Digital radio: A primer for media planners and buyers
Welcome to the first in the series 'The new radio: All things digital'
January 20, 2017
By the editors of Media Life
Pandora didn’t launch digital radio, but for good or bad, it’s long served as the poster child for its promise and its disappointments. Like so many innovations in media, it was quick to wow consumers, picking up millions of listeners, yet it’s hasn’t yet figured out how to make a profit.
In the time being, digital radio has moved beyond. There are now slews of services offering digital listening, and the range of what one can listen to has exploded with the boom in podcasting.
Digital radio is now mainstream and becoming more so by the day.
We see this in the numbers for ad spending. Traditional radio revenues are flat, digital ad dollars are up by the low double digits, and media buyers see very healthy growth going forward.
The question for media planners and buyers is no longer whether to buy digital but how to buy it, what to buy, and how to get the best value for their client’s investment.
So welcome to Media Life’s new series: “The new radio: All things digital, from streaming to podcasting.”
Over the coming four months, we’ll guide readers through digital radio in all its forms, explain how they differ, the advantages and disadvantages of each, the research behind them and—most important—how to add them to a buy, along with traditional radio, to maximize value.
Media Life reporters will be talking to digital experts, as you’d expect, but we’ll also be talking to buyers—our readers—for their insights and practical tips.
The series is being built around a survey we did some months back asking readers what areas of digital they wanted to know more about. Each story in the series will set out to answer one or more of their questions.
If you are a media buyer and have questions you’d like the series to answer, click this link and fill out our survey.
If you are a seasoned pro in digital radio and would like to be a contributor the series, we’d love to hear from you. Click this link to our survey and at the bottom you’ll see a box where you can enter your name and email address.
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