Paul Jacobs weighs in on how radio can use the digital space to better augment traditional on-air commercial inventory:
As radio moves toward providing posting to advertisers, we can learn some lessons from how television is dealing with this situation. ABC-TV has come up with a novel – and effective – method of providing advertisers with the "eyeballs" they guaranteed without impacting their inventory. Instead of providing free :30 make-goods on the network, advertisers are accepting similar placement in the stream of the same program on ABC.com. In some cases, the advertisers have placed a higher value on this digital inventory than they did on the big network.
Radio should take notes. Given the multi-platform solutions we can provide advertisers – in-stream commercials, pre-podcast placement, on-site banners, mobile marketing, HD channels, and more – this is something that should be promoted prior to the onset of posting. Let's build this in as a viable solution on the front end, expand our available inventory, and build value for it now.
Another great reason for radio to move quickly into the digital space.
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