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News From Audio Graphics:
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Can You Feel Media's Ground Shaking? |
More appropriately, for people in the radio industry, let's reposition this headline as "Have You Heard Anything About?"
Suddenly, nearly every day, there are stories showing how traditional media understands it can no longer ignore what's been creeping up on it for 10 years.
This past RAB was like an internet beehive. Adjacent to the upcoming NAB, "The 5th annual RAIN Las Vegas Summit" will feature a new major national research study backed by Ando Media; titled RadioNext. I'm anticipating much of it to relate to radio and the internet. And today, we hear how CBS Stations will stream to Last.fm's audience. What you are witnessing is radio stepping into a new media use that's truly new media.
There finally seems to be some tires on this buggy, with someone turning the hand-crank hoping for a spark.
Here is the good side for a set of radio industries: broadcasters, and internet only stations. There's more attention being paid to radio on the internet. There are more questions being asked about placing ad buys on internet radio. And albeit slowly, don't get me wrong, there are more dollars moving online through internet radio.
As you hear about these movements, the ground I'm asking you to anticipate a shake from is in monetizing all of this. Do you sense that it's no longer just a place your ad, charge a dollar approach? Online, radio, while remaking its presentation needs to also reshape the way it looks at selling this new media.
There are a number of analytical approaches to buying an online ad campaign. Here's hoping that radio makes necessary adjustments in packaging its numbers. The small group of internet media buyers today are asking questions that radio sellers don't have answers for. This is learning curve time for the entire radio industry.
The momentum is starting, and there seems to be many radio people running to "do something." Not enough, though, appear to have their eyes on all the ways online is being sold. It's not just impressions, anymore. (My opinion on this, "Surviving a Diminishing CPM," is at Inside Radio.)
There is action in how radio is approaching online. However, instead of a deja vu with everyone jumping onboard the Broadcast.com or LMiV fiascos, sit back. Assess all the options you can now offer clients. You'll find they align with the options new media competitors are offering, in the same number of variations.
The radio industry is in a position to dominate the monetizing of local online media if it strikes first with what's become immensely important to media buyers who are shifting ad dollars online - accountability; using analtyics and metrics.
That ground you feel shaking is really only the first tech-savvy media buyers rushing to their phones. They're asking about CPC, testing ad campaigns, and wanting to see your on-site traffic flow data.
If radio sales account reps can't supply answers in near real time, soon, they won't be hearing the phone ring as much anymore. That's why it is so important that the next tremor felt comes from the radio industry, as it sorts out the numbers to show positive ROI.
To register, click "Learn Basic Internet Analytics and Metrics." Limited Seating
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