What Advertisers Want From Radio
Wednesday, July 29th, 2009
Ad Age has a nice piece on what advertisers want from radio. Maybe I’m just projecting, but it seems simple enough:
- Content that enforces the advertisers’ brand benefits
- Ending the long set of commercials.
- The ability to leverage the power of personality.
Seems simple enough. It’s time to end the 60 second commercial and re-enlist talent in the process of marketing the station and its sponsors. Radio needs to be “break free” and entertain all the time. Sponsors need to be partners. The wall between programming and sales has to come down.
Ad Age has a nice piece on what advertisers want from radio. Maybe I’m just projecting, but it seems simple enough:
- Content that enforces the advertisers’ brand benefits
- Ending the long set of commercials.
- The ability to leverage the power of personality.
Seems simple enough. It’s time to end the 60 second commercial and re-enlist talent in the process of marketing the station and its sponsors. Radio needs to be “break free” and entertain all the time. Sponsors need to be partners. The wall between programming and sales has to come down.
