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Last Tuesday we brought you Part I of Vice President of Media Askin Emir’s discussion last September at the RAIN (Radio and Internet News) summit panel entitled ‘Monetizing Internet Radio I: From the Advertiser’s perspective.’ Here is part two:

What have been the best executions of Internet audio that you have seen, planned and bought? This can include Internet audio as a stand alone or in concert with other media as well.

With Direct Response Radio Campaigns, typically you need to run 60 second commercials. Most of the time, the clients are new and you need to tell people what the product is, what the offer is, and what the call to action is. When that’s the case, a 30 second commercial is not enough time.

One of the obstacles of radio is that it’s just audio. There is no visual. But streaming eliminates this disadvantage by adding banners to the campaign. When people hear the commercial all they need to do is click on the banner and go to the client’s website and learn more about them and the offer. This allowed us to use 30 commercials, and even 15’s and it was very interesting to see the campaigns work and deliver promising results for our clients.

What do broadcasters need to provide in order to advance Internet audio spend and understanding of the market?

As an agency I feel like we have the same goal. In most cases we convince clients to spend money on radio. They have no budget for radio to begin with and were not even thinking about including radio in their media mix. We convince them that radio is the right medium for them and they can get results from it and then we prove it to them with a campaign.

Broadcasters then come into the picture and work with us like we are partners. After all we both have the same goal. So rather than trying to make a sale if you could see our clients as your own client and be creative and basically take care of them, you will win. Think about the results, how we can make them better. It could be as easy as throwing in some added value promotions, sponsorships, 10 second spots. We are sharing the same goals and all we need to do is try to better understand each others business and get the best out of it. I know it will sound crazy, but give us a free week to test your property, when it works, it could suddenly become a 52-week buy.

Askin Emir is Vice President of Media at The Radio Agency. Please follow The Radio Agency’s Blog “Sounding Board” by subscribing to the RSS link above. Visit our website TheRadioAgency.com