RAB2009: Mobile Marks Opportunity For Radio
March 19, 2009 at 5:33 AM (PT)
The predicted 40% rise in mobile marketing budgets for the year marks an opportunity for radio, said a group of mobile marketing execs during the RADIO ADVERTISING BUREAU conference. EMARKETER says the mobile segment will attract $6.5 billion in ad revenues by 2012, reports MEDIABUYERPLANNER.
Radio’s big potential is to stop selling simple :30 or :60 spots and to begin creating a conversation between the station and/or the personality and the audience. Advertisers want such a conversation, which could be played out by a radio spot activating a text message component, said 3C INTERACTIVE Chairman/Mobile Marketing DAVID ROSS.
Advertiser appetites for mobile are growing as the market grows. KATZ360 Pres. BRIAN BENEDIK said, citing NIELSEN data, that there are 145 million mobile media consumers in the U.S. today, defined as anyone who uses a cell phone to send or receive a text message, download content or access the internet.
"Seventy-six percent of listeners use text messaging, and 66% want to text with your radio station," BENEDIK gushed.
But one of the biggest challenges is making sure sellers can talk intelligently about the mobile audience, and managing the expectations of clients, said HUBBARD Hot AC KSTP (KS95)/MINNEAPOLIS GM JEFF GONSALES. GONSALES’ station has been incorporating mobile applications into its sales offerings for two years.
In JANUARY, consulting outfit DELOITTE said this year would be a defining one for radio. Driving the revolution will be technology that releases Internet radio from its bounds on the computer, allowing it to become much more portable.
JOHN RUFFOLO, Sr. Technology leader at DELOITTE, believes WiFi devices will be the solution that consumers -- unwilling to pay for satellite radio but tired of a limited selection on terrestrial radio -- will turn to in the coming year. WiFi radios allow users to access the Internet and play Internet radio stations and podcasts. Smart phones, which can also access Internet radio using WiFi, will also contribute to the rising popularity of Internet radio.