internet radio advertising

Advertising in Radio: Internet vs Traditional Platforms

With the rise of internet radio services, advertisers are being given another way to reach possible customers, one that directly rivals traditional radio advertising. As a traditional form of media far predating the internet, radio has been an outlet used by advertisers for decades and generates billions in ad revenue a year.

However, in the last couple of decades as the internet has advanced, there has been a shift in the way advertisers approach customers and internet radio services have become a popular way for businesses to reach consumers. To most effectively use these advertising platforms, it’s important to know the differences and similarities between them.

Ad Targeting

The Internet and traditional radio platforms both use ad targeting to make their advertising more effective.  Radio providers try to personalize ads for the people they think are listening to a certain station and what would appeal to them the most. For example, a station that plays teen music would have ads targeted to teen audiences, such as mall stores, while a station that plays alternative music may have ads directed towards more alternative or hipster audiences, such as craft beer brands or outdoor stores.

With traditional radio formats, there is a little more guess work on who a station’s audience is compared to internet radio formats. Traditional radio makes assumptions on their demographics based on the type of music they play, audience engagement, and where the station broadcasts. Using these audience assumptions, ads are customized to be effective with that audience.

With internet radio platforms, they know these facts. Many providers will ask for data about the listener when they register for the service, information such as zip code, gender, and birth year. Service providers will then use that information to personalize ads for the listener, and targeting ads they think will be most effective on that listener. This information can be useful when trying to reach a specific target audience and generally, advertising is a lot more precise on internet platforms over traditional radio.

Delivery

Ad clusters are a tool used by radio stations to help advertisements most effectively reach listeners. Ad clusters are the blocks of time that advertisements are played in-between the station content. Different spots in the cluster will cost more or less, depending on the spot. The length of the spot, what time during the cluster the ad is played, and what time during the day or even the year the ad is played also plays into the price of the ad. More expensive ad spots reach more listeners and are more effective.

Internet radio places their ads in a way that’s a little bit different than traditional radio. In traditional radio, ad clusters are often several ads that span several minutes, with longer blocks of music in-between. Internet radio services usually only have one or two ads between songs, using much smaller blocks of time, however, they are more frequent between songs. These differences in how ads run can be important to advertisers. Many internet radio providers also have the option of display ads, which can be a step up over traditional platforms that are restricted to only audio advertisements.

Humans vs Computers

One of the main differences between traditional and internet radio is the human connection. Talk radio is the second highest listened to radio content, and talk radio is unique to traditional radio. This can be very important to advertising, as someone who listens to a certain radio station frequently may become attached to the personality or host, and come to trust them. This is useful as an event or company endorsed on air by a host may cause listeners to want to buy tickets to the event or buy from the company the person is endorsing.

With internet radio services, all the songs are coming through a screen and there is no interaction with another person. There isn’t the same attachment or loyalty to a station, and that can be a big drawback from an advertiser’s perspective.  “Live reads” or advertisements read by a DJ, endorsing a good or service are only available on traditional platforms. They are an effective advertising tool, especially if the listener trusts the DJ making the endorsement. Listener loyalty can be used very effectively by advertisers. Internet radio lacks that component of traditional radio.

Radio has been a widely used form of media broadcasting for decades and has been used by advertisers for just as long to reach potential consumers and turn them into buyers. Many tools to make this process as effective as possible have been developed over the years. However, with the rise of the internet comes the rise of internet radio, a new player in the game of media advertising. Both internet radio and traditional radio have their benefits and drawbacks, and the way advertisements are presented to listeners also have their own strengths and limitations. As with all forms of advertising, it’s up to advertisers to decide which service will work best for them and most effectively reach their potential buyers.

 

Google AdWords Expanded Text Ads: Your Implementation Guide

On January 31, 2017, Google AdWords will end the creation or editing of standard text ads to fully transition to the new expanded text ad format. To make the transition easier and to help you understand and optimize your expanded text ads, here are some recommendations for creating impactful expanded text ads.

How Expanded Texts Ads Are Different

To use them most effectively, you have to first understand how expanded text ads work and how they are different from the standard text ads we are all used to. First, instead of one headline, you now have two, allowing up to 30 characters each. The description fields have been condensed to a single expanded field that now allows up to 80 characters. Instead of using the landing page URL, display URLs will now use your final URL’s domain and provides two optional “path” fields, allowing up to 15 characters each. Lastly, the expandable text ad format is optimized for all devices.

