CBS Automates Online Ad Buying

10-13-13

CBS Local Digital Media has launched a new tool for advertisers to purchase online ads on CBS' 125 streams. By following on-screen prompts, advertisers can create their own advertising campaign using 30-second ads which are also paid online with a credit card and scheduled to run on the stream of CBS stations. There are over 2,000 ads advertisers can choose from in 45 categories ranging from agriculture to travel. Advertisers can also upload their own ad.

Advertisers enter their e-mail address at www.AudioAdCenter.com and if CBS has to create the ad, the radio station notifies the advertiser when the ad is ready. When advertisers pick the radio station they want to advertise on, they have the choice of four packages, Bronze, Silver, Gold, and Platinum. Each package is priced differently. The Bronze starts at $75 per month; the Platinum is $500 per month. If advertisers need an ad produced, a generic ad with a very short tag is $50. For $100, an ad with a 10-second tag is produced. And, for $300, advertisers can get a unique ad by filling out a simple questionnaire and the station will produce the ad. This is for the radio station's online stream only. Advertisers can then check out and pay with a credit card.

CBS Local Digital Media President Ezra Kucharz says, ?Streaming audio is a very effective form of advertising and does not have to be limited to the companies with the biggest budgets. With Audio AdCenter, business owners can align themselves with the most trusted radio brands, with millions of listeners between them to choose from.?

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Pandora Enters Final Stage Of Media Buying Integration

5-15-13

Pandora says it is integrating a new e-Business advertising technology solution that will allow for "frictionless planning and buying for media buyers." Pandora Chief Revenue Officer John Trimble says, "With this new solution, we are combining the ease of buying traditional radio with the accountability of digital by enabling a more seamless, end-to-end platform from planning through the final billing transaction." The new platform integrates the largest media buying software platforms, Mediaocean and STRATA, with proprietary software built  by Pandora's engineering team in conjunction with Pandora's ad operations and billing teams.

Pandora says this marks the launch of the final stage of its plans to fully integrate Pandora into media buying platforms. The first step, announced in May 2012, was the launch of Triton Digital's measurement of Pandora in traditional radio metrics such as AQH and Cume. The second phase, announced in March 2013, integrated Pandora audience data via Triton ratings into the Mediaocean and STRATA media buying platforms.

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Triton Unveils Automated Buying Platform

1-17-2013

Triton Digital has introduced a product called "a2x," an advertising exchange that allows advertisers to programmatically buy targeted online and mobile audio inventory in real time. The platform provides a system for managing, buying, and selling third-party advertising campaigns. Triton will use consumer data from eXelate to help deliver highly targeted ads.

Triton Digital Chief Operating Officer Mike Agovino said, ?Marketers are increasingly relying on ad exchanges and real-time bidding to reach their target audiences in an effective manner. Streaming audio?s exponential growth has created an exciting new digital advertising channel, and a2x is exactly what the market needs to streamline the buying process, making the ads more accessible, and enabling publishers to better monetize their content."

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Boortz Not Buying Huckabee or Smerconish "Friendlier" Talk Angle

4-24-2012

In the upcoming May 7th issue of Radio Ink magazine talker Neal Boortz discusses the recent push by Cumulus and others for a more toned down type of talk radio. Cumulus launched Mike Huckabee April 9th pushing the show as a friendlier conservative talk host. Boortz isn't buying that consumers have tired of the likes of Rush Limbaugh, Sean Hannity and others and they want to see more talkers like Huckabee and Michael Smerconish. Boortz says listeners want to be entertained. "Mike Smerconish is immensely talented. Barack Obama likes him. But on the radio, he is not compelling or exciting. He is methodical and dependable. The listeners are not going to react with overwhelming enthusiasm to somebody like that."

Boortz adds, about Smerconish, "I can see where he would want to go on the air and say "The type of talk radio I do, that's what the consumers want. That is what they are going to be looking for in the future." It's a great sales pitch to get people to sign on to your show. I still think what the consumers are looking for is, number one, entertainment. They want to be entertained. It can be a liberal, a libertarian, or a conservative. It can be far-left or far-right. If they are entertained, they are going to tune in. The ratings are going to be there and the advertisers are going to be happy." Smerconish is syndicated by Dial Global.

In our interview with Boortz, he also says, "syndication is really destroying the supply of good local talk show hosts. The talent pool is very shallow. So, the wonderful world of syndication, while it's been marvelously lucrative for the few hosts that manage to really get into it, it has really smothered the development of local talk radio talent." Neal Boortz has now been on the air for over 40 years and is heard on over 200 radio stations.  

To subscribe to Radio Ink in time to receive our May 7th issue which also includes a special report on talk radio GO HERE.

(4/23/2012 5:50:21 AM)
I'm sure the watering-down hole approach appeals to some controlling the media. Too long in broadcasting to not see the bias toward pro-government management of everything coming from news sources.

Fragmentation of sources in the media pleases those supporting big government makeovers. Truth telling IS difficult in a spin driven multimedia platform where the truth can be rewritten as it makes the circle.

(4/23/2012 1:13:37 AM)
While Steve (below) makes a valid and sobering point, the issue - as it applies to Radio is the following:

As an electronic medium, Radio impacts firstly, primarily and most powerfully as a medium that stirs emotions. As a medium that delivers information or "content" that is processed thoroughly by an audience, Radio suffers drastically.

So, even those who would be more so-called moderate and reasonable had better get excited about that if they want to be embraced by their audience. "Mellow" won't make it. Sorry, but that's the nature of our medium and we best get hip to that as a fact. Sooner would be better.

(4/22/2012 11:11:32 PM)
". . . [H]e is not compelling or exciting. He is methodical and dependable."

I believe that tells you all you need to know about the current state of political dialog in America. We are entertaining ourselves straight out of a functioning democracy.

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(SOCIAL) Not Buying Facebook Ads? Are You Drunk?

If you're a radio manager, no doubt you've experienced the tightly wound morning show personality who storms into your office demanding billboards, TV ads, and even print ads tooting the show's horn to somebody other than those who are already listening. And when you refused, they said somewhat indignantly, "Wow, we sell advertising, we just don't believe in it."

OK, maybe I was the only morning show talent making that smart-ass remark. But I doubt it.

In fact, I still agree with myself. You can stand in a forest and scream as loud as you want. Without amplification of your message, the only ones who can hear you are the squirrels and rabbits in your immediate vicinity. That is not a pathway to growth. We promote ourselves ad nauseum on our own air, but will not drop a dime to preach to anyone outside the choir.

Well along comes our friend Facebook, offering not only incredibly inexpensive advertising, but with spending caps at which ads are automatically cut off, targeting that maximizes every dime you drop, and accountability and analytics so you can measure how your ad did. I should inject a little emotional support here by reassuring you that advertising with Facebook is not an admission that it's better than radio advertising. You are not betraying your industry or sleeping with the enemy. You're just being tactical and smart.

And when it comes to targeting, what was already good just got a whole lot better. Facebook has added numerous broadtargetingcategories. I have no clue why it's called broad targeting, because it actually lets you drill down to niche specifics.

Ethnic Targeting:

Lets you market your station based on your format's demographics.

Recently Moved:

Gets you access to newcomers to your market who haven't chosen their favorite new local radio station yet. Butter them up with special new-to-town offers.

Away From Hometown:

Offers you ways to stay connected to those who grew up on your station but moved away. Could help drive the reach of your online streaming.

Engaged Users:

They even divided this up by women engaged less than six months and less than a year so you can speak to their immediate pre-wedding preoccupations. If you target females and can somehow relate to their special day, you're in their hearts.

Auto Intender:

Users who are most likely in search of a new vehicle. These people will listen to the radio in their new car. Your station can be on the top of their minds.

Pregnancy Targeting:

Again, make your station a part of the most significant moments in a woman's life, and she will not soon forget you.

Don't think there's not more segmentation coming, including by occupation, by political orientation, by what TV shows they like, even by what kind of music they prefer (!). If you think that's powerful for your station, it's equally powerful for your advertisers. Consider engaging in co-branded Facebook ads with them that strengthen their relationship with you, plus affords you even more exposure in the Facebook environment.

Mike Stiles is a brand content specialist with the social marketing tech platform, Vitrue. Check out his monologue blog, TheStilesFiles & follow him @mikestiles

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(COUNTERPOINT) I'm Not Buying This New Research

12-9-11
by Bob McKay

What is the point of the Coleman Insights/Arbitron Study regarding commercial cluster breaks? For the radio industry to commission this study, would be analogous to GM commissioning a study, on the safety of GM cars.  The term "self-serving" aptly fits this study. There are obviously two "worlds" in radio advertising... those advertisers who buy, usually through ad agencies, rating points; and those retail advertisers who look for direct sales results, that they can attribute to radio advertising.

The nice thing for radio stations, is that with "rating point buys" there seldom is any trackable accountability to sales results at the advertiser. And many if not most of these rating-point buys, involve multiple-location chains, where "sourcing" of the advertising has been even tougher to track. But Radio beware!... Even large multi-location advertisers are demanding more accountability from their advertising, and the internet and web options, are making this more possible than ever.

Secondly, there are many many advertisers, and agencies, that find cluster breaks to be unappealing. Their PERCEPTION is, that listeners TUNE TO OTHER STATIONS during cluster breaks. Their PERCEPTION is - and often this is by way of experiencing failed radio campaigns - that their advertising message is
ineffective in cluster breaks. So now this self-serving radio study comes out!... Does anyone seriously think that a "study" will  change perceptions?!  This "study" could actually do damage, because you are implying to a potential client that their PERCEPTION is wrong!... That approach certainly is not going to build rapport with your customer.

Rather, the radio industry should talk about real current case histories, of successful advertising campaigns. THAT is what advertisers want to hear!!! - That is..."tell me other clients - preferably in my industry, that are successfully using your station(s)." Overall, the radio industry needs to get over itself. This is not the "glory days" of the past, where radio advertising largely sold itself if you met the cost-per-points, and where retailers lined up to buy time.

Now, there are numerous OTHER OPTIONS, for both listeners and advertisers. And to put "studies" out there, is not the answer! They come off defensive, at best. ... Another example, is when the radio industry attacks the merits of cable TV advertising. ... So you're going out, and questioning an advertiser who made a decision to advertise on cable TV? ... Basically, you're telling them that they are wrong about a decision that THEY made!! - "Selling 101" is to NOT CRITICIZE YOUR COMPETITION! You look unprofessional at best. ... Rather, s-e-l-l YOUR product!!

Radio is part of a fast-moving, dynamically changing business and advertising world. ...And from the top down, the radio industry needs to grow up, and ADAPT. - -Case studies...micro-managing your salespeople (as in making them "report" to the station every morning and afternoon? IN THIS DAY AND AGE, with cell phones and the like-- WHY??!! Because you don't trust them?!!...and clinging to the old ways... are roads to failure.

Embrace the new. Empower your sales people. And if you are a manager and you do NOT own even own a SmartPhone by now... please STEP ASIDE!!- Because you clearly don't get it!

Bob McKay can be reached via e-mail at bmackay01@gmail.com

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