The Radio Renaissance of Commerce Media with Grant Johnstone

Grant Johnstone, Chief Marketing Officer at ACE Radio, enters the Commerce Media Matters booth to reflect on nearly four decades of being on the air. 

Contrary to popular belief, video has not killed the radio star. In fact, Grant argues audio is stronger than ever and has proven itself to be a powerful platform in the commerce media world. 

He explains that the format has evolved from “spots and dots” to a sophisticated medium that can influence buyer behaviour right up to the checkout.

The formidable capabilities of modern radio should not be underestimated – if anything, it deserves fresh attention.

Listen up to learn how leading brands are fine-tuning radio as part of their commerce media mix to execute effective campaigns that’ll stick in audience ears.

What you’ll learn from this episode:

• Traditional media’s continued role in growing commerce media: the traditional format of broadcast radio and its established audience makes it a prosperous advertising platform
• Radio’s unique ability to influence consumer behaviour: how powerful audio call-to-actions can change behaviours in real time.
• The importance of creatives in effective advertising: attention is the ultimate currency in advertising and strong creative captures it.
• Respecting the advertiser-audience relationship: personalised advertising will help engagement but too much of it will see brands dropped like a hot potato.

About the hosts:

• Nick Morgan: Nick is an entrepreneur with over 20 years of experience in digital marketing and eCommerce. He founded Vudoo in 2018, a platform that enables in-stream content commerce across articles, videos, and images. Nick's work transforms every ad impression into a potential shop front, offering a seamless eCommerce experience.

• Paul Blackburn: Paul is a digital media innovator with over 20 years of experience. At News Corp Australia, he launched the "Intent Connect" data platform and led innovation in shoppable video and the "Total Commerce" framework. Now as Chief Growth Officer at Vudoo, he helps brands, publishers, and agencies unlock new ways to monetise content through immersive, commerce-enabled experiences.
  
  

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