Mobile Radio Simplified. Accessible. Relevant.

The 21st century media buying climate comes with expectations of greater accountability, measurability, and ultimately, ROI. Gone are the days where account executives can secure large buys by merely waving figures for cume by daypart. Advertisers and agencies now rightfully expect to know precisely what their ad dollars are going for. Who is hearing the ad, when, how often and with what result? The digitizing of mainstream media has made this accountability a reality.

Arbitron has responded to this demand by introducing the Portable People Meter (PPM) to replace the archaic diary system to track listener habits. At last, an electronic measuring system that drills down to the specifics of what listeners are actually tuning into, and does so without them having to recall (thus, often misreport) what exactly they listened to. This solution signals a great awakening of the radio industry in serving the demands of advertisers. Unfortunately, the complete roll out and implementation of it in all major and large markets will take years.

As emerging media tools such as cellecasting enter the marketplace it’s vital to note that tracking and accountability are inherent tools. Imagine empowering the advertiser to pull a report that details exactly how many times an ad was heard, in context, and by whom. They then pay for a precise CPM, with no margin of error or inflated numbers. The good news is, this is soon moving from imagination to reality.