Essentially, expanded ads are twice as long, giving you more space and characters in your text ad, the display URL domain is now your final URL domain, and your ads are now automatically mobile-optimized.

Rewrite Your Ads

                  The temptation of many will to be to just tack on some extra words to your existing standard ads and call it good. However, with the extra characters provided with the new expanded text ads, it would be a waste not to maximize the potential they have. Say something new with your extra space and attract those who may not have clicked on your ads before. More characters allow you to communicate with users in-depth and provides better insight to what you are offering.

While rewriting ads might seem like a chore, it also offers an opportunity to update and optimize your old ads. Expanded text ads give you the flexibility to improve the readability of your ads. Rewriting gives you an opportunity to add more keywords to your ad and replace older keywords with some that have become more relevant since the ad was originally written. In the digital world, everything is constantly changing and being optimized to improve efficiency.  Your ads should be too.

Optimize Your Headlines

Headlines are the first thing people read when they see your text ad, so make it enticing. With expanded ads, you have two headline fields that fit up to 30 characters each, separated by a hyphen. The key to this new headline format is creating two headlines that work well together and complement each other, while still making an impact on their own.  For example, the headlines “Refreshing Homemade Lemonade – Quench Your Thirst Today” work great together and give the reader a complete idea of what the ad is selling, but they are still enticing headlines on their own.

As it was with standard text ads, you still want to put the most relevant information in the beginning of your headline. This is the part of the ad users will read first and if they see text that doesn’t seem relevant to them, they will likely not continue reading the rest of the ad. This is especially important for expanded text ads because if the user is on a smaller screen like a mobile device, the second headline may be shortened with an ellipsis to make the ad more readable.

Use Keywords

                  This tip is an oldie, but goodie and should be a golden rule in all your digital marketing strategies. Having top keywords in your ad makes it more relevant in the eyes of Google and more relevant to the user. Additionally, in Google text ads, if the user has keywords in their search that are also in your ad, those keywords will be bolded in your ad. The user’s eye will automatically be drawn to the bolded words and they will read and, hopefully, click on your ad. For example, if someone is searching “budget airline” and an ad reads “An Airline For Any Budget.”, the terms airline and budget will be bolded in the ad, and the searcher’s eye will be drawn to the ad.

The expanded text ad format is fantastic for keyword insertion, allowing more space and location options to place keywords is the expanded headline fields. Headlines are the largest text in your ads and the most important in drawing in potential customers. The description continues to be a strong location for keyword insertion and the expanded field allows for a more natural flow of words for improved readability.

A new option for keyword placement is the “path” fields in the display URL. These “paths” don’t have to actually be in the final destination URL, so they are great for putting in extra keywords. For example, if you are selling snow tires and your display URL reads example.com/Tires/Winter, you just added two very relevant keywords to your ad, “tires” and “winter”, even if the final destination URL doesn’t have those exact words in them.

Take Advantage of New Character Limits

Expanded text ads allow for 45 more characters than standard text ads did, so use them! With more character space in all the text fields, not maximizing your character limits is only short-changing the potential success of your campaigns. Headlines are now 35 characters longer than they were with the standard text ad format. Longer headlines are not only more eye-catching and engaging, they also increase the clickable space of your ads. Expanded text ads also allow up to 10 more characters in the description and more flexibility with their placement. Creating an engaging and dynamic description is vital to improving CTR on your ads and bringing people to your website. With 80 characters, you now have the space to do so.

Expanded text ads are here and to keep up with the ever-changing world of digital marketing, you need to know how to use them effectively. Implementing these best practices will allow you to create engaging, compelling text ads that will help improve campaign performance and efficiency.

Golden Rules: The Backwards Rules of Olympic Marketing

Olympic rings are marketing tabooOlympics, Team USA, Go for the Gold, Let the Games Begin. Unless you’re an official Olympic sponsor, you can’t say those words on social media or in any form of marketing in the month surrounding the Olympic Games. The International Olympic Committee and national committees have tight restrictions on who can say what during the games in an effort to protect their intellectual property and their official sponsors. However, this ban on Olympic intellectual property goes far beyond what many would expect and smaller brands and athletes feel snubbed by these iron-clad regulations.

