Broadcast Education Association Las Vegas, April 13, 2011
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1 Interactive Advertising: Creating a Profit Center for Non Commercial Radio PRESENTER John Potter VP Training Traditional Media Moving to Integrated Broadcast television Yellow Pages Pure Play Newspapers 49% 24% Magazines/ Other Print 2% Yellow Pages 11% Broadcast TV 11% Cable TV 1% Radio 2% Traditional Media Moving to Integrated Broadcast television Yellow Pages Direct mail with QR codes Page 1
2 Radio Revenues Page 2
3 Radio Station Share of Local Online Average 0.5% 6.0% 5.2% 5.0% 4.0% 3.0% 2.0% 1.0% 0.5% 0.0% Source: Borrell Associates, 2009 Average Highest Show Me The Money Banner ads Streaming Auctions/Deals Social Mobile Sponsorships Online video Podcasting Directories Contests Banner Ads Page 3
4 Banner Ads (Pop-up) Banner Ads (Pop-under) Banner Ads (Pop-under) Page 4
5 Streaming Audio commercial Video commercial Pre-rolls Player banner ads Player sponsorships Streaming Audio commercial Video commercial Pre-rolls Player banner ads Player sponsorships Branded players Streaming Page 5
6 Auctions Sponsorships Home page Personalities pages Weather Sports News Health Fitness Photos Podcasts Page 6
7 Podcasts Best Practices Good: short pre-rolls Better: delayed billboards Best: contextual Directories Bridal Restaurants Entertainment Travel Golf courses Fishing & hunting Real estate Government Online Video In-banner Expanding banner Page 7
8 Online Video Ad overlay Online Video Video overlay Online Video Video ad insertions Page 8
9 Online Video Sponsored video programs E-Newsletters E-Newsletters Page 9
10 Mobile Marketing Mobile Marketing Promotions Events Vendor programs Best of polls (restaurants, retailers, pizza ) Page 10
11 Contests Sports (World Series, Bowls, March Madness) Event tickets Reality TV Picks for Oscars, CMAs, Grammy Awards Alternative Event Cause related Retail (in-store) Mass merchandiser Convenience store Supermarket Sports marketing Recruitment Job fairs Expos Sampling / Coupons Consumer sweepstakes Alternative Revenue Events An Evening With Al Jarreau and Cadillac Register to Win Sponsored VIP Area Car on site Signage Data Collection Blasts to P1s On Air Promotion Page 11
12 Alternative Revenue Events Alternative Revenue Events Alternative Revenue Events 40+ select wineries pouring (sampling) premium wines Catering by the Elbow Room A Sil t A ti A Silent Auction Live Entertainment Page 12
13 Alternative Revenue Events Alternative Revenue College Campuses Alternative Revenue College Campuses Mars Snackfood US Funniest Student on Campus Contest NyQuil, Herbal Essence Shampoo, Clearasil Campus Trial Paks Pentel Hyper G What s Your Smoothest Line? Page 13
14 Alternative Revenue College Campuses Doritos and Yahoo Give 500 Free Limo Rides to Football Games Enter to attend Launch recording session in L.A. Bags of Doritos to sample CDs Office Depot Free notebooks with logo Campus maps $10 off coupon at Office Depot Recommendation Planner Download Customize Use it as a checklist Page 14
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