ARMENIA, N.Y. – Millions of people in the past few years changed the way they spend time with media, and the Covid-19 pandemic sped up a longer-term shift toward digital audio and video streaming. Advertisers are working to keep up with these changes in consumer behavior by shifting media spending into podcasts and connected television, including at the local level.
“What we’re seeing is a changeover from just the standard radio outlets that we would normally use into this really much richer content area,” Jen Soch, executive director of channel solutions at WPP’s GroupM, said in this interview at the Beet Retreat Berkshires with Beet.TV contributor Rob Williams. “The addition of streaming is something that we’re seeing added into digital buys.”
The expansion of these digital channels allows for more programmatic buying, or using software to automate the process, Soch said.
In the audio space, more social influencers are starting podcasts to …