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Pierre Bouvard
Chief Insights Officer at Cumulus Media | Westwood One
Pierre Bouvard is the Chief Insights Officer at Cumulus Media and Westwood One, where he focuses on developing media and marketing insights to support over 1,300 media sellers. He collaborates with brands and agencies to create targeting and measurement solutions, leveraging his extensive experience in data-driven audience targeting and ROI measurement across various platforms, including online and television.
Bouvard has held significant roles in the media industry, including as Senior Vice President of Sales for TiVo Research & Analytics, where he managed cross-media targeting and measurement for major clients like Procter & Gamble and Comcast. He was also President of Sales for Arbitron Inc., where he launched the Portable People Meter and established new divisions for out-of-home and custom research. Prior to these roles, he served as Executive Vice President at Coleman Insights, where he contributed to the launch of the first Hip Hop radio stations in major U.S. cities.
He holds a B.S. in Communications from Northwestern University and has board experience with organizations such as Adify and the IRTS. Bouvard is also a co-author of "Radio Advertising’s Missing Ingredient: The Optimum Effective Scheduling System (OES)".1
Highlights
New Knit Podcast Study: Podcast Audiences Have An Appetite For New Podcasts And Want Relevant Topics And Humor In Podcast Promos.
Unleashing the Power of Effective Audio Promos! Amplifi Media, System1, and Cumulus Podcast Network have teamed up to unveil strategies to supercharge your podcast cross-promotion.
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Most podcast listeners are open to finding a new podcast: Only 15% of podcast listeners say they don’t try new podcasts.
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Context matters: Respondents said a good podcast promo is relevant to the podcast on which it is being promoted. Podcast promos that don’t match the context of the podcast are deemed “bad,” and sometimes consumers even zone out.
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Be entertaining and informative: Successful podcast promotion advertising is as much showmanship as salesmanship. While being informative is a top priority for podcast promos, the promos need to be entertaining to stand out. As one video respondent said, “Be entertaining…or else I could just read a book.” Entertain for commercial gain, as Orlando Wood from System1 says.
The link below includes an executive summary, the deck presented at the Podcast Movement conference, and an explainer video.
Home Improvement: New Studies Reveal Audio Is Sales Engine Of The Category
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Big audio users are massive home improvement shoppers: Podcast listeners and AM/FM radio listeners spend significantly more on home improvement than heavy TV viewers
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Audio is an ideal media platform to tout home improvement e-commerce as heavy AM/FM radio and podcast listeners are more likely to shop online
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AM/FM radio generates significant incremental reach for home improvement TV campaigns: Recent TV campaigns for The Home Depot saw significant lift in reach with the addition of AM/FM radio, especially among younger demos
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AM/FM radio generates three times the sales lift of TV in a historic Nielsen TV and AM/FM radio sales effect study for a home improvement retailer
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Home improvement media plans are overweight on linear TV and underweight on audio: The optimized plan should consist of 45% AM/FM radio, 30% linear TV, and 24% podcasts
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There is a wide variety of podcast genres and AM/FM radio programming formats with a rich concentration of home improvement shoppers
Via the link below, the executive summary, deck, and explainer video.