Just how strict is this ban? Well, businesses can’t use any trademarked words or phrases or use any terms that reference Olympic locations, like Rio 2016. Words that incorporate the word “Olympic” in them like Mathlympics are off-limits too. Hashtags with trademarks, official logos, any photos taken at the Olympics, Olympians, event results, or even good wishes for the athletes better not show up in your tweets either because that’s all forbidden too.  Don’t even retweet from official Olympics social media accounts.

So why are these rules so strict? Is the Olympic committee that worried a restaurant is going to make a few extra sales for making the Olympic logo with some onion rings? To really understand where these rules rooted from, let’s take it back to Atlanta, Georgia, 1996.

At the Atlanta Summer Olympics, runner Michael Johnson blew past the competition and took gold in the 400-meter dash, wearing a pair of beautiful gold Nikes. A $30,000 pair of gold Nikes. Millions of viewers saw them glimmering on screen and on the cover of Time magazine a few days later. With Johnson’s gilded feet, combined with other tactics, like giving away flags to attendees with their iconic Swoosh, Nike had weaseled their way into the Olympics without paying for an official sponsorship. This ambush marketing by the brand enraged Reebok, an actual, paying Olympic sponsor, and Olympic officials. In response, the Olympic committee created a very strict set of rules on what non-sponsor brands and businesses can and can’t do during the games, and have held strong in enforcing them year after year.

Becoming an Olympic sponsor isn’t easy. The price tag for sponsorship comes in at a reported $100 to $200 million, something smaller brands can’t afford. This leaves these valued spots open for brands like GE, Visa, Coca-Cola and Samsung who can afford to shell out the cash. The Olympic committee defends these rules by saying it prevents over commercialization of the games and keeps exclusivity for its sponsors, who make up 45% of the funding for the games.

The ban on all Olympic intellectual property to brands isn’t the only marketing controversy surrounding the Olympics. With many athletes living below the poverty line, going to the Olympics should be a great way for them to get more spotlight and make money. However, the strict marketing rules makes it difficult for them to do so. During the games, athletes can’t wear anything or show anything that supports a non-sponsor brand. For example, if an athlete is sponsored by a brand, they can’t wear anything with that brand’s logo on it, such as a shirt or a swim cap, a huge possible money maker. This significantly cuts into marketing opportunities for athletes.

This rule, set by the International Olympic Committee, has especially come under fire this year. During the 2016 Rio Olympic broadcast, swimmer Michael Phelps was seen with his brand logo “MP” on his swim cap and on his baby’s clothes. This small self-promo may seem insignificant, but marketing experts estimate he got the equivalent of $750,000 in ad time. Had any other athlete pulled something like that, they would have never gotten away with it as it directly violates IOC rules. However, as Michael Phelps is the most decorated Olympian ever with 20+ gold medals around his neck, the IOC is shy to say anything about it.

This double standard hurts other Olympians that can’t get paid for promoting brands during the Olympics and don’t make any money off of the official Olympic sponsors. The IOC makes billions of dollars off of the Olympics, and despite the fact there is no show without these world-class athletes, they aren’t really seeing any of those dollars. The International Olympic Committee wants exclusivity, but they aren’t paying their athletes for it. Not being able to market themselves during the most high-profile two weeks of their career is a huge blow to the hours of work and training these athletes have put into get to there.

The Olympics are an incredible event, bringing together athletes from all over the world and promoting athleticism, good sportsmanship, and friendship between countries. As one of the most widely televised events, it’s also a great marketing opportunity, for the Olympic committee, brands, and athletes. Or, at least it should be. Tight regulations on Olympic intellectual property make in nearly impossible for brands to market on the Olympics if they can’t shell out the cash to become an official sponsor. These rules also make it impossible for the athletes to make a profit from the event, despite them being the heart of and soul the Olympics. With the controversies surrounding these rules and regulations, will there be any change by the 2018 games in Pyeongchang, or by Tokyo 2020? Or will these backwards rules continue to stiff small brands and the athletes that makes the games possible?

 

 

Royle’s Commentary on Radio from 2009 Still Rings True

In 2009 The Oregonian ran a feature story about Larry Wilson buying radio stations in Portland, OR and starting Alpha Broadcasting. I reposted the article on LinkedIn and Facebook with commentary second-guessing Wilson for not mentioning digital once in the entire article.

Bill Ashenden, then general sales manager at Rose City Radio responded, defending his new employer. Our exchange from 2009 is posted below. Ashenden is now the market manager at Bicostal Media in Medford, OR. We have become friends, all from this LinkedIn post.

