Agency Buyers Decoded
From today's Inside Radio...
Advertisers seek unified web radio
Different platforms, metrics and sales teams are slowing online radio's growth. Horizon Media VP Lauren Russo says advertisers are also less interested in streaming alone, and seek more integrated opportunities. Others believe radio may be "paralyzed" figuring out the delivery system, instead of making it profitable
Let's run this through the Agency translator and see what we get...
Agencies seek commodity priced and packaged web radio
Different platforms, metrics and sales teams are making us think too hard. Horizon Media VP Lauren Russo says advertisers are also asking about things we haven't taken the time to understand or learn how to use, so we're going to use a buzzword in order to distract them while we further avoid evolving the way we do business. Others believe radio may be "concerned" in figuring out how to use new media to deliver results for clients, instead of churning out generic and commodity-based packages that agencies can use to play against each station by saying "your price is too high."
Advertisers seek unified web radio
Different platforms, metrics and sales teams are slowing online radio's growth. Horizon Media VP Lauren Russo says advertisers are also less interested in streaming alone, and seek more integrated opportunities. Others believe radio may be "paralyzed" figuring out the delivery system, instead of making it profitable
Let's run this through the Agency translator and see what we get...
Agencies seek commodity priced and packaged web radio
Different platforms, metrics and sales teams are making us think too hard. Horizon Media VP Lauren Russo says advertisers are also asking about things we haven't taken the time to understand or learn how to use, so we're going to use a buzzword in order to distract them while we further avoid evolving the way we do business. Others believe radio may be "concerned" in figuring out how to use new media to deliver results for clients, instead of churning out generic and commodity-based packages that agencies can use to play against each station by saying "your price is too high."
Labels: Advertising, Agency, Industry, Media, Rants
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