Non-traditional advertising revenue for radio
January 21st, 2008
Interactive revenues.
What once was a great opportunity for radio, has now become an area of intense pressure for sales managers. Produce here or die. I kinda wish the opportunity side of the ideas had more time for exploration first, then perhaps the tools that can produce a long term benefit will be discovered. Short term thinking stemming from a need to stop the bleed only addresses the symptoms, not the cause.
This is relevant to us as we have indeed created a great advertising platform that works with the power of what radio is, while pioneering a new level of interactivity for radio spot advertising. The problem we face is the short attention span within the industry. The pressure for revenue now hinders the collaborative thinking that will create what is really needed… a permanent correction to the revenue graphs in the radio industry.
What kind of non-traditional ad channels are a good fit for radio? The ones that answer yes to the following:
- Is it measurable, and therefore no-risk?
- Is there a growing audience?
- Is it audio based and complementary to terrestrial radio?
- Is it highly targeted?
- Does it promote the producer as a pioneer in new media?
We are glad to say we hit a 100% yes on all of these factors and more.
Have your interactive managers give us a call to discuss how we can help turn the tide in your 08 forecasts.
January 21st, 2008 at 1:25 pm
Our product is in fact a promising solution for radio interactive budget requirements.
The challenge is in getting advertisers to see the necessity in it. Research shows that advertisers are beginning to spend more for online and interactive (duh), but it is still a slow movement.
Those advertisers who really believe in radio and spend a lot of money on it will initially pucker up (not their lips) when asked to spend more on “radio.” Many will expect that ad dollars thrown at a radio station will get them on all channels that station has to offer. That of course is not the case anymore.
An understanding will have to come about, that the cellecast products are of a completely separate category. One that brings stellar value and accountability, as you stated above.
As we know, our value is real and demonstrable. Let’s help radio advertisers begin to realize that!
March 13th, 2008 at 2:45 pm
I want to remind readers of this post that our interactive ad plans and offerings can be discovered here:
http://mms.cellecast.com/