It's two exclusive conversations in one episode! During the recent #possible2025 conference in Miami* I conducted two short insider interviews that were long on advertising industry insights.
Peter Jones, VP of Revenue at Premion, explained why local advertising is booming, the importance of data-driven strategies, and how omnichannel measurement is revolutionizing campaign attribution Then, Sheila Marmon, Founder and CEO of Mirror Digital discussed the $6.8 trillion buying power of diverse audiences, digital innovation for inclusive marketing, and why brand are best served by connecting with multicultural consumers.
Take a listen (or, watch/listen via YouTube ) and you'll understand a couple of powerful market forces reshaping advertising today: the renaissance of local advertising and the still key need for inclusive audience reach.
With local advertising projected to reach $33 billion this year (growing at 16% year-over-year), Peter shares how Premion -- an industry-leading CTV/OTT ad platform with directly-sourced inventory from 125+ premium publishers -- helps advertisers make data-driven decisions that prioritize "outcomes over impressions." Learn also how local and regional advertisers can leverage the same sophisticated targeting and measurement capabilities previously available only to national brands.
Did you know they are "TAG Platinum" certified? That, combined with their company approach to business, means all their inventory is brand safe. Peter also teased a pretty impressive case study of a restaurant chain is measuring direct sales impact from their advertising campaigns right off transactions.
In the second segment, Sheila introduces us to the company she runs, "Mirror Digital," which has pioneered connecting brands with diverse audiences across digital platforms for over 13 years. She breaks down the misconception that multicultural audiences are "niche," (um, 43% of the pop is NOT niche!), and their combined $6.8 trillion in buying power – larger than the GDP of any European or Latin American country -- should be pretty enticing to ANY brand advertiser! Oh, and remember, that other little "niche," WOMEN, drive 80% of household purchasing decisions. It might be why Mirror Digital has worked with major brands like General Motors, Verizon, and Amazon.
(I did a great interview back in 2021 with Cadillac CMO Melissa Grady Dias and we talked a little more about their approach to inclusivity, which is DEFINITELY still important, despite our political climate.)
Here are some of the key moments:
[00:00:29] Peter Jones introduces Premion's focus on local markets and helping regional agencies with scaled buying power
[00:01:19] Why local advertising is having its moment and impressive projections for 2025
[00:03:05] The three key factors advertisers need today: inventory, data, and measurement
[00:09:28] Jones' mantra of "outcomes over impressions" in advertising strategy
[00:11:07] How a restaurant chain measures direct sales transactions from Premion advertising
[00:14:52] Sheila Marmon on Mirror Digital's mission of connecting brands with inclusive audiences
[00:15:22] Why diverse audiences aren't "niche" (and their $6T (yes, a "T") in buying power)
Follow, Connect & Share the Love
Connect with Peter Jones: https://www.linkedin.com/in/jonespeter/ and visit Premion: https://premion.com/
Learn about Mirror Digital and Sheila Marmon: https://www.linkedin.com/in/sheila-marmon-0398074/
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*Read my Special Report about Possible: bit.ly/Moss-Whats-Possible
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