RADIO’S DIGITAL REV COMES TO MAIN STREET: Here’s an interesting look inside the state of Digital as a revenue channel within Local Radio. Overall there’s positive momentum with the average market-level radio cluster now billing over $1M annually in Digital rev, which is +12% YoY. This growth rate is similar to what we’re seeing in the entire digital industry as local clients start to embrace digital marketing tools once reserved only for the bigger national clients. The only caveat to these numbers is that radio sales departments are famous for moving peas around the plate to make it look like they’re achieving new strategic initiatives. So some of this Digital increase could actually be the old “shave five bucks from the spot rate and book it as digital” play. That might explain why the Digital side of the house is showing strong growth while the Spot side continues to decline. (link)
CRAP IS THE NEW TRANSPARENCY?: I know that may sound like a funny title, but it’s the message Publicis Strategy & Growth Office Rishad Tobaccowala delivered in a keynote address at a 4As summit this week. His comments echoed those of P&G’s Marc Pritchard, with the point that improvements in digital media need to start with supply chain transparency but then must be completed with quality data. To that end weeding out crap data partners is his team’s primary goal in 2017. Mr. Tobacccowala’s comments on the state of the industry are pretty cutting, as you can see in the quote below. I’ll let you read the article and decide for yourself if “Crap” should be the ANA’s marketing word of the year for 2017. (link)
Have a great Thursday guys!
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