the true value of radio in a digtally centric world april 5th

Peter McPartlin, strategy director, Carat Ireland

The true value of radio in a digitally-centric world

Your questions

• How radio can add value for clients rather than dropping rates;

• How radio can keep prices up when every other media is cutting them;

• How radio can tackle advertising in print & online and ensure that it is included in the media plan;

• How to balance the expectations of clients, agencies and auditors alongside the demands of station owners;

• How is radio valued now by marketing/brand management

The true value of radio in a digitally-centric world

The radio sales model is broken

RECESSION

Consumers

Retailers

Brand owners

The Media

Agencies

RECESSION

Consumers

Retailers

Brand owners

The Media

Agencies

On income, spending & sentiment

On growth & profits

On income & resources

On funding for reinvestment in

content

On marketing investment & shareholder return

The position of media as a subset of advertising is changing

The reality for consumers is that Advertising is a subset of Media

Talk To

Bought Media

Talk With

Owned Media

Talk About

Earned Media

What does this mean for Radio?

What are clients looking for?

Scale

Accountability

Connected solutions

Innovation

7 CPTPROMOTIONS

Share sponsorshippeak off-peak

AQH

local

packages

national

Strong brands are created and sustained by the strength of their relationship with consumers.

Mark BaynesKellogg’s Global CMO

““

Hearts & Minds New Behaviours

How ‘contact’, ‘context’ & ‘content’ can be brought together

Reinvent the way in which Radio sells

Revamp sales

Embrace digital

Rethink JNLR

Encourage innovation

Measure relationships

Thousands of people, one at a time

What radio does well

Thank you for listening

The true value of radio in a digitally-centric world