TORONTO – The 30-second ad just isn’t going to cut it for radio in the on-line world.
Canadian Broadcast Sales, a joint partnership with Corus Entertainment and Rogers Media, says that after an informal survey, it is sure that podcasting will be the next big thing for radio – but to be successful, the ad model must be re-created. Podcasting is, after all, an opt-in form of media.
“Some stations are already using podcasts, but because the concept is less than two years old we’re really just starting to understand its potential,” said Patrick Grierson, president of CBS.
“Thirty second spots probably won’t work in this environment. Options such as tags, product placements and exclusive sponsorships of individual podcasts are possibilities to consider. Some of the largest global advertisers, including (Proctor & Gamble) in Europe, are already diverting spending from traditional media to these types of digital opportunities. This should present an opportunity for radio as its delivery channels evolve.”
And since the online world isn’t covered by any regulation, broadcasters are free to experiment.
Recent data from the Foundation Research Group suggests radio maintains its audience against the Internet much better than other media, adds CBS. This is largely due to radio and Internet usage being complementary, that people can easily engage in both activities simultaneously.
“The web is maturing as a sales option for radio,” added Grierson. “Radio has embraced the Internet. The bond stations have with listeners is unique and allows audience interaction to take place on multiple platforms. This has translated into online growth and an attractive option for advertisers.”
Some stations have sales reps dedicated solely to online sales.
Stations are using their web sites to offer a wide spectrum of information and interaction, including live audio streaming, contest information and listeners clubs (which are proving to be one of the most popular features of radio station web sites). Stations with established clubs have seen significant membership growth over the past 12 months. Some non-urban markets are selling dedicated community portals, distinct from radio content, featuring event listings, news, weather, entertainment options and local business offers.
