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Radio’s open invitation from Advertisers

Posted on: May 23, 2009 in Uncategorized

Progress is based in listening, not talking.

So listen to what these advertisers say about what radio needs to do to be more effective and impactful for them.

Once you get over the unfortunate "second class citizen" tone affixed to our medium, it's clear that these folks are open to creative ideas – and we must be bold enough to offer them.

From Ad Age.

P.S. Jeff Haley, stop pimping PPM.  Advertisers want to go interactive.  Listen to them.

P.P.S. When advertisers tell you "it's all about education" don't believe it.  It's about what's bright and shiny.  Always has been, always will be.
View Comments
  • Barry Drake
    Men and women who own and run businesses (advertisers) live in a different world than the agents in this video. Listening to advertisers is a completely unique experience.
  • Excellent observation, Barry!
    But....would the story have changed if an advertiser was present?
  • Barry Drake
    Did I miss something? I did not see any "advertisers" participating in this discussion.
  • Jim Ryan
    I hear Seth in the background, "It's not about what they need, it's about what they want." This is true whether the taget is the marketing director, the CEO, the ad agency, the owner or the consumer (user).
  • Ryan Saghir
    Key point at 04:25 - David Fowler hits the nail on the head. "Agencies aren't desperately seeking ways to recommend radio." It's not about just appealing to brands, it's appealing to agencies. Radio is an afterthought to agencies. It's what you consider when there's money left in the budget.
    As for PPM: it's all fine and dandy that we know the "true" number of listeners now - but finally getting a "real" audience metric is almost laughable in this day and age. Digital has been doing it for over 10 years. It's hardly a feature to advertisers.
    Reach and frequency are one thing, but how do you measure affinity? That's why interactive is so popular. With digital, we can infer the level of receptivity of the audience. With radio, advertisers can literally be PAYING for the audience to HATE the brand - and worse yet, they'll never know it.
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MRM President Mark Ramsey has worked with innumerable television and radio broadcasters over his career, including all the biggest names, from Clear Channel, CBS, Bonneville, Sirius XM...

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