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Want to Simulcast your On-Air and Online Radio Spots? Don't!
February 21, 2012
Have an opinion? Add your comment below. And don't take it from me. Take it from Clive Dickens, COO of Absolute Radio (absoluteradio.co.uk), one of the UK's three largest national commercial broadcasters.
AFTRA rules get in the way of simulcasting these spots in the US, and many broadcasters yearn for the ability to match up these ads, pile up all the impressions, and sell them as one bulk number.
In the UK no such limitation exists, but Absolute Radio and others are taking the exact opposite approach and splitting the streaming ads from the over-the-air ones. And in the process, they're providing more value to clients and making more money overall.
So if you think that simulcasting your spots on-air and online is the way to go, be careful what you wish for.
Watch as Absolute's Clive Dickens talks about what they're doing, how they're doing it, and why you should never do anything else.
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"Data is the new oil of our economy, and Radio has got to understand data more."
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