Ad Platforms

Your Consumers, Our Listeners
Radio has been a part of our lives for so long it is very easy to take this magical medium for granted.  But the power of Radio should never be underestimated or overlooked.  Like a great pair of shoes or the perfect wine, Radio goes with everything. You can listen to it in your car, home, or office.  And it is the ultimate multi-tasking medium, perfect for today’s consumers who are constantly on the go.  What’s more, in a world where we can easily feel estranged from one another, Radio serves as a reliable and up to the minute source of information as well as a friendly companion throughout the day and night. Every day, thousands of San Diegan’s tune in to radio, and just as our lives are changing with technological advances, so too is Radio.  It is no longer one dimensional.  With Radio’s multiple platforms, advertisers can reach consumers at any time or place via digital radio, the World Wide Web, mobile devices, and community events.  Offerings will vary from station to station but advertisers will find a rich menu of opportunities to complement their broadcast schedules and engage with consumers.

Radio’s special charm and strength is that it is local.  And it has something for everyone with:
• Engaging local on-air personalities with compelling and entertaining content
• News, weather, and traffic reports
• Sports programs
• Community events

Websites
Radio websites are multi-purpose. They provide information on station personalities, local community events, breaking news, weather, traffic, along with radio streaming. With the addition of streaming radio, advertisers are also able to reach consumers purchasing online. Ad opportunities vary from station to station but may include:

• Video:  :10-:15 Pre-roll
• Video:  Content
• :30 streaming commercials
• Rich media ads (300x250 video banner ads; Scratch & Win banner ads)
• Rich media floating ads (home page takeovers)
• Pushdown ads
• PODcasts
• Advergaming integration (i.e.:  Match Games, Spin the Wheel and Trivia)
• Banner display ads (728x90 and 300x250)
• 234x60 banner ad inclusion in weekly loyal listener opt-in e-mail blasts
• Customized microsites/portals
• Sweepstakes, contests and sponsorships
• Keywords
• Customized widgets

Out-of-Home / Mobile
Radio is the original out-of-home media and the best media for reaching working people. Advertisers can reach this important segment on the way to and from work in their cars and in offices or retail locations over the air or by streaming . It excels in reaching people on the go and right before the point of purchase.   In addition to the traditional methods of delivery, radio stations now connect with consumers in the following ways:
• Station mobile apps
• Streaming
• SMS  text alerts for information delivery and contesting
• ITunes tagging
• Directional GPS Marketing

Community
Local Radio stations are constantly out and about in the community and excel over other mediums in its ability to connect with listeners and rally support for worthy causes. Consumers trust their local on-air personalities, who become their companions and friends. They deliver messages on a daily basis which are listened to and acted upon.  Radio stations can respond almost immediately to a need. Advertisers have the opportunity to partner with local radio stations to increase their involvement and visibility in the community through a variety of different events:
• Fundraisers
• Charity events
• Grand openings
• On-air personality appearances at retail locations
• Concerts/music events
Industry News
Research
Results
Broadcast Radio Listening Increases Reach to 243 Million Listeners Per Week Digital Listening Incremental to Broadcast; Accounts For 7.6% Of All Listening
The claim that listeners are highly engaged with radio is reinforced loud and clear in a new cross-media engagement study conducted by Nielsen. Radio tied for second across an aggregate of 11 different metrics of engagement in the study, commissioned by the Newspaper Association Of America.
U.S. digital TV users are climbing faster than expected. The number of U.S. digital TV users -- those who view at least one TV show per month via the Internet -- will climb 37% in four years to 145 million in 2017, from 106 million in 2012.
BIA Kelsey sees online ad revenues for platforms associated with broadcast radio stations and groups increasing from $491 million in 2012 to around $600 million in 2013, for an annual growth rate of approximately 22%.
A new study says about a third (36%) of all worldwide recorded TV content is never watched. In the U.S. that number is higher -- 41%, per Motorola Mobility's annual media survey.
Like so many Sir Galahads on the quest for the Holy Grail, businesspeople continue to search with near-religious ardor for "the perfect ad campaign." And many, when they have found it, learn that it's not enough. One of the greatest myths in marketing is the belief that advertising, by itself, is able to drive steady traffic into a business. This perception is supremely evident when a businessperson looks at an ad professional and says, "My only problem is traffic. If I had more traffic I'd sell more customers. Traffic is your department. Bring me customers. Now." What makes good ads fail?
The length of the "ramping up period" an ad campaign will require before you begin to see results is determined by the following factors, listed in descending order of their importance: 1. Product Purchase Cycle 2. Share of Voice 3. Impact Quotient of message 4. Media delivery vehicle...