How Powerful Insights Beat Shiny Tactics with Gayle Troberman, CMO of iHeartMedia
In today’s episode of The Speed of Culture, Matt Britton talks to Gayle Troberman, chief marketing officer at iHeartMedia, about the growth of audio content and the power of consumer insights along with how marketers can leverage both.
Creative testing doesn’t tell you all the answers, but it prevents the disaster and, sometimes, it helps you find a spark of genius.
—Gayle Troberman, chief marketing officer, iHeartMedia
Many people assume that most of the content we consume is visual, but did you know that broadcast radio still reaches 9 out of 10 Americans? This is what the staying power of audio content looks like—and Gayle Troberman believes its popularity will keep growing because it’s easier than ever to keep our ears connected 24/7.
Before joining iHeartMedia, Gayle was the chief marketing and ideas officer at IPG Mediabrands and the chief creative officer at Microsoft for 16 years. Today, Gayle joins us to give her perspective on why the audio industry, podcasts and metaverse are hot topics that will continue to hold everyone’s interest.
Key Highlights:
Pump Up the Volume – Gayle believes that the audio industry will continue to grow due to its unscripted nature—and will only get more accessible with smart speakers, voice interfaces and wireless headphones keeping us connected 24/7.
The Rise of the Metaverse – We’re still in the early stages of understanding and building out the metaverse. But the potential is sky high, especially when it starts allowing people to organize various events, concerts, in addition to connecting fans and artists.
Linking the Meta and the Physical – The connection between our digital and physical worlds will continue to expand. Whether it’s being able to go to a physical event, experience it in a metaverse or digitally buy tokens that get you access to both—the possibilities are seemingly endless.
