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Yearbook Jan 2019

18 yearbook 2019 More bang for the bucks Radio ad spend statistics between January and September 2018 revealed that overall radio performance has been affected by the negative economic conditions, says CINDY DIAMOND. M edia agencies are being placed under Cindy Diamond, group sales director enormous pressure, with advertisers extending every media opportunity beyond its prescribed boundaries. Agency KPIs are continuously being reviewed and stringent criteria put in place by brands. This has led to a commoditisation of inventory with the ‘science’ of planning weighing more than the ‘art’. The impact on media owners is the forcing down of pricing, with the challenge being to provide more bang for the buck. For marketers the 24 hour, 365 day buying cycle now means each channel a customer uses throughout the day is an opportunity to break through to them with a message, reinforce what we want to say, build brand awareness, and hopefully spur them to engage with the brand and its calls to action. To date many brands, media agencies and media owners have not fully mastered the art and science of integrated multi-channel marketing. In a contracting economy, advertisers tend to spend in bursts with high call-to-action objectives. However, in this attention economy, the companies that consistently build brand awareness will win the day. Artificial intelligence, coupled with data enablement, will continue to shape the direction of consumer experiences. Creative messaging and execution remains a key component in driving consumer responsiveness and campaign success. There will be an increased dependency on the integration of strategic partnerships between agencies (media and creative), media owners and advertisers in order to unlock innovation and deepen connections with the consumer. Content is king – but not any content – breakthrough content that is seen, heard and consumed in the right context. Other areas that will see change and growth include: digital OOH, programmatic, audience-based at Mediamark targeting, and video. With the continuous development of radio as a multi-channel platform, the medium is perfectly positioned to amplify these developing initiatives. Brand safety and placement transparency There continues to be significant growth in the digital media landscape. The hot topic in 2018 was around brand safety and the desire for advertising messages and related content to be served in environments that enhance and support the value proposition of brands. Issues around the transparency of digital viewability and the verification of all media inventory placement have been a prominent concern for advertisers. Shrinking advertising budgets In the current economic downturn, RADIO SAles


Yearbook Jan 2019
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