ORLANDO — It’s an interesting time to be in charge of marketing for one of the world’s biggest brands. Shifting sands have put a focus on diversity and inclusion initiatives, top to bottom. The companies providing a multitude of goods and services to American consumers seek more ROI than ever before, in consumer environment that is rapidly changing in many ways.
With the digital evolution driving media buying and planning, where does audio stand with CMOs and brand managers? For one key advertising decision maker at a big U.S. brand, audio’s renaissance — thanks to streaming audio and podcasting — was acknowledged. But, he has questions about the latter audio option.