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AG News:
Tuesday - 5/18/2010
You Have the Data, Now What?
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You should read an article in this morning's radio industry trade newsletter "Taylor on Radio-Info." Its headline is: "BIA/Kelsey conference broad themes - 'The media world has changed irreversibly' but 'There are more opportunities for success than ever before.'" It sums up where radio stands with regard to digital media, with words of truth.
BIA/Kelsey chief Tom Buono is quoted with saying, "Transform your business to maximize value, or suffer the consequences." And BIA/Kelsey Chief Strategy Officer Rick Ducey throws out some powerful stats with this advice: "...hire one or two very senior people whose expertise is digital." Again, words of truth.
A little farther down the Taylor on Radio-Info newsletter comes some wisdom from President of McVay New Media, Daniel Anstandig: "...impressions, clicks and conversions ...they're what advertisers are looking for." There's a lot of truth floating in this industry newsletter today. (Sign up for your free "Taylor on Radio-Info" here.)
Radio industry execs are beginning to see the need for understanding a new set of metrics, which go far deeper than the scant exposure given them to date. Facts are that media buyers are becoming more intuitive with using internet numbers to gauge campaign effectiveness. The radio industry is realizing that web sites are vehicles for delivering to advertisers an ability to compare cost against response.
Don't let this unknown zone of analyzing metrics keep you in the terrestrial broadcast mindset. A new world of knowledge awaits you; the more you see it in use, the less frightening it becomes.
Impressions, clicks, and conversions are only a small part of where you can take the use of web site metrics. We've spoken many times about "testing" campaigns. At Audio Graphics, you've also been exposed to the methods competitors are using for local online ad sales; search engines, local online news outlets, newspapers and TV all offer a wide explanation of what occurs with an ad campaign when delivered online - and it all boils down to how you interpret the numbers.
On Thursday, May 27 at 4pm EST, I will hold a free GoToMeeting that will show you the basics in tracking a campaign, testing an ad, what local search is offering to your clients, and how to determine the revenue generated per visitor to your web site. Here's your chance to get a slightly tighter grip on the diversity of analytics, and how interpreting these metrics will help generate more revenue in the radio industry.
There's limited seating. Reserve your slot now using this link. |
Thursday, May 27 at 4pm EST - a free online meeting from Audio Graphics, to demonstrate what is being discussed at the BIA/Kelsey conference as "...more opportunities for success than ever before."
It will be a very quick dip into how to use the data, once you have it.
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