Successfully reported this slideshow.

The Almighty Local Dollar — Eric Ronning

604 views

Published on

Published in: Technology, News & Politics
  • Be the first to comment

  • Be the first to like this

The Almighty Local Dollar — Eric Ronning

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

×