I'd like your feelings and thoughts about the following question, namely,
how effective and attractive are ads within the digital media a radio station uses, from its Web site to ads on listeners' mobile devices?
How likely would you as an advertiser choose those digital ads over other places?
The real estate in many Web sites is ripe for digital-type advertising. If you know the term "psychographics" that's what a lot of the Web is about. It's more about your mind, less about your age and income. When you're looking for something you've got that something on your mind. It's why if I say "red car" you will spot them, from family red Ford Explorers to shiny red Ferraris. If you see that something on the screen, you'll likely click on it. (It's the heart and soul of the sponsored part of Google and Yahoo! searches.)
So some recent industry press says the digital division of radio stations believes that people who normally wouldn't buy radio ads would buy some online Internet ads instead. They reason (as part of me does) that if a person is on a radio station's Web site or using their mobile device to get there, it makes sense to place digital ads there all related to his state of mind.
However, I then have these other questions, including:
1. What would cause me to choose the radio station's real estate over ALL the other real estate available to advertisers on the Internet in general?
2. Some radio stations prepare podcasts with the allure that they strip out ALL the ads. So you get to download the podcasts ad-free. How then to not sound contradictory and place these newer ads in the way of your listeners' radio experience?
See my dilemma? I've got advertisers I'd like to turn on to this. Meanwhile I have zapping Tivo's/DVR's, automated popup blockers and human popup haters to contend with. Why this proposition above others?
I'm fully digital myself. Because I author some of the hype, I'm wary about falling for it too!
So what are your thoughts? What are your 1's and 0's, Yays and Nays about radio ads in digital media, from banner ads online to text ads on your cell phone?
how effective and attractive are ads within the digital media a radio station uses, from its Web site to ads on listeners' mobile devices?
How likely would you as an advertiser choose those digital ads over other places?
The real estate in many Web sites is ripe for digital-type advertising. If you know the term "psychographics" that's what a lot of the Web is about. It's more about your mind, less about your age and income. When you're looking for something you've got that something on your mind. It's why if I say "red car" you will spot them, from family red Ford Explorers to shiny red Ferraris. If you see that something on the screen, you'll likely click on it. (It's the heart and soul of the sponsored part of Google and Yahoo! searches.)
So some recent industry press says the digital division of radio stations believes that people who normally wouldn't buy radio ads would buy some online Internet ads instead. They reason (as part of me does) that if a person is on a radio station's Web site or using their mobile device to get there, it makes sense to place digital ads there all related to his state of mind.
However, I then have these other questions, including:
1. What would cause me to choose the radio station's real estate over ALL the other real estate available to advertisers on the Internet in general?
2. Some radio stations prepare podcasts with the allure that they strip out ALL the ads. So you get to download the podcasts ad-free. How then to not sound contradictory and place these newer ads in the way of your listeners' radio experience?
See my dilemma? I've got advertisers I'd like to turn on to this. Meanwhile I have zapping Tivo's/DVR's, automated popup blockers and human popup haters to contend with. Why this proposition above others?
I'm fully digital myself. Because I author some of the hype, I'm wary about falling for it too!
So what are your thoughts? What are your 1's and 0's, Yays and Nays about radio ads in digital media, from banner ads online to text ads on your cell phone?