeping Barber Podcast:

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/⁠⁠

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

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Timestamps:

• 0:48 - Intro to Pierre
• 3:03 - Why major broadcasters are converting from radio to audio 
• 5:29 - Where traditional media stands today in the media landscape
• 10:20 - Mass reach with radio is not an oxymoron
• 13:34 - The problem with media planners 
• 18:08 - The expanding universe of audio advertising
• 24:49 - Capturing attention in the car
• 27:02 - Portable People Meters (PPM) - measuring media audiences
• 29:45 - Radio is becoming visual in connected cars
• 34:10 - Heatmapping listener driving patterns
• 38:20 - Speed of reach
• 41:49 - Why campaign effectiveness increases with media diversity
• 43:25 - Is the 3 frequency still accurate? 
• 53:20 - Distinctive assets & the keys to sonic brands
• 57:23 - Did we forget how advertising works? 
• 1:03:35 - Tips for effective audio creative
• 1:07:03 - Why more messages in an ad is a bad idea
• 1:09:48 - How to find out more about Pierre
• 1:11:31 - Post Pod with V and Marc

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