Back To The Future With Digital Ads
March 11, 2010 – 5:48 pmThe radio industry has been hit hard over the past two decades. Clear Channel and other conglomerates swallowed up many local affiliates when the FCC relieved government protection in 1996 with The Telecommunications Act. Citizens tuned out, missing the natural, localized serendipity of radio programming. Advertising revenues went down, despite sponsorship by larger corporations.
The new year and decade, however, has seen an uptick in digital advertising for radio and television affiliates. According to Katy Bachman of Mediaweek, digital revenue from multiplatform, mobile and Web, will grow at a 17.8 percent compound annual rate to $2 billion compared to total ad revenue, which will grow at a CAGR of 2.8 percent to $34.3 billion.
Broadcasters, inspired by the Comcast-NBC deal, are finally waking up. This deal could enhance the flow of content through multiple platforms and channels at an unprecedented level. The rise of digital advertising also gives credibility to interactive agencies such as Blueliner, along with another marketing opportunity. Radio advertising has been somewhat undervalued in the past by digital marketers. The radio industry, with Sirius and XM platforms, is a good start for carrying this cause out. It will be interesting to see how the metrics respond in future quarters.

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