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THE MADIA JUNE 2018

RADIO SALES HOUSES The evolv ing aproach of radio sales houses The days of the simple 30-second radio spot are over. Now radio sales houses have to deal with a multi-channel environment encompassing digital, online, mobile, social media, gamification and even events. GLENDA NEVILL finds out what strategies they’re employing to deliver ROI to brands. Radio sales houses have spent years building online, and offline, digital audiences; investing in infrastructure and skills development to support fully integrated and multi-channel offerings to brands and clients. As group sales director for Mediamark, Cindy Diamond, says, radio brands communicate via an FM signal but also use mobile, online, gamification, digital, social media and on the ground channels. “As a result, it was important to evolve with them in terms of skills and offerings in order to allow brands to leverage these touchpoints. From a Mediamark perspective, growing an events division, digital and TV division led to a very natural progression into the multi-platform space,” she explains. “Where we don’t have the skills in-house we have brought them in – for example, employing a creative strategist with through the line experience to bolster solutions in market.” Media strategy manager for Primedia Broadcasting, Taryn Hood, agrees that skill sets and the approach within the business have changed. “Not only are we creating multi-platform content, but we also need to understand the proliferation of options for clients to leverage their brand messages through a growing numbers of channels. From tailor-made integrated client campaigns, created from scratch in-house, to programmatic ad-inserted audio – the scope of sales opportunities is enormous,” she says. To take advantage of these opportunities, Primedia has boosted its key teams in the space. “Our Research and Insights team are at full capacity, turning data into meaningful insights for our teams and their clients. And our Creative Solutions team has been heavily invested in, to create bespoke solutions that advertisers are now looking for, to cut through the clutter.” As Diamond says, radio is still one medium that “plays nice with all other mediums in the sandpit”. Which means that bundling is something radio sales houses can do effectively – depending on the client. “Uptake of bundled products is still very much dependent on the client’s objectives, overall direction of the campaign (especially for global brands) and the client’s appetite to try an alternative approach to traditional media buying,” she says. It certainly provides radio clients with a solution that leverages the “best of digital and gamification”. It allows for greater engagement, greater measurability, and social sharing to amplify the campaign, Diamond adds. “In this regard, it is not an upsell but part of multi-channel campaigns that we believe are providing stronger, more measurable solutions that are bringing clients back to the table.” Diamond says while the majority of Mediamark’s radio station revenue is still based on generic campaigns, “the demand for a non-traditional multi-channel approach is growing fast. Given the conversations we are having in the market place – we believe the demand for multichannel will continue to grow and become the new norm – hence our gearing in the past few years”. This gives radio sales houses the opportunity to be “brought into the marketing plan upfront and not just with the media or radio plan where an Not only are we creating multi - platform content, but we also need to understand the proliferation of options for clients to leverage their brand messages through a growing numbers of chanels. integrated multi-channel solution becomes difficult”. Hood says Primedia is cognisant of research done by NAD in the UK that proved radio is “four times more effective than any other form of advertising at driving internet browsing. Listeners exposed to radio adverts were 52% more likely to browse for that brand online”. Like Diamond, Hood says Primedia would like to see increased demand for bundling. She says digital and traditional planners are not yet working in synergy in the audio and radio space. “Based on conversations with our advertising partners in the industry, we believe this will start shifting and give radio players a new opportunity for platform cross-sell and give advertisers a strong, seamless and in some cases a visual support channel for call-to-action,” she says. The Media | wagthedog.co.za P 11


THE MADIA JUNE 2018
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