During the upcoming conference for the California Tourism industry, the digtial divisions of Entercom Sacramento and Entercom San Francisco will be recognized for their part in a very sophisticated digital campaign. The marketing elements for this digital only program utilized some of the latest technology and created a high-impact and successful campaign for Sonoma. You can see (and hear) some of the elements and get the background at http://sonoma.innovativeradio.com/
In the past few years I have seen my fair share of research on the effectiveness of radio advertising - most of which has come from several studies published through the Radio Ad Lab project. One of those R.A.E.L. studies talked about how much MORE effective an ad campaign was when both radio and digital were used together versus digital only (more on that in future blogs). The combination of radio and interactive is, in my humble opinion, an absolute home run in terms of marketing efficiency. And now, that combination has a name… RADIOACTIVE. Don’t believe me? Check UrbanDictionary.com and see for yourself.
Eagle969.com became the first of 5 new websites being launched by Entercom Sacramento stations before Spring is out. Along with several design enhancements there are a few features that are, frankly, pretty “rockin’”.
One of the most notable new features is the Artist Wall. Not only does the “wall” serve as a real-time playlist for the music on The Eagle - each song listed has links for lyrics, artist bio, purchasing the song or album and even music videos. Did I mention that the Artist Wall is also a widget you can place on Facebook, MySpace, etc? Check it out at Eagle969.com.
A recent study released by the Yankee Group found that the line between watching television programs on TV versus on the internet is more blurry than once thought.
While most of the attention, in marketing circles, is on the demise of newspapers, there should be concern for television advertisers as well. Here are some stats from the study:
* 56% of television viewers are online at the same time, browsing the Web or sending e-mail.
* 82% of Internet video viewers watch TV shows online because they missed the episode on TV.
* Digital video recorder (DVR) owners are more likely to watch online than they are to record a program in advance.
* 25% of the Internet video audience watches online programming on-demand either once or several times per day.
(Source: Yankee Group, 2009)
