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From the RAB: Experts say selling digital will still require educating buyers

Posted on: 02/13/2008

From Ad Age: The economic downturn could yield some significant upside for the radio advertising market. At the Radio Advertising Bureau Conference in Atlanta, top spenders from brands like Coca-Cola, Wal-Mart and Macy’s, as well as key media buyers at Mediaedge:cia and MediaVest, spoke of radio’s advantages and efficiencies in executing less costly media plans

Rex Conklin, media director of Wal-Mart Stores, said Wal-Mart has already started using radio for more efficient media spending in the wake of economic recession… Richard Phelan, media director, Macy’s, New York, echoed Mr. Conklin in his appreciation of radio’s ability to customize copy and also to “really drive people to stores and obviously the end sales… Laurie M. Clark, regional VP, Coca-Cola, Atlanta, said radio has been effective at delivering reach locally vs. having to spend a big budget nationally…

Online radio, however, is a different story. Maribeth Papuga, senior VP-director of local investment and activation, MediaVest, said that when radio planners are asked to move dollars from other media to the internet, “They don’t say, ‘Wow, let me do internet radio.’ They actually don’t know what to do with it.”

In fact, the consumer’s perception of emerging audio technology… often tends to mirror that of the ad community… “If they’re not hearing about it, the ad industry is not hearing about it.”

Kim Vasey [pictured left], senior VP-director of radio at Mediaedge:cia, said awareness needs to come from all sides. “It’s so important for all of us together from the agency side to the sales side to the rep firms to be out there in the industry educating the clients. We need to take all the extensions and make it work for our clients, make it relevant, and show how it’s going to make our clients’ dollar work harder.”

Read the entire story from Ad Age.



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