Tag: spots

06/21

Audio Advertisers: It’s Time To Make Spots Much Shorter

This was the headline: "Fox adopting YouTube's Six Second Ad Format." "This is the first time that a broadcast television company has committed to the ad format, which YouTube introduced last year," the companies said. That means Fox TV will be airing six second spots across its platforms, including linear television. And don't think that this trend will stop there, folks. At my hivio event last year I presented research which explicitly tested what consumers - listeners - wanted to hear from ad-supported audio platforms (you can watch the whole presentation here). We didn't test … [Read more...]

01/28

Radio Survey: To Simulcast Spots or Not to Simulcast Spots

In the second release from a new study of radio industry thought-leaders, managers say their radio brands can make more money by monetizing streams separately with their own spot inventory than by simulcasting those spots with the over-the-air brands. The study was conducted by Mark Ramsey Media by telephone in November and December, 2014 among more than 100 top-50 market radio General Managers, Sales Managers, Digital Executives, and Program Directors. 56% of these managers say a separate monetization strategy for streams with their own spot inventory will likely make more money … [Read more...]

03/12

Hey Pandora, Watch That Commercial Load

There's this myth out there that its the personalization that provides the primary motivation to use Pandora: The limitless allure of choice and variety. But I don't think so. I think it's much more about the comparatively clutter-free environment. That is, fewer spots. The "variety" argument: Everywhere we turn, it's clear that consumers favor hits. Even when he was onstage with me at hivio, the audio future festival last year, Pandora CTO Tom Conrad acknowledged that there is an equilibrium on each channel - that increasing "variety" past a certain point only invites consumers to … [Read more...]

11/22

Advertising is about Audiences – not Distribution Channels

Twitter's ability to attract a swarm of conversations around particular TV shows means that it can marshal a large audience engaged in a particular show without necessitating the use of the traditional TV spot. From the advertiser's perspective there will be a motivation to reach the people who count without blowing a big wad of money on the TV spot that was traditionally used to do exactly that. Why bother, when Twitter's "TV conversation targeting" is designed to do something quite similar? This is a reflection of a larger realization that is, of course, obvious: Advertisers are buying … [Read more...]

10/03

Are There Too Many Commercials on the Radio? Nope!

A friend told me how radio broadcasters at a recent conference emphasized the importance of minimizing commercial interruptions in online radio streams without mentioning the proverbial elephant in the room: What about the far worse ad clutter on good, old-fashioned terrestrial radio? Does the logic of minimizing spots in one place mean spots should, for the same reasons, be minimized in every place? Here’s my answer (and this may shock you): No. Three reasons: 1. Practical Reality On a purely practical basis, there is no way the radio industry is going to significantly trim … [Read more...]

04/25

Simulcasting Radio Spots Online? Open your Checkbook

So which is the better strategy to monetize online radio? Featuring targeted spots built for the context and platform of online radio and the consumers who expect something relevant there? Or simulcasting the same spots you run on-air online? Well we can argue about which is better from a strategic standpoint (I certainly have made my opinion known), but we can no longer argue that there aren't extra, unanticipated costs to simulcasting. Contrary to the wishful thinking among some broadcasters, it is not free to move spots over from on-air to online. And not only is there a cost, but … [Read more...]

10/25

Beware the “Commercial Cliff”

The spot load on some radio stations continues to swell.  But how much is too much?  At what point will audiences and advertisers decide to take their listening and their business, respectively, elsewhere? A cautionary tale is as close as the nearest cable box. From Broadcasting & Cable: Viacom has come under fire lately for cluttering some of its channels with extra commercials in order to make up for advertising revenue shortfalls caused by lower ratings. But one little-noticed effect of squeezing in more ads is that networks such as TV Land and Nick at Nite are actually running … [Read more...]

02/21

Don’t Simulcast your On-Air and Online Radio Spots

Talk to many broadcasters and you'll hear a common refrain:  We wish we could simulcast our on-air spots with our online ones and bundle those impressions in one Arbitron number. Well, be careful what you wish for. AFTRA rules get in the way of simulcasting these spots on-air and online in the US, but in the UK there is no such restriction and broadcasters are free to simulcast spots or split them as they wish.  Historically, most have simulcasted. But now that is beginning to change. Clive Dickens has this piece of advice for any US broadcaster hoping to lump these spots … [Read more...]

* = required field

Dive Into The Blog