Digital advertising is growing rapidly while traditional advertising is declining. Digital revenue is projected to surpass all traditional advertising in 2017, growing at a rate of 22.4% while traditional declines by 6.9%. Merchants are increasingly satisfied with digital advertising like Facebook ads and are reallocating budgets away from traditional media like radio, TV, magazines and newspapers towards digital. Radio is well-positioned to benefit from the growth in digital, as it is effective at driving traffic to websites and social media. The report suggests radio stations partner with digital agencies to offer packages combining radio with digital solutions in order to gain business from merchants shifting budgets to digital.

1. Radio + Digital
Digital Agency Re-Seller Program
Drives Traffic & Incremental Revenue!

2. Why offer Digital Solutions at your Radio Station?
• Huge Growth in Digital Projected – Get Your Share!
• 22.4% Growth on tap in 2017
• Digital Revenue projected to surpass ALL Traditional Advertising in 2017
• Merchant reallocating $$$ from other media to fund Digital (let’s make sure it’s NOT from Radio!)
• Digital is Growing because Merchants are satisfied…
• Merchants Say Web & Social Media now top sources of new customers
• Facebook ad buying has doubled in one year & 90% of Merchants who tried Facebook are satisfied
• Email & Online Advertising are also among the top ten sources of leads, along with Radio!
• Good News: Radio perfectly positioned to capitalize…
• Radio is top TRAFFIC DRIVER for Merchant Websites – sell together as a Bundle
• Radio is great PROMOTER of Merchant’s Social Media Promotions and Contests
• Radio has amazing trusted local relationships – competition only wishes they had
• Radio has more feet on the street that competition
Source: Borrell SMB Survey, Q2 2016
N = 4,205 responses (survey is ongoing)

3. Source: Borrell Q1 2015 SMB Survey; N = 2,990
© Borrell Inc., 2016. All rights
Source: Borrell SMB Survey, Q2 2016
N = 4,205 responses (survey is ongoing)
More than 2x as many say
their website or social media
page generates new customers
than media advertising.
Big Revelation:
Traditional Ads
Actually Drive It.
Merchants believe their website and social media
are top sources of new customers

4. © 2016 Borrell. ALL RIGHTS RESERVED.
Q: Thinking of your digital marketing goals, rate how each type of media
works in helping you reach those goals.
Source: Borrell SMB Panel, August 2016; N = 397 responses
One-third to more
than half of
advertisers believe
traditional media
complements their
digital goals well.
Radio is Top Driver of Traffic to Web and Social Media!

5. RADIO
DRIVES
IT!
Merchant Social Media Promotion
Merchant Website Traffic
Store Traffic & Sales!
Radio Drives Traffic…in-Store, Online & via Social Media
Radio Drives Conversion…direct to the store or via web and social media!

6. Source: Borrell Q1 2015 SMB Survey; N = 2,990
© Borrell Inc., 2016. All rights
Source: Borrell SMB Survey, Q2 2016
N = 4,205 responses (survey is ongoing)
By Adding Digital Agency Solutions to your product mix, your
Media Company can be the top source of leads for your clients
Guarantee Digital
can help your Sales
Team offer many of
the top solutions
that drive the most
new business for
merchants
More than 2x as many say
their website or social media
page generates new customers
than media advertising.

7. Radio + Digital Packages can include…
Radio + Website Radio + Social Media
• New Custom Website
• Smart Phone Friendly
• Built in CRM for Email, Text, Leads
• Search Optimized for Google
• Quick Launch
• Monthly Hosting & Maintenance
• Website Traffic Drivers….
• Weekly Radio Schedule X spots week
• Ads on Radio Station website
• Extended Digital Audience Network
• Social Media Management & Marketing
• Choose your Social Channel – Facebook,
Twitter, Instagram, Pinterest or LinkedIn
• We set up/optimize your social pages
• We create the posts for you – save time!
• Includes monthly Social Contests
• Social Media Traffic Drivers…
• Weekly Radio Schedule X spots week
• Cross post to Radio Social Media pages
• Facebook advertising
Other Digital Solutions include Reputation Management, SEO, Blogging, Email, Mobile, Native, Video, Search Engine Marketing & More!

8. • Full Digital Product Suite – from web to social to digital target marketing!
• 100% fulfillment & white glove service; no need to add expensive digital
production headcount – just add your sales muscle!
• Serious Training = Smarter Sales Reps – Virtual, On-site, On-Going Training
Programs help you compete in multi-media world
• Fresh leads in your in-box via our Marketing Automation program
• Merchant Seminar – we kickoff your agency with educational event, close
deals and start building your sales pipeline
• All Sales collateral provided, including a new digital agency website with
your branding
• Instant Profitability –our wholesale-retail pricing format allows you to go to
market with competitive rates and high margins!
Our Radio Partner Re-seller program
Makes offering Digital Solutions Easy!

9. If you’re not talking about Digital
with your Customers, we can
guarantee you somebody else is….
Let’s Talk!
Daryl Hively
414-234-8529
daryl@guaranteedigital.com
www.guaranteedigital.com www.everydoordigital.comwww.digitalmedialab.com

10. Highlights of the 2016
Borrell Report
Tomorrow’s Media, Understood Today
Features the survey results of over 7500 Local Merchants

11. © 2016 Borrell. ALL RIGHTS RESERVED.
The 2016 Survey
Number of base questions:
Period:
Completions:
April 15-July 31, 2016
45
7,564

12. Total local ad growth
But not all media is the same….
2017 Forecast Highlights
© 2016 Borrell. ALL RIGHTS RESERVED.

13. Local Digital Increases
After gaining 37.1% this year
Local Non-Digital Declines
After gaining 1.9% this year
2017 Forecast Highlights
© 2016 Borrell. ALL RIGHTS RESERVED.

14. © 2016 Borrell. ALL RIGHTS RESERVED.
15% plan to spend
more on overall
advertising.
Survey’s Growth Barometer
But 40% plan to
increase their digital
budgets.
Source: Full SMB survey, Q2-3 2016; N = 7,564 responses

15. 10/2/2016
-6.9%
+22.4%
2017 Forecast
2017 Forecast
Lines Cross in 2017
In 2016, 19% of local digital advertising
was received by a media company that
also sold ‘traditional’ advertising.
Not ‘Us’ vs. ‘Them’
© 2016 Borrell. ALL RIGHTS RESERVED.

16. © 2016 Borrell. ALL RIGHTS RESERVED.
More than three-fourths
are funding digital
advertising by cutting
traditional media budgets.
Q: What best describes the source of funds
for your increased digital spending?*
*Asked of those who said they planned to increase digital media spending over the next 12 months.
Source: Borrell Local Advertiser Panel; August 2016; N = 260 responses
Traditional Media
In the Crosshairs

17. Source: Borrell Q1 2015 SMB Survey; N = 2,990
© Borrell Inc., 2016. All rights
What’s Going Up
Pick 2 to 3
They’re picking 2 to
3 traditional media
to complement their
digital plans.

18. If they believe their own website is a leading driver of new customers . . .
… and 59% of them plan to make
major changes to their websites
… and 58% of them may be seeking
outside help with their websites
© 2016 Borrell. ALL RIGHTS RESERVED.
Impending Influx of Redesign
With one-third of
local advertisers
likely to seek
outside help for
their websites,
businesses that sell
website redesign
are well-positioned
to secure more
marketing
business.
1.
3.
2.
Then…
Source: Full SMB survey, Q2-3 2016; N = 7,564 responses

19. © 2016 Borrell. ALL RIGHTS RESERVED.
FB Ad Buying Doubles
Doubled since
2015
Source: Full SMB survey, Q2-3 2016; N = 7,564 responses

20. © 2016 Borrell. ALL RIGHTS RESERVED.
Facebook Is Getting Loved
90% are satisfied with the
effectiveness of Facebook.
36% are “very” to
“extremely” satisfied.
Source: Borrell SMB Panel, August 2016; N = 4,699 buying Facebook ads

21. © 2016 Borrell. ALL RIGHTS RESERVED.
Q: You mentioned that you are cutting traditional media to fund increases in digital
spending. Which media are you cutting and by how much?
Source: Borrell SMB Panel, August 2016; Results from only those who currently spend in each medium; N = 198
Who Could Suffer Most?
Digital is causing
the greatest
customer erosion
in magazines,
newspapers, TV,
and radio.
Ouch.

22. © 2016 Borrell. ALL RIGHTS RESERVED.
Download entire presentation at www.borrellassociates.com/2016RadioShow
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