Houston, Can I Have Your Attention?

The way consumers discover information, entertainment, products, restaurants, events—and even Houston itself—is changing rapidly.

Television, radio and newspapers remain powerful platforms with established audiences, trusted personalities and significant reach. At the same time, a new generation of independent creators has built highly engaged audiences of its own, often reaching hundreds of thousands of consumers through a single piece of content.

For advertisers and marketers, this has created a much more complex media landscape. A Houston consumer might encounter a brand during the morning news, hear about it from a radio personality on the way to work, read about it online, see it recommended by a creator on Instagram or TikTok, and then search for reviews before ever making a purchase.

The question is no longer simply “traditional media or social media?”

The bigger question is: In a world with more content, more channels and more choices than ever before, how do brands earn—and keep—consumer attention?

This luncheon will bring together leaders from Houston’s established media community alongside some of the city’s influential content creators for a candid conversation about how audiences are changing, where attention is moving, how influence is measured, and what it all means for advertisers.

Takeaways

AAF Houston sits at the intersection of advertising, media, creativity and business. Few changes are affecting all four as significantly as the transformation of how consumers spend their attention.

Our goal is for attendees to leave with a greater understanding of:

• How consumer attention is fragmenting across television, radio, print/digital publishing, streaming, social media and creator platforms.
• How established media organizations are adapting their businesses and content strategies to changing audience behaviors.
• How independent creators build audiences, develop trust and turn influence into viable media businesses.
• How brands and agencies should think about reach versus engagement versus influence when evaluating media opportunities.
• How marketers can compare effectiveness across very different channels and measurement systems.
• Where established media, creators and brands increasingly overlap—and where opportunities exist for them to collaborate.
• What the next evolution of Houston’s media and advertising ecosystem may look like.

The Panel

Panelists will represent various aspects of the changing media ecosystem:

• Food Creator
• Lifestyle Creator
• Cultural and Community Creator
• Television /Video
• Radio/Audio
• Newspaper/Digital Publishing

Afterwards, we hope attendees will recognize and understand that the future is not simply traditional media versus new media. The lines between them are increasingly blurred, and both offer distinct strengths and opportunities for advertisers trying to connect with consumers.

We hope to see you on November 18th!

Please note: for ticket payment: you can pay by credit/debit card by following the PayPal payment link. You do not need a PayPal account.