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.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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