2/12/13: Net radio needs to sell ads like Google, not like b'dcasters, expert advises

Paul Maloney
February 12, 2013 - 12:15pm

Webcasters (including broadcasters regarding their online streaming) need to rid themselves of the CPM-driven advertising style of broadcast, and instead offer buyers the real-time insight into campaigns' performance that digital technology enables.

That's the point Ken Dardis makes in a recent Audio Graphics blog. He writes, "As long as advertising is sold the same way online as it's sold over-the-air, there is no business model for streaming."

Cumulus CEO Lew Dickey recently told BloombergTV, "We don't see a business model for streaming." Dardis says this is because most broadcasters are looking for "bulk" so they can sell CPM ("cost per thousand") campaigns.

But online radio doesn't have the massive listenership for this style of advertising. What online radio does have is the ability to monitor the effectiveness of campaigns in real time, and tailor messages "on the fly" to maximize effectiveness.

"What Google, MSN's Bing (which now includes Yahoo! Search), and any of the numerous ad serving platforms like Zedo, Adconion, ValueClick, etc, are presenting advertisers with is campaign metrics," Dardis writes. This style of advertising "allows savvy media buyers to dissect the numbers as their clients' needs require to improve campaign response. In many cases this campaign improvement can be done in the middle of the campaign."

Read more from Audio Graphics here.

Paul Maloney
February 12, 2013 - 12:15pm

Industry news source Radio Ink has announced the finalists for its third-annual Convergence Awards, "to recognize excellence in digital platforms, from station websites to database marketing and client-focused solutions."

The finalists appear to be nearly entirely broadcasters, though we did spot "TuneIn" on the list, in the running for "Best Radio App." Other award categories include "Best Brand Extension Through Streaming," "Best Use of Social Media," and "Best Radio Station Website" (the last broken out into "markets 1-50" and "markets 51+").

Radio Ink will announce the winners at its March 4th Convergence event. See all the nominees here.

Paul Maloney
February 12, 2013 - 12:15pm

Online audio ad network TargetSpot has added six new partners to its network, including Songza and Radionomy.

Songza is a webcaster that offers mood- and activity-focused playlists. Radionomy is a free service that allows users to launch their own webcasts.

In addition to those two services, TargetSpot will deliver in-stream audio ads for just hear !t, Thefuture.fm, Soundtracker, and HulkShare. TargetSpot CEO Eyal Goldwerger said, "Our research shows that Internet radio users switch between streaming sites multiple times a day. Our highly diversified network lets advertisers reach their desired target audiences regardless of the service they listen to or the device they use."

With today's news, the TargetSpot ad network now includes more than 85 radio groups and pureplay online music providers.