The Radio Business Report recently held a 2010 Upfront Q&A with some of the bigger names in the agency world. One of the questions… How strong will streaming/digital media spend be in 2010? Here’s how each responded…
Goldwerger (TargetSpot CEO): “The streaming market is looking up. For one, radio buyers understand now that online listeners represent an important, growing segment of radio audience. But it’s not just growth that makes it a critical component of the marketing mix; unique features like precision targeting, measurement and analytics and helping buyers rise to the demand for increased accountability. The factors have fueled internet radio’s evolution from an ‘add-on’ to a critical component of the radio buy, and will continue to attract advertising dollars throughout the upfront and 2010.”
Warnecke (MediaCom Partner, Group Director): Streaming will continue to be a part of the audio mix - remember, there are still 235 MILLION weekly listeners to radio and some of those folks also listen online. Radio has also been shown to connect listeners with the web, so smart advertisers will connect with their consumers on air and online.
Mijatovic (Horizon Media VP, Managing Director of National Audio): Much stronger than 2009. Sellers have been working diligently in providing interesting solutions which in turn peaked agency/clients’ interest. Overall bringing more accountability to the overall audio buy. Excellent job on the part of the sellers.
Feinberg (President/Matt Feinberg Media): How strong is anyone’s guess, but it should continue to grow like most other things digital.
Swed Stone (US Director, National Radio Investment, OMD): Will grow significantly as it becomes more mainstream.
Casey (Associate Buying Director of National Radio, Zenithmedia): Definitely on the rise with advertisers who are familiar with the medium. The positive results of the Arbitron Edison research study certainly helped (audience doubling in last 4 years). More advertisers are dipping their toe in the water, so to speak.
Vasey (GroupM Senior Partner, Director of Radio): As the product offer continues to grow in digital media - I’d expect that our spend levels will increase.
Leave a Reply