Edison Research Tracks Radio's Progress In Digital Advertising

Checking On Digital

LARRY ROSIN of EDISON RESEARCH took a video camera to a few digital agencies to find out what their reps had to say about radio's progress in the digital advertising space. He presented many of the clips at the 2012 RADIO SHOW, where EDISON interviewed media buyers, planners and executives about the digital revolution and radio’s role in it.
 
"The interviews seen here are not necessarily representative of the vast sweep of digital and ad agency buyers out there,' ROSIN noted. "This is not a quantitative survey, the kind you usually see from EDISON. This instead is much more along the lines of a Focus Group. The respondents who spoke to us may or may not be speaking for all digital buyers and planners, but they offer a lot of great perspective.
 
The one conclusion he did draw was this: "The buyers of today are looking for the mass and response that radio elicits, but they are equally looking for measurability, personalization, efficiency and trackability. Radio has to continue on a parallel path of innovation to provide these items to advertisers or simply watch its portion of the total advertising pie continue to slowly diminish."

The clips and ROSIN's full column can be seen here.

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