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Certified Digital Marketing ConsultantOrientation Webinar
Radio Advertising Bureauwww.rab.com
Copyright 2011Page 1
Orientation Webinar
• Radio experience• Programming• Sales• Sales Manager• General Manager• Market Manager
• Interactive experience• VP Sales Clear Channel Interactive
• Companies include• Great Trails Broadcasting• North American Broadcasting• Taft Broadcasting• Great American Broadcasting• Citicasters• Jacor• Clear Channel• Cumulus
• RAB past 7 years
John PotterVP/TrainingRadio Advertising [email protected]
• Over 20 years in broadcasting• Programming• Creative• Sales• Management
• Interactive experience• Computer programmer
• RAB responsibilities• RAB responsibilities• Services Division
– Member Response– RAB.com– Interactive services– Marketing support
• Trainer• Speaker
Dave CasperSVP/ServicesRadio Advertising [email protected]
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Certified Digital Marketing ConsultantOrientation Webinar
Radio Advertising Bureauwww.rab.com
Copyright 2011Page 2
Our Goals Today
Provide information, ideas and “how‐to”
Certify you as a Digital Marketing C lConsultant
What’s In Store
• Live webinar
• 8 online classes– The State of Interactive as an ad medium
– Geek Speak
– Systems needed for a successful
Radio station's Interactive effort
Wh t d ti t– What advertisers want
– Pricing (Internet pricing in general)
– How to deal with auto dealers' Interactive needs
– How to help retailers get into Interactive
– The Benefits of Interactive advertising
• Live webinar
• Final Exam
Today’s Webinar
• Buzz words
• “Show me the money!”
• How Interactive is sold locally vs. nationallyy
• Common advertising products
• A word about being a Digital Marketing Consultant
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Certified Digital Marketing ConsultantOrientation Webinar
Radio Advertising Bureauwww.rab.com
Copyright 2011Page 3
Buzz Words
• Convergence
• Holistic approach
• 360 solution
• Geo‐Targeting
• Dynamic contentDynamic content
• Contextual ads
• Engagement
• Invested consumers
• Consumer control
• Behavioral targeting
• Integrated Campaigns
Radio Revenue
Source: Radio Advertising Bureau
Local vs. National
• Local
– Local sales staff
– Direct advertisers, agencies
– Fixed pricing
• National– Ad networks / affiliate networks
– Agencies
– Automated
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Certified Digital Marketing ConsultantOrientation Webinar
Radio Advertising Bureauwww.rab.com
Copyright 2011Page 4
Online Revenue
Source: Borrell Associates
Local Revenue Projections
Source: Borrell Associates
Standard Formats51%
Audio/Video10%
Paid Search33%
E‐Mail6%
Local Online
Online Revenue
Standard Formats50% Audio/Video
32%
Other15%
Search2%
E‐Mail1%
Radio’s Local Online
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Certified Digital Marketing ConsultantOrientation Webinar
Radio Advertising Bureauwww.rab.com
Copyright 2011Page 5
Radio Market Share
Source: Borrell Associates, 2011
Digital Products
• Banner ads
• Streaming
• Sponsorships
• Podcasts
• Auctions
• Directories
• Online video
• E‐newsletter
• Mobile Marketing
• HD Radio
• Promotions
C t t• Directories • Contests
Banner Ads
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Certified Digital Marketing ConsultantOrientation Webinar
Radio Advertising Bureauwww.rab.com
Copyright 2011Page 6
Banner Ads (Pop‐up)
Banner Ads (Pop‐under)
Banner Ads (Pop‐under)
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Certified Digital Marketing ConsultantOrientation Webinar
Radio Advertising Bureauwww.rab.com
Copyright 2011Page 7
StreamingAudio commercialVideo commercialPre‐rollsPlayer banner adsPlayer sponsorships
StreamingAudio commercialVideo commercialPre‐rollsPlayer banner adsPlayer sponsorshipsBranded players
Streaming
www.absoluteradio.co.uk
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Certified Digital Marketing ConsultantOrientation Webinar
Radio Advertising Bureauwww.rab.com
Copyright 2011Page 8
Sponsorships
Home page
Personalities’ pages
Weather
Sports
News
Health
Fitness
Photos
Podcasts
Podcasts
Best Practices
– Sponsorships• Good: short pre‐rolls
• Better: delayed billboards
• Best: contextual
I t t– Integrate
• On air spots
• On air mentions
• Display advertising
• E‐mail
• Text messages
• Social networks
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Certified Digital Marketing ConsultantOrientation Webinar
Radio Advertising Bureauwww.rab.com
Copyright 2011Page 9
Auctions
Directories
Restaurants
Bridal
Entertainment
Travel
Golf coursesGolf courses
Fishing & hunting
Real estate
Government
Online Video
In‐banner
Expanding banner
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Certified Digital Marketing ConsultantOrientation Webinar
Radio Advertising Bureauwww.rab.com
Copyright 2011Page 10
Online Video
Ad overlay
Online Video
Video overlay
Online Video
Video ad insertions
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Certified Digital Marketing ConsultantOrientation Webinar
Radio Advertising Bureauwww.rab.com
Copyright 2011Page 11
Online Video
Sponsored video programs
E‐Newsletters
E‐Newsletters
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Certified Digital Marketing ConsultantOrientation Webinar
Radio Advertising Bureauwww.rab.com
Copyright 2011Page 12
Mobile Marketing
Mobile Marketing
HD Radio
1. Multi‐channel: second and third channels
2. Message‐casting
3. Retail sales
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Certified Digital Marketing ConsultantOrientation Webinar
Radio Advertising Bureauwww.rab.com
Copyright 2011Page 13
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…
Marketing Consultant
• Not about you
• All about the prospect
• Centers on solving client problems
• Positions you and your y yadvertising as the solution
• Establishes you as a professional
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Certified Digital Marketing ConsultantOrientation Webinar
Radio Advertising Bureauwww.rab.com
Copyright 2011Page 14
Marketing Consultant
Marketing Consultant
• Perception is…
• The Wall
• The Basket
• It’s not what you say…
“C” i f• “C” is for…
• “R” is for…
Homework
1. Pricing
– Find competitive Interactive CPM in your market
– You’ll learn more in Class 5 online
2. CNA questions– Prepare Interactive questions for use during
CNAs
– Share those that get the most valuable information
Be prepared to report on the next webinar or e‐mail in advance to [email protected]
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Certified Digital Marketing ConsultantOrientation Webinar
Radio Advertising Bureauwww.rab.com
Copyright 2011Page 15
Next Steps
• Watch for e‐mail with the Online Academy link, UN & PW (check junk mail)
• Watch for follow‐up e‐mail with link to downloads
• Take the 8 online classes and quizzes
• Prepare homework
• Attend the Wrap‐up webinar
• Take final exam
Help
John PotterVP [email protected]
Dave CasperSVP Internet [email protected]
Member [email protected] ‐232‐3131