The Changing Scope of Radio and Television Advertising
Media properties are moving quickly to both understand and deploy into the mobile world. With the continued growth of mobile devices, there is more division of the user’s time. Media properties realize this and are working hard to capture the attention of the user.
In Radio, a prominent industry CEO has been tireless in his fight for FM Radio chips to be deployed on all smart phones to allow users the ability to connect to their stations, without having to use a data connection. In the case of an emergency situation such as Hurricane Sandy, inhabitants of an area could stay connected and informed without the need of their carrier’s voice and data, which may be unavailable during an emergency situation.
Sprint is the first operator to embed the FM chips on new smartphones which have just been released with the hope that both AT&T and Verizon will adopt the chips shortly.
In Television, the adoption of mobile usage is also one of the top priorities. The volume of users that are connecting to media via their smartphones and tablet devices is exploding. They are using a number of strategies to allow users to connect to a live stream of their broadcast properties from anywhere and to drive the user to the site for additional or expanded stories.
The goal of both Radio and Television properties is to get the advertiser’s attention. To do so, stations have to demonstrate their knowledge of the digital space and as such, many of the companies are boosting their departments by hiring digital specialists. These specialists are working hard to get newer, non traditional advertisers in the door, even by offering lower margin products such as Search Engine Marketing (SEM) and Search Engine Optimization (SEO) services.
While these aren’t core competencies for these stations, they have come to the realization that by bringing the advertiser in the door and offering them a 360 degree campaign, they will be in a better position to acquire the traditional spot schedules when the client has expanded resources. Many stations are working hard to become the focus for certain components, including a digital market strategy.