Looking back at my commentary, I still back it up six years later. Furthermore, terrestrial radio broadcaster’s biggest mistake continues to be with their streaming stations. Pandora and Spotify do play audio commercials, but with much less advertising per hour. Would you rather listen to two minutes of ads per hour or ten minutes of commercials? Radio leadership failed the industry on the stream by not matching Pandora’s spot load, driving many listeners away from their brands.

In Portland, similar to markets across the country, radio groups have abandoned active rock programming. Men 18-34 are not as profitable as other demographics. This short-term thinking, driven by Wall Street and investors looking for immediate returns, have driven young male listeners online, away from terrestrial radio. I seriously doubt they will ever return to terrestrial radio once they’ve gone online.

Hi Bill,

 I appreciate your response. I’m a radio fan and know Citadel well. I am sure Larry Wilson is a great businessman and radio operator. I wasn’t commenting about him personally, but rather the changing business model. Traditional media needs to be talking digital continually, that’s undeniably where the money is shifting to. And the Oregonian story didn’t mention digital radio once. That was disappointing.

The technology is available to track and quantify visitors from streaming radio spots. That allows radio to compete with Google search on a cost per visitor metric. Streaming spots are cheap and search has become expensive.

Radio has wonderful email lists, but uses them wrong. Display advertising in targeted station email is a gold mine that hasn’t been opened.

Lastly radio doesn’t use social media or search marketing properly. These elements should be integrated into every campaign, and not be added value. Instead radio tries to sell 120k in terrestrial spots with minor lip service to the digital pieces. And your client is really interested in the digital piece more than the terrestrial spots.

Advertisers truly want integrated campaigns, where traditional media and internet marketing work together. That’s not happening. I hope you radio group busts out of the aged model. Opportunity is unlimited for the station that does this right.

Cheers and maybe we’ll bump into each other sometime.

 Royle Johnson

Advertising Spotlight: Paid Search

When I accepted the position of Director of Advertising it was because I knew that Royle5857462455_331224a786_o Johnson (President, Royle Media) had a long history of building and maintaining strong client relationships.

Paid search is usually one tactic in a client’s overall marketing mix. Frequently paid search campaigns are run in conjunction with display or retargeting advertisements, social media advertisements, and some traditional advertising such as print, radio or television.

To discover whether or not paid search is right for you, we discuss your target market(s), prospect audiences by job titles (B2B) and/or demographic information (B2C).

Knowing what drives you and your customers helps us write advertising copy and design display advertisements that will speak to your unique audience. Learning more also helps us make campaign suggestions about delivery, spend and reach.

In many cases, we find that running a small paid search test campaign on is the right way to begin our search advertising engagement. Search advertising is not right for all of our clients, though frequently search advertising has yielded surprisingly good results for B2B clients who were skeptical of the efficacy of search advertising.

We also work to find the right platform for your business. With around 70% of search traffic, Google still dominates the search engine market. Still, many companies connect with clients with older demographics most effectively on Bing and Yahoo.

What else can you expect when you choose Royle Media to be your search advertising partner?

  1. Transparency
    Our policy is to set up 100% of our client accounts with your own master account. With this, you have access to your campaign information. Basic information, such as billing, is easy to find. We also connect your advertising accounts to your Google Analytics account. Both accounts are set up with your credentials, we simply have access to the accounts.
  2. Communication and Reporting
    Communication begins with our first meetings and continues throughout your campaign. We report weekly or monthly depending on our service agreement with you. We answer emails quickly, and while we are available by cell phone nearly any time. We know what it means to run a small business, which is why we are agile. Paid search campaigns are highly measurable, which we convey to you in reporting.
  3. Personal Service
    The team you meet and get to know manages your search advertising work in-house. We do not outsource the management of your paid advertising account.

Lastly- Royle Media operates on a month-to-month contract system. If you choose to leave for any reason all you have to do is give us 30 days’ notice and we will begin the handover process. This is easy because you own all of your accounts. We will also provide your final month of reporting with some campaign recommendations.

It is with great pride that we do the work that we do. Our prices are competitive (20% management fee based off of advertising spend).

In addition to search advertising we offer social media advertising, display advertising, retargeting and search engine optimization services to ensure that your business shows up organically in search results. We also manage traditional advertising: radio, television and print.

Call today to learn more about what search advertising can do for you.