I spent my formative years in the radio industry observing broadcast publishers, panelists, and prognosticators bemoaning the industry’s inability to pull an advertising share that equalled its listenership. It was always the redheaded stepchild to print and TV. There was always an excuse: “Seniors bring the newspaper ad to the dealer when they buy a car,” or “Radio has no visual element, so it’s perceived as less effective than everything with visuals [print, direct mail, a-sandwich-board-man-with-a-bullhorn].”
Fortunately, we now have effective visuals to accompany audio campaigns. Not only do visuals via RDS or HD Radio provide proven lift for our clients, but adding OTT-CTV to a broadcast campaign provides the stability and reach of traditional media to what advertisers now perceive as one of the most effective advertising formats.
In data from their recent survey, that’s exactly what local advertisers and agency buyers told Borrell and Associates. As a matter of fact, 44% of local advertisers find streaming video/OTT to be very or extremely effective, compared with linear TV’s 35% or radio’s 34%.
This data is buttressed by IPG Mediabrands’ global chief negotiations officer Dani Benowitz. At an event in Manhattan event this month, Benowitz declared that her team would put 50% of their upfront spend into streaming. That’s a first.
With more adults audience streaming than watching cable and broadcast TV combined, this ad trend isn’t surprising.
With all advertisers from SMBs to Fortune 500 firms embracing digital video, it’s essential that our sellers are offering this to clients. Even in Nielsen unrated markets, OTT/CTV impressions can easily number in the hundreds of thousands.
Radio’s always delivered strong results, even if it didn’t always get credit. With tools like RDS and streaming video, we’re now better positioned to SHOW and tell the value we bring to advertisers.
Originally published by Jacobs Media
