What forms of digital is your station monetizing the most? Your texting, social media, email club, or website platform? I've noticed a HUGE spike in demand for campaigns like "text-2-win" for retailers (if all of the listeners who text to win receive a bounce back coupon on their phone... clients LOVE that because they can track response) but being built into station email news letter blasts or web ad display are still attractive to and seem to make it easier to get the "big order" when you package those things in... which forms of digital are you making the most money selling?
I think the lack of responses shows you are way ahead of most. I'm very interested in learning more about this please email me directly at [email protected]. Thanks.
Most to least..
1.Digital Audience Reach - targeting audience dependent on their interests, previous searches or demographics. Way too much to this to type in one post.
2. Streaming Sponsorship - We give clients 30 promo mentions on air per week as well as a pre-roll video/audio message when player initiates from our website.
3. Big Box/Banner ad on station website.
4. Station Newsletter Sponsorship - Bi-weekly email send to enrolled listeners using a newsletter service. Usually a different coupon in each newsletter from specific business.
Brian,
Are you guys doing anything with texting/mobile?
As of right now we are working on a mobile app and that will entail a few things like: core sponsor of the app with possibilities of a different sponsor for every station. I am also looking into different services within the app such as a restaurant finder, store finder, etc. The roadblock I am hitting is the simple idea of 'Why would I go to the XXXXXX Station App to find a restaurant when I can switch over to Google Maps and see ALL of them?'.
As of right now we do not have have any texting available. Most of our Program Directors view it more as spam than anything else - I disagree. I originally wanted to only send out blasts for weather related closings or updates. "The follow schools are closed.. XYV Middle School - Late Start.. etc. This XX Station Weather Closings Update brought to you by Larry's Snow Removal".. with a link to their website or something.
If people opt-in or download an app I don't see how that's spam.
That is too bad... your PDs should see it as an extension of your brands... another way for announcers to communicate one-on-one with listeners and another way to help your listeners connect with your advertisers.
EVERYTHING is going mobile with the way that a consumer (especially 18-40 year olds) specifies who they are going to do business with. More than 55% of Americans now own a smartphone, in 2009 that figure was 14%. Plus, a text message has an open rate of 97%... email newsletter... 11%. I do agree with the app objection as I have struggled in other markets to monetize the app except with large dollar advertisers who are merely seeking more exposure/logo placement and are willing to pony up the cash for it. But it's not seen as a "direct response" form of marketing, which is often the biggest advantage digital brings to the table. Texting on the other hand... you can send out things like a mobile coupon to your listeners and drive them into a store almost right away, and track the response rate down to the quarter hour.
What's your station's format?
I think he means texting your listeners is seen as spam. And like Brian said, makes perfect sense to text your listeners "school closings/late starts"... etc. You can slab a "BROUGHT TO YOU BUY" sponsor on the end of all those school closing report texts.
I agree 100% on that.. I wont go too far into detail on the public forum but I will message you Alex.
We have five stations in our radio group that I can sell for..
Classic Rock.
Contemporary Hits
Contemporary Country
Hot Adult Contemporary
And a 5th station that is a weird mixture of HAC, CH, and Oldies.
