Beth Osborne
Senior Content Marketing Manager at Marketron
Website Address: https://www.marketron.com/
Each week on “AdTastic,” our host talks to advertising and media experts across the country. This week, our host speaks with Beth Osborne from Marketron.
To learn more, check out https://www.marketron.com/.
What is the biggest change in the advertising industry that you see coming in the next 2 years?
From my perspective, I’m writing about advertising from a unique angle, that of a media seller. We want them to be empowered sellers so they become a valued resource to businesses.
The key challenges for our sellers and the media industry are:
How to create the “right” ad mix across channels to deliver on specific advertiser goals, from acquiring new customers to launching new markets to recruitment. It’s not as easy as just saying yes, I’ll do display ads, a TV ad, and social media. It’s much more complex, depending on targeting factors, audience, the industry, etc. So, we try to build these into the tips and strategies for sellers that’s based on data.
The other big story is how traditional media, TV and radio, reinvent themselves for a digital native audience with so many ways to consume content.
Local TV and radio do have strong selling points. There’s a trust halo around programming like local news. Even younger generations trust it more than other news sources. It also has credibility with its local audience, especially when personalities are well-liked and respected. We’re seeing some interesting data points about the continued reach of AM/FM traditionally and steaming. There’s a misconception that people abandoned radio for Spotify. The reality is that their time on Spotify or its competitors cuts into the listening time of owned content, not ad supported. So local advertisers can get results here.
For TV, the next viewing experience is all about NextGen TV, representing an enhanced viewing experience. It brings digital elements, including interactivity to TV. That’s good news for advertisers and TV stations. It will result in addressable TV.
How is the trend towards streaming television (CTV) impacting your advertising strategies?
Advertisers are moving budget from traditional media to CTV for good reason. It has significant targeting options and reaches cord cutters. However, traditional media shouldn’t treat it as a foe but a friend. A broadcast TV spot and CTV can complement each other.
What’s your biggest challenge with attracting and hiring talent in the past 2 years?
Every industry is feeling the impact of labor challenges. The Great Resignation, spurred by the pandemic, had people redefining career paths. And money isn’t usually the biggest motivator in recruitment. People want meaningful work, opportunity, and welcoming cultures. The best and brightest are usually very happy where they are. It’s a candidate-driven job market.
