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[B-SIDE Podcast] Advertising in ever-changing media: Navigating disruptions

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Advertising has come a long way from traditional paper and ink, and with today’s boom in social commerce and artificial intelligence, the space continues to witness rapid changes, associations, and niches that push the boundaries of product consumption.

A battle for brand reach, attribution, performance, and transparency is rapidly evolving, according to Entravision. Finding, engaging, and retaining customers has become more challenging with the increasing host of strategies to tell a story and sell a product effectively.

In this B-Side episode, Juan Salvidar, chief digital, strategy and accountability officer at Entravision, talks to reporter Miguel Hanz L. Antivola about the fundamental aspects of advertising, as well as the disruptions in the field that are turning into new beginnings.

TAKEAWAYS

Advertising is not about the channel, but rather how you consume content.

With over 30 years of experience in advertising, Mr. Salvidar said that he never thought the world would be rapidly heading in its current direction. “What’s very interesting is that we historically thought that the world revolved around printing text on paper or distributing video only on a TV set,” he said.

Mr. Salvidar also noted how the vast associations with media channels like print, radio, and video have altered consumption more than the channels themselves. “The term print used to be associated with reading, and now it’s just reading, and on multiple devices,” he said.

Quality, storytelling, and engagement are the fundamental aspects of advertising.

“You can learn… through going to school, YouTube, or asking peers you really admire,” Mr. Salvidar said on quality production.

Learning how to use the means closer to one’s target audience is key to properly facilitating engagement, he noted.

This includes being able to execute short or long-form content while sustaining their attention. “Without mastering the length and language, you will not get an audience,” he added.

Influencer marketing and livestream shopping will become everyday standards.

Emerging trends such as influencer marketing and livestream shopping capitalize on being inspired by someone else to acquire a product. “If someone you trust is using a product, you will most likely be loyal to it,” Mr. Salvidar said.

“Live shopping is a great source for discovery, especially among special audiences.”

For audiences not acquainted with current specialized media channels, marketers need to find ways to engage with them either through product reviews, direct marketing, or other forms of content communication, Mr. Salvidar said.

Artificial intelligence (AI) in advertising is a new beginning, not the end of the road.

“Many of us have hallucinations of what’s going to happen, but certainly, there’s going to be disruptions in many industries,” Mr. Salvidar said.

He continued by expounding on intellectual property and how the onset of AI can affect the livelihoods of models, photographers, and marketers. However, AI can also be a tool for brands to sell more.

“We have to be very open and vigilant of how to integrate it in our day to day,” he said. “The future of advertising is growth.”

Recorded physically on May 4, 2023.

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