Tag: mark ramsey media

04/28

6 Reasons Your Station Should Do Perceptual Research

Perceptual research is survey-based research designed to build your brand and position it in a crowded marketplace. It's strategic in nature, unlike the strictly tactical nature of music research (knowing the right songs to play is great, but if your formula is off-base or the brand is misaligned, don't expect that listeners will pay attention). Today, perceptual research for radio brands is more important than ever because the challenges for audience attention have never been greater. Here are 6 brief reasons why your radio station should do perceptual research: 1. Perceptual … [Read more...]

04/05

Advertisers Can Be Their Own Worst Enemies

We had to produce some direct response ads for my podcast project (you've heard it, right?), but one of the would-be sponsors was a hard sell. You can find them advertising on many podcasts here and there (and maybe even on a certain televised annual sports event). But this kind of podcast doesn't work for them, they argued. So they'll steer clear. Our work-around solution: Create a spec spot that really illustrates the power of audio and moves the product and even has what almost zero podcast (or radio) spots have: The inherent potential to go viral. And that's exactly what my … [Read more...]

03/17

Inside the Exploding Business of Podcasting

Sure, it's smaller than radio. But it's growing. And revenue is growing fast. I'm talking about podcasting. And one of the hot new companies native to the space is Wondery, an audio on-demand company that just celebrated its first anniversary. It's also the company I'm working with on my new series, Inside Psycho. Hernan Lopez is the CEO/Founder of Wondery. Listen to our conversation and you'll learn a lot about the space and its development. Hear how the business of podcasting is growing and what's ahead for the category. Hear how Wondery creates content with "immersive audio" … [Read more...]

03/16

Where’s Radio’s Branded Content?

I'm not in the business of crafting ads for clients. Let me get that out of the way right up front. And maybe that's what permits me to see the world in ways many folks in the trenches selling radio don't. I hear lots of terms: "Non-traditional revenue," "integrated selling," the "events business," and so on. But here's a term I hear very little: Branded content. And yet, it's one of the big growth areas in the advertising space. Branded content is content that exists because it matters to the target audience, not just because it matters to you and your client. So it's not the … [Read more...]

03/05

Media Unplugged: Here’s what YouTube TV REALLY Means

Here's what YouTube TV really means... And... Is Martin Scorcese too risky for Hollywood? Fugetaboutit! Plus, movie theaters are really in the SEAT business, and the limits of asking your friends to try a podcast (#trypod is well-meaning, but will it be enough?). It’s episode 59 of Media Unplugged with branding authority Tom Asacker and media strategist Mark Ramsey. Listen as we go inside media to reveal the ugly truth! Click the play button below: And if you're reading this by email, click here for the audio. Sample and subscribe to Media Unplugged at iTunes. Or do … [Read more...]

02/20

It’s Time For Radio To Make Spots Shorter

YouTube has announced that they will no longer support 30-second ads that viewers can't skip, starting 2018. No more. Nada. Zip. Why? A YouTube spokesman said... We’re committed to providing a better ads experience for users online. As part of that, we’ve decided to stop supporting 30-second unskippable ads as of 2018 and focus instead on formats that work well for both users and advertisers. This change will not affect shorter ads - the 20-second videos and six-second bumpers will continue as before. But they are, by definition, shorter. Obviously, radio is no stranger to shorter … [Read more...]

02/08

Radio’s Lost Podcasting Opportunity

When you talk to radio broadcasters about their podcasting strategy, they tend to see it from the same perspective: The one that relates to their own content. But there's another way to see podcasting strategy, one that is right in front of your ears. I have a secret podcast project (B2C, not B2B) launching this spring (it's gonna be killer), and that has given me the chance to chat up some of the key figures in the "business of podcasting" space. I encouraged one to reach out to radio stations to pitch the idea that they should run his podcasts on their radio stations. It's all audio, … [Read more...]

01/31

New Radio Competition from the New York Times

Oh but so much more than that. From MediaPost: The New York Times will launch a new daily podcast hosted by Michael Barbaro called “The Daily.” The show, which is billed as “a reimagining of a daily audio report for a digital audience,” will debut on February 1. It will include a text messaging component and will be available on Alexa-enabled devices. Each 15-20 minute weekday show will publish at 6 a.m. and will focus on the news of the day, featuring two to four stories. BMW is the official launch sponsor of The Daily. What? Another news podcast? Nothing special there, even with Alexa … [Read more...]

* = required field

Dive Into The Blog