Survey Says Radio Has Untapped Online Revenue Potential
January 21, 2010 at 12:13 PM (PT)
A new survey conducted by DIGITAL MEDIA ARMY, a digital media research and consulting group, indicates the radio industry still has massive untapped potential to sell online media. In the survey titled "Current State of Online Sales in the Radio Industry," sales professionals were asked to rate their confidence level selling online advertising and evaluate several statements aimed at determining the current acceptance of online sales.
Surprisingly, the survey results indicated that the average radio Account Executive is only 60% confident selling online media. DIGITAL MEDIA ARMY President LUKAS SNELLING comments, "The data is pretty clear, Account Executives desire more education and support when it comes to selling online."
The survey also evaluated current acceptance of integrated selling and the present marketplace demand for online media. The survey suggests that bundling online media with traditional media is not yet a universal sales method. In fact, only 10% of Account Executives said they bundle online media into every deal. At the same time, the marketplace demonstrated a significant amount of demand to purchase online media from traditional sellers.
SNELLING adds, "The radio industry has clearly made strides in selling online media, but the survey demonstrates the need for additional investments in educating our sellers and building online advertising assets that work." DIGITAL MEDIA ARMY has made the in-depth results of the survey available on its website.