“We have to pursue a different path.”
That’s the viewpoint of Bob Liodice, CEO of the Association of National Advertisers (ANA), speaking at Forecast 2023 just days after the Masters of Marketing Conference and Multicultural Marketing & Diversity Conference were held, respectively, in Florida.
While marketers are taking inclusivity and diversity and making it front and center, what can broadcast radio and TV glean from the ANA’s CMO-endorsed Growth Agenda?
Giving back to the communities it serves was one key takeaway from Liodice’s discussion, as he shared a Toyota commercial as part of its Team USA partnership featuring an athlete whose legs were amputated upon her adoption from a Siberian orphanage.
This led Liodice to share what marketers are thinking when it comes to their focus on media and planning. The conclusion? “Broadcasting is one of the great pivotal foundations for effective brand-building, far more than digital marketing,” Liodice said.
That said, influencer marketing is taking center stage, Tik Tok is more important than ever and personalization, “where many in your industry can take over,” Liodice said, are key to broadcasters’ sales success in the coming years. Long-form video is also a trend, as is the metaverse, which iHeartMedia has taken a foothold in as marketers are just trying to decipher its advertising opportunities.
“Social Shopping” was also shared by Liodice, while influencer marketing got another mention.
So what are the key growth drivers, as the CMO-endorsed Growth Agenda was discussed? “Highly branded companies” win, along with minority-owned media investments, a discussion had in Hollywood, Fla., at the Multicultural & Diversity Conference.
Identifying ways for advertisers to eliminate waste is also a goal for the ANA.
What else did Bob Liodice have to say? Forecast is a no-outside-press event, and you had to be there. Don’t miss out — save the date for next year’s event today! http://radiotvforecast.com
