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Why Radio Is Not Embraced By Advertisers
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(12/11/2012 2:21:49 PM) Flag as inappropriate content
Bravo to Eric for stating this as a must-do for radio. I can imagine the thoughts running through this panel's minds seeing the top radio executives showing that input from agencies isn't important enough to hear.
What's incredulous is that here you have agency leaders spelling out what it is they want radio to deliver - handing out a road map for business to radio - against scowls from radio folks trying to sell what isn't being requested. Agencies see this: "Pandora can not only give targeted data by neighborhood, it can tell you how many listeners clicked in response to an ad and how many of those went on to make a purchase."
Pandora also changes copy in mid-campaign to improve response. Whether radio execs care to embrace these concepts is not important because agencies are buying this technology from others.
Technology-served advertising that I've been associated with has focused on what's best for the client. Sellers of radio seem intent on convincing advertisers that they must appreciate the value of radio more.
Selling impressions is a thing of the past. Advertisers are buying response. Branding campaigns aside, it's that simple.
I have only one question for Charlie - an acknowledged and respected supporter of local radio: What great ads, Charlie?
The other questions I have for agencies are: What? Your folks can't make great ads for radio? Or, is it that there just isn't enough profit in radio creative? Huh?
They (agencies) have a small audio department, the creatives don't embrace Radio and you (Radio people) need to prove to us that it works. Translated, I think he said "Radio just isn't a solid profit center for our agency."
Did the "econometrics report" that proved TV works show some 40% of prime demos time shift viewing - and skip the ads? Audience engagement comes from great content - including great ads. Live Local Radio does that - every day.
Radio cannot live by "reach" alone! Advertisers want results. They want radio listeners (consumers) to buy their product and/or service and unless their radio message can touch the listener emotionally or allow the listener to identify with the message, then radio will continue to "go in one ear and out the other" with no apparent definable results. Give the advertiser /agency results by helping their message creatively reach the audience, STICK with the listener, and motivate the listener to use that product or service, then RADIO may become a more effective medium and, indeed, embracable. It's not the messenger...it's the message! Consider it!
Nothing makes my blood boil more than this topic! Econometrics have become the buzz word for, “I don’t want to do my homework.” By admission of this article, most of these ad agencies don’t “know” our business, nor do they want to. Last time I checked the United States Government uses “our” medium as the backbone for the nations “first alert” process. Viable enough for the safety of Americans, but not for advertisers. I smell a rat.
Nothing makes my blood boil more than this topic! Econometrics have become the buzz word for, “I don’t want to do my homework.” By admission of this article, most of these ad agencies don’t “know” our business, nor do they want to. Last time I checked the United States Government uses “our” medium as the backbone for the nations “first alert” process. Viable enough for the safety of Americans, but not for advertisers. I smell a rat.
Ed, with due respect: it's making our medium ratings centric that is the problem. The age old example still exists that if I run a light schedule on a weak station promising $100 to the first 100 people who show up on Sat Morning - I will be out $10K in a short amount of time. Reach is not the issue. Ideas, copy and storytelling are what move the masses ... or a hundred dollar bill.
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(12/11/2012 2:21:49 PM) Flag as inappropriate content
Bravo to Eric for stating this as a must-do for radio. I can imagine the thoughts running through this panel's minds seeing the top radio executives showing that input from agencies isn't important enough to hear.
What's incredulous is that here you have agency leaders spelling out what it is they want radio to deliver - handing out a road map for business to radio - against scowls from radio folks trying to sell what isn't being requested. Agencies see this: "Pandora can not only give targeted data by neighborhood, it can tell you how many listeners clicked in response to an ad and how many of those went on to make a purchase."
Pandora also changes copy in mid-campaign to improve response. Whether radio execs care to embrace these concepts is not important because agencies are buying this technology from others.
Technology-served advertising that I've been associated with has focused on what's best for the client. Sellers of radio seem intent on convincing advertisers that they must appreciate the value of radio more.
Selling impressions is a thing of the past. Advertisers are buying response. Branding campaigns aside, it's that simple.
- Ken Dardis
(12/11/2012 2:11:57 PM) Flag as inappropriate contentI have only one question for Charlie - an acknowledged and respected supporter of local radio: What great ads, Charlie?
The other questions I have for agencies are: What? Your folks can't make great ads for radio? Or, is it that there just isn't enough profit in radio creative? Huh?
- Ronald T. Robinson
(12/11/2012 1:57:17 PM) Flag as inappropriate contentThey (agencies) have a small audio department, the creatives don't embrace Radio and you (Radio people) need to prove to us that it works. Translated, I think he said "Radio just isn't a solid profit center for our agency."
Did the "econometrics report" that proved TV works show some 40% of prime demos time shift viewing - and skip the ads? Audience engagement comes from great content - including great ads. Live Local Radio does that - every day.
- Charlie Ferguson
(12/11/2012 1:28:12 PM) Flag as inappropriate contentRadio cannot live by "reach" alone! Advertisers want results. They want radio listeners (consumers) to buy their product and/or service and unless their radio message can touch the listener emotionally or allow the listener to identify with the message, then radio will continue to "go in one ear and out the other" with no apparent definable results. Give the advertiser /agency results by helping their message creatively reach the audience, STICK with the listener, and motivate the listener to use that product or service, then RADIO may become a more effective medium and, indeed, embracable. It's not the messenger...it's the message! Consider it!
- Sandy Orkin
(12/11/2012 11:17:19 AM) Flag as inappropriate contentNothing makes my blood boil more than this topic! Econometrics have become the buzz word for, “I don’t want to do my homework.” By admission of this article, most of these ad agencies don’t “know” our business, nor do they want to. Last time I checked the United States Government uses “our” medium as the backbone for the nations “first alert” process. Viable enough for the safety of Americans, but not for advertisers. I smell a rat.
- George Feola
(12/11/2012 11:16:02 AM) Flag as inappropriate contentNothing makes my blood boil more than this topic! Econometrics have become the buzz word for, “I don’t want to do my homework.” By admission of this article, most of these ad agencies don’t “know” our business, nor do they want to. Last time I checked the United States Government uses “our” medium as the backbone for the nations “first alert” process. Viable enough for the safety of Americans, but not for advertisers. I smell a rat.
- George Feola
(12/11/2012 10:00:16 AM) Flag as inappropriate contentEd, with due respect: it's making our medium ratings centric that is the problem. The age old example still exists that if I run a light schedule on a weak station promising $100 to the first 100 people who show up on Sat Morning - I will be out $10K in a short amount of time. Reach is not the issue. Ideas, copy and storytelling are what move the masses ... or a hundred dollar bill.
- Bob Walker
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