iHeartMedia, Walmart, and TalkShopLive: Transforming the live streaming landscape

The new age of influencers and the evolution of content

In a recent conversation at Advertising Week in New York City, a diverse panel of industry leaders delved into the transformative power of live streaming and the pioneering role of influencers. These discussions revealed how live streaming is not a simple trend but a pivotal change reshaping consumer engagement and brand interaction.

The original influencers: radio personalities

Jeff Cucinell, EVP of digital marketing at iHeartMedia, highlighted an intriguing aspect often overlooked in contemporary discussions on influencers: the radio personalities of early radio. These figures were the original influencers, speaking authentically to communities long before social media’s advent.

Cucinell emphasized the power of iHeartRadio’s brand and its vast network of 850 radio stations, which reach millions across the United States. “We have local markets conducting groundbreaking interviews daily, with celebrity guests featuring in our podcasts,” he remarked, acknowledging the profound influence radio personalities continue to wield.

Podcasts, according to Cucinell, epitomize this authentic connection. He stated, “Before social media platforms, you had an authentic voice on radio, speaking directly to communities. The radio personality is the original influencer.”

Innovations in live shopping: TalkShopLive’s impact

On the other side of the live streaming spectrum, Bryan Moore, CEO and co-founder of TalkShopLive, discussed the rapid ascent of live stream shopping and its burgeoning influence. Joined by Justin Breton, director of brand experiences and partnerships at Walmart, Moore illustrated how this new format is revolutionizing retail.

TalkShopLive has hosted numerous big names, including Dolly Parton, the Jonas Brothers, and Jennifer Lopez, transforming it into a sought-after platform. However, Moore cautioned that success in this space doesn’t depend solely on celebrity endorsements. “Sometimes, all you need is a folding table and a great product,” he advised.

Walmart’s pioneering approach

Walmart was an early adopter of TalkShopLive, and Breton recounted how the retail giant’s integration into the platform heralded a new era in social commerce. “Their technology allowed us to provide a seamless shopping experience on walmart.com and beyond. Meeting customers where they are online ensures a frictionless shopping journey,” he explained.

Moore further elaborated on how live streaming diverges significantly from traditional TV advertising. “Live streaming offers an additional dimension of engagement,” he stated. “People can interact with the video content in real-time, allowing the content to adapt based on viewer preferences.”

Expanding horizons: iHeartMedia’s future

In continuing the conversation on influencers and new media, Cucinell posited a forward-thinking vision for iHeartMedia’s future. The goal is to leverage iHeartRadio’s robust brand influence across new, visually engaging mediums such as YouTube. Cucinell expressed confidence in their ability to maintain authenticity while exploring these novel platforms.

A focal point in this strategy is the development and distribution of podcasts. iHeartMedia’s broad podcasting ecosystem, encompassing thousands of unique voices, serves as a testament to their commitment to cultivating diverse content and reaching varied audience segments. “Our focus is on developing these voices and sharing them with the right audience cohorts,” Cucinell asserted.

Conclusion

As these discussions at Advertising Week underscored, the landscape of live streaming and influence is undergoing a seismic shift. From the trusted voices of radio personalities to the interactive world of live stream shopping, brands are crafting new paths to connect with their audiences.

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