AdAge: Marketers Need To Reevaluate Radio
October 1, 2013 at 5:46 AM (PT)
In an article on ADAGE.COM, BENJAMIN PALMER writes, "Over the past few years, digital marketers have been so focused on display, better ad-tech and creating experiences on the ever-expanding list of social platforms that we've managed to largely ignore a traditional medium that's becoming increasingly sophisticated right under our noses (well, our ears): radio."
PALMER has some news that should make all in radio fell good. He feels, "radio is ripe for a renaissance. Major advances in up-to-the-minute distribution and segmentation, as well as innovation from the likes of SPOTIFY, PANDORA and APPLE make radio -- or radio-type service -- a good bet to add scale to campaigns at efficient cost."
In a word of advise to marketers, he notes "while digital agencies have been focused on capturing the essence of every emerging platform, we may be missing opportunities to combine new platforms with existing ones. We're in the business of investing in new ways of storytelling, so let's reconsider the value of radio in the marketing mix."