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Digital Advertising Sales: Best Practices. Borrowed from…. Radio Revenue. Source: Radio Advertising Bureau. Online Revenue. Source: Borrell Associates, 2009. Online Revenue. Source: Borrell Associates, 2009. Radio Market Share. Source: Borrell Associates, 2009. Digital Products. - PowerPoint PPT Presentation
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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