Why Our EVP of Audio Sales is Optimistic About Audio in 2023
Photo: Israel Palacio via Unsplash
Audio can no longer be shrugged off by marketers.
It’s effective, leveraging the very physiology of our brains to keep brand messaging top of mind. it’s mass reach, touching a broad audience across all its forms—broadcast, podcasts, digital. It’s also cost-efficient, making it an accessible tool for navigating good times and bad.
Tapping her extensive background in audio, we asked our EVP of Audio Sales and our newest team member, Robin Sloan, to weigh in on the role this increasingly important medium will play in 2023.
Robin Sloan, AdLarge EVP of Audio Sales
For our readers who might not know you, give us a rundown of your career in audio so far.
I have been privileged to work in the audio field for my entire career. Having graduated from Syracuse University with a journalism degree, I started in the industry as a sales assistant at Eastman Radio and worked my way up to become a full sales rep at CBS.
Working across all areas of the business, I have been a National Sales Rep, managed radio stations as GSM and Director of Sales for CBS, Emmis, and Clear Channel. I ran the Clear Channel Traffic office in New York and toiled in the network arena for many years working for MediaAmerica, Dial Global, and Westwood One. Through my extensive network background, I have seen firsthand the growth of the streaming and podcasting side of the business and I’m thrilled to be a part of that continued growth.
What led you to join AdLarge?
I’ve known Cathy and Gary for many years, having first worked for them at MediaAmerica. I’ve watched them build AdLarge into the innovative company it is today. Their powerful team has always been known for its great service and I am extremely fortunate to be working alongside these experienced sellers as well as an incredible team of leaders on the podcast side of our business. Great people lead to great opportunities and that's what led me to AdLarge.
What audio opportunities should brands be looking out for in 2023?
There’s so much going on in the audio business today. Differentiation is key—across all facets of audio—so our portfolio aims to provide advertisers with content they can't find anywhere else. AdLarge has been proud to represent NASCAR and motor racing audio content for many years now. With so many positive changes happening, it’s exciting to watch the sport grow in popularity among a new generation of fans.
On the podcast side, we’ve focused on growing our portfolio of female and underrepresented voices. Finding the right content is always critical and I feel we have struck the right balance of strong and influential voices to help our clients reach this core constituency. Our team is thinking creatively to make our clients’ campaigns work harder and smarter in 2023 by curating content that listeners want to hear.
What’s the most important thing advertisers should know before investing in audio now?
It takes multiple touchpoints working together to move consumers through the customer journey today, and audio is a crucial piece to that marketing mix. Through interest, empathy, and creativity, the audio space continues to help our clients to build their businesses. The old idea of relying on the visuals of TV is just that, an old idea. Audio not only taps a different part of our mind, but it also provides an intimacy with the personalities that gives advertisers a chance to really break through the clutter effectively and efficiently.
What are some of your predictions for audio advertising in the year to come?
In terms of brand categories that will pop in 2023, pharma will continue to reap the benefits of reaching their targets with audio. Financial services, home improvement, entertainment, and CPG are other categories that will find success with audio this year. At the end of the day, I believe creativity wins. I hope brands lean in and have fun with everything the audio ecosystem has to offer. Our goal is to always come to clients with new and compelling ways to help them build on what they've already established.