Radio Advertising. with visuals by IG Media!

Transcription

1 Radio Advertising with visuals by IG Media!

2 The essence of the IG Media package The IG Media product is a graphics based commercial, with visuals generated in house. Specific visual content (stills or video) will be provided by the client who will provide visual resources identified by IG Media. If no suitable material is available, this can be generated at additional cost by commissioning a stills photographer or video crew for a flat rate. Crews/personnel can be provided by IG Media s extensive network of approved personnel. Based upon an advertiser s existing or future radio commercial, high quality televisual graphics will accompany and illustrate the sound bed provided by the radio ad. The commercial will then be available for web based viewing on both station and customer web sites. This concept is: ORIGINAL This concept has been designed from the GROUND UP specifically to extend the radio advertising concept and reach EFFICIENT The production process is designed for maximum efficiency in terms of both time and cost HIGH QUALITY It is designed to provide a high quality viewing experience with unlimited CREATIVE scope MODULAR The concept uses an approach that is both flexible and extensible SUSTAINABLE The model will grow to keep pace with demand

3 Issues this approach will address: The IG Media model is graphics-based with visuals generated in-house making the production process cost-effective, quick and responsive Uses existing radio commercial as sound bed On-air and on-line reminders will tell listeners that the facility to listen again to adverts (and other content) will be available on station web site Web site visitors must be able to navigate to adverts and other content easily (content/keywords available through search function) Provides an enhanced experience as content is visualised Provides easy reference for hard information contained in the advert Opportunity to include information which is not verbalised in original advert Links to advertiser s web site (which also contains a copy of the ad) Improved opportunity to deliver call to action Call to action can be enhanced by additional incentives offered at this stage by advertiser Opportunity to collect contact details to feed on-going marketing effort Web metrics immediately available to indicate effectiveness of campaign Process as agile as radio production allowing campaigns to be tweaked if necessary Addresses the cons of radio advertising and enhances the pros (see following page)

4 The Pros and Cons of Radio Advertising Pros Mass Media Advantage Radio's status as a mass medium means it reaches a broad audience. Radio also reaches locations that other media do not reach, such as cars and workplaces. Target Audience Advantage Different radio stations have different formats, from news/talk to oldies to rock. Decide who you are trying to reach and then choose the radio format that reaches your audience. This makes radio advertising advantageous for businesses advertising a service or product to a niche audience. Cost Advantage Radio advertising has relatively low costs. A 30-second ad on radio is often less expensive than a 30-second TV ad and easier to produce. Production has fewer costs than TV due to the absence of visual elements. Speed of production Radio ads can be produced very quickly allowing agility, unlike television ads. And unlike magazine print ads, you do not have to wait for the next issue to come out. Effectiveness Studies have shown a high rate of return on investment, compared to TV. For example, according to Lee and Johnson's "Principles of Advertising" studies in both Canada and Germany found that more people bought Imperial margarine as a result of radio commercials than other media. Cost Radio remains the cheapest form of electronic entertainment in terms of cost, weight and energy use. Cons Lack of permanence A radio ad is very ephemeral. Radio audiences tend to have different habits from those of other media. Many people treat the radio as background noise. While many people may hear an advertising message, they do not all pay attention. You will need to run your ad more than a few times in order for it to make an impact. Competition for key spots Morning and evening commutes are when many businesses want their ads to run. This can drive up the cost. Lack of Audience Interaction In radio, a business has only one chance to put its message across, and it may have to wait for feedback. In some cases, the oneway communication means the advertiser can never receive an adequate, measurable response. No Images Radio lacks the movement and colour of visual media forms. It does not appeal as much to a generation that's been raised to communicate through visual means. Radio also does not transmit text, which makes it difficult to communicate information that's needed as a permanent reference, like addresses and directions. Outmoded More and more people are turning to the Internet and TV for their news, entertainment. The radio, especially in the eyes of the younger generation, seems more and more outmoded, more has been.

5 Joining the dots: radio and the web So, how can radio use its strengths and address its weaknesses? These days, any competent retailer is acutely aware of the advantages to be gained from getting the right balance between bricks and clicks : that is, finding the right balance between High Street presence and on-line sales. Get it right and the two channels compliment each other. Get it wrong and the result can be pricing discrepancies and cannibalised sales. In the IG model, the internet forms the missing piece of the jigsaw. At its best, the website can be used by radio stations to deliver a high number of qualified leads to their advertisers. A radio station s very presence on the airwaves gives it a powerful platform to drive listeners to the internet. What s more, that internet visit can be made the next time the listener happens to be on line, without having to remember the advertiser s details or even the finer details of the ad they ve heard. Most radio listeners are aware of the station they listen to (see Pros on previous page). Therefore listeners should be made aware that they can access the adverts they have heard on air by going the radio station web site and listening again. They don t need to remember any web address just the name of the station. The station is using its strong identity and sense of place to drive listeners to the web. This will overcome a number of the Cons as well as converting the relationship with the audience from one-to-many to one-to-one. Once the listener gets to the station s web site, the appearance of a video version of the ad provides a persistent presence that can be accessed at any time (Radio stations can archive ads if desired). The visual content found on line will appeal strongly to the more visually-orientated. It allows the audience to receive hard information more easily (e.g. addresses, phone numbers, web addresses etc). Web interaction at this point also converts listeners to web viewers, at the same time providing web metrics which allow responses to be measured. There is yet another exciting strategy that radio stations can press into play at this point: some time-dependent or randomly-generated web exclusive offers can be made on line. If a viewer acts within a given time frame, they could qualify for any offer the advertiser wishes to link to the campaign. This not only provides an incentive for the consumer to act within a given time frame but also delivers committed buyers to the advertiser s business. It also gives opportunities for personal contact information to be collected and used by the advertiser for other marketing purposes. This will have the result of magnifying the reach and effect of the original radio advert and at the same time delivering metrics, higher-quality committed buyers and user-information to the advertiser. This will increase the satisfaction rating of radio advertisers, ensuring repeat business and attracting new customers to the medium.

6 The Process The production process is designed to dovetail seamlessly with the sales effort of the station, where the production cost is generally bundled with the airtime package. Station agrees sale with client Client/sale details and sound bed to IG Media IG docs and resources list to client Client returns docs and resources to IG Production First draft complete ad to client Amends list 1 Amends list 2 (additional cost) Submit for web inclusion Sign off production (copy to station) Note that the process does NOT include Clearcast costs as the visual ad is not intended for Broadcast purposes. All commercials produced will be visually compliant but not cleared. Also note that any errors originated by the production process will be rectified FOC.

7 Why IG Media? Original concept designed specifically for Radio IG Media has used its considerable experience in TV commercial production to analyse the market and identify areas where technologies compliment the existing commercial radio model. Support for client throughout process The IG Media process builds support for the client at each stage, whilst encouraging efficiency by focusing clients on providing comprehensive amends at the first opportunity by making further amendment rounds into chargeable items. Online support and the use of e mail and internet for communication and approval stages cuts down on meetings, improving efficiency. Expandable concept Establishing efficient working methods and systems of communication establishes a principle which is straightforward to duplicate, ensuring the ability to quickly increase capacity to cope with demand. Dedicated work stream IG Media has established a dedicated workstream to ensure that radio commercial visualisation production is unaffected by demand in other areas. Up selling opportunities Opportunities exist for station sales personnel to up sell add ons over and above the basic package. Examples of add ons would be: stills photography; video photography; character animation (3 levels); 3D modelling etc. In addition, advertisers could consider upgrading their existing web advert to TV broadcast standard. This will require additional work to ensure compliance and, if required, clearance for TV broadcast. Existing facilities ensure expandability The provision of still and video photography can be provided by IG Media s extensive network of media professionals in locations throughout the UK.

8 Costs: Included in the basic price will be: Production (inc. 1 x amendment round) Administration Delivery of approval copies to client Delivery of transmission copy to station Basic price total: Additional cost items: Storyboard: Additional amends per round (production): Video crew* (min booking time 4 hrs): Stills photographer* (min booking time 4 hrs): Animation Simple (e.g. simple movement of existing client character): Complex (by arrangement): Quotable Upgrading to TV broadcast: Quotable (all prices plus VAT) * Location within station coverage area or 25 mile radius