Borrowed from…

Digital Advertising Sales: Best Practices

Radio Revenue

Source: Radio Advertising Bureau

Online Revenue

Source: Borrell Associates, 2009

Online Revenue

Source: Borrell Associates, 2009

DMA Market Size

Avg. Share of Local Online Advertising

Highest

Markets 1-20 0.3% 5.4% Markets 21-50 0.7% 3.5% Markets 51-100 0.7% 2.4% Markets 101-210 0.6% 8.7% Average/ Highest 0.5% 5.2%

Radio Market Share

Source: Borrell Associates, 2009

Digital Products• Banner ads• Streaming• Sponsorships• Podcasts• Auctions• Directories

• Online video• E-newsletter• Mobile marketing• HD Radio• Promotions• Contests

Banner Ads

Banner Ads (Pop-up)

Banner Ads (Pop-under)

Banner Ads (Pop-under)

StreamingAudio commercialVideo commercialPre-rollsPlayer banner adsPlayer sponsorships

StreamingAudio commercialVideo commercialPre-rollsPlayer banner adsPlayer sponsorshipsBranded players

Streaming

www.absoluteradio.co.uk

Sponsorships

Home pagePersonalities’ pagesWeatherSportsNewsHealthFitnessPhotos

Podcasts

Podcasts

Best Practices– Sponsorships

• Good: short pre-rolls• Better: delayed billboards• Best: contextual

– Integrate• On air spots• On air mentions• Display advertising• E-mail• Text messages• Social networks

Auctions

Directories

RestaurantsBridalEntertainmentTravelGolf coursesFishing & huntingReal estateGovernment

Online Video

In-bannerExpanding banner

Online Video

Ad overlay

Online Video

Video overlay

Online Video

Video ad insertions

Online Video

Sponsored video programs

E-Newsletters

E-Newsletters

Mobile Marketing

Mobile Marketing

HD Radio

1. Multi-channel (second and third channels)2. Message-casting3. Retail sales

Promotions

• Events• Vendor programs• “Best of” polls

(restaurants, retailers, pizza…)

Contests

• Sports (World Series, Bowls, March Madness)

• Event tickets• Reality TV• Picks for Oscars, CMAs,

Grammy Awards…

Digital Advertising Sales: Best Practices