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The Almighty Local Dollar — Eric Ronning
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The Almighty Local Dollar — Eric Ronning

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Published in: Technology, News & Politics

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  • 1. 01: ONLINE RADIO STORY 02: TARGETSPOT 03: INVENTORY 04: CASE STUDIES The Way To Accurately Buy Spot Radio Online
  • 2. LOCAL OVER THE AIR RADIO
    • Buyers work directly with stations or station rep firms.
    • Station-focused: Markets are defined by the reach of the broadcast signal.
    • Audio spots run during commercial breaks; all listeners hear the same spot.
    • Campaign cost is based on audience estimates from 3rd party measurement service.
    Terrestrial Radio Campaign New York DMA
  • 3. ONLINE RADIO ADS 1.0
    • Buyers work directly with stations or station rep firms.
    • Station- focused: Markets defined by a station call letters. However, actual reach beyond geographic boundaries.
    • Audio spots run during commercial breaks, are interactive; ads are inserted at source of content; all listeners hear the same spot.
    • Campaign cost based on audience estimates from 3rd party measurement service.
    Online Radio 1.0 Campaign New York DMA - Potential Reach
  • 4. ONLINE RADIO ADS: TARGETSPOT
    • Buyers work with a TargetSpot account manager.
    • Listener-focused: Market defined by listener’s location NOT by station location .
    • Listeners receive ad, based on geographic criteria set by advertiser…TargetSpot Follows The Listener.
    • 3rd party panel data provided; ad delivery is measured exactly based on exact number of impressions delivered.
    TargetSpot Online Radio Campaign New York DMA - Sample Reach
  • 5. ONLINE RADIO ADS: TARGETSPOT
  • 6. 02: TARGETSPOT ► ONLINE RADIO ADS: TARGETSPOT
  • 7. ONLINE RADIO ADS: TARGETSPOT
  • 8. ONLINE RADIO ADS: TARGETSPOT
  • 9.
    • Real life data, where data
    OUT-OF-MARKET AUDIENCES New York 67% Out of Market 33% New York 49% Out of Market 51% Source: TargetSpot Network Data March 2009 New York 72% Out of Market 28% New York Station 1 New York Station 2 New York Station 3
  • 10.
    • Real life data, where data
    OUT-OF-MARKET AUDIENCES 02: TARGETSPOT ► Los Angeles 65% Out of Market 35% Los Angeles 68% Out of Market 32% Source: TargetSpot Network Data March 2009 Los Angeles 70% Out of Market 30% Los Angeles Station 1 Los Angeles Station 2 Los Angeles Station 3