CES 2015 panel: Marketers, agencies need to focus on live media

iHeartMedia, Scout and Newscred point to the importance of live media and integrated creative and content in consumer engagement

From left: Talenthouse's Amos Pizzey; Scout's James Heckman; panel host; iHeartMedia's Gayle Troberman; Time Inc's Priya Narang; Newcred's David Ives
From left: Talenthouse's Amos Pizzey; Scout's James Heckman; panel host; iHeartMedia's Gayle Troberman; Time Inc's Priya Narang; Newcred's David Ives

Marketers need to stop chasing fads and instead focus on tapping into live media with integrated creative and content if they want to reach consumers.

That was the view shared by several media industry spokespeople debating the impact of technology on creativity during a recent panel at this year’s Consumer Electronics Show (CES).

According to CMO and executive vice-president of digital radio network iHeartMedia, Gayle Troberman, chasing the sexiest headline or social platform audience in order to get the most clicks for a piece of content doesn’t contribute to long-term brand loyalty and success.

“As marketers, we chase fads…. It’s meaningless in building your brand and in the way you come across to the consumer,” she told attendees.

Troberman also said a lot of focus from marketers and agencies today remains on the pros and cons of different types of media channels, such as radio versus digital. What they’re not thinking enough about is live interaction.

“Live media rules today,” she claimed. “If you can connect what’s live and niche, to what’s live and mass [media], or you can see instantly what’s hitting [with consumers], that’s the key.

“Where agencies and margins get killed is trying to scale that creative to 80 different platforms and formats in order to leverage what’s resonating with people before it becomes old news. That is a new creative muscle we’re still only just learning about as agencies, publishers and advertisers. But if we just focus on the idea of creative being live, it would change the way our margins look, how we organise and how we co-create.”

Fellow panellist and chief revenue officer of Newcred, David Ives, said a big component of achieving live interaction is serialising creative and content, adding that the capabilities to do this are now more sophisticated than ever.

“Taking it [creative] live and serialising it is a tremendous opportunity for the agencies,” he said.

Founder and CEO of niche sports publisher Scout, James Heckman, said the reason why live and integrated creative is so important is because of the rise of on-demand content, and the fact that users are smart enough to avoid advertising.

“In the old world of consolidated media, you could force users to sit through the ads, or see a half-page ad in the newspaper; you could control the audience,” he said. “The audience has the control now.”

Heckman claimed significant inroads had been made over the past year to tap into on-demand audiences through integrated advertising units.

“Facebook has done an incredible job of this – a video unit, photo unit, story unit, user news feed unit, and an ad unit are all the same. And they flow the same across your desktop, tablet, phone and laptop,” he said. “While you’re consuming, you’re seeing advertising.

“The old model online was a 300 x 250 and leader board, and you just swept it out the way. Even the pre-roll – people skip the ad or move on if it’s on-demand content.

“The future is working with the agency to build integrated content that the user can’t avoid. I don’t mean it in a negative way – it does have to be good quality – but because the user now has control, the secret is integrating the advertising and marketing with content. That’s the only way you’re going to survive, because the live stuff is commoditised.”

More on marketing from CES: Mastercard, Microsoft marketers debate data versus creativity

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Building a human-curated brand

If the FANG (Facebook, Amazon, Netflix, Google) sector and their measured worth are the final argument for the successful 21st Century model, then they are beyond reproach. Fine-tuning masses of algorithms to reduce human touchpoints and deliver wild returns to investors—all with workforces infinitesimally small compared to the giants of the 20th Century—has been proven out.

Will Smith

Co-founder and head of new markets, The Plum Guide

Sustainability trends brands can expect in 2020

​Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.

Ben King

CSR manager & sustainability expert, Finder

The trouble with Scotty from Marketing

As a Marketer, the ‘Scotty from Marketing’ meme troubles me.

Natalie Robinson

Director of marketing and communications, Melbourne Polytechnic

If you think it can benefit both consumer and seller then it would be great

Simon Bird

Why Ford is counting on the Internet of Things to drive customer engagement

Read more

It's a good idea. Customers really should control their data. Now I understand why it's important.

Elvin Huntsberry

Salesforce CMO: Modern marketers have an obligation to give customers control of their data

Read more

Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...

Nickwood

Instagram loses the like in Australia; industry reacts positively

Read more

I tried www.analisa.io to see my Instagram Insight

Dina Rahmawati

7 marketing technology predictions for 2016

Read more

The saying is pretty tongue in cheek. It's not saying that marketers are bad people, nor that they don't take themselves seriously. There...

LYF Solutions

The trouble with Scotty from Marketing - The CMO view - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in