Traditional (or established) media is having somewhat of a resurgence, the pendulum is certainly swinging to a more balanced view. We have the likes of Nils Leonard celebrating the power of OOH, Mark Ritson telling us that if we allocate 11% of our marketing budget to radio advertising, the entire campaign’s effectiveness will double and Peter Field releasing Why TV is at the heart of effectiveness and NeuroInsight showing that a 30-second cinema ad had 1.75 times more chance of having its “intended impact” on memory and engagement than a 30-second TV ad. So it was time for That’s What I Call Marketing to sit down with leading industry bodies to get their take on the landscape, the challenges and opportunities faced by traditional media, innovative research studies, and the importance of measurement and effectiveness in advertising. Featuring insights from Jill McGrath of TAM Ireland, Aoibhinn Lennon from the Outdoor Media Association, Cassie Joyce of Pearl and Dean Ireland, and Ciarán Cunningham of Radio Centre Ireland, the discussion delves into how traditional media channels are adapting to digital transformations and the perceived effectiveness of digital vs. traditional advertising. The episode also highlights the need for marketers to be curious, challenge assumptions, and consider a balanced media mix to achieve brand success. Recorded at Poddle Audio

00:44 Diving Into the Media Landscape: Challenges and Opportunities

01:12 Expert Insights on Traditional Media's Evolution

02:59 The Digital Shift: Analysing the Impact on Advertising Spend

05:13 Reassessing Media Strategies: A Shift Back to Broadcast?

06:52 Breaking Down Misconceptions in Media Planning

11:05 The Importance of Diverse Media in Campaigns

12:59 Measuring Success Beyond Digital Metrics

24:11 Revisiting Event-Based Media and Consumer Engagement

27:02 Addressing the Digital Focus in Media Planning and Buying

29:51 The Sonic Boom of Audio Media

30:06 Marketing Challenges and Strategies

36:06 Innovations in Media: A Closer Look

38:21 The Future of Media Measurement and Creativity

52:10 Busting Myths and Setting New Goals

Thanks to today's show sponsors: The Indie List and Diplomat, the global brand agency 

Thanks to Dee Reddy at Poddle Audio for hosting this episode

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