Monday, October 11, 2010

The new radio ad campaign

The days of pimping :30 and :60 spots are over, it's time for radio to embrace a full service on-line and on-air ad campaign for customers. Imagine the package, a :15 or :30 video spot on the station Facebook page, web page and a client landing page. Mixed with successful promotions, marketing and creative spot flight. For remotes, the virtual remote was discussed in 1999 when I was at Citadel by VP/Programming Scott Mahalick. It was revolutionary. Imagine a car dealer, you do the remote on the air and the record it. It's edited and available on demand on your web site and FB page.

The idea here is to build a much better mouse trap. If radio ad revenues are down, it has to be the media and not the client. Inside Radio for 10-11 says: 

"From digital ads to mobile campaigns, buyers are pushing media outlets to target their ads more than ever before. Radio has traditionally been the “big tent” medium even as it has moved online. Now several radio groups are evaluating a tool that could produce more targeted streaming audio ads"

Behavioral targeting or behavioural targeting is a technique used by online publishers and advertisers to increase the effectiveness of their campaigns. Behavioral targeting uses information collected on an individual's web-browsing behavior, such as the pages they have visited or the searches they have made, to select which advertisements to display to that individual. Practitioners believe this helps them deliver their online advertisements to the users who are most likely to be interested. Behavioral marketing can be used on its own or in conjunction with other forms of targeting based on factors like geography, demographics or the surrounding content.

Behavioral Targeting allows site owners or ad networks to display content more relevant to the interests of the individual viewing the page. On the theory that properly targeted ads will fetch more consumer interest, the seller may ask for a premium for these over random advertising or ads based on the context of a site.Behavioral targeting on-line is big and cost effective. Newspaper and television on-line platforms are teaming with Yahoo and Google to provide this service to local clients. Radio websites will have to become more than dumb remote pictures and jock blogs and become a central, capital point for commerce. 